sports event management - FIFA/CIES International University Network

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Event Designin association withDESIGNS ON SUCCESSEffective design notonly defines majorsports events in theeyes of the worldbut plays a key rolein ensuring legacypromises are met.The successful acquisition of amajor sporting event offers a host cityor nation the opportunity to revitaliseand reinvent itself in front of thewatching world.Of course accommodation andtransportation infrastructure can beupgraded, but there are plenty ofquestions to ponder to ensure thesuccessful delivery of the facilities thatwill make and define the event itself.In these difficult economic times afirm design vision is needed to ensurethe massive investment involved isnot wasted.Bearing responsibility for thedesign of the Olympic Stadium andarchitectural and overlay services,Populous is playing a major role in thedelivery of the London 2012 Games.And Ben Vickery, a senior principal atthe company, believes the delicate actof balancing permanent and temporaryvenues presents the greatest challengeto major event organisers.“Obviously it’s only worth buildingsomething permanently if it’s going tohave a longer term life beyond just a oneoffevent,” he says.“For the London Olympics, somevenues that are not needed in the longerterm are wholly temporary.“So for example, the Hockey Centre onthe Olympic Park will be a 16,000-seattemporary venue, as will beach volleyballat Horse Guards Parade.“The use of temporary rentedaccommodation has given theopportunity for events to be held aroundthe city in a way you wouldn’t be able toachieve with permanent buildings.“So the beach volleyball will be right inthe heart of the city at a historic location.This is only made possible by the facilitybeing temporary, but it means a fantasticatmosphere and location for that event.”Legacy has become the buzz wordfor major event hosts in recent years asthe need to identify long-term benefitsfrom staging global sports gatherings hasbecome ever more important.The issue of future-proofing sportsvenues is the most critical challengeevent designers have to overcome,according to David Manica, presidentand owner of MANICA Architecture.“Too often, venues are designed andconstructed under the intense pressureof a world event that may last a matterof weeks – while their long term viabilityis easily overlooked, ill considered, orotherwise dismissed,” he says.“Issues related to location, capacity,and sport event configurations that maybe related to the specific requirementsfor the large event are difficult to sustainafter the circus has left town.“I have found that the best venues aredesigned from the start to be successfulfor the long term, and then modified ona temporary basis to accommodate theneeds of the major event.”Taking a different approach to thelegacy challenge is the epic SingaporeSports Hub project, which is scheduledto open in 2014.With a new 55,000-seat stadiumanchoring the estimated US$1.9 billionproject, Clive Lewis, senior associateof Arup’s sports business division,believes it will set a new standard forevent design.“This is not being designed with anyspecific major events in mind, which isa unique approach for projects I haveworked on,” he says.“From day one, we are looking at theSports Hub as a venue that is aboutlegacy without a major event being therefrom the beginning, which I think is acompletely new way of approaching thedesign of a precinct which is going tobe about more than one venue.“It’s going to have a stadium andaquatics centre, along with 12,000-seatand 3,000-seat indoor arenas all onone precinct.“They are thinking about the long-termgoal for sport in Singapore and theyknow there is a range of events they canhost there after they have built it.”From a general perspective, Lewismaintains event design must tie in withthe creation of transportation facilities.“The biggest thing for me in all ofthis is to ensure there is a focus ontransportation and access infrastructure16
Singapore Sports Hubfrom the outset,” he continues.“If you think of Brazil, this will be thebiggest challenge they face for the FIFAWorld Cup.“Brazil could probably have benefitedfrom having the Olympic Games in Riobefore the World Cup. “They could havegot their heads around what they neededto do to improve the infrastructure andhow this would work across thewhole country.“The long-term legacy of a major eventprecinct is always going to be muchbetter if it is on an integrated city networksystem, where people can easily get tothese facilities every day of the year.”Populous is currently working ontemporary installation for London 2012,with Vickery stating that next year’sOlympics will set new design standardsin the areas of sustainability andspectator experience.The company’s overlay architectureremit is split into three main categoriesincluding the use of temporary elementswithin existing facilities, such as archeryevents at iconic cricket venue Lord’s.The Olympic Stadium itself is a perfectexample of a new facility which includestemporary elements, while the use ofcompletely temporary venues can beillustrated by beach volleyball at HorseGuards Parade.“I would say that like many thingsin the world right now, environmentalsustainability is very important,”says Vickery.“In terms of major events such asthe Olympics, using temporary facilitieswherever you can is crucial.“There are many different sides toreducing impact on the environment.Lowering energy use in all its differentaspects, making buildings temporaryand allowing them to be moved from onelocation to another is critically important.“Besides that there is also the needto improve areas such as spectatorexperience and comfort.“At the London Olympics we hopeto create a more enjoyable event bydistributing the sports across the city.MANICA Architecture’s VTB ArenaPark project aims to not only become acentrepiece for Russia’s hosting of the2018 World Cup, but also dramaticallychange the way sport and entertainmentprojects are designed and built aroundthe world.Valued at over $1.5 billion, the projectin the heart of Moscow encompassesa new 45,000-seat stadium and a15,000-seat indoor arena, alongwith commercial, residential andentertainment offerings, with completionset for 2016.“This project is a good example ofa venue that is being built first andforemost for the city, its people, and itslong term financial success,” explainsManica.“Its ability to host events as partof Russia’s 2018 World Cup is purelytemporary. The site, concourses, andsupport areas will change dramaticallyafter the tournament is over.“Even the capacity will be reducedby 12,000 seats – leaving only the mostdesirable seats for future generations ofMuscovites to enjoy.“Of particular interest in Moscow isthe indoor multi-purpose arena whichwill actually drive more event days peryear than the stadium – making theentire complex more successful.“Finally, we are seeing that sportsfacilities are often paired withcommercial retail development in orderto create a more dynamic synergy andexpand the spectator experience 365days per year. Again, our project inMoscow is a good example of this kindof development.”SPORTS EVENT MANAGEMENT 17
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