sports event management - FIFA/CIES International University Network

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