what can olympic and paralympic games (opg)...

2020-02-23

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What can Olympic and Paralympic Games (OPG) Learn from Smaller Sized Events to Create Positive

Outcomes for Host Communities?

Marijke Taks (PhD)

12th JASM Japan Sport Management Conference, Tokyo, 24 February 2020Tokai University

[email protected]

© 2020 Marijke Taks

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Role models?

‘Trickle down’ effect?

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Sustainable impact questionedMultiple cities, deciding Ø not to bid

Øe.g. Boston and Toronto for the 2024 OG

Ø withdrawing their bid

Øe.g., Budapest for the 2024 OG

Ø not to host even when awarded

Øe.g., Durban for the 2022 Commonwealth Games in South Africa


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NMSE OPGno global reach

local impactpos. > neg.

GREAT POTENTIALmany more

global reachglobal and local imp.

neg. > pos.HIGH RISK

few

∑NMSE àMORE LASTING GLOBAL BENEFITS


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Key questions

• What can OPG learn from smaller sized events to create positive outcomes for host communities?

• What can be done so that OPG create more durable outcomes for host communities?


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SPORT EVENT IMPACTS: RESEARCH TRENDS


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Shifts in Research Focus

1. Tangible à intangible impacts (e.g., Preuss, 2007)

2. Impacts/legacies à leverage (e.g., Chalip, 2014)

3. Large à small events (e.g., Taks, 2013; Agha & Taks, 2015,2019)


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Dimensions of event impacts

1. Economic

2. Tourism

3. Social

4. Sport participation

(aks et al., 2011; 2013)© 2020 Marijke Taks

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Legacy Cube (Preuss, 2007, p. 86)

Planned

Unplanned

Negative PositiveTangible

Intangible

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1. From tangible to intangible

1. Economic

2. Tourism

3. Social


Tangible Intangible

Destination ImageSustainable Tourism

SPD

$$$ PGV, CS, PI, OC

Sport Facilities

Physical Social Spaces Social capital


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2. From impact to leveraging

• What can be done so that sport events create more durable outcomes for host communities?


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3. From large to small events

(Preuss et al. , 2019)

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The mega-event syndrome(Müller, 2015)

1. Bid: over-promising benefits2. Underestimation of costs, unexpected expenses3. Event take over4. Public risk taking (private firms reap the

rewards)5. Rule of exception6. Elite capture7. Event fix (event framed as a solution to a host

community’s planning challenges)


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Typologies of events

NMSE MSE


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Smaller events

• More likely to benefit local people• Tighter social connections• Greater likelihood for bottom-up strategy• More relevant in creating durable benefits

for host communities

(e.g., Taks, 2013; Taks et al. 2015; Taks, 2015)


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1. Economic

2. Tourism

3. Social



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Real life examples: Rio/Brazil

Estimated cost US$ 0,22BiFinal cost US$ 2,10Bi

X 10 ? Budget US$ 14,40Bi

Cost on stadiums: Ø Estimated: US$ 1.1BiØ Actually: US$ 3.6Bi

Gvt US$ 14,00BiFIFA US$ 2,00Bi

Failed completion of many proposed works

Legacy? What legacy?© 2020 Marijke Taks

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From Economic Impact to CBA

1. New spending (spent locally) by:- Visitors

- Event organizer- Non-local businesses

- Non-local government2. Increased spending (spent locally) by:

- Residents - Local businesses

3. Job creation4. Tax revenues

5. Intangible benefits

1. Crowding out other visitors2. Crowding out residents3. Crowding out local business activity

- Disruption

- Event location (set up)4. Leakages (local revenue spent non-locally) 5. Opportunity costs of local money spent

locally on:- Short-term operating costs- Long-term operating costs

- Capital costsIncr

ease

Eco

nom

ic Im

pact

Decrease Econom

ic Impact

(Agha & Taks, 2015)

Standard Economic Impact Analysis (SEIA )

Cost-Benefit Analysis (CBA)

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Redefine Events and Cities as continuums of resources

EVENT RESOURCE DEMAND (ERD)

CITY RESOURCE SUPPLY (CRS)

(Agha & Taks, 2015; 2019)


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Optimal Economic Impact: O1 & O2


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HighCxCRS

High

LowLow

ERD

ExX

E2

CRS-Dx

OPG: ERD >> CRS à Resource Deficiency


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Conclusion: Economic Impact1. No city has the resources required to host a mega-

event and will therefore never achieve the optimal economic impact

2. Smaller events have a higher potential for maximum optimal economic impact compared to larger events

3. Smaller events have positive impacts in many more cities than larger events

Thus, in order to generate optimal economic outcomes, OPG must find a better equilibrium between ERD and CRS. This may have strong implications for the organization of future of the OPG.


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1. Economic

2. Tourism

3. Social



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Branding a city as a tourism destination

• Flow-on tourism

• Future tourism


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Conclusion: Tourism Impact

Thus, in order to host future OPG, cities must consider there current and future tourism expectations, and consider their current and future capacity levels..


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1. Economic

2. Tourism

3. Social



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• Power relations

• Urban regeneration

• Socialization

• Human capital

“Urban Regime”

“Displacement”

“Social Capital”

“Personal Growth”

Social Impact Perspectives

(Taks, 2013)


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Social Capital

Events can offer meaningful sources of social capital if:

(a) Community values are central (b) Various stakeholders are involved (c) Collaborative actions empower local

communities to become agents of change(d) Open communication and mutual learning

(Misener & Mason, 2006)


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Examples

Olympic Torch Relay (London 2012)

Olympic Park in Atlanta


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Conclusion: Social Impact

• For sport events to fulfill a local community’s needs:1. Needs must be identified 2. Create specific tactics and strategies

OPG can learn from NMSE by creating more coherent and tighter networks within local communities.


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1. Economic

2. Tourism

3. Social



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“Trickle –down” “Demonstration” “Inspriration” effects

Effects are limited:

(a) those people who already do a little sport can be inspired to do a little more

(b) those people who have played sport before can be inspired to play again

(c) some people might give up one sport to try another.

(Weed et al., 2009)

NO EVIDENCE FOR NEW PARTICIPATION IN SPORT

(e.g., Weed et al., 2015)


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Sport Development

• Personal growth and skill development• Sport facilities

– Residents’ needs are central!


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Infrastructures sportives

Richmond Olympic Oval© 2020 Marijke Taks

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Sport Development

• Personal growth and skill development• Sport facilities

– Residents’ needs are central!• Partnerships between sport

organizations and local businesses


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Conclusion: Sport Participation Impact

Overall, there is little evidence for sport participation outcomes from hosting events, and leveraging is essential


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EXISTING SPORT

From impact to leverage

E V E N T

OUTCOME

OUTCOME

OUTCOME

PLAN

IMPLE

MENT

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WHO?

(Taks et al., 2018)© 2020 Marijke Taks

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Concluding remarks

• This contribution calls for a shift in thinking

• Building upon notions of the power of NMSE for host communities:– inform OPG to finding ways to creating

more desirable outcomes and durable benefits for host communities, particularly from and economic and social perspective.


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Food for thought and discussion

In order to generate optimal economic outcomes, OPG must find a better equilibrium between ERD and CRS. In order to host future OPG, cities must consider there current and future tourism expectations, and consider their current and future capacity levels.

OPG can learn from NMSE by creating more coherent and tighter networks within local communities.

Overall, there is little evidence for sport participation outcomes from hosting events, and leveraging is essential.


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2020-02-23

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What can Olympic and Paralympic Games (OPG) Learn from Smaller Sized Events to Create Positive

Outcomes for Host Communities?

Marijke Taks (PhD)

12th JASM Japan Sport Management Conference, Tokyo, 24 February 2020Tokai University

[email protected]


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References (in the presentation)Agha, N., & Taks, M. (2015). A theoretical comparison of the economic impact of large and

small events. International Journal of Sport Finance, 10(3), 199–216.Agha, N., & Taks, M. (2019). Economic Impact of Minor Sporting Events and Minor League

Teams. In P. Downward, B. Frick, B. Humphreys, T. Pawlowski, J. Ruseski, & B. Soebbing, The SAGE Handbook of Sports Economics (pp. 395–404). SAGE Publications Ltd.

Chalip, L. (2014). From legacy to leverage. (pp. 1–12). Palgrave MacxMillan.Kaplanidou, K. (2012). The importance of legacy outcomes for Olympic Games four

summer host cities residents’ quality of life: 1996-2008. European Sport Management Quarterly, 12(4), 397-433.

Misener, L., & Mason, D. S. (2006). Creating community networks: Can sporting events offer meaningful sources of social capital? Managing Leisure, 11(1), 39-56.

Müller, M. (2015). The Mega-Event Syndrome: Why So Much Goes Wrong in Mega-Event Planning and What to Do About It. Journal of the American Planning Association, 81(1), 6–17.

Preuss, H. (2007). FIFA World Cup 2006 and its legacy on tourism. In R. Conrady, & M. Buck (Eds.). Trends and issues in global tourism (pp. 83-102). Berlin/Heidelberg: Springer.

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References (in the presentation)Preuss, H., Andreff, W., & Weitzmann, M. (2019). Cost and revenue overruns of the

Olympic Games 2000-2018. Springer Gaber (open access). https://doi.org/10.1007/978-3-658-24996-0

Taks, M. (2013). Social sustainability of non-mega sport events in a global world. European Journal for Sport and Society, 10(2), 121-141.

Taks, M. (2015). The Rise and Fall of Mega-Sport Events: The Future is on Non-Mega-Sport Events. In Y. Vanden Auweele, E. Cook. And J. Perry (Eds.), Ethics and Governance in Sport: The Future of Sport Imagined (pp. 84–93). London (UK): Routledge.

Taks, M., Chalip, L., & Green, B.C. (2015). Impacts and strategic outcomes from non-mega sport events for local communities (introduction to the special issue). European Sport Management Quarterly, 15(1), 1-6.

Taks, M., Green, B. C., Misener, L., & Chalip, L. (2018). Sport participation from sport events: Why it doesn’t happen? Marketing Intelligence & Planning, 36(2), 185–198.

Weed, M., Coren, E., Fiore, J., Wellard, I., Chatziefstathiou, D., Mansfield, L., & Dowse, S. (2015). The Olympic Games and raising sport participation: A systematic review of evidence and an interrogation of policy for a demonstration effect. European Sport Management Quarterly, 15(2), 195–226.

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https://doi.org/10.1007/978-3-658-24996-0

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