Sports Event Management

The Caribbean Experience

Ben Tyson, Leslie-Ann Jordan, David Truly

• Publisher: Routledge
• Year: 2016
• Print ISBN: 9781409418559
• eBook ISBN: 9781317050940
• Edition: 1
• Topic: Business
• Subtopic: Hospitality, Travel & Tourism Industry
• Index: Business

Exploring sports event management from a Caribbean, small island developing state perspective, this volume uses the events of the recently held Cricket World Cup 2007 (CWC 2007) as a launching pad for identifying best practices and the way forward. The CWC 2007 was the first time in any sport, a World Cup was staged in nine independent countries. None of the Caribbean territories hosting a match has a population larger than Jamaica's 3.4 million; most have less than a quarter of a million people; economies are small and infrastructure limited. The hosting of this event produced significant lessons that the region and the world can learn from concerning sports event management.

PART I
Introduction

Chapter 1
Staging Sports Events: Challenges and Opportunities

Leslie-Ann Jordan

Introduction

Mega sports events such as the Olympic games, the football World Cup or the Cricket World Cup have been highly sought after commodities by countries and cities throughout the world. These events are viewed as powerful tools for both stimulating economic development, as well as gaining international recognition (Hall, 1992; Andranovish et al., 2001; Burbank et al., 2002). Over the past two decades, sports, and the hosting of mega sports events, has assumed a greater role in the economies of developing countries as they attempt to regenerate regional, national and local identities within the globalization process (Holder, 2003; John, 2004). While major sporting events still cater to a core fan base, most organizers realize the market for sporting events has broadened considerably and that many visitors are as interested in the destination as the event itself (Hall, 1992; Emery, 2002).

Most events now borrow from the Olympics event model, incorporating entertainment, culture and other activities that highlight the destination’s culture and heritage knowing that today’s tourists often use a hallmark or special event as a motivation to visit a new destination. The term “Hallmark Event” now commonly refers to “a recurring event that possesses such significance, in terms of tradition, attractiveness, image, or publicity, that the event provides the host venue, community, or destination with a competitive advantage (Getz, 1997: 5).

Traditionally, the emphasis of these major events has focused on revitalizing urban centers through the creation of new facilities (e.g., stadiums), improvements to the infrastructure (e.g., transportation and hotels), and an increase in tourism revenues (Hall, 1992; Emery, 2002). However, governments and organizers now recognize that these events can have significant impacts on areas outside of the urban center. Many researchers agree that sports tourism can produce significant socio-cultural benefits such as promoting and preserving local culture and identity through the involvement of local communities in the development of events, products and activities (Hall, 1992; Getz, 1997; Andranovish et al., 2001; Burbank et al., 2002; Holder, 2003; Waitt, 2003).

The main aim of this book is to explore sports event management from a Caribbean, small island developing state perspective, using the Cricket World Cup 2007 as a launching pad for identifying best practices and the way forward. The hosting of the event has produced significant lessons that the region and the world can learn from concerning sports event management. In order to provide the relevant context for the information presented in the rest of the chapters in this book, the next section will present some basic analysis of the Cricket World Cup 2007, which was held in the Caribbean from February to April 2007.

Figure 1.1 Map of the Caribbean Region

Note: Island names in full capitals (e.g., TRINIDAD & TOBAGO) are independent states.

Source: Wilkinson, 1997: 162.

Overview of the Cricket World Cup 2007

For the first time in the history of the International Cricket Council World Cup (ICC CWC), the Cricket World Cup (CWC) was hosted by the West Indies (see Figure 1.1). Also, for the first time in any sport, a World Cup was staged in eight independent countries—Antigua and Barbuda, Barbados, Grenada, Guyana, Jamaica, St. Kitts and Nevis, St. Lucia, and the Grenadines, and Trinidad and Tobago—each with its own government, flag and anthem. None of the Caribbean territories hosting a match has a population larger than Jamaica’s 3.4 million; most have less than quarter of a million people. Economies are small and infrastructure limited. In order to develop best practices for sports event management in the region, it is first necessary to examine the major challenges and issues faced by these small island developing states (SIDS) as they attempted to host the single biggest sporting event ever in the Caribbean, which was being called a “logistical nightmare” by some. More specifically, some of the key issues to be analyzed include: regional co-ordination and co-operation; challenges with the free movement of people and border control between the islands; the ability of the islands to accommodate and service an estimated 100,000 visitors; safety and security and; strategies to maximize public and private sector involvement. This section will also examine the institutional arrangements and logistical procedures that had been designed to help manage the expected economic, socio-cultural and political impacts of this mega-event. Additionally, it will also document some of the critical success factors that will help determine the overall success of the event.

Cricket World Cup 2007

The ICC CWC West Indies 2007 (ICC CWC WI 2007) comprised a record 16 teams set to contest 51 matches, including 24 first-round games, 24 matches in the Super Eight stage, two Semi-finals and the Final. It officially began on March 13, 2007 in Jamaica and ended on April 28, 2007 at Kensington Oval, Barbados. It was expected that the World Cup was to be seen by over 1.4 billion around the globe, over five continents, by at least 10 international broadcasters.

Whether or not these benefits have been realized depended largely on whether or not the necessary was done in a planned and co-coordinated manner between all the stakeholders involved. According to Donald Lockerbie, the Venue Development Director, “There is no blueprint for putting on a World Cup in eight countries! Nobody has ever done it before!” (Campbell, 2005). Given this background, the main objective of this chapter is to lay the foundation for the rest of the book by providing a brief analysis of some of the major challenges and issues faced by these small island developing states (SIDS) as they attempt to host the single biggest sporting event ever in the Caribbean.

The information for this section was drawn from multiple primary and secondary sources, including: face to face interviews with key stakeholders in Grenada, St. Kitts and Barbados, local government documents, official documents, media reports, national and regional newspapers, Internet resources and other available sources (e.g. speeches, papers, press releases and presentations).

Institutional Arrangements

This mega-event required a regional effort and there were several key stakeholders involved in the event management process: the International Cricket Council (ICC); the West Indies Cricket Board (WICB); the Caribbean Community (CARICOM); National Governments; the ICC CWC WI 2007 Inc.; the eight Local Organizing Committees (LOC); National Tourist Boards and; the general public.

The regional planning and management of the World Cup was conducted by the ICC CWC WI 2007 Inc., which was the company set up by the WICB to manage and deliver the event (Guyana Chronicle, 2003a). Headquartered in Jamaica, the ICC CWC WI 2007 Inc. operated as a separate entity and its main responsibility was to “plan and deliver a seamless World Cup that will bring honour and economic benefit to the Caribbean, not only for the World Cup but long after” (Barbados Nation Newspaper, 2004). More specifically, their vision statement was:

To execute the hosting of the ICC Cricket world Cup West Indies 2007 to world class standards in order to achieve the operational requirements and economic and strategic objectives of the WICB and the ICC, in a manner which enhances the international reputation and prestige of the Caribbean and specifically, West Indies Cricket.

The ICC CWC WI 2007 Inc. listed eight key objectives of the event:

1. High Quality Event Management—to demonstrate indisputably to the world the Caribbean’s capacity to successfully plan and execute a world class event, specifically world class cricket, and to develop supporting facilities worthy of a global event.

2. Brand Legacy—to ensure an enduring, positive emotional association with the ICC Cricket World Cup 2007 by the international and Caribbean cricketing community.

3. Infrastructure Improvement—to make permanent improvement to the sporting and general country infrastructure in the Caribbean.

4. Widespread Economic Opportunity—to facilitate a widespread, equitable and fair participation in the economic opportunities of the event.

5. Unique Caribbean Promotion—to promote a unified Caribbean as a premier business and tourist destination for all the world’s nationalities.

6. Regional Integration—to advance the process of regional integration.

7. High Profitability—to maximize profitability to WICB and member territories so as to secure the foundation for West Indies cricket development, before and after the ICC Cricket World Cup 2007.

8. Enhance the International Popularity of Cricket—to meet the ICC’s objective of raising the international profile of the glorious game in the Caribbean, the Hemisphere and the world.

The ICC CWC WI 2007 Inc. had sought to keep the leaders of CARICOM fully informed and involved by partnering with the CARICOM Prime Ministerial Sub-Committee on Cricket, chaired by Grenada’s Prime Minister, Dr Keith Mitchell. They recognized that it was principally with CARICOM’S assistance that they would be able to develop world class venues, grounds and practice facilities as well as stage world class opening and closing ceremonies; provide high quality accommodation for participating teams and visitors; put in place appropriate legislation to protect commercial rights; and implement security and anti-terrorism strategies (WICB, 2004a).

At the country level, the planning and management of country-based activities were designated to LOCs, which reported directly to their respective Governments, as well as to the ICC CWC WI 2007.

Venue Selection Process

In order to assist the WICB with assessing venues for the allocation of matches, the ICC CWC WI 2007 Inc. used an Olympic style bidding process to determine the venues. The term “venue” in this case referred to, not just one small geographic area within a country, but to the entire country. In order to select the host venues for the competition, a five-step process was followed:

1. Develop venue development blueprint—the Bid Book.

2. Countries applied or “bid” to host matches.

3. Independent technical assessment by Venue Assessment Team (VAT)

4. Matches awarded.

5. Contracting and monitoring to ensure compliance.

Bid Book

This was the first time in the history of the ICC CWC that a Bid Book had to be developed. The Bid Book was developed to ensure that any Caribbean country could make its bid to be a host venue with the full knowledge of the detailed technical, operational and legal requirements (10). The Bid Book was the culmination of months of collaboration between ICC CWC 2007 Inc., the Venue Assessment Team (VAT), the ICC and Global Cricket Corporation. According to Chris Dehring, Managing Director and Chief Executive Officer (CEO) of the ICC WI CWC 2007 Inc., the 300-page Bid Book was designed to “prepare potential host venues for events of this scale and facilitate selection in a professional, fair and transparent manner” (WICB, 2004b; WICB, 2004c). The Book outlined 24 deliverables, which venues had to be able to achieve to world-class standards. These deliverables included:

1. Cricket stadia.

2. Match day operations.

3. Cricket grounds.

4. Security issues.

5. Medical facilities.

6. Spectator facilities.

7. Finance.

8. Accommodation.

9. Political environment.

10. Local organizing committee.

11. Disaster management.

12. Media facilities.

13. Accreditation.

14. Communications.

15. Marketing support.

16. Immigration and customs operations.

17. Host venue agreement and related legal issues.

18. Transport.

19. WICB Rights/Sponsor Contractual Obligations.

20. Climate and environment.

21. Ambush marketing.

22. Generic event functions.

23. Economic impact assessment.

24. Bid commitment and guarantees (WCSL, 2004; WICB, 2004a).

In an attempt to ensure national support, bid submissions required the endorsement of both the national cricket association, as well as the respective Government, in order to be accepted. As is the case with other international sporting events such as the Commonwealth Games, FIFA World Cup and the Olympics, host venues were required to execute the terms and conditions laid out in a binding host venue agreement, which was a requirement of the ICC.

In total, 12 countries submitted bids: Antigua and Barbuda, Bahamas, Bermuda, Cayman Islands, Guyana, Grenada, Jamaica, Trinidad and Tobago, St. Lucia, St. Vincent and the Grenadines, St. Kitts and Nevis and the United States. These countries were then visited by the Venue Assessment Team (VAT).

Venue Assessment Team (VAT)

The Venue Assessment Team, which is an independent body of international experts who have prior experience in World Championships and Cricket World Cup, assessed each bid. Between May 24 and June 11, 2004, they visited each country that submitted a bid in order to understand first hand the strengths of each ground and examine the challenges that some venues face (Trinidad Express, 2004; WICB, 2004d). After this process was completed, the VAT reported the findings and recommendations to the ICC CWC WI 2007 Inc., which then made the allocations of matches that was sent to the ICC for approval.

Finally, eight tournament venues were announced: Antigua and Barbuda, Barbados, Grenada, Guyana, Jamaica, St. Lucia, St. Kitts and Nevis and Trinidad and Tobago. These countries are all considered small island developing states (SIDS) and they are sovereign countries, each with its own government, flag and anthem. None of the Caribbean territories hosting a match has a population larger than Jamaica’s 3.4 million; most have less than quarter of a million people. Economies are small and infrastructure limited (see Table 1.1).

Table 1.1 Profile of Host Countries

Allocation Matrix

During the World Cup, the West Indies, Australia, India and England were placed in four separate groups d...

Table of contents

• Cover Page
• Half Title Page
• Title Page
• Copyright Page
• Table of Contents
• List of Figures
• List of Tables and Appendices
• Foreword by Hamid Ghany
• Preface
• Acknowledgements
• Part I Introduction
• Part II Event Impacts Assessment
• Part III Event Logistics and Marketing
• Part IV Conclusion
• Bibliography
• Index