What is the customer looking for

1
What is the customer looking for?

• Peter Knowles,
  World
  Swimming Championships,Manchester 2008

2
Major Sporting Events - a significant market?

• London 2012, Glasgow 2014 the big ones!
• Pre-Games test and preparation events in each of
  the 30 Olympic sports/disciplines
• UK Sport/Sport Lottery Fund support on-going
  programme of major sporting events
• Local Authorities and RDAs also invest in major
  event programmes for enhanced profile, direct
  economic benefit, community regeneration etc
• Overall a significant, but niche, market

3
An Example (1)

• World Swimming Championships 2008
• Largest sporting event in Mcr/NW since Manchester
  2002 Commonwealth Games
• 1 sport, 2 venues, 5 days
• 1100 athletes and team officials
• 116 countries
• 200 media representatives
• 4.5 million operating budget
• Direct economic benefit est 8-10 million

4
World Swimming Championships 25m 2008

• Innovation
• 1st swimming event in the UK to be held in
  temporary pools inside major indoor arena 34
  day hire of worlds busiest concert venue
• Swimming as theatre, as a show
• 60-70 staff, 400 volunteers - no employees!
• 20 major contractors/suppliers contract values
  from 10k - 650k
• Numerous other service providers/suppliers

5
Services and Supplies

• PR/Communications
• Design Agency
• Marketing Consultant
• Website development and management
• Project Management
• I.T. Consultant
• Accommodation and Transport Services

• Sport Presentation Contractor
• Lighting Designer
• Sound/Lighting supply companies
• Rigging Contractors
• Staging Contractors
• Temporary Structures
• Venue Dressing

6
Services and Supplies

• Vision Screens
• Signage
• Temporary utilities
• Volunteer management
• Doping Control
• Translation Services
• AV System supply
• Coach hire
• Entertainers
• Local Guides etc

• Equipment/Furniture hire
• Clothing design and supply
• Sponsorship/VIK
• Cars
• Copiers
• Volunteer clothing
• Pools supply
• Timing and Scoring Equipment

7
Who is your customer?

• Either
• Local Organising Committee (LOC) e.g. LOCOG
• - Time limited company e.g. WSC08 Ltd
• - Public sector stakeholders/funders and
  lender of last resort (underwriting)
• Or
• Main contractor appointed by the LOC

8
And things you need to know!

• No company history or track record
• Legal status of the organisation
• LOC is the local organising company, it does not
  own the event or many of the rights these
  belong to the IOC, CGF or International Sport
  Federations e.g. FINA
• LOC major supplier contracts may require ISF
  approval
• Not everything is in the LOCs control things
  change!!

9
Understand the nature of the beast - Events are
different!

• Except in very exceptional circumstances e.g.
  Ryder Cup 2001 events cannot be delayed or
  postponed
• Mostly temporary structures and infrastructure
• Once only event/use
• Services and systems must work no 2nd chances
  needs to meet the needs and expectations of the
  relevant client groups
• Total focus upon the event. No real concern for
  longer term issues. No long term relationships.
  Potential for high turnover of key staff.

10
What are they looking for?

• Proven expertise and experience
• Major event understanding and experience (not
  necessarily sport specific)
• A partner and potential team player someone
  whos going to help me deliver!
• Probably not leading edge technology more
  proven technology. It has to work!
• Positive Can do attitude problem solver
  rather than blame seeker
• Almost certainly not the cheapest!

11
The Procurement Process

• LOC will generally procure services and supplies
  in one of the following ways-
• 1. Through commercial agreement between event
  owner e.g. IOC, ISF and global partner. LOC has
  no option.
• 2. Through LOC sponsorship/VIK agreement
• 3. Through public procurement process open
  or closed dependent upon circumstances and
  legal advice. Potential suppliers need to be
  geared up to respond appropriately.

12
WSC08 Procurement Examples (1)

• Pools supplied and installed under FINA/Astral
  Partner agreement. Serious procurement issues for
  LOC but no choice.
• Cars, copiers, advertising etc all supplied under
  LOC sponsorship/VIK contracts
• Most services and supplies appointed by public
  procurement process managed by Manchester City
  Council (MCC).

13
WSC08Procurement Examples (2)

• PR/Communications Agency
• Major agencies v local Manchester company with
  no event PR/Comms experience. Passion for the
  city and the sport won out!
• I.T. Infrastructure
  Similar David v
  Goliath story same result! Local contractor
  effectively became embedded within the
  organisation.
• Accommodation and Transport Services
• Show Presentation

14
WSC08Event Time Issues

• Team numbers
• Pools Build
• Rigging for light and sound
• Clean venue and venue dressing
• Media Broadband
• Transport
• Power and utilities
• All overcome due to the commitment and Can do
  attitude of all involved.

15
Summary

• Major sporting events are a significant market
• Opportunities across a wide variety of business
  sectors
• Need to understand the nature of the beast
  the unique nature of events and their
  organisational structures
• Need a flexible, can do approach to succeed
• Need to be geared up to respond to all the
  demands of the public procurement process
• Enjoy (and profit from!) the unique experience of
  events