Malmö August 29th - September 7th FINAL REPORT EMG 2008 FINAL REPORT - PDF

Malmö August 29th - September 7th FINAL REPORT EMG 2008 FINAL REPORT 1 2 EMG 2008 FINAL REPORT EMG 2008 FINAL REPORT 3 Passion Qualifies EMG 2008 in Malmö The City of Malmö has held the first ever EMG.

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Malmö August 29th - September 7th FINAL REPORT EMG 2008 FINAL REPORT 1 2 EMG 2008 FINAL REPORT EMG 2008 FINAL REPORT 3 Passion Qualifies EMG 2008 in Malmö The City of Malmö has held the first ever EMG. The holding of the EMG was not without problems, but the city has helped to create a platform for the future development of an event that both personifies and reinforces the international, social and health-promoting significance of sport: sport for the whole of your life. For ten days the City of Malmö played host to an event that involved excitement, drama, joy and a major confirmation that sport and challenges are there for the whole of your life. From the opening football match between the Swedish team that finished third in the 1994 World Cup and the Danish European champions from 1992, to fantastic sporting competitions in which more than 700 participants competed for medals. We witnessed a thrilling handball final between Denmark and Slovenia, which ended with the former world champions facing a penalty shootout. Archers, rugby players, wrestlers, badminton players and squash players met at the Games Centre area at Malmö Stadion. For a number of days the streets of Malmö were filled with European guests aged 35 or over wearing tracksuits and carrying EMG rucksacks. EMG 2008 attracted about 4,300 competitors and companions to Malmö. This was far fewer than expected, but those who did attend awarded Malmö high marks as a destination and event venue. Well organised sporting competitions, a large number of fantastic volunteers and late summer warmth and sunshine meant that everyone involved left with great memories. Thank you very much indeed to everyone who made it all possible. The baton is now passed on to Lignano in Italy, where the EMG will be held in Bo Sjöström Director of the Leisure, Recreation and Sport Administration, City of Malmö 4 EMG 2008 FINAL REPORT 1. International & European Masters Games Between 29 August and 7 September 2008 the very first European Masters Games (EMG) were held in Malmö, using the World Masters Games (WMG) as a template. The World Masters Games (WMG) is an international, multi-disciplinary sports event that was first established in Toronto, Canada in 1985 and has been held every four years since then. The World Master Games is the biggest sporting event in all categories, and brought together 21,600 people taking part from 89 countries in Edmonton in Sydney, which plays host in 2009, is expected to attract 35,000 participants. The vision is that these continental games shall complement the world games, so that there is a major international Master Games held every other year. So the launch took place in Malmö in 2008, and the second EMG is already planned to take place in Lignano, Italy. What differentiates the Masters Games from other sporting competitions is the scope of the event, the number of sports involved, the fact that the games are aimed at an older target group and the emphasis on the social aspects of the event. Fundamental concepts The Masters Games are open to all who have reached the minimum age of 35. There are no demands in terms of standard, and former champions compete alongside people who engage in sport for fun. The Masters Games do not have a championship status, and although it is an international competition, the participant does not represent his/her country, but only himself/herself or his/her sports association/club. The fundamental values can be summarised as follows: To launch the philosophy Sport For Life and Sports For All. To be a strong driving force for a positive attitude towards sport, physical well-being and health. To offer participants a broad range of options in an open sporting event in a multinational environment. To encourage participation regardless of gender, race, religion or sporting status. Through their commitment, participants shall become role models for younger people and show that sport for competition/exercise is possible throughout your whole life. EMG 2008 FINAL REPORT 5 In spring 2006 the City of Malmö was awarded the multidisciplinary sporting event the European Masters Games (EMG). The first EMG was to be held over ten days between 29 August and 7 September The main targets defined for EMG 2008 were: To become one of the biggest sporting events in Europe in terms of the number of participants and number of sports. To create an event that provides Malmö, Skåne and the Öresund region with lasting added value. To make sure the games leave behind life-long memories in the way participants and companions are treated. The games shall be characterised by joy, fellowship and high quality in all respects. To create positive media awareness of EMG To create a positive economic outcome for Malmö, Skåne and Sweden through increased consumption and tourism. 2. Summary of EMG 2008 EUROPEAN MASTERS GAMES 2008 Deltagare Helhetsomdöme om Malmö Malmö som evenemangsstad Utbudet av restauranger Utbudet av boendeanläggningar Tillgänglighet till destinationen Nöjda (5-7) Varken nöjda eller missnöjda (4) Missnöjda (1-3) Medelvärde: ,0 5,9 6,1 5,7 6,0 The organisers of EMG 2008 faced a number of challenges, the most significant of which were: To sign up interested sports organisers from a large number of sports. To market and recruit participants for a new event in a relatively short time. To market the event nationally and internationally with limited staff and financial resources. To set up a stable network of groups, organisations and companies that could help to strengthen the event both before and during the competitions. When the competitions began, 18 of the original 28 sports were included in the programme. Around 3,500 competitors and companions had registered. In total, EMG 2008 in Malmö was visited by around 4,300 people, most of whom were very satisfied with the competitions and the event as a whole, and more than 83% of respondents were either satisfied or very satisfied with Malmö as a destination. Revenue for the tourist economy was SEK 16.7 million for EMG 2008, but because of the lower number of participants, the event itself reported a deficit of SEK 3.5 million. The defined target of 10,000 participants was thus not achieved, and the main reasons for this were: That the brand was unknown. That it was the first time the EMG had been held. That it was difficult to reach out into the European market. That the registration system was difficult and alternative ways of registering were too late in getting started. That the participation fee was too high. That there was resistance towards and scepticism about the event, both in the national and international sporting movement and in the City of Malmö. That the competitions did not have any mass media interest. Deltagare Medelvärde: Helhetsintryck av EMG ,3 EMGs program (innehåll & upplägg) ,4 Helhetsomdöme av Games Center ,5 Arenornas lämplighet ,9 Nöjda (5-7) Varken nöjda eller missnöjda (4) Missnöjda (1-3) 6 EMG 2008 FINAL REPORT Key figures Key figures Target Actual outcome Number of participants 10,000 3,022 Companions 2, Volunteers 2, No. of countries repr No. of sports Sponsorship revenue 750, ,000 Budget Break even Deficit of SEK 3.5 million Profit for tourist economy SEK 60 million SEK 16.7 million Evaluation A survey into the tourist economy was conducted during the EMG by Turismens Utrednings Institut [Tourism Survey Institute] on behalf of Malmö Tourism. A digital questionnaire (questback) was sent out by to participants and companions in connection with the EMG. Evaluation meetings were conducted with all sports organisers in the weeks following the games. Even those sports organisations that chose not to run their planned competitions were interviewed. Evaluation meetings were also conducted with all partners. The views of volunteers came forth via the sports organisers and through meetings and a basic questionnaire. The results of the evaluations are contained partly in the text, and also as an appendix to the report. EMG 2008 FINAL REPORT 7 3. Organisation 3.1 European Masters Games Association (EMSA) The party that took the initiative for the International Masters Games is the International Masters Games Association (IMGA), which was founded in The IMGA is a member of General Association of International Sports Federations (GAISF) and holds its annual general meeting during the GAISF s conference. The IMGA is recognised by the International Olympic Committee and has its head office in Lausanne, Switzerland. 17 international special sporting associations are members of the IMGA. The European Masters Sports Association (EMSA) was formed in 2002 and is the first continental sporting organisation in the masters movement. The main aim of the EMSA is to increase interest in the masters movement in Europe and to organise the European Masters Games (EMG) every four years. The EMSA has its registered office in Vienna, Austria and the board consists of seven members, two of whom are also members of the IMGA s board. 3.2 EMG 2008 The City of Malmö s Leisure, Recreation and Sport Administration signed an agreement with the EMSA in spring 2006 and thus assumed ultimate responsibility for holding the EMG. The City of Malmö s Leisure, Recreation and Sport Administration concluded an agreement with Skånes Idrottsförbund [Skåne Sports Association], which assumed responsibility for the sporting competitions and for being a contract party with the sports organisers (clubs, alliances of clubs, special district associations or special sporting associations). Skånes Idrottsförbund s task was to guarantee which sports would be involved as well as the running of the various competitions. The City of Malmö s Leisure, Recreation and Sport Administration and Skånes Idrottsförbund assumed joint responsibility for the appointment of members to the project s steering group. 3.3 Steering group The steering group had overall responsibility for the project s finances, organisation, EMSA reporting and contract follow-up, general security and emergency plan. The chairman and convenor of the steering group was the Director of Leisure, Recreation and Sport Administration. The steering group (2006/07) consisted of representatives from the Leisure, Recreation and Sport Administration, the Culture Department, Malmö Tourism and the Streets and Parks Department, as well as Region Skåne, the County Council, MISO [Malmö Sports Associations Cooperation Organisation]/MIP [Malmö non-profit organisation] and Skåneidrotten. The intention was that the administrative departments would assume responsibility for measures relating to the city s duties as host, including co-ordination, provision and staffing of sporting facilities, logistics, communication, general visitor service, social events and marketing of the city. In order to be better able to monitor the progress of the project, at the end of 2007 it was decided that the steering group should consist of the Director, 8 EMG 2008 FINAL REPORT Finance Manager and Events Manager of the Leisure, Recreation and Sport Administration, together with the Association Manager, Finance Manager and Project Manager of Skåneidrotten. The previous project group became the project s reference group. 3.4 Finance group The finance managers of the Leisure, Recreation and Sport Administration and Skåneidrotten were jointly responsible with the EMG s Project Manager for budget follow-up and the presentation of financial matters to the steering group. 3.5 EMG office The operational work in the project organisation was shared between the City of Malmö s Leisure, Recreation and Sport Administration and Skåneidrotten as shown in the figure below. Two project managers were responsible for all work until spring 2007, when an assistant was hired. In October 2007 a project manager was hired. The operational work was divided into the three main areas Sport/Venues, Participant Service and Communication/Marketing, for each of which a project manager assumed responsibility. period of the EMG both Skåneidrotten and the Leisure, Recreation and Sport Administration assigned some staff to the project. The EMG office was based in the Leisure, Recreation and Sport Administration s premises on Stadiongatan, Malmö. 3.6 Sports organisers Each sports organiser had its own organisation with responsibility for planning, marketing, recruitment of officials/volunteers and running the competitions. Each sports organiser had a competition manager during both the planning and implementation phase, with responsibility for dialogue with the EMG office. 3.7 SportingPulse The International Masters Games Association has a partnership with the Australian company SportingPulse for registration and accreditation systems. One element of the agreement with the EMSA was that this system also be used for EMG A consultant from Sporting- Pulse offered service and support to the project organisation and was also on site in Malmö before and during the course of the EMG. Another assistant was hired in spring 2008 on a part-time basis, and was supplemented by hourly-paid staff in the final months of the planning phase and during the course of the actual event. During the EMSA City of Malmö Leisure, Recr & Sport Admin Finance Steering Committee EMG Offi ce Skåne Sport Assoc Referensgrupp Sports & Venues Marketing Participant Services 28 LOC Media Sponsors Volunteers Transport Sports sponsors Sequrity/Medical Referees Results Opening / Closing Ceremonies Social events Ansvarsfördelning EMG 2008 Malmö Stad (MS), Skåneidrotten (SI) EMG 2008 FINAL REPORT 9 4. Communication The results from two workshops with various interested parties in autumn 2006 formed the basis of the EMG s communication and marketing plans. The challenges identified were that the EMG was an unknown event in Europe and that it would only be held on one single occasion in Malmö. The brand needed to be built up and communicated. It was confirmed, among other things, that it was important to highlight the potential scale of the event the number of participants and the number of sports in order to be attractive to both participants and other target groups. 4.1 Marketing Target groups The focus of all marketing was on participant recruitment. The primary target group for all marketing was active veteran athletes within the 28 special sports associations, and the main responsibility for reaching the target group lay with sports organisers, with financial support from the main organisation. Other target groups that were identified were: Sports associations and clubs Members of sports associations and active people in athletes networks People who engage in sport for fun The general public Media Partners within the region and the municipality Business Message Comparisons with the World Masters Games (WMG) were important. It was also important to highlight the social and sporting nature of the event. The EMG s motto Passion Qualifies was kept in English and aimed to encourage everyone to get involved. Other messages were highlighted to market the EMG: an opportunity to take part in an international competition, even if you are not an elite sportsman the scale of the event (number of participants, number of sports) writing history, the first ever European Masters Games fellowship, the social events in connection with the competitions the chance to visit the Öresund region and discover Malmö, Skåne and Copenhagen Strategy The sports organisers had a large responsibility for marketing and participant recruitment. The sports organisers themselves defined the estimated number of participants, and recruitment was to be primarily from within their own ranks. The EMG s project organisation was responsible for arranging marketing aimed at the general public and for providing the organising associations with support and assistance and paying for the marketing initiatives (printed matter, advertising, travel, events) Sport-specific marketing The sports organisers marketing initiatives consisted primarily of mailshots (by post and ), advertising and writing articles in sports magazines and on websites, as well as taking part in various masters/veterans competitions in Europe during 2007/2008. The Internet was the most important communication channel for raising awareness on a broad front, and the aim was that EMG 2008 banners should be displayed on both national and international websites. The sports organisers also assumed responsibility for ensuring that EMG 2008 was included in relevant event calendars. According to the survey conducted into the tourist economy (TUI 2008) 59% of respondents learned about the EMG via the Internet and 41% through their association or sports organisation. The sports organisers own marketing can be summarised as follows: mailshots Postal mailshots Advertising in sports media (printed and digital) Involvement at events and championships Targeting of key people and organisations in Europe Idrottsförening/förbund 24 Hemsidan EMG Övrigt Internet 13 Informationskällor, andel i % (flera svar möljigt) 11 Släkt/vänner Deltagare 55 Tidning/tidskrift Medföljande Radio/TV Promotional and decorative materials Other marketing materials that were produced for use both before and during the competitions consisted of: Roll-ups Banderols with the lettering European Masters Games 2008 A4 posters A3 posters Flags Games Centre bunting Marketing aimed at the general public It was the main organisation s responsibility to market the EMG towards the general public and to create awareness of the event. The marketing initiatives undertaken were: 10 Annan informationskälla 5 2 Ingen informationskälla 3 10 EMG 2008 FINAL REPORT Advertising in Sydsvenskan, Metro, City, Advertising in Svensk Idrott, Vasalöparen, Friskispressen, Friskare företag (appendix in Dagens Industri) Advertising in calendars of events National in-store campaign together with Team Sportia The Malmö Festival (EMG/football stand) Valentine s Day handing out of boxes of sweets and flyers Malmö city centre Distribution of flyers at major sporting events, e.g. the Vasaloppet skiing race, the Stockholm Marathon, the Göteborg Half Marathon, the Vätternrundan cycle challenge Posters in Malmö city centre Radio advertising on Favorit Communication to employees of the City of Malmö (intranet, staff newsletter) Editorial text in Vårt Malmö [Our Malmö] During the EMG flyers handed out every day in the square to entice guests to the Games Centre striped car Early bird Participant registration started at the end of November An Early bird gift was promised to those who registered before the end of March. During May a number of competitions were organised for those who had registered, e.g. a draw for a heart rate monitor, an EMG T-shirt, a gift voucher for the SAS shop, a Team Sportia gift voucher and a gift voucher for a weekend at Häckeberga Slott Ambassadors The aim was to have both national and international ambassadors for the EMG. They could be former elite sportsmen, well-known figures or people who simply exercise for fun. Together with Team Sportia, eleven well-known figures were used to take part in advertising and in-store campaigns in February/March. These people, who included Patrik Andersson (former captain of the Swedish national football team), Gunnar Larsson (gold medal winner, swimming 1972 Olympics), Annette Börjesson (former member of Swedish national teams in football and badminton), Björn Ranelid (author) and Annette Johannesson (former world champion in bowling), also became EMG ambassadors and were involved during the spring both at events and in advertising to market the EMG Profile material A range of EMG profile products was developed together with Profile Professionals. This consisted of profiled products for participants rucksacks and key rings, as well as jackets and sweaters
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