World's Top Host City Reveals its Secrets

By Primary Communication
Thursday 13 December, 2007

While Melbourne readies itself for the now familiar role of hosting the FORMULA 1™ ING Australian Grand Prix, which will be viewed by millions of people in over 100 countries worldwide, executives from around Australia and overseas will be drawn to the city to find out what it takes to capture the mantle of the *‘world sporting events capital’.

Sport Knowledge Australia’s comprehensive Event Host 08 conference (from 11-16 March) - which coincides with and draws heavily upon the Grand Prix experience - will give delegates a pit lane perspective on what constitutes a great event.

Delegates will be guided through an in-depth examination of the political and economic impacts of a range of sporting and cultural events as well as related management issues and legacy planning.

CEO of Sport Knowledge Australia, Leighton Wood, promises that the knowledge imparted will be exceptional, “Event Host is the most comprehensive and informative programme of its kind anywhere in the world,” he said.

“It will be a unique learning experience offering participants access to vast and valuable knowledge resources; the precise knowledge and strategies that put Melbourne on the map as the world’s sporting event capital.

“Our presenters are internationally recognised experts who have conceptualised, identified, bid for, implemented, marketed, financed, enhanced, risk managed and evaluated some of the most significant sporting and cultural events in the world.”

Among those presenters is CEO of the International Cricket Council (ICC), Malcolm Speed, who has overseen the transformation of cricket’s marketing and an eight-year $2 billion global media deal. “Malcolm’s presentation will be a highlight of Event Host and cover the controversies and successes of the 2007 Cricket World Cup,” said Wood. “His address will include a fascinating look at the staging of the event, the issues that arose, and the lessons learned and later applied to the world Twenty20 championships.”

Other industry identities presenting include Sandy Hollway, former CEO of the Sydney Olympic Organising Committee and consultant to the Melbourne Commonwealth Games and various international events, as well as Robyn Archer. One of Australia’s foremost event professionals, Archer has held positions of Artistic Director of Melbourne International Festival, Event Director of Adelaide Festival and consultant to the Liverpool European Capital of Culture 2008 festival.

Academic speakers include La Trobe University’s Dr. Hans Westerbeek who has been studying how to realise social legacy from major events.

At the 2008 FORMULA 1™ ING Australian Grand Prix, delegates will gain access to the pit lane and enjoy corporate hospitality in the Pit Exit Suites as well as excursions to Melbourne’s leading sporting venues.

The programme is geared towards CEOs, COOs and Event Directors of International and National Sport Organisations, Game Organising Committees, City Councils, Festival Directors, Senior Government Officials, Event Companies, Major Sponsor Organisations and Major Event Managers.

*Melbourne was named the world’s sporting events capital in a study published last year by London consulting and research firm, ArkSports. The study compared 20 top sporting cities.

For more information on the conference, please visit http://www.sportedu.org/product_eh01.asp.

ABOUT SKA: Launched in June 2005 with a Federal Government grant, SKA is jointly owned by the University of Sydney, University of Technology, Sydney and the Sydney Olympic Park Authority. SKA assists the continued global growth of the sports industry, helping more communities around the world to benefit from Australia’s strong sporting culture. Since its launch, SKA has delivered sport management programmes at the prestigious Indian School of Business in Hyderabad, run facility management courses in China and various seminars and courses in Australia on topics as diverse as player valuation strategies, genetic doping in sport, player welfare, executive sport management, elite sport coaching, major event management and facility management.

ATTENTION EDITORS AND PRODUCERS: For enquiries regarding interviews with SKA CEO Leighton Wood or presenters contact – Primary Communication – Liz Herbert, Mobile: 0407 234 221 Tel:+61 2 9212 3888.