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OLYMPIJSKÉ FESTIVALY
Naďa Černá, FTVS UK, 25. listopadu 2019
STRUKTURA PREZENTACE
HLAVNÍ MYŠLENKA OLYMPIJSKÝCH PARKŮ (DNES FESTIVALŮ) – JAK TO CELÉ ZAČALO
OD START-UPU K UDRŽITELNÉMU PROJEKTU A DÁL DO ZAHRANIČÍ
JAK FUNGUJÍ SYNERGIE VE FESTIVALECH – PŘÍNOSY PRO ZÚČASTNĚNÉ STRANY – SPORTOVCI, SVAZY, PARTNEŘI, MĚSTA..
JAK TO DĚLÁME - ORGANIZACE
NAHLÉDNUTÍ POD POKLIČKU PŘÍPRAVY OLYMPIJSKÝCH FESTIVALŮ 2020
VIZE – PROČ TO DĚLÁME
PLATFORMA
PRO
AKTIVACE
PARTNERŮ
Z ČEHO VYCHÁZÍME
OD START-UPU K UDRŽITELNÉMU PROJEKTU
2014
2016
2018
UNIKÁTNÍ PLATFORMA PRO SPORTOVNÍ SVAZY
UNIKÁTNÍ PLATFORMA PRO PARTNERY
FANDĚNÍ NAŠIM SPORTOVCŮM
ATRAKTIVNÍ PROJEKT PRO MUNICIPALITY
JAK TO FUNGUJE V SYNERGII
PROPOJENÍ PARTNERA SE SPORTOVIŠTĚM
VISA JAKO PLATEBNÍ INSTRUMENT - CASHLESS
VÝHODY PRO DRŽITELE KARET VISA
B2B – TEAMBUILDING PRO VISA VIP KLIENTY
JAK TO FUNGUJE V SYNERGII
PROPOJENÍ PARTNERA SE SPORTOVIŠTĚM
COCA-COLA AMBASADOR NA KANÁLECH ČOT
OBSAH PRO KANÁLY COCA-COLA
COCA-COLA JAKO EXKLUZIVNÍ DODAVATEL NÁPOJŮ
OPERATIONAL METHODSOrganization - Management
„The biggest
challenge in terms
of organization is
staging the event
during the Olympic
Games to which
most NOC human
resources are
directed.“
Project team Olympic park Rio-Lipno 2016
IN-HOUSE
ORGANIZATION
OR HIRING AN
EVENT
AGENCY?
PRO’S:
• TO KEEP THE KEY KNOW-HOW OF THE
NOC IN HOUSE
• PROJECT TEAM WITH AN „OLYMPIC
DNA“
• QUALITY GUARANTEE (NOT ONLY)
FOR OUR PARTNERS
• TO ENSURE COMPLIANCE WITH IOC
LICENCING AGREEMENT
• SYSTEMATIC DEVELOPMENT OF THE
PROJECT BUILT ON EXPERIENCE -
SUSTAINABILITY
• 100% CONTROL OVER THE BUDGET
CON’S:
• COMPLETING THE TEAM WITH A
NUMBER FREELANCE EXPERTS FOR
A LIMITED PERIOD OF TIME
• INVOLVEMENT OF PROJECT
MANAGERS IN PERIOD BETWEEN
THE EDITIONS
IN-HOUSE PROJECT TEAM
VOLUNTEERS
VOLUNTEERISM – CORE VALUE OF THE OLYMPIC MOVEMENT
OPERATIONAL METHODSFinancial resources
1%
34%
45%
5%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
RESOURCES
Public subsidies (national)
Public subsidies (regional)
Sponsors/partners*
Revenue from OFs
NOC Own resources
*Incl. media space of media partners
OLYMPIC FESTIVALS PYEONGCHANG 2018
DIVERSIFICATION OF RESOURCES
1. PUBLIC SUBSIDIES – HOST CITY AND REGION = INITIAL (SEED) INVESTMENT
2. PRIVATE SECTOR REVENUES - SPONSORS/PARTNERS
(FINANCIAL or IN-KIND VALUE)
= CONTRIBUTION BEYOND THE
CONTRACT WITH THE NOC/IOC
PARTNERS
3. OTHER SOURCES OF REVENUE
(OPERATIONS, INTERNATIONAL, OWN RESOURCES)= COMPLETING THE REVENUE
SIDE OF THE BUDGET
OPERATIONAL METHODSOrganization - Production
2018 2020
Today
1 63 125 187 249 311 373 435 497 559
Kick off – Organizing committee2/19
Approved public subsidy Ostrava12/18
1 year to go24/7/2019
Approved public subsidy Ostrava - region9/20
Public procurement Brno1/19
Approved public subsidy Brno – region ??
11/20
Communication – camps for children11/19
Camps for children - launch1/20
Openingceremony
24/7/2020
Marketing – activation intentions
6/19
Marketing – technical sheets of partner activations4/20
Sports programme introduction5/20
1/2/2019 -9/8/2020
Sport – federations negotiations, sports programme
1/3/2019 - 30/4/2020Marketing – partners negotiations
1/7/2019 -9/8/2020
Communication strategy
1/9/2019 -9/8/2020
Camps for children
1/6/2019 -9/8/2020
Olympic education
1/4/2019 - 30/8/2019Production – suppliers negotiations
1/9/2019 -9/8/2020
Production – specifications based on technical sheets
1/11/2019 -9/8/2020
Gastro, Security, transportation etc.
PRODUCTION – CHOOSING THE RIGHT VENUE
WE EXPERIENCED:
• GREEN FIELD
• LAKE RESORT
• ICE ARENA
• EXHIBITION HALL
WE GO FOR 2020:
• EXISTING SPORT VENUE
PRODUCTION – SET UP OF THE VENUE - MAP
OPERATIONAL METHODSOrganization – Sport programme
MARKETING
TIMELINE - BUILDING THE COOPERATION WITH PARTNERS
2019 2020
Today
4/2019 5-7/2019 9-10/2019 11/19-3/2020 4/2020 5-8/2020 6-7/2020 7/2020
One to one meetings with partners6-7/19
Workshop for partners4/2019
VR visualizations of sport fields with partners branding10/2019
Preparation for first meetings
5-6/19
Follow up regarding selection of sport7/19
Opening of Olympic festivals
7/24/2020
Technical details of partners‘ zones 4/20
Beginning of venues constructions6-7/20Venues visits with partners
and their agencies9-10/19
Media campaign (TV, radio, outdoor)6-7/20Social media
campaign
6-8/20
Ongoing negotiations and agreements dealing
11/19-3/20
MERCHANDISING
OLYMPIC MERCHANDISING STORES WITH HIGHEST RETURNS:
OLYMPIC FESTIVALS
CLOTHING SUPPLIER - ALPINE PRO STORES
COMMUNICATION
COMMUNICATION – MEDIA PARTNERS
TRADITIONAL MEDIA
DIGITAL MEDIA
SUSTAINABILITYEVALUATION
EVALUATION
SWOT ANALYSIS
• Internal processes
MONITORING FOR PARTNERS• Campaign
• Onsite presentation
• Media outputs
EVENT STUDIES
• Stakeholders satisfaction survey
• Visitors’ survey
VISITORS’ SURVEY
84% VISITORS WOULD LIKE THE FESTIVALS TO BE ORGANISED AGAIN IN 2020
SUSTAINABILITY
24. 7. – 9. 8. 2020
PRAHA BRNOOSTRAVA
PRAHA – AREÁL OLYMP (STROMOVKA)
BRNO – AREÁL RIVIÉRA A SKP KOMETA
OSTRAVA – AREÁL ČERNÁ LOUKA
LICENČNÍ SMLOUVA S MOV
KALENDÁŘ ROADSHOW:
MAJÁLES BRNO (1.5.)
ZLÍN FILM FESTIVAL (29.5. – 6.6)
MORAVIA SPORT EXPO OLOMOUC (12-13.6.)
SPORT PARK RIVIÉRA BRNO (15.-21.6.)
T-MOBILE OLYMPIC DAY RUN (17.6.)
KARLOVY VARY INTERNATIONAL FILM FESTIVAL (3. – 11.7)
MELTING POT - COLOURS OF OSTRAVA (15. – 18. 7.)
MODULÁRNÍ EDUKATIVNÍ ZÓNA
