WYRF transcript final v2 - The Daily Sail

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conferences, through education, to development benchmarks, business models, on how events should and can be run to try and avoid the disasters, the mistakes that have been made so often in the past. We muddle through, but that shouldn’t be necessary in the future. I think there is a tremendous gap in that sort of event management. It is absolutely true, as Peter Gilmour said, that yacht clubs are not the ideal management entity. I think many yacht clubs are learning that, it is taking a little time and they are doing, like Gothenberg, having separate management organisations. We have done that. So there is development, but it is not being facilitated by the availability of material that assists people, particularly in countries where the…for instance in the Caribbean, every single government in the Caribbean is pretty much bankrupt with the exception of Trinidad who have got oil. Everyone else has got no money, so you are not going to get the sort of sponsorship money that you do get from larger cities that have just been described. So you have to come up with ‘pulling up your own bootstraps’, as they put it. Your approach has to be somewhat different. That is the experience of the Caribbean and the experience of the Caribbean certainly – there is not that internationally available material that makes it easy, but that should come. Peter Montgomery: Although you say you muddle through, you are doing it pretty successfully. But what you are saying is that the economic impact of what we saw at Cowes, over 1000 boats and all those people involved is so different, is getting a different number to what you are getting and it would help if some organisation, whether it was the Forum starting something – to be able to compare… Robbie Ferron: …standardising the measurement of economic impact. It is a very difficult economic type of study because of whether you do it from the supply or demand side. I was involved with the United Nations when they did an economic study of the economics of yachting in the Caribbean and the one thing we did prove was the difficulty of doing that. It is a real area of expertise that needs developing and by developing it will make it much easier to get some fairly standardised economic impact measurements and the case that I see – what Stuart Quarrie mentioned yesterday and our particular one, it is clear that we are using a different methodology. By having a standardised one we can be very much more sure in selling it to the many destinations and you can say ‘well, we are sticking to the same generally accepted methodology and this is the economic impact and we can really stand behind it’. Peter Montgomery: Assessing the Impact of Sailing Events on Host Cities and Nations is a huge subject. I am sure we have all learned something we didn’t know before this wonderful session here. We are taking a break, but if there are any questions that people may want to just ask, that cropped up? Question from the floor - “I’ll just make a comment if I may, with a different hat on. The RYA, recognising that there is a need for event management guidance has on its website – and this is not directed at most of the members of this forum, but it has got a thing now called the ‘Big Event’. I just commend it to people in terms of the way we’ve approached looking at the Club issues, running an open event because actually there is a need for somebody to write a book or institute a Masters Degree or something like that, just in the methodologies of event management. Peter Montgomery: But would it help, what you are talking about, what is on the RYA website – would Robbie Ferron from St Maarten, where he’s saying that he’s had trial and error - even Robbie can improve? Would he get something out of that website? Questioner from the floor: I think the principles are there, just in the pre-planning structures, in the issues that you have got to consider. It doesn’t go into the economic impacts obviously because it is directed at clubs. But in terms of the way that they have looked at the pre-planning, how you put your group together, even to the point of how do you structure the people dynamics of the table where you sit all your management committee around! You know? So there is a lot of quite sophisticated thinking, even if it is only on a very micro-level. Look for RYA Race Management Best Practice – then you drop down the menu to ‘the big event’. It is written by a North Irishman called Tom Joplin. Peter Montgomery: Wonderful. Thank you so much for that. That is good. Alright, I think unfortunately we’re going to have to pull the curtain down on this. Thanks to Rod, Tony, Robbie and David. It’s been so interesting and so fascinating. We could keep going until midday or later, but we do appreciate you joining us. We are having a break folks. I know we are due to come back here at 11.20. Well, we’ll do our best to get back as soon as possible. Thank you so much for our panel. Quite outstanding. Applause Coffee break 85
LEARNING THE VALUE OF SAILING SPONSORSHIP – HOW EFFECTIVE IS THE RETURN? Annemarie Meyer Co-Head of Sponsorship UBS Riccardo Simoneschi CEO, B-plan Andrew Pindar CEO, Pindar Group Ulrich Lacher MD, IFM Sports Peter Montgomery – Ladies and gentlemen, if you could just take your seats please… I know this subject - a lot of people are waiting to hear about this in terms of ‘learning the value of sailing sponsorship – how effective is the return’? And what do the sponsors want back is a key factor. And particularly in the difficult times economically across the world, sponsorship, we’ve heard often said it is changing in the market. So this is a very very topical subject. We invite to our panel - if I can get Riccardo Simoneschi, Annemarie Meyer, Andrew Pindar and Ulrich Lacher. Riccardo is currently President and CEO of B-plan Sports. He is an active sailor, helming Audi Powered by Q8. But he has also been involved a lot in the administration of the sport. He is Vice President of the ISAF Equipment Committee and has been a past President of the International Star Class. Annemarie Meyer has been involved with sports sponsorship for over a decade, working with Euro 2008, UEFA, athletics meetings, she worked with FIFA for three years and Annemarie will talk to us about her role with UBS in charge of UBS’ sponsoring strategy for Euro 2008 and more recently managing the sponsorship of UBS with Alinghi. Andrew Pindar, of the name so well known in sponsoring sailing. Andrew has joined a family business that was founded in 1836. Andrew has been at the helm since 1997. He has been working with the company for over 25 years, but it was Andrew’s vision and foresight that started sailing sponsorship over 20 years ago and I’m sure all of us will know of the Pindar name, notably with Emma Richards in the first round the world race and Andrew does an awful lot of community work with his home yacht club, the Scarborough Yacht Club. And Ulrich Lacher is Director of IFM Sports, has been involved in the sponsorship and research industry for nearly 20 years and heavily involved in some of the largest events in the sponsorship industry such as Deutsche Telecom, so Ulrich also will have some very interesting points to make. But first we start with Riccardo Simoneschi to tell us about the issues of sponsorship as it has been and as we look into the crystal ball. Riccardo… Riccardo Simoneschi: Good morning ladies and gentlemen. I’m very honoured to be here this morning with you at this forum, which I believe is finally a great opportunity for our sport to give voice and ground to the people that are working within it day by day. I’ve heard a lot of talking about the financial crisis, but without underestimating this problem of course, I believe this to be a 86
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OFFICIAL TRANSCRIPT IN ASSOCIATION
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Pat Lilley - Chairman World Yacht R
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flush out all the challenges we fac
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Bidding for a major sporting event
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everyone wants to get to the same p
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Gold. He was named ISAF Sailor of t
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When I was about 17, a guy named To
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Tim Coventry - Connect to Sailing:
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point, because of the X Games and a
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THE FUTURE OF YACHT RACING EVENTS K
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out of. One thing that was very cle
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Well, the biggest change we did to
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ules in preparation for the next ev
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I took over the event it was slight
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coming to the Isle of Wight in Nove
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Christophe Baudry: First of all tha
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however many committees, isn’t th
Page 36 and 37: HOW CAN WE IMPROVE THE EXPOSURE AND
Page 38 and 39: And if I may use one more sentence:
Page 40 and 41: The Volvo Ocean Race now obviously
Page 42 and 43: we are measured and we are almost t
Page 44 and 45: Bernard Schopfer: I guess if people
Page 46 and 47: so it is not too bad a life I suppo
Page 48 and 49: THE GROWTH OF CLASSIC YACHT RACING
Page 50 and 51: himself! But he would have been had
Page 52 and 53: Don’t let a yachting federation c
Page 54 and 55: advent of 2000, 2003 and 2007 and t
Page 56 and 57: ut it is a question of posture prob
Page 58 and 59: Nick Masson: It certainly seems the
Page 60 and 61: Probably a smarter model too is tha
Page 62 and 63: Paul - what do you think about that
Page 64 and 65: Alessandra Pandarese:. I would say
Page 66 and 67: KEYNOTE SPEECH Peter Gilmour What a
Page 68 and 69: and coming up with a total brand va
Page 70 and 71: hear that. But once you realise tha
Page 72 and 73: importantly we know the process of
Page 74 and 75: ASSESSING THE IMPACT OF SAILING EVE
Page 76 and 77: acing centres and we chose these. Y
Page 78 and 79: And the other thing - it has served
Page 80 and 81: very lucky to get, through the hard
Page 82 and 83: David Stubley: Well good morning ev
Page 84 and 85: in Paris is a 1.8 million Euros dir
Page 88 and 89: positive opportunity for our sport,
Page 90 and 91: - To maximise the sponsorship value
Page 92 and 93: higher than with live. Blue is the
Page 94 and 95: somewhere on a lake in Switzerland
Page 96 and 97: cities rather than companies themse
Page 98 and 99: e taking the trophy down there to b
Page 100 and 101: The second element is how much cove
Page 102 and 103: prepare for whatever sponsor they a
Page 104 and 105: people that this is more affordable
Page 106 and 107: developed enormously in a decade, b
Page 108 and 109: THE RISE OF YACHT RACING EVENTS IN
Page 110 and 111: Oman Sail is fully funded for the f
Page 112 and 113: those boats are going to be out aga
Page 114 and 115: Scott Macleod: Well, the greatest t
Page 116 and 117: fantastic unimaginable sites. A lot
Page 118 and 119: WHAT IS THE COMMERCIAL VALUE AND FU
Page 120 and 121: Juan Kouyoumdjian: I was going to t
Page 122 and 123: y any amount of rule making, becaus
Page 124 and 125: The guys racing the Vendee Globe ar
Page 126 and 127: virtual world. If we see how many b
Page 128 and 129: CONCLUSION Pat Lilley Chairman, WYR
Page 130 and 131: Harald Thierer, Director, Match Rac
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WYRF transcript final v2 - The Daily Sail

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