A new brand and digital platform has been launched in Florence to promote the Italian city’s tourism offering.
Called ‘Destination Florence’, the project was revealed by the Firenze Convention and Visitors Bureau in partnership with the Municipality of Florence.
Destination Florence will be able to track tourism flow and to expand, deepen and diversify the experiential offerings. The main goals are to encourage incoming tourists with a high spending profile, to extend the average length of stay, to expand and diversify tourist offerings, to track attendances and tourism behavior and, overall, to improve the image of Florence worldwide.
The project also includes the www.destinationflorence.com portal, an important and strategic instrument for promotion and the digital hub of the city. The online platform will allow the cross selling of all the services of Florence, ranging from tickets for museums, theatres, sporting events, taxis, and city tours. Booking hotels will also be a feature of the platform through WebBookingPass, an integrated online platform.
Going fully live in July, the Destination Florence platform will also develop a system that allows to monitor the travellers’ presence, their habits and access to the most frequently used services. It will also allow to get deep knowledge about travellers origins and behaviors. For instance, these tools will help understand new methods and strategies for bookings, methods of operators certification, management of prices according to demand and how to encourage the return of visitors.
Category: City Development
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Florence launches new tourism brand and online portal
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Paris promotes more access to sport for 275,000 students
The City of Paris, the Paris Academy and the French National Olympic and Sports Committee (CNOSF), have launched a new initiative to promote sport and the purpose of Olympism to up to 275,000 Parisian students.
Ten measures were unveiled to encourage the practice of sport, a powerful legacy for younger generations that is fully in line with the bid’s vision for the 2024 Olympic and Paralympic Games.
Speaking from Francois Villon School in central Paris, Paris Mayor Anne Hidalgo said: “This initiative is a further demonstration of the importance we place on the Olympic and Paralympic Games.
“We want the Games to benefit Parisians and the entire French population, leaving a strong legacy for young people and future generations to have positive Olympic values embedded into their daily lives. I welcome the action of the Ministry of Education, which is committed to joining the City of Paris and the sporting world in this ambition.”
The 10 measures that will be implemented from 2017 onwards by the City of Paris, the Paris Academy and the CNOSF are as follows:1. To share and develop resources for the promotion of the values ??of Olympism and the development of sporting practice among the school community and young people in Paris.
2. To expand access to schools and educational courses for young athletes, with flexible schedules that allow them to reconcile their studies and their training.
3. To develop meetings between Olympic and Paralympic athletes and the school and university community. This includes a focus on women’s sport and access to less commonly practised sports.
4. To strengthen partnerships between municipal and school sports facilities, encouraging and facilitating the use of school sports facilities outside school hours.
5. To introduce the history and values ??of Olympism through the programme “On your marks, get set, Paris! Living the history and values ??of Olympism”. Developed by the League of Education, with support from the CNOSF, the Ministry of Education and the French Paralympic Committee, it will be broadcast to 15,000 pupils, 614 Parisian fifth grade classes and 150 middle schools in the capital.
6. To support all initiatives promoted by the educational community on the organisation of sports events, in particular the initiatives in favour of para-sport, adapted sport, shared sport and women’s sport.
7. To develop a programme of extra-curricular, out-of-school activities for students dedicated to the discovery of Olympic sports and the promotion of Olympic values.
8. To promote initiatives in schools that can be used in the context of school sports competitions.
9. To place sport at the heart of the Paris Participatory Budget, a city initiative that allows Parisians to propose investment projects for their communities, so that children and teenagers can vote to choose the projects that best meet their expectations.
10. Include sport in international school exchanges by developing interactions and correspondence between Parisian pupils and students from cities that have already hosted the Olympic and Paralympic Games.Tony Estanguet, co-chair of Paris 2024, said: “This great initiative by the City of Paris, Paris Academy and the CNOSF will increase the opportunities for young Parisians to get involved in sport. It is also a great pathway for our Generation 2024 athletes to achieve their goals.
“These measures are a further example of the strong unity that exists between the bid, the city, our NOC and our partners, and our common purpose to deliver a Games that not only benefits the local population but leaves a significant and lasting legacy on future generations.”
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Members of the International Association of Event Hosts will meet in Aarhus, at the IAEH Annual Forum
The International Association of Event Hosts (IAEH), the network for ‘not for profit’ organisations representing cities, regions and countries who host major sporting and cultural events, will host its first Annual Forum in Aarhus, Denmark on Monday 3rd April, on the eve of SportAccord Convention.
Since its establishment in Summer 2016, IAEH has grown its membership to 32 members, from 15 countries, across five continents.
At the private Annual Forum meeting, members will discuss the Association’s work plan for the forthcoming period, share experiences and lessons learned from hosting major events. Following the meeting, members will continue the discussion at a social dinner also restricted to members-only. Both the meeting and social dinner are sponsored by IAEH founding member Sport Event Denmark.
An opportunity for prospective members and industry representatives
Closing the day of activities, IAEH members invite other representatives of the industry and prospective members to an informal evening reception taking place at the Scandic City Hotel from 7pm on Monday 3rd April. Individuals in attendance will have the opportunity to meet representatives of the most relevant organisations in the event hosting industry and learn about the Association’s work in representing event hosts.
Organisations in the events industry and representatives of cities, regions or countries that host major events are welcomed to attend the open reception. Those interested in attending should contact IAEH at olga@eventhosts.org. -
More than twenty cities gather in European Capital of Culture Aarhus, Denmark for #SAC2017 ‘City Day’
[SOURCE: SportAccord Convention] SportAccord Convention is delighted to share details of the City Forum which forms part of City Day on Tuesday 4 April, taking place at the Convention Center in Aarhus, Denmark, this year’s European Capital of Culture. This year’s SportAccord Convention will have well over twenty cities present, and the 2024 bid cities presenting their short introductions at the afternoon session of the ASOIF General Assembly.
The ever popular City Forum will focus on Legacy Planning and Successful Hosting Strategies. City Forum is intended for cities, International Federations, stakeholders, sponsors and service providers, who work together to host the best international sports events. Organisations who would like to take part in the City Forum and take advantage of City Day should register at www.sportaccordconvention.com before the delegate fee increases to CHF 3000 (plus VAT) on 15 March 2017.
Jacob Larssen, Director of the Danish Athletic Federation will hit the ground running and share his insights on ‘Mass participation events and how to prioritise a city’s legacy’. The session will determine the event outcomes for cities that are most important to their community, sporting partners and stakeholders, and look out the best ways to communicate what they want to accomplish to these audiences.
With cities under increasing pressure to deliver on their legacy agendas, the session, ‘Promises to Keep: The truth about Legacy Planning’, will examine what structures and safeguards can be put in place to keep the promises made during the bid city process.
Commenting on this year’s City Forum programme, Don Schumacher, Executive Director of the National Association of Sports Commissions said, “Since its inception City Forum has offered content prepared specially for host city organizations. With the balance of SportAccord Convention focused on broader industry issues, the chance for cities and other governmental units to focus on mutual problems and opportunities makes it a highlight for me.”
When it comes to hosting strategies, there are many dynamics for International Federations to consider when determining what to look for from a host city. The first Hosting Strategy session will discuss some of the key considerations for sports federations when they evaluate their requirements for a host city including technology, viewer and participant expectations, economics, the environment, and the sport themselves – which change regularly and sometimes dramatically.
The concluding session at this year’s City Forum: ‘Think creatively as an event host,’ will explore how a city can best play to its strengths when bidding for and hosting events that are becoming larger and more complex with every passing year.
Nis Hatt, Managing Director, SportAccord Convention said, “City Forum provides a unique opportunity to hear from industry leaders on a variety of cutting-edge topics, while interacting with city representatives from around the world. I consider it a must-attend event for any city engaged in bidding for or hosting a major sporting event.”
City Forum will be preceded by City-to-City. This event is for cities and regions only and will focus on two subjects which have gathered momentum in recent months: (1) How cities can engage with their populations regarding hosting events (2) Whether sport events really are a proper tool to help increase participation in a specific sport.
SportAccord Convention is a high profile gathering of key decision-makers focused on the business of sport and building on the opportunities this brings. The 6-day Convention includes the Plenary Conference, LawAccord, MediaAccord, the Exhibition, as well as the Opening Ceremony and Closing Event. -
International Association of Events Hosts incorporated as charity
The International Association of Event Hosts (IAEH) came together from across the globe for the annual IAEH Forum at SportAccord Convention in Aarhus, Denmark yesterday to discuss and vote on the structure of the organisation.
Representatives from 24 of the 34 member organisations voted on the incorporation of the IAEH as a charity under English law, overseen by the Charities Commission in England. The establishment of a Charitable Incorporated Organisation was unanimously approved.
IAEH founding members Iain Edmondson from London & Partners and Devorah Blumberg from New Zealand Major Events said that the vote is a milestone in the association’s development.
Edmondson said: “The agreement from members to incorporate the IAEH is a huge step forward for us as an association. It signals that we are globally aligned in our thinking as event hosts. The formalisation of the association provides a platform for growth as the global network for sharing our knowledge”.
Blumberg went on to say: “The incorporation of the association will also provide members with an international shared voice for hosts of major events. We invite cities, regions and countries that aren’t already involved in the network to join now and enjoy the benefits of working with peers on a global scale.
The membership discussed nine priority areas for knowledge sharing and the calendar of meetings for the period ahead. Of the priority areas for discussion the group identified a clear front runner of interest to event hosts – measuring economic and social benefits. Other subjects which were front of mind for members included attracting visiting tourists and alternative sources of funding. Members will discuss these priority areas in greater depth as part of the IAEH work programme.
Throughout 2017 IAEH members will have four more opportunities to meet ahead of the Annual Forum in 2018 which is usually timed with SportAccord Convention. IAEH members also met at Host City 2016 in Glasgow. Members see these meetings as valuable opportunities for sharing experiences from hosting major events with a focus on overcoming challenges and measuring success. -
Tokyo 2020 and Rugby World Cup 2019 team up in landmark agreement
[Source: Tokyo 2020] The Tokyo 2020 Organising Committee and the Rugby World Cup 2019 Organising Committee have signed a landmark collaboration agreement in which the two organisations will exchange knowledge and resources to maximise benefits and impacts for their respective events – two of the world’s biggest – being hosted by Japan over the next three years.
The organisers will share their experiences preparing for and managing major sporting events, including security measures, transport infrastructure, venue management, volunteer programmes, and anti-doping programmes.
A signing ceremony to mark the inauguration of the agreement was held on Wednesday (26 April), attended by Toshiro Muto, Tokyo 2020 Chief Executive Officer (CEO) and Akira Shimazu, CEO, Rugby World Cup 2019 Organising Committee.
John Coates, vice-president of the International Olympic Committee (IOC) and chairman of the IOC Coordination for the Games of the XXXII Olympiad Tokyo 2020 commented:
“The attention of the sporting world is already focused on Tokyo and Japan as they prepare to host the 2019 Rugby World Cup and Olympic Games in 2020. Just as there are many significant opportunities and benefits that will accrue to the host country from these events, there will be synergies and benefits, such as in the training of volunteers, from the two Organising Committees working closely together in the preparation years.”
Bill Beaumont, Chairman of World Rugby commented: “World Rugby welcomes this landmark agreement, which will further boost preparations for two very special major sporting and cultural events. There are many synergies between the hosting of these two events, from technology to venues, and from security arrangements to volunteer training. We look forward to working with all parties to deliver on this opportunity. Rugby is a sport where a strong common vision, shared values and teamwork underpin success and I am sure that this agreement will be great for Rugby World Cup, great for the Olympic Games and great for the people of Japan.”
The organisers expect the agreement between Rugby World Cup 2019 and Tokyo 2020 to maximise the combined legacy of the events for Japan, for the Asian region and for international sport. Improved sporting facilities, as well as enhanced security systems, transport infrastructure and what is hoped will be an emerging volunteer culture will continue to benefit Japanese society long after the two events are over. The events will also aim to renew Japan’s international reputation as an experienced sporting event host. -
Belt and Road Forum showcases Beijing as driver of international trade
At a time when many western nations are grappling with protectionism and calling into question long established trading agreements, China has welcomed world leaders to its capital city to herald the dawn of a series of new trading relationships.
The theme of the conference – the Belt and Road Initiative – positions China as the driver of economic development worldwide.
“More than 2,000 years ago, our ancestors, driven by a desire for friendship, opened the overland and maritime Silk Roads and thus started a great era of exchanges among civilizations,” president Xi Jinping told delegates at the welcome banquet.
“We gather here to renew the Silk Road spirit and discuss the Belt and Road development for international cooperation. This is both a continuation of our shared legacy and a right choice for the future.”
Much like the Olympic Games – of which Beijing is the first city ever to be hosting both the Winter and Summer editions – political and economic summits are a means of putting the host nation at the centre of the geopolitical landscape.
According to president Xi, China has now signed cooperation agreements with more than 68 countries and international organisations.
State owned banks are to invest another $40bn to boost infrastructure, industrial capacity and financing along the new silk road, which now extends beyond Africa and Eastern Europe to South America.
United Nations secretary-general Antonio Guterres told China Daily: “The Belt and Road Initiative has immense potential… It can promote effective access to markets and new opportunities… It is rooted in a shared vision for global development.”
Contrast this with the UK’s imminent separation from 27 nations of the European Union, or US president Donald Trump’s protectionist rhetoric. As one Beijinger told me today: “Oh, you are from Britain, leaving the EU… this must be bad for business!”
Business is certainly good in China. The reason for my visit was not actually to attend the Belt and Road Forum, but to speak with VIPs from the city about Host City Asia, which takes place in Beijing on 18 October 2017. The opportunities in this sector are as great for organisations from overseas as they are for China.
The sun shone throughout the Belt and Road Forum. While Host City cannot guarantee blue skies, even in the city’s favourite “golden month” of October, one thing is for certain – the sports and entertainment sectors here are booming rapidly and China is loving sharing the limelight.
Host City Asia takes place in Beijing on 18 October 2017. Beijing will host the second Belt and Road Forum for International Cooperation in 2019. -
#SAC2018 to open with new CityAccord
[Source: SportAccord Convention] SportAccord Convention, the biggest global gathering for the sporting community, is delighted to announce the unveiling of the new conference programme ‘CityAccord’, aimed at cities, regions, sponsors, international sport federations and organising committees, as well as industry. A unique opportunity for everyone with a stake in sport, CityAccord, formerly known as City Forum, will take encompassing themes way beyond the confines of sport and the field of play, and examine how cities are ‘Making Relationships a Priority’ – this year’s conference programme focus for CityAccord.
Always a popular day for delegates, and with the 2024 Olympic bid cities in attendance at #SAC2017, speakers presented to a packed conference hall. #SAC2018 ‘CityAccord’ is set to take place on Tuesday, 17 April 2018 in Bangkok, Thailand.
Commenting on the benefits for delegates of CityAccord within the SportAccord Convention programme, Nis Hatt, Managing Director said, “Everyone with a vested interest in sport attends SportAccord Convention. It provides the business community with a vital networking opportunity. The Convention in Aarhus, Denmark saw a big rise in attendance for the cities community with 135 cities and regions present. CityAccord provides delegates with the platform to share ideas, challenge the status quo, as well as discover the benefits of staging sports events.”
Conference sessions will examine why establishing successful relationships from the outset is key to successful event hosting, and what it takes to build on-going relationships between events for grass roots sport and people within the community, sharing examples of local programmes that are successfully motivating people of all ages and abilities. Sessions will also focus on long-term partnerships between international sport federations and cities, where IFs support and rewards cities and regions who not only host major sporting events but also invest in legacy through developing community participation and related infrastructure.
CityAccord will also look at novel ways cities and international federations have pooled technological resources as a result of changing behaviour and expectations of athletes, fans and sponsors. The session ‘Upside Down/Inside Out’ will explore unique ways cities are repurposing facilities post-event, enabling sports to find new audiences in non-traditional markets and locations.
The interactive panel discussion will examine the bidding process and how it affects the City/IF relationship. It will address what key changes need to take place to ensure cities are not put in a position where they have to drop-out of a bidding race. Event Watch will look at the keys to a successful ‘City and Organising Committee relationship’ and the final session, City Update, will focus on successful strategies being implemented between IFs and host cities for upcoming events.
CityAccord will be preceded by City-to-City. This event is for cities and regions only and will focus on two topics, each with short presentations, followed by discussion: (1) Creating an event that inspires children to participate in sport through dedicated local youth sports programmes (2) Don’t wait for your legacy, activate it before your event. The full #SAC2018 conference programme will include a ‘city focus’ within each conference stream.
“The Smart Cities & Sport Network is thrilled to support the SportAccord Convention in developing inspiring and interactive topics for the City-to-City session and the CityAccord. We look forward to enhancing the relationships between cities from around the globe and the international sport world.” said Co-ordinator Melanie Duparc, Official Supporter of SportAccord Convention who helped to shape the upcoming CityAccord conference programme.
Further information can be found on the webpage CityAccord. Watch highlights from last year’s successful #SAC2017 City Day including comments from Melanie Duparc of Smart Cities & Sport, Ben Avison of Host City, as well as the #SAC2017 Convention City Co-Host, Lars Lundov, CEO of Sport Event Denmark, and Damien de Bohun, General Manager of Major Events, Visit Victoria. Registration for #SAC2018 opens on Wednesday, 28 June 2017, revealing more news on the Plenary Conference as well as new delegate opportunities. -
Organising committees combine art, culture and sport on Olympic day
[Source: IOC] As the next hosts of the Olympic Games, the organising committees for PyeongChang 2018, Tokyo 2020 and Beijing 2022 each featured celebrations of art, culture and sport for thousands of people on Olympic day.
PyeongChang 2018
With less than eight months to go until the Olympic Winter Games PyeongChang 2018, the Korean organisers seized on Olympic Day as an opportunity to spread the Olympic values far and near.
In Gangneung, the PyeongChang 2018 House featured a mascot photo zone, colouring projects and an Olympic torch exhibition. The festivities spilled over into Saturday, with opportunities for children to craft their own clay mascots, while families also tested their Olympic knowledge with interactive quizzes.
On the other side of the country in Seoul, students from Seoul University formed 70 dance teams at the Seoul Olympic Park and Lotte World Mall to create flash mobs that also featured Soohorang, PyeongChang’s mascot for next February’s Olympic Winter Games.
Tokyo 2020
While PyeongChang got creative on Olympic Day, Tokyo combined art with action, as students from 12 universities across the city came together for a day of music, dance and cheerleading performances. After watching dynamic routines, members of the audience voted for winners that they felt had achieved their “personal best”, which is one of the mottos of the Olympic Games Tokyo 2020.
Almost 1,000 students, in association with Tokyo 2020, co-organised the event. With students engaged in the planning and promotion of the festival, the celebration reflected both sport and Japan’s famous youth culture, providing a glimpse of what the world will get to enjoy as part of the Olympic Games Tokyo 2020.
Beijing 2022
More than 20,000 Chinese people from nine provinces took part in Olympic Day celebrations. The cities jointly launched a variety of activities that promoted the Olympic spirit, including a road race with nearly 2,000 athletes at the National Olympic Sports Centre. Beijing 2022 also organised “Olympic culture camps”, which allowed participants to practise both summer and winter Olympic sports.
Source: www.olympic.org -
Events should be the centre of the Chinese sports industry
According to a report released by the Chinese National Sports Authority, China produced a total output of RMB 1.7tr (US$ 250bn) from its sports industry in the year 2015 alone.
As the report revealed, the result is mainly driven by manufacturing, sales, trading and rental of sports goods and related products, which accounts for 86.2% of the total. In other words, the sports-related goods industries are still the main sectors of the Chinese sports industry.
However, the nucleus of a sound sports industry should be its sports performance industry and not its sporting goods sector.
Deloitte found in 2015 that Dubai’s sporting industry was worth more than US$ 1.7bn, with investment in sporting events, sports venues and mass participation events accounting for US$ 709m of the city’s total gross events expenditure of US$ 1.14bn. In this regard, Dubai has a much healthier sports industry than China.
Then how can we change the status quo of the Chinese sports market?
Maybe we can start with the following aspects.
The Chinese Super League
The Chinese Super League (CSL), we can say, is the most popular and commercialised professional sports league in China. In recent years, powerful outfits such as Guangzhou Evergrande and Shanghai SIPG have become annual title favourites for the AFC Champions League.
More importantly, the arrival of international players like Tevez, Oscar, Hulk and Alex have enhanced the competitiveness and increased entertainment of Chinese clubs and fans as well as improving the international influence of the top-flight football league.
As such, the growth in attendance figures of the league have been remarkable. According to statistics released by CSL officials, the total stadium audience reached 5.8 million in 2016, averaging 24,159 for each game. At the same time, more than 284 million people watched the CSL on TV with the number of viewers streaming online increasing sharply. As of now, the football league is being broadcast in 96 countries and regions around the world.
The league has also been monetising its commercial value through sponsorships and partnerships. In May, the CSL Company sealed a five-year title sponsor-extension with the Chinese insurance firm Ping’an Group, which will see the firm pay RMB 1 bn to continue its title sponsorship through to 2022.
Meanwhile, the CSL has also signed up as partners with China Sports Media (CSM) in a five-year broadcast rights deal, worth RMB 8bn. Despite LeSports relinquishing its broadcast rights due to financial burdens, the new media rights for the 2017 CSL season were acquired by the Suning-backed PPTV Sports.
However, two new policies, recently introduced by the Chinese Football Association (CFA), have caused a stir in the Chinese football world. These new rules regulate the number of foreign players and require clubs to have for each match: at least one Chinese under-23 player in the starting XI; at least three U23 players in the 18-player squad; and the number of U23 players and the times they play no fewer than foreign players. The rules have also limited Chinese clubs’ investment in transfer windows by doubling transfer fees overnight.
The CFA said the new rules are aimed at promoting the development of youth players and training in the country, but some critics argue that this move, despite its good intention, is too premature for the Chinese football market. It remains to be seen whether this is the best way to balance commercial value and youth player development.
The Chinese Basketball Association
Although the Chinese Basketball Association is not as widely known as the CSL, the first-tier professional men’s basketball league in China has a remarkable fan base.
As reported in the Yutang Sports viewership report 2016, the league showed its popularity by having 7 CBA matches ranked in CCTV’s Top 10 basketball games list.
Even more importantly, China has been making recent progress in basketball reforms. With the establishment of the CBA Company, Yao Ming’s election as CBA President and the launch of the CBA Summer League the country is on track to separate its professionally-run basketball league from its traditional government-run system.
All these changes will help improve decision-making, enhance independence and transparency, as well as turn the CBA into a more professional and commercialised league in the international market.
However, beyond football and basketball, other sports leagues in China are not yet operated in a much professional level, such as badminton, table tennis and volleyball. They still need to be run more professionally and to attract more attention.
Marathon Running
Mass participation events, on the other hand, are developing at an unprecedented rate in China.
Take marathon running as an example. In 2016, 328 marathon-related events were approved by the Chinese Athletic Association, which is almost 1.5 times more than 2015 (134 events) and 14 times more than 2011 (22 events). Parallel to the increase in marathon events is a rise in number of participants, reaching 2.8 million last year, up 1.3 million from the previous year.
However, we should not only focus on the numbers but on how we can solve more tougher issues regarding how to carry out the national fitness programs. Some questions include: How can we balance policies and market demand? How can we make full use of sports venues? How can we promote the development of grass roots clubs? How can we make events more professional and motivate mass engagement and participation? And how can we provide more public sports resources to the public?
Policy Support for Mass Participation
Recently, a national plan was jointly released by nine Chinese departments on supporting social strengths for organising mass participation events such as marathons and bicycle races.
The plan describes that marathon runners and the times people run marathons should exceed five million and related consumption should be over RMB 20 bn; consumption related to bicycle races should also exceed RMB 20 bn.
As such, we can see the government is making more detailed guides in different disciplines/areas and grass roots/mass participation events are playing an important role in realising the larger national sport industry goal.
As a conclusion, a well-established sports industry cannot only be strong in the sporting goods sector. Improvements in the sport event market are needed to optimise the industrial structure.
This article was written by Gu Xin of Yutang Sports