Economist Warns of Major Event Management Pitfalls

By Imago Group - Jenny Muir
Thursday 11 May, 2006

Major sporting events are critical to the health of Australia’s tourism dollar, with complexity and sustainability being key to viable economic opportunities.

SYDNEY – One of Australia’s leading economists will explore the holistic economic impact of major sporting events on the GDP at Australia’s first Major Event Management Programme (MEMP), run by Sport Knowledge Australia, 8-14 June at Sydney Olympic Park.

Trevor Mules is an Adjunct Professor of Tourism at the University of Canberra and Griffith University, Gold Coast.

"Pecuniary assessments of major events tell us that certain new management approaches are working. These include diversified and sustainable models, pinned against tourism, infrastructure and economic development to ensure success," he says.

However, in a complex culture comprising business development, government achievement, infrastructure investment, tourism expenditure and athletic endeavour, the major event management model must evolve into a multi-layered schema says Mules, else it will fail.

"The new challenge is to plan, build upon and sustain the model providing viable economic rationales for funding commitments that ensure success.

"One off major events run the risk of a rapid decay factor for the effort, versus having a schedule of follow up events or a broad-based programme built around the major event, including regional and reoccurring events," he says.

Victoria’s risky punt on the Commonwealth Games, Australian Grand Prix and the L’Oreal Fashion Week trifecta in 2006 is an excellent example of a successfully layered major event calendar – a gamble that paid off by attracting a diverse and dedicated audience.

The schedule, together with the State’s existing annual major event commitments (Australian Open Tennis, AFL, etc) illustrates the varied timetable identified by Mules.

"By offering a variety of major events that are carefully scheduled, organisers and their financial backers can amortise risk, provide a variety of options to market and expand the tourism audience base. Generating a broad tourism calendar that relies on major events is pivotal to increasing the tourism dollar and providing growth opportunities for communities" says Mules.

"Accurate reporting and the exchange of knowledge and experience are critical to the major event industry identifying and managing economic opportunities and delivering successful programs" says Mules.

Programme participants will analyse the risk and outcomes of the Commonwealth Games with presenters, Brenda LaPorte General Manager, Project Planning, Risk & Strategy, Melbourne 2006 Commonwealth Games, and Lois Appleby CEO, Tourism Victoria – cross pollination of knowledge and presenters experience playing an integral role in SKA’s MEMP.

Sport Knowledge Australia will host the first, residential Major Event Management Program for industry professionals 8-14 June at Sydney Olympic Park. The seven-day intensive course is designed to provide insights and greater understanding of the major event management process, from idea conception through to staging of a successful major sports event. The course is an accredited programme prepared under the guidance of SKA partners, the University of Sydney and University of Technology, Sydney.

Click here for full program

Trevor Mules’ presentation will include a holistic event evaluation: the triple bottom line; event evaluation methodologies; economic impact studies; promoting the outcomes; future activity; legacy of improved awareness; skills and infrastructure. Trevor will join fellow presenters: Peter Abraam CEO, Victorian Major Events Company, Lois Appleby CEO, Tourism Victoria, Mike Bushell Managing Director, Sports Marketing & Management and Javelin, Brenda LaPorte General Manager, Project Planning, Risk & Strategy, Melbourne 2006 Commonwealth Games, Bob Elphinston Vice President, FIBA (Federation of International Basketball), Sandy Hollway Former CEO, Sydney Olympic Games 2000, Jim Sloman CEO, MI Associates, Brian Thorburn GM, Commercial Operations, Australian Rugby Union and Andrew Walsh Artistic Director of Ceremonies.