One of the most competitive aspects of major sporting events is the bidding process to host them. Whether it is the Super Bowl, the Olympic Games, or the World Cup, cities around the world vie for the “host city” title, and therefore the opportunity to showcase all their city has to offer. These events, however, require large financial investments to build the necessary infrastructure and ensure proper security. Dan Corso, the Executive Director of the Atlanta Sports Council, outlined the opportunities and drawbacks for the host city as Atlanta gets ready for the College Football National Championship game in 2018.
The Cipher Brief: Many cities vie to host big sporting events, like the Super Bowl and the Olympics. What are the benefits to the host city and to private business?
Dan Corso: There are several benefits to hosting large-scale sports events. First is the economic windfall to the city. There is a tremendous impact on local businesses, restaurants, and attractions due to an increase in visitors and business. In Atlanta, for example, a local transportation company, a downtown attraction such as the College Football Hall of Fame or the SkyView Ferris Wheel would see a boost in sales over the duration of the event. During the 2013 NCAA Men’s Final Four basketball championship, more than 100 thousand visitors came to Atlanta, and the economic impact was measured at $110 million.
Second is the national media exposure. A city hosting a large sports event will draw major media attention with reporters visiting that city to cover the event. This elevates the profile for that city and puts it in a national spotlight. Atlanta is a top 10 media market, so the added value of hosting an event here helps bring even more visibility to the region.
The third benefit is a certain civic pride that comes from hosting these events that truly unites the community. The 1996 Centennial Olympic Games in Atlanta is a great example. Dozens of organizations and thousands of volunteers worked together to pull off a milestone event that put Atlanta “on the map.” The international cache of Atlanta being an Olympic city still resonates to this day.
TCB: How do the private and public sectors work together to plan big sporting events? Are there ways to increase cooperation in attracting sporting events and/or executing them?
DC: With any major event, a Host Committee is formed, which is comprised of local and state government organizations and private corporations. The Host Committee is responsible for developing and managing the marketing, community relations, operations, and hospitality initiatives deemed necessary for each event.
In Atlanta, we are fortunate to have a long history of hosting sports events with a cohesive group of partners from both the private and public sectors that are accustomed to working together and serving on Host Committees. The group’s continuity allows us to mirror plans from one event to the next to create efficiencies where allowed. It is truly a collaborative effort.
TCB: From the city perspective, what goes into planning for a big sporting event? With thousands of tourists expected to flock to Atlanta for the 2018 College Football National Championship for example, how is the city planning to ensure that the event goes smoothly and maintains security?
DC: Hosting such an event gives us an opportunity to showcase all that Atlanta has to offer for both first time visitors and people who may not have visited Atlanta since the 2000 Super Bowl. During the planning process, and working alongside the event organizers, the Host Committee will configure every aspect of the event to make sure we are creating a unique Atlanta experience for visiting fans, participating teams, and local residents.
From a security standpoint, the Host Committee works closely with the event operators to assemble a robust security plan that ensures the safety of the visiting fans, participating teams, working media, and so on. The level of detail for each plan varies depending on the size of the event; the larger the event the more intricate the security plan and the greater need for more organizations to get involved at both the local and federal level.
TCB: What is the role of the Atlanta Sports Council in facilitating such events? What challenges do you face in achieving your goals, and how do you overcome them?
DC: As the lead recruiting organization for the metro Atlanta community, it’s extremely important for us to ensure every event is organized successfully from start to finish. An event that is successfully executed on all levels enhances the overall experience for both the visiting fans, participating teams, and the event organizers, and therefore puts Atlanta in a better position to recruit that event again, as well as other marquee events in the future.
Sports event recruitment has become an extremely competitive market, with more and more state-of-the-art venues emerging across the country. As a host city, you have to think outside the box and play up the unique attributes that make your city a great destination.
