Olympic Legacy and Sports Event Management Parco del Foro Italico - Rome
Summary
• Who – CONI and CONI Servizi
• Where – The Olympic Park
• What – Events • How – Case Study: Internazionali
BNL d’Italia • Legacy – History Parco del Foro
Italico • Conclusion
Support the activities of the National Sports Federations
(FSN)
Marketing and development activities
Support CONI’s institutional activities
• Enhancement of strategic assets • Exploitation of the Olympic
Stadium • Organization of sporting events
CONI SERVIZI
MISSION “To generate value for investments on sport and sports facilities”
ASSETS To achieve the objectives, resources of the Italian National Olympic Committee (CONI) were given to CONI Servizi, including the management of 3 Olympic Training Centres in Italy and the concession of the sports facilities and the buildings inside the so-called "Parco del Foro Italico“ (PFI).
To develop the economic and social potential
To enhance the Italian sport movement and building facilities through financial planning
related also to event management
PARCO DEL FORO ITALICO • Located in the northern quadrant of the
city, bordered by the slopes of Monte Mario and the river bank of the Tiber.
• A recreational and cultural complex, unique in its kind.
• Fully integrated with the surrounding environment and the life of the city, able to generate economic and social value.
• It enhances and enriches the sports and cultural offer and its accessibility.
• Is involved in social, environmental and urban regeneration initiatives.
PFI - CONCEPT
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“Place for sports, entertainment and wellness”
Business
Retail Entertainment
Sport
Companies
Services
Tourists Youngs and families
Sportsmen and fans
Business
Retail Entertainment
Arts and Culture
Sport
Companies
Services
Concept
Offer
Tourists Young and families
Target
PFI – THE OLYMPIC PARK “Parco del Foro Italico”, the Olympic Park, welcomes more than 5 milions visitors per year. The aim is to improve both the quality and quantity of the visits, making the Park itself the most important sports, cultural and recreational centre in Rome. • Requalifying its assigned areas through the renovation of the existing buildings • Creating structures and services for the development of the industry in the area • Enhacement of the real estates
2 3 4 5 6 7 8 9
10
Villetta Ruggeri
Tennis Complex
Swimming pool Complex
Foresteria Sud (Hostel)
Sala delle Armi
IUSM (University of Rome “Foro Italico”)
CONI (Palazzo H)
Stadio de Marmi
1 Olympic Stadium 1
2 3
4 5
6 7
8 9
10
Centre Court
The program of events managed by CONI Servizi in 2016 confirmed that Parco del Foro Italico is the ideal location for
the organization of major sports and entertainment events.
Event
Joint Venture
Setting Up/
Dismantling
OLY
MP
IC S
TAD
IUM
P
AR
CO
DE
L FO
RO
ITA
LIC
O
Football Season
RBS 6 Nations
TIM Cup Final
Golden Gala – Pietro Mennea
Summer Concerts
Internazionali BNL d’Italia
Internazionali di Nuoto - Clear
Longines Global Ch. Tour
“Il Centrale Live”
Entertainment & Disco
Stadio dei Marmi
National Sports Day
Sala delle Armi
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
EVENTS SCHEDULE
SITE TRANSFORMATION
JOINT VENTURES AND EVENTS 2016 14 February 2016 – Italy vs England
27 February 2016 – Italy vs Scotland
Olympic Stadium: Rugby matches
Parco del Foro Italico: organization event “Terzo Tempo”
2 – 15 May 2016
Centre Court
Tennis Complex Stadio Pietrangeli
Parco del Foro Italico: commercial and entertainment areas (Ballroom)
Tennis tournament
2 June 2016
Olympic Stadium: Athletics event
Stadio dei Marmi: area tecnica per riscaldamento
Super Tennis Arena
24 – 26 June 2016 Swimming pool Complex: Swimming and diving championships
Parco del Foro Italico: commercial and entertainment areas
Stadio dei Marmi: Equestrian event and commercial area
Parco del Foro Italico: commercial and entertainment areas (i.e. Run Fest)
9 – 11 September 2016
Quest for self-sustainability of the sporting event through profit by: • Increasing the number of
spectators, • Increasing event
sponsors, • Reducing costs.
Enhancement of sports assets Diversification Business
development Development of intangible assets
Customer segmentation with the development of a business/VIP offer. • High level of spending. • More customized services
with high added value.
Expand the offer to increase revenues with: • Additional and
complementary services and activities,
• Sponsors diversification.
Enhancement of the intangible assets through: • Brand development,
Merchandising, • Event deseasonalization, • Partnership agreements.
VALUE CHAIN
STAKEHOLDERS’ OBJECTIVES Stakeholder Objectives
• Increasing sport practice • Developing the image of Italy in the world • Giving impetus to industries of the city and of the PFI • Pursuing social, civic and cultural goals
• Consolidating the image of its own territory and encourage the flow of tourists • Encouraging national/local development • Coordinating security • Developing a culture in schools towards sport as a means of socialization
• Increasing audience, both locallly and nationally/internationally
• Getting benefits from the event • Increasing its market share and positioning • Creating the image of a dynamic, relevant and successful sport event
• Obtaining profit margins • Increasing its market share at the regional and international level • Associating its image to a dynamic, relevant, successful sport event
Sports bodies
Public enities
Sponsors and companies in outourcing
Media
Sports club and associations
Tourist operators and other users
• Obtaining brand visibility at national and international level • Associating its image to a successful sport event • Getting economic returns • Increasing its market share at the regional level
CASE STUDY - INTERNAZIONALI BNL D’ITALIA THE TOURNAMENT • Tennis tournament played on outdoor clay courts • Part of the ATP World Tour Masters 1000 and WTA Premier, the best tournaments in the world,
second only to the 4 Grand Slam. • First held in Milan, the event moved to Parco del Foro Italico in Rome in 1935. • Starting from the 2011 edition, the tournament adopted the formula "combined", in which the
ATP and WTA athletes compete simultaneously.
• 450.000+ attendance • 200.000+ paying spectators • € 11.000.000+ ticketing revenue • More than 15 days of competition in May • Awarded "Best Fan Experience" in the ATP circuit
in 2013 and 2014 for its fan-oriented services. • Other related initiatives include:
• Sports activations (Padel) • Educational activations (Racchette di
Classe) • Charity events (Tennis with Stars with AS
Roma’s Roma Cares) • Night entertainment (Ballroom: 14 events
with over 70.000+ attendees)
CASE STUDY - INTERNAZIONALI BNL D’ITALIA TODAY
CASE STUDY - INTERNAZIONALI BNL D’ITALIA SITE
2008 2007
2010 2011 2009
CASE STUDY - INTERNAZIONALI BNL D’ITALIA SITE
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4
7 10
14
1
12 13 4
2 9 11 8
16
8
3
18
6
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15
13. BNL Lounge
14. TV Compound
15. Paddle
16. Registration
17. Players Area
18. Ballroom
1. Centre Court
2. Grand Stand Arena
3. Stadio “N. Pietrangeli”
4. Ground Area
5. Entrances
6. Sponsor Hospitality
5
12
7
6
17 7. Welcome Area
8. Commercial areas
9. Food Court
10. Operations – Press Area
11. Young Village
12. Players Registration - Transportation
CASE STUDY - INTERNAZIONALI BNL D’ITALIA PUBLIC AREAS • Infrastructural investments and the redevelopment of the marble, statues and gardens and footpaths
have exploited new permanent areas with the aim to improve steadily and continuously the quality of
public spaces available for the citizens.
• The best viability of the entire complex has also enabled to design new pathways to highlight the artistic
and monumental beauty of Parco del Foro Italico.
CASE STUDY - INTERNAZIONALI BNL D’ITALIA ORGANIZATION – JOINT VENTURES
International Organizations
National Sports Federations
(FSN) CONI SERVIZI
Awarding event
Organizational aspects
Technical aspects
• Setting up • Infrastructure • Marketing • Media / Sponsor • Ticketing /
Corporate Services
• Location choice • Participants • Regulation • Jackpot/Prize • Judges and
referees
CASE STUDY - INTERNAZIONALI BNL D’ITALIA ORGANIZATION – JOINT VENTURES
Legal Office
Comitato Tecnico di Gestione (CTG)
Technical Directorate
Communication Directorate
Operations Directorate
Athletes’ Liaison
Athletes and technical staff hospitality
Sport area
TV production support
Website and new media management
Press office Marketing and sales
Ticketing
Event production
Management control Event Presentation
Secretary
FORO ITALICO HISTORY
• The “Parco del Foro Italico” complex was built in the ‘30s, under the fascism, to give the citizens a place just outside the city to play sport and to take care of their wellness.
• The complex was designed and built by two young architects, Enrico del Debbio and Luigi Moretti.
FORO ITALICO HISTORY At the beginning the Sport complex was composed by: 1
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4
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5
(1940)
Stadio dei Cipressi (Football and Athletics)
Stadio dei Marmi (Multifunctional Athletic Stadium)
Accademia della Ginnastica (Gymnastic Building)
Complesso Monumentale (Monumental Complex)
Accademia dello Sport (Sport Academy)
Complesso delle Piscine (Swimming Pool Complex)
Complesso del Tennis (Tennis Complex)
Foresteria Sud (Hostel for athlets)
Sala della Scherma (Fencing Building)
Sala delle Armi (Library for Sport Academy)
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FORO ITALICO HISTORY (‘30s-’40s)
1930 1940
Complesso del Tennis
(Tennis Complex)
Stadio dei Cipressi (1932)
Accademia dello Sport
(Sport Academy)
FORO ITALICO HISTORY (‘40s-’60s) Due to the II World War, the construction of the Complex was stopped until the 1950s, when the works were completed in occasion of the Olympic Games of Rome 1960. The Olympic Stadium (1953) and the Swimming Pool Complex with the outdoor pool (1960) have also been completed.
1940 1960
Olympic Stadium (1953) Swimming Pool Complex (1960)
FORO ITALICO HISTORY (‘60s-’90s) After the Olympic Games, the facilities were used for institutional and sports activities and tournaments (i.e. UEFA European Championship and Davis Cup), while other buildings were used for several different activities (Youth Hostel, Courtroom for Criminal Proceedings, etc.)
1960 1990
Olympic Stadium UEFA European
Championship (1968)
Tennis Complex
Davis Cup (1976) Olympic Stadium
Athletics World Cup (1987)
Fencing Building
Courtroom (1989)
FORO ITALICO HISTORY (1990-2005) In 1990, Italy organized the Football World Cup and the Olympic Stadium hosted the Italian national team
matches as well as the World Cup Final. The stadium was equipped with a new roof for the occasion.
1990
New Olympic Stadium – FIFA World Cup (1990)
FORO ITALICO HISTORY (1990-2005) In the ’90s the Foro Italico complex hosted a significant number of international sport events (i.e. Swimming
World Championships in 1994) and started the development of extra sport activities (i.e. concerts) in order to
increase revenue and attendance inside the venue.
1990 2005
Swimming World Championships (1994) Olympic Stadium – Concerts (1998)
FORO ITALICO HISTORY (2005-2016) Thanks to CONI Servizi, established in 2005, the complex has been entirely renewed. The Olympic Stadium
has been enhanced for the UEFA Champions League Final (2009), the Swimming Pool complex for the World
Championships (2009) and a new Centre Court for the Tennis Complex (2010) have been built, while the
Fencing Complex (2013) has been restored to its original building structure.
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2005 2016
UEFA Champions League Final (2009)
Swimming World Championships (2009)
New Centre Court (2010) Fencing Building (2013)
FORO ITALICO STRATEGY FOR IMPROVEMENT
• Focusing the offer on Sports Events
• Developing the offer of culture and Entertainment
• Enhancing the value on the financial side (earnings)
• Generating value from the social point of view (financial,
social and occupational revenue)
• Contributing to creating a real distinguishing value (brand
awareness) of the offer of Stadio Olimpico and PFI
• Broading the catchment area through new dedicated
structures
• Respecting the project features and main symbols of PFI
• Improving of outdoor areas and pedestrian areas
• Preserving the institutional functions of the Park.
Financial • Increasing the resources to reinvest
• Limiting the managing costs
• Developing strategies of partnerships to
increase the quality of the offer
Management
• Increasing the number of users
• Improving the attraction
• Broading and improving the sports
facilities
Project
• Increasing the services
• A better accessibility of PFI
• Improving the use of some areas of PFI
FORO ITALICO AIM - STRATEGY - ACTION
Discovery of the historical/architectonic value of the complex
Improvement in the management of the sports structure
Development of third activities in order to increase the attraction of the complex
AIM STRATEGY ACTION
Valorization strategic assets
Recovery areas/building used not only for sport activity
Development of the whole complex
Refurbishment of the Olympic Stadium, the tennis complex and the swimming complex
Increase number of events
New servicies for leisure, sport for everybody Increase of the commercial offer
Increase extra-sport activities
New parking area
New commercial activities (Bar, restaurants, shops)
Fitness and wellness area
Restoration of the historical complex
Creation of new gardens and places for freetime and relax
Creation of the pedestrian area
Open the complex to all the citizens
Foundation of the Tennis Club
Customer satisfaction
Renovation of the marble structures
FORO ITALICO LEGACY – CONI SERVIZI
Material
Infrastructural Investments
CONI Servizi has made capital expenditures to suit its facilities to the best international qualitative standards for every event, including investments in order to improve the use and delivery of the services provided, following the path of continuous enhancement.
Intangible
Stadium Management – Know-how Improvement
Thanks to the experience, CONI Servizi continuously improves the events organizational charts, separating all the different functions involved into the management of the facilities and services.
FORO ITALICO LEGACY
• Repositioning of the attractiveness of the city at national and international level
• Redevelopment of depressed areas • Infrastructures
• Construction or renovation of facilities • Transport systems • Technology infrastructure
• Investments in the territory • Marketing at national and international level • Business relations • Development of the tourism industry • Increase local employment
• Impact on the surrounding area • Sources of energy • Disposal of waste through recycling
Territorial regeneration
Economic development
Environmental development
• Parco del Foro Italico will establish itself over the years as the location for the most exclusive Italian and international sport events and become more and more heritage of the city of Rome.
• It will continue to be the "Italian House of Sport",
with the performances and competitions from amateur to the highest level, with the widest participation of the whole sports movement.
• The aim is therefore to set up a the medium-long
term plan where to build lasting relationships with all its stakeholders - both public and private - in order to maintain the highest level of quality.
FORO ITALICO FUTURE VISION
FORO ITALICO FUTURE VISION
• The strategy is to continuously reinvest in the project to constantly increase the quality perceived by the guests that will become more and more active part of the events.
• The spectators will have to "live the experience“ eliminating the distance between the active and passive sporting moment, coming into contact with athletes and the values that sport represents.
• The objective is to feed the sport movement of young fans who see in the Foro Italico the place able to bring them together in one place and where to live and enjoy sport.