Super Bowl Insight for Event Host 08

By Primary Communication
Thursday 7 February, 2008

While the hoopla of USA's 2008 Super Bowl still reverberates around the world, acclaimed as the ‘most-watched ever’, Sport Knowledge Australia has announced its own coup in securing Michael Kelly, a past president of two Super Bowl host event organising committees, and executive director of another, to address the influential Event Host 08 conference in Melbourne.

Kelly, who worked on the Super Bowls of South Florida 2007, Jacksonville 2005 and Tampa 2001, will offer an insider’s perspective on how three different cities set up to host one of the world’s most fascinating spectacles and how they each attracted and managed some 100,000 visitors and around 10,000 volunteers. As well as the logistics of recruiting and training an army of volunteers, and creating a massive ancillary entertainment programme, Kelly will disclose how the cities achieved community and legacy value.

Speaking after a trip to Arizona’s Super Bowl thriller on Sunday – a game that saw the New York Giants pip the New England Patriots 17-14 before a record-breaking TV audience of 97.5 million– Kelly said, “It captivated a great part of the state with three major cities fully occupied with visitors and festival events.

“Over the last ten years we have seen the event grow requiring larger host committees and greater levels of professionalism in staff and even its volunteers.

“Cities that have played host have been generous in sharing information with the next host committee passing on knowledge of set up structures, different ideas that worked, raising money and giving those that follow a great foundation to build on.”

Currently Associate Commissioner of the Atlantic Coast Conference, Kelly experience an equally stunning event when he visits Melbourne for Event Host 08 which runs from 11-16 March set against the backdrop of the 2008 Formula 1™ ING Australian Grand Prix.

As well as Kelly, Event Host 08 has attracted such luminaries as CEO of the International Cricket Council, Malcolm Speed, Sandy Hollway, former CEO of the Sydney Olympic Organising Committee and consultant to the Melbourne Commonwealth Games and Robyn Archer former 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 whose topics encompass social legacy from major events.

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


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