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

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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

5

9

4

7 10

14

1

12 13 4

2 9 11 8

16

8

3

18

6

4

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.