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The report follows a study conducted by TSE over the summer. The purpose of the report is to help host cities gain insight into past social programmes and key lessons learnt from organisers so that future hosts can seize the opportunity to create successful and sustainable social programmes in the future. The report is not aimed at being an exhaustive study, but an in-depth look at a few good cases.
In-depth interviews were conducted with past social programme organisers such as "2010 Legacies Now" from Vancouver 2010 Winter Olympics, "Commonwealth Games Legacy Programme" from Manchester 2002 Commonwealth Games and "Football for Hope Festival" from South Africa 2010 FIFA World Cup.
Conclusions from the report show that early planning is essential to the success of social programmes. This is due to the need to integrate the right stakeholders and that programmes will often take years, rather than months to show positive results.
Four other points for organisers to consider for maximising the social impact of events are: target groups - understanding the real needs of the community; structure - with the programme organisers as a seperate entity with key stakeholders on its board; resourcing - where focus should be placed on providing value beyond financial assistance; and synergies - where focus should be on collaboration to achieve more as a whole and leveraging on the power of the event brand.
The report will be presented at the City Events conference taking place in Lausanne, the Olympic Capital, on November 16-18.
Kenneth Quah, lead Consultant behind the report, stated: "We have compiled some of the best case studies into a practical 'how-to guide' to assist host cities in using the right approach when combining major sports events and their social policy objectives and programmes. We believe it is a great tool for host cities and look forward to sharing the details of the study at the City Events conference in Lausanne."
Lars Haue-Pedersen, Managing Director of TSE Consulting, stated: "We have seen, from our experience of working closely with cities, regions and countries around the world, a growing desire to maximize the social impact from hosting major sports events. We developed this practical guide to assist our clients in being more successful in the future."
For more information or to receive a copy of the report, please contact:
Caroline Anderson, Director Marketing
+41 21 313 23 00