Using the Olympics as an educational resource - a case study on partnership with the public sector

Ian BickerstaffDepartment of Hospitality and Tourism Management

Background

• The London 2012 Olympic and Paralympic Games present a number of unique opportunities.

• Benefits will be realized by those competing in the games and the support teams for these athletes.

• Attraction of tourists after the event has finished. • Spin off’s. • Need to develop infrastructures including the development of

transport networks, and improvements in tourist accommodation.

The Opportunity

• Sydney 2000 was watched by an international television audience of 3.7 billion people.

• Estimated that this publicity was worth up to A$6.1 billion (US$4.2 billion/€3.5 billion/£2.4 billion).

• Tourism Australia have suggested that up to 88% (97,680 people) of the 111,000 sports tourists who travelled to the 2000 Olympics were likely to visit the country again.

The Opportunity

• Separate survey conducted in Japan revealed 60% of respondents reporting that they knew more about the country as a direct result of the Olympics.

• A further 75% claimed that the event had increased their interest in travelling to Australia.

• 2000 was a record year for tourism in Australia with 4.931 million international arrivals.

• Retail sales in tourist areas increased by up to 80% with an estimated net increase of A$164 million (US$114 million/€94 million/£64 million) in the month of September. (Mintel 2004)

The Opportunity

• Greece 2004 showed similar trends.

• Airport managers reported that passenger traffic at the airport rose by 33% in August 2004 compared to the same month in 2003.

• The number of aircraft using the airport during the Olympic months also rose to 20,600, representing an increase of 17% on August 2003 figures. (Mintel 2004)

The Opportunity

• The UK's tourist industry could be given a £3 billion boost by the London 2012 Olympic Games, according to a report by hotel chain Travelodge.

• The UK could outperform global tourism growth by 50 per cent in the four years before and after the 2012 Olympic Games

• Apotential extra 6.6 million visitors to the country between 2007 and 2016, generating the extra revenue. (Cited in Journal of Sports & Tourism,

• http://www.tandf.co.uk/journals/titles/14775085.html)

Issues

• However, the European Tour Operators Association (ETOA) believes that London 2012 Olympic and Paralympic Games might actually harm tourism.

• ETOA stated that Beijing experienced a 30% downturn in international tourists over the Summer, when compared to Spring 2008 figures.

• Applying such a scenario to London would see a potential 2.5m drop in tourists visiting London, which would be accompanied by a £1.5bn fall in revenue. (Cited in Journal of Sports & Tourism,

• http://www.tandf.co.uk/journals/titles/14775085.html)

Northern Ireland’s Role

• Northern Ireland’s geographical positioning makes it an ideal location to benefit.

• Experiences from past Olympic events have shown that areas that are geographically accessible to the epicentre can benefit greatly.

• These benefits are not only restricted to economic prosperity, but other rewards can also be gained such as building communities through volunteering, and ensuring that sustainability is achieved.

The Role Of Hospitality and Tourism students

• The Business Plan.

• The Olympic Theme.

• Sustainability -The World Police and Fire Games Belfast in 2013. This event will bring approximately 25,000 people to Northern Ireland.

• The 2014 Commonwealth Games being hosted by Glasgow

The Partnership

• The Department of Culture, Arts and Leisure (DCAL) – 2012 Unit

• The Mentors - The Northern Ireland Tourist Board (NITB), InvestNI and Deloittes

• London Olympic Committee Organising Group (LOCOG)

• The Dragons Den / The Pitch

• The Prize

The Inspire Mark

• Offered to non-commercial organizations delivering projects and events genuinely inspired by the London 2012 Olympics.

• Only the most accessible, participative, inspiring and stimulating projects and events achieve the mark – across sport, culture, education, environment, volunteering and business skills

• The Pitch was successful in its application

• Scope to investigate the possibility of rolling the idea out across other departments within the university

METHODOLOGY

• 12 students took part in the project along with 5 mentors from industry

• Use of focus groups

• Attitudinal data collected using a discussion forum

• Final reflection

FINDINGS

• What did you enjoy about the module?• What did you not enjoy?• How beneficial was the mentoring session?• How beneficial was the actual pitch?• What did you learn from the module?• What did you think of being able to pitch your ideas to

industry specialists?• How beneficial was it to be involved with the Inspire mark

and the associated Olympic Games?• How could the module be improved?• Other Comments

Student Findings

• Application of theory very positive

• Students enjoyed all aspects of the module except the amount of time and work that was required to put the business plans together

• The mentors knowledge and expertise was crucial in highlighting potential pitfalls and areas which required more research

• Students found the pitch intimidating

• Students found the experience very worthwhile and useful for their future career aspirations

Student Findings

• Initially, some students had found the Inspire Mark and the associated relationship with the Olympics suffocating

• Students recognized how useful the module and its associated Inspire Mark were for job applications and curriculum vitae entries

• Desire to spread the module over two semesters

Partner Findings • “Brilliant– a really good exercise. Well done!” - Louise Kearney Northern Ireland Tourist

Board.

• "The Inspire mark is a badge of excellence which is only awarded to the very best projects and events so that they can be recognised as being officially part of the London 2012 Olympic and Paralympic Games. Inspire projects must be non-commercial; participative and accessible; inspired by or energised by the 2012 Games; well planned and managed; inspiring and involving young people; and about supporting participation in sport, culture, education, volunteering, sustainability, or business opportunities as appropriate. I am delighted to have been able to work with the University to achieve the Inspire mark for the Pitch. It is an excellent project which has harnessed the unique inspiration of the Olympic Games to encourage the students involved to be creative and innovative in generating business ideas, enhanced their skills in their crucial final year to help them when it comes to pursuing self-employment or employment in an existing organisation, and also created and strengthened partnerships between the University and other public and private sector organisations." - Julie Jamison, Inspire Programmer for Northern Ireland 2012 Unit, Department of Culture, Arts and Leisure

 

Partner Findings • “Thanks for the opportunity to take part in your Dragons' Den project. It's

good to be able to contribute to any project which helps what we hope may be the entrepreneurs of tomorrow. I believe that the more exposure that students get to the business world the better prepared they are likely to be when they eventually move on from college.

I think that it is also important in their own personal development and confidence. Your students performed very well and with a lot of enthusiasm for their subjects. I can see a lot of potential for further development of the project and maybe a focus into viability and finance. No matter what walk of life they end up in, the ability to understand whether any investment is likely to give them an adequate return is very important.

I hope all of the students found it worthwhile. It's good to see that innovative teaching can make learning enjoyable. Good luck for the future”. - Liam McKeating InvestNI 

Partner Findings

• “Congratulations to Ian Bickerstaff and his team on delivering a programme that really bridges the gap between academia and industry. This Programme will greatly help students transition into the workplace and provide potential employers with a source of well prepared recruits.” - Gerry Walsh Head of Procurement LOCOG

Partner Findings • “From my involvement on the project it provides the

students an excellent opportunity to showcase their creative and presentation skills, understand the commercial application of a practical idea, contribute ideas to their own local economy and thereby engage in the Northern Ireland corporate agenda, and to effectively integrate academic learning and business application in a virtual/real commercial environment. The quality of the students in terms of their ideas, preparation, presentation skills and enthusiasm was a testament to the learning process”. - Dawn Johnston Deloitte LLP

CONCLUSIONS

• The London 2012 Olympics have provided many opportunities for a plethora of stakeholders. The Hospitality and Tourism Industry and in fact the educators associated with this area are in a position to capitalize on these opportunities and contribute to the economic welfare of the UK as a whole.