TCI 2013 Brazil and macro-sporting events: opportunities for adding value through design

188 views

Published on

By Ines Sagrario, Competitiveness, Spain, presented at the 16th TCI Global Conference, Kolding 2013.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
188
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

TCI 2013 Brazil and macro-sporting events: opportunities for adding value through design

  1. 1. Brazil and Macro-sporting events: opportunities for adding value through design Ines Sagrario Breakout Session: Use of design principles to drive innovation in clusters 5 September 2013
  2. 2. 9/18/2013 Kolding, TCI 2013 Brazil and Macro-sporting events: opportunities for adding value through design Sponsors of research carried out:
  3. 3. Obvious benefits of hosting a macro sporting event… 3 Tourism Sports facilities Infrastructure & Transportation
  4. 4. … “significant” increase in the GDP… 4 Sources: Competitiveness based on: Ernst & Young – Brasil Sustentável Copa 2014 Estudo de Impactos Socioeconômicos Potenciais da Realização dos Jogos Olímpicos na Cidade do Rio de Janeiro em 2016 Value Partners: Impactos econômicos da realização da Copa 2014 no Brasil Portal Transparência 53,4 Civil construction & Infrastructure Security Fashion Tourism 5,3 IT 6,50,82 Media & communications Interiors & Fittings Equipments Health Transportation Total = R$ 86 Billion = US$ 36 Billion 6,8 2,5 0,69 0,1 0,6 0,6
  5. 5. …which will happen no matter what we do! 5 Barcelona 92 Δ GDP – 4 years earlier: 5,30% Δ GDP – 4 years later: 2,42% Sydney 2000 Δ GDP – 4 years earlier: 4,28% Δ GDP – 4 years later: 3,76% Korea 2002 Δ GDP – 4 years earlier: -5,71% Δ GDP – 4 years later: 5,18% Japan2002 Δ GDP – 4 years earlier: -2,05% Δ GDP – 4 years later: 2,04% Germany 2006 Δ GDP – 4 years earlier: 0,02% Δ GDP – 4 years later: 3,50% Athens 2004 Δ GDP – 4 years earlier: 4,48% Δ GDP – 4 years later: 1,02% Source: Infográfico IG Economia – FMI e Banco Mundial
  6. 6. How to get it right? 6 vs.
  7. 7. The opportunities are broader 7 53,45,3 6,50,82 6,8 2,5 0,69 0,1 0,6 0,6 Economic impact Develop Excellence through advanced demand + Improve Brazil’s image
  8. 8. Excellence by serving the most advanced demand 8 Accessibility ICT Infrastructure Security measures Health services & infrastructureGreen Goal Mobility
  9. 9. A unique window to the world 9 9 Carnaval Football Technology Health Sustainability Creativity Design Fashion Architecture Hospitality Quality Innovation ... Biodiversity Culture
  10. 10. 10 What do you consider “design”? DESIGN Products Services Concepts Graphic Branding Processes Packaging
  11. 11. 11 Design needs to adapt to the needs of each business DESIGN 11 Focus on performance Need to integrate Look for complete experiences A reflection of lifestyles fruto de inspiração criativa
  12. 12. Opportunities to add value through design 12 Conceptualization &design Maximizing impact Investments& preparation
  13. 13. Opportunities to add value through design Facilities & infrastructure Reusable construction Hotels & other lodging Urban spaces Event & Facility management Management of Experiences Management of Urban Spaces & Public Services Maximization & versatility of infrastructure and facilities Reuse modular structures Consolidation of Tourism Improve Urban Quality of Life Pre-events Post-events Management of Communities During events
  14. 14. Facilities & Infrastructure Look & Feel of Facilities - Preparation of the “Look & Feel” of all sports facilities by local designers - Focus on TV format: 3.5 billion viewers - L&F in other concentration areas in the city - Corporate image & coherence Famous architects (Isozaki, Foster... ) + Coordinated by a small team of architects from the local government
  15. 15. Company hired to provide a complete solution Hotels & other lodging Furniture: contract Design Prototyping Quality control Procuring Shipping WarehousingDelivery Installation Maintenance Retrieval Disposal + 1 million items for the Olympic Village
  16. 16. Urban Spaces Accessibility in London Complete accessibility is vital - To sports facilities and accesses - On the public transportation - At the main tourist attractions - And other leisure activities And requires a carefully planned design and adapted to the different physical handicaps.
  17. 17. Urban Spaces Urban Development in Barcelona Implementation of the Integrated Urban Development Plan went from 20 years to 4! Key success factors: - A good team of architects in the city hall - Public tenders required local design and production - Integrate the different neighbourhoods between the key parts of the city
  18. 18. • 431 million visits (London2012.com) • 109 million unique visitors (London2012.com) • 12 million mobile videos (BBC) • 102 million live streams (BBC) • 150 million twits • 1.9 million downloads of their App BBC Sports online: • one page per athlete, country, sport and arena • 2.500 hours of coverage • > 24 HD live streams (“red button”) • All available multi-format (computer, mobile, tablet, etc.) Management of Experiences "Never miss a moment" BBC Sports online
  19. 19. - Polyclinics set up next to the ski runs and a mobile health unit with 12 beds and operating room - Images are shared through internet to get second opinion from other experts - For athletes this allowed for a quicker return to the competition - The unit was acquired by the government of British Columbia after the games Management of Spaces & Public Services iços PúblicosHealth & IT solution
  20. 20. 20 Media, entertainment and creativity Urban Spaces Design Tourism Opportunities post-events Productive transformation in Barcelona
  21. 21. Key lessons 21 DESIGN Products Services Concepts Graphic Branding Processes Packaging Holistic approach Planning and awareness Brazil on the World Map!
  22. 22. Thank you! Ines Sagrario ines.sagrario@competitiveness.com +34 626163032 +55 11 32306405 22

×