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

DĚKUJI ZA POZORNOST

cerna@olympic.cz