Experiencing Events: Animatingcity spaces through Fan Zones

Dr David McGillivray, Glasgow Caledonian University & Stewart Arthur, in

absentia!

Workshop coverage

• Fan spaces: The context• Fan spaces as media/tourism events• Germany ‘06 – Key themes• Glasgow 2007 – Key themes• Glasgow 2007 - Behind the scenes• Future challenges• Discussion, Q & A

Fan Spaces: The context 2004 European

Championships in Portugal first ‘pilot’ of Fan Park concept/Fan Embassies

2006 FIFA World Cup attracted 13 million visitors across 10 Fan Parks from Berlin to Munich

2008 UEFA European Championships in Austria/Switzerland hosted Fan Parks in each city

UEFA’s signature European soccer tournaments also on board

Inception of Champions League fan zones in Glasgow 2002

UEFA Cup Final (2007), Glasgow, Scotland – ‘fan zones’ hosted in city centre

Now a central institutionalised contractual obligation with hosting sporting ‘mega’, ‘hallmark’ and ‘special’ events’ (HCA)

But – they bring with them their own ‘challenges’ in terms of event safety, branding, policy and PR

Fan spaces as media/tourism events• These events contain the following characteristics:

• They’re not spontaneous (despite wanting to look like this)

• They are planned so as to be reported or disseminated easily (media-friendly, part of destination branding strategy)

• They require ‘local’ participation but are essentially for ‘global consumption – i.e. the focus of the lens is on securing ‘dramatic’ moments and iconic imagery:• The cameras were specifically selecting “action shots”, which

showed a noisy, waving audience (Boorstin, 1961: 260)• e.g. MTV Awards, Edinburgh

• They help to ‘animate’ inanimate urban spaces • They are, increasingly, ‘commercial’ in their outcomes

(e.g. brand value for ‘event sponsors’)

Germany ‘06 Fan Parks: ‘Official’ spaces

Germany ‘06: Key themes• Fan Parks at each of 10 host cities• Deliberate and intentional strategy to ‘welcome’ the world

to Germany• Overcoming national stereotypes • “Symbolise their acceptance in the international community” (Allison &

Monnington, 2002: 107)

• Typically held outside of city centre business districts – in municipal spaces (e.g. Olympic Park, Munich)

• Designed to manage ticketless ‘fans’ in a positive manner• Spaces designed to encourage i) a festival atmosphere and

ii) consumption, guided by corporate sponsors and communicated ‘virally’ to the watching world

• Extremely successful – the template for subsequent sporting events (e.g. 2008 European Championships, Beijing Olympics)

Glasgow 2007 UEFA Cup Final: Creating Carnival

Glasgow 2007: Glasgow Scotland with Style

Glasgow 2007: Key themes

• City Marketing Bureau (DMO) in lead role to reinforce brand identity – Glasgow: Scotland with Style

• Cosying up to valuable sporting brands (UEFA) and sponsors (Carlsberg) to lever own brand aspirations

• Locating ‘Fan Zones’ in city centre civic space (George Square) to exploit business potential and animate the city streets:• Colour, vibrancy, edgy – and valuable destination imagery guaranteed

• Fan Zones ‘managed spaces’ with control and containment a priority

• But, securing city benefits within the strictures of Host Contract Agreements is possible:• Charles Rennie Macintosh brand; Glasgow: Scotland with Style logo;

increased city centre revenue; return tourism visits

• Event owners (e.g. UEFA) policy priorities to include fan events as ancillary events become important supplementary brand vehicle

Glasgow 2007: Behind the scenes

• Security:• Major intelligence operation to anticipate potential public order problems• Communications and intelligence gathering began in earnest between the police,

UEFA Security, SFA Security and the security representatives from each team from Qtr Final onwards:

• 3 levels of fan risk assessment (3= “will fight”; 2=“might fight”; 1= “won’t fight”)

• Scenario planning affected ‘approach’ to fan zones• Contingency plan to segregate (within city centre) and/or locate fan parks in separate

spaces (e.g. City parks)

• Legislative requirements:• Special legislation to overcome:

• ban on drinking in public places (alcohol licence for two city centre fan zones)• street traders (licenses suspended for the day if products conflicted with HCA)• road closures (fan zones became pedestrian areas for day) • use of designated bus lanes (relaxation of bus lanes to enable ease of transit to stadium)

• Major PR campaign to raise awareness of Smoking Ban in public places (welcome leaflet key communications tool)

Glasgow 2007: Behind the scenes (2)

• Local population• Disruption to business operations and residents in surrounding area• Establishment of business and residents liaison group • Overall philosophy focused on ‘return’ to businesses in surrounding area

• Programme:• Focused on visiting fans (not residents)• Previous experience (2002 Champions League Final) was of residents taking

advantage of Drinking law relaxation - created public order problems • 2007 strategy - directing business to local bars, restaurants as opposed to

singular beneficiary (albeit sponsors had exclusivity within zones)• Avoided big screens as a focal point (potential capacity/crowd safety issues)• Promoted free flow on fans between zones - the ideal outcome for all

stakeholders

Fan Spaces – future challenges

• Public order/public safety concerns (e.g. Manchester 08 and Vancouver 2010)

• Cultural differences – Beijing Live Sites, South Africa 2010, Rio 2014 • Demand for access to spaces free of corporate sponsors:

• Cape Town SA2010 has three level of Fan Park:• 1. The official FIFA fan park at the Grand Parade and the fan mile• 2. City fan parks in 3 main locations• 3. Four smaller community viewing sites around the city

• Instantaneous communication landscape makes managing message more difficult, especially if authorities are unfamiliar with social media protocols (e.g. Twitter Olympics)

• If you provide it they will come….

Discussion topics

• As we approach the 2012 Olympic Games in London, what role will Live Sites play in ensuring a celebratory, animated ‘nation’ (as opposed to city) is created?

• To what extent has the Manchester 2008 UEFA Cup Final experience led to a re-think in the way Fan Zones are managed (or is this just a ‘soccer’ issue)?

• Does the UK regulatory environment work against the promotion of ‘spontaneous’ celebratory activities and is this an impediment to those responsible for promoting destinations?

• In designing fan spaces like those discussed previously, which stakeholder group exerts the greatest power and influence over their location, form and management - and, are there tensions that impact on those of you with extensive experience of outdoor events?