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WTA Championships - Doha 2010 - Day Six - a Look Company event //Getty Images Sport“Their vision is to become the sportingcapital of the world and federations arecoming to us to make sure there is a worldclass look to events there.“You want to ensure it is immediatelyrecognised as a Qatari event and needto retain cultural references which arevery important.“Everything has to be communicatedin English and Arabic. The graphical anddesign elements all have to be tailored toshow Qatar has its own style.”The Look Company provided over85 kilometres of vibrant fence fabric whichgraced the venues and courses during theVancouver 2010 Winter Olympic Games.The city and Olympic venues were alsodecorated with 13,000 outdoor and indoorcolourful banners.Jacob Burke’s father and LookCompany founder, Edward, said a key partof their strategy going forward is providinga recyclable approach to brand identity.“We’re saying recycle, reuse andrepurpose. Vancouver was the first tosay ‘we’re going to go fabric’ andLondon 2012 is now following and doingthe same thing.“London 2012 put it in their bid - noPVC. That was amazing.”The fence fabric The Look Companyused for Vancouver was made out of thesame material that can be recycled andused for basketball jerseys.“There’s a lot of infrastructure that acity will acquire and most will try anddispose of it after the games,” addedEdward Burke.“But now they have to put in theirtenders you need to have a second lifefor this material.”Gary Edwards CEO at Icon Design,made his company’s first foray intoevent look management for Brighton’smarathon in the UK last year.Given the remit to make the eventstand out from its more illustriousUK cousin, the London Marathon,Edwards had one simple plan; location,location, location.“We started working on this right atthe earliest stages, when it was still aconcept and long before the organiserswere talking to sponsors or banks,”says Edwards.“They talked to us before anyone else.Then it finally got to the point where theySPORTS EVENT MANAGEMENT 55
Event Lookin association withFIFA World Cup South Africa 2010needed something tangible, some kindof identity.“We were very aware that the locationwas crucial and rather than go for theusual landmarks we came up with theidea of representing the sea, the Downsand the seagull.”Event Look has become establishedas one of event management’score disciplines, but what does thefuture hold?“You look at probably the biggestsporting facility built in the last 10 years,the Reliant Astrodome in Texas. Thatis designed essentially as a messagesystem. It is hooked up to new mediaand has LED screens everywhere,”says Stanford.“They can change the messageinstantly depending on what it is they aretrying to do. Whether it be respondingto a simple text message or turning pinkbecause that is the theme of aparticular event.“They have that flexibility. For sure thearchitects thought about that from DayOne as it is a revenue stream.“On lesser venues the architects willalmost certainly have taken into accountthe look, and there will be no retro-fitbranding anymore. It will all be part ofthe package.“Let’s say that when (UK Premier Leagueteam) Arsenal was trying to raise funds fortheir Emirates Stadium, and agreed fromday one to paint all the concrete red, thatwould be part of the look.”UNDER THE MICROSCOPETechnological innovation could lead tosports event designers knowing wherethe brands are placed before a brick hasbeen laid.Site-surveying, or scoping, allows eventorganisers an opportunity to assess anaccurate digital 3D model of a potentialhost city.The technique’s origins can be foundin forensic science, and the LookCompany believe it will lead to morestreamlined planning processes for futuresports events.“We invested about (US) $150,000 intosite surveying technology in 2005, whichreally came from the forensic scienceworld,” says Edward Burke.“We can scan a complete building andsee exactly what is there today. And thelocal organising committee can have thatinformation as well.“Traditionally, we wouldn’t be gettingthat information until the end of theprocess. But as people become a lotmore sophisticated so do our processes.”COLOUR CO-ORDINATIONDespite all the technological advances,some believe the key to creating asuccessful look to an event is to beconsistent, clear and simple.According to Stanford, an event can beheavily sponsored but the problems startwhen there are too many brands involvedgiving out different messages.“The most important thing is the visitorexperience. Back in the old days you usedto turn up at an event with concrete blankwalls, or the odd sponsor recognitionboard. One wasn’t really engaged withthe event, the venue and the brand,”says Stanford.“That is the critical bit, to engage withthe customer. They see the same colourright the way from what is on the websiteto the ticket, to the venue, rather than justturning up seeing a sporting spectacleand then going home.“Actually the same applies for thecompetitor. They want to turn up to theevent and feel as though they are atsomething special.“Going forward, certainly in permanentsituations, we’ll see a lot more dynamism.Lots more colour, lots more LED andinstant messaging creating engagementwith customers.“Most of us work in big temporaryevents like the Olympics and World Cupsand at that level Event Look is part of thebudget. It is even filtering down to singleevents and smaller events like swimmingworld championships.“They are all investing in theirlook because it makes it so muchmore memorable.”56 SPORTS EVENT MANAGEMENT
Page 1 and 2: IMPACTSPORTS RECRUITMENTSPORTSEVENT
Page 3 and 4: PartnerProfilePOPULOUS14 Blades Cou
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Page 7 and 8: Industry Overviewbest event ever…
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Page 55 and 56: Environmental ServicesWASTE NOTWANT
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