DANIEL TURNER / PROF MALCOLM FOLEYMAKING THE CASE FOR EVENTS

Resourcing the Event: Mixed Economy Models of

Provision

The development of the mixed economy

Developments in the events sphere 1976 Montreal Olympics - a financial failure - The Big Owe -

$1.61billion of debt left behind 1984 Los Angeles Olympics – uncontested bid – the 7-Eleven Games -

$200million profit Developments in the political sphere

Thatcherism – rise of the neo-liberal free-market approach New Labour – third way approach Growing private/public partnerships, increased role for the voluntary

sector. The hegemonic position of the mixed economy provision

environment. State / Private Sector / Volunteers used in the delivery of events Integral part of successful bid strategies is demonstrating the

existence of the mixed economy

HOWEVER: Bid support must be maintained throughout the ‘marathon’ to delivery stage

Sponsorship

Commercial partners are central to the success of a bid but at the bidding stage this is often supporting ‘gesture’

Delivery requires ‘promise’ of support.Strength of being a global brand: 40billion television

views cumulatively for France 98However: trump card of embarrassment (failing to

host the games would be worse than not winning the bid).

Also: corporate partners foisted upon host city as ‘official partners’ of sanctioning body – complete with sponsor requirements.

Volunteering

Increasing use of volunteers to deliver events 70,000 volunteers at London 2012

2 strategies for ‘hooking’ volunteers Pride – ‘Your Country Needs You!’ Improvement – increased employability as a result of

involvementReasons for volunteering

Citizenship (obligation to host) Pride (in community) Pride (personal)

Key notion is that of ‘involvement’. Being the cornerstone of delivery and being a significant contributor to success

Critiquing the mixed economy

Host city becomes the weakest partner after sanctioning body obligations, commercial promises etc

Benefits are not universal – focussed around ‘official’ partners and increasing evidence to highlight lack of return for those involved.

Privatisation of public space in the name of partnership and preventing ‘ambush marketing’.

The conflictual needs of commercial sponsors and volunteering citizens – citizens are pushed out in place of welcoming the sponsors.

Strategies for bidding rely on a mixed economy but the mixed economy at a delivery stage is inherently problematic. What then is the impact for future events as this becomes acknowledged?