Managing Community Expectations and Interactions:

1. Managing Community Expectations and Interactions: How should convention centres interact with their communities Clare Amsel Consultant: International Conferences & Events

2. 2. Setting & Focus of Presentation • Lausanne, 5th September 1997, Athens awarded the Olympic Games. • How the community came together to meet the challenge of the Olympics • The role of our centre in this situation • The outcome, legacy and transferable lessons

3. 3. Stakeholders Those who have an interest in and are affected by its operations: the community employees, the clients and the government.

4. 4. MAICC • Opened 1991 primarily as a Performing Arts Centre - some conference facilities. • The Arts Centre for the Community • Non Profit Organisation under the auspices of the Ministry of Culture • International Conference Centre-143,000 m2 with 18 meeting & exhibition halls

5. 5. A conference centre is • a microcosm of a section of the community • a locale to capture a specialised constituency • a huge business investment • a way of publicising a country and its national identity

6. 6. Shared Characteristics with an Olympiad • All the above apply equally to the Olympics • Olympics not just about sport, but about national identity and pride • Unique opportunity for Greece to present itself to a wider world, including centres like ours • We had a vested interest in the success of the Games

7. 7. Relationship to Stakeholders • Involve stakeholders in the future success. Athenians wanted Athens to change • The accelerated redevelopment of Athens as a global city of the future • Megaron is linked to national pride because of its globally acclaimed facilities • Megaron formed part of the City of Athens Olympic bid • Community recognised national symbolism of the centre • 160,000 Volunteers: aroused a new spirit which spilt over into the centre

8. 8. The Legacy of the Olympics and Spin off for the Megaron • Vastly increased world regard for Greece • The future of Athens began as the Olympic bid win was announced • Renewed spirit and morale of the nation. Success breeds confidence which bringsresults. • Renewed civic pride, a massive surgein volunteering • Concomitant increase in business tourism as Greece becomes THE place to be

9. 8. The Legacy of the Olympics and Spin off for the Megaron • Totally transformed infrastructure – Greece now a wholly 21st century country • “It was a glorious Olympics. It really was. The Opening Ceremony was fantastic. The nightlife was amazing…….So sygnomi, as you would say. Sorry. Sorry about the way we acted. We were paranoid and stupid and just flat out wrong”. (Rick Reilly CNN) • An impressive security operation –totally trouble free Olympics • Creation of Ministry of Tourism with intense focus on the MICE industry.

10. 9. Marketing to Ensure Future Success • Link Olympic image(ery) with the conference centre • Capture this sporting success and ally it to future demands for use of centre • Megaron an icon • Long Term effects cover the years 1998 to 2011 • Megaron has become the most sought after venue in terms of prestige for business tourism. • 36% increase in 2005 in incoming tourism compared to 2004

11. 10. Transferable lessons learned from Olympics to conference centre • National collaboration • Excellent security arrangements • Raising of public awareness leading to involvement • New types of publicity • Much higher profile for the centre - the iconography of the Megaron

12. 11. Conclusions “ The organisation was outstanding’ …….. the security precautions were flawless. …….. They really did a fantastic job. I am very, very happy about the Games. We discovered a new Greece. Greece was great for the Games. These have been unforgettable, dream Games” (Jacques Rogge, IOC President)