MAKING THE CASE FOR EVENTSDR GAYLE MCPHERSON / DANIEL TURNER

Tactics and Techniques for the Bidding Process

The Bidding Process

“After the euphoria of having secured political and financial backing to the idea of the bid, the business – rather than politics – constituents of the bid committee face a complex environment with numerous loosely defined interdependencies.” (Theodoraki, 2007:122)

“Cities need to get smarter about the bidding process” (Crockett, 1994:13)

3 interlinked elements of the bidding process (Brighenti et al, 2005): 1. The bid 2. Public Communication 3. Lobbying

A who’s who of the bidding process

Bidding committees grow over time containing different figures as required at key stages (Theodoraki, 2007) Prominent political figures Prominent celebrities Prominent related successes (e.g. famous Olympians) Prominent ‘urban elites’ / professional specialists Prominent academics

Importance of experience and knowledge (Westerbeek et al, 2002)

“The Vancouver 2010 Candidature Committee is broad and diverse, representative of the wide support for Vancouver’s candidature as Canada’s bid” (Theodoraki, 2007:117)

The Bid

Regardless of event (sporting/cultural, scale and size) the ‘bid book’ will contain information on the following ‘unavoidable’ elements (Brighenti et al, 2005)

Motivation of the candidate Popular and government support Experience in hosting Facilities and built environment Logistics of delivery (inc transport) Marketing and communication Finance Safety

‘Primary’ and ‘Secondary’ factors (Ingerson and Westerbeek, 2000)

An opportunity to mix technical expertise with strategic vision and narrative.

Lobbying

Lobbying voting nations/award panels vital to gaining support. Jack Warner, Glasgow 2014, Sion 2006

Understand the process as both technical and emotive process. Explaining the technical but highlighting the narrative

and personal touch (Princess Anne visits for 2012)Corruption and dirty tricks (Salt Lake 2002)The power of the final presentation and the bid

day. The media package, the host reaction

Public Communication

Working both at home and abroad to promote the ‘narrative’ of the bid. (Theodoraki, 2007)

Local events throughout the bid process to maintain momentum and show (the all important) enthusiasm for the bid (and close off dissenting voices)

As the bid progresses a move to global communication to bring the narrative to the world.

From the small scale, background to the large and spectacular.

Key points

(From Emery, 2001:103)1. Develop relevant professional creditability2. Fully understand the brief and the formal/informal

decision making processes3. Do not assume that decision makers are experts, nor

that they use rational criteria for selection.4. Customise professional (in)tangible

products/services and give them more than they ask for.

5. Know your strengths and weaknesses relative to your competition.