COMMONWEALTH GAMES 2010 The 2010 Commonwealth Games were the nineteenth Commonwealth Games, and the ninth to be held under that name. The Games were scheduled to be held in Delhi between 3 October and 14 October 2010. The games were the largest multi-sport event conducted to date in Delhi
COMMONWEALTH?? The Commonwealth Games is a multinational, multi-sport event. Held every four years, it involves the elite athletes of the Commonwealth of Nations. The event was first held in 1930 under the title of the British Empire Games in Hamilton, Ontario, Canada. Only six teams have attended every Commonwealth Games: Australia, Canada, England, New Zealand, Scotland and Wales. Australia has been the highest achieving team for ten games, England for seven and Canada for one.
MASCOT, LOGO, SLOGAN • The mascot of CWG is Shera. He is an achiever with a positive attitude, a global citizen and proud of his heritage. • The logo is inspired by the Chakra, the national symbol of freedom, unity and power. • The slogan is an open invitation to all to be part of the games.
COSTS • The games, meant to showcase India as a growing economic superpower, have been criticized as the most expensive ever by the government auditor, in a nation where the World Bank says 828 million people live on less than $2 a day. Organizers overshot their budget ninefold, spending at least $4.6 billion upgrading stadiums, refurbishing roads and building power and water utilities. The government spent $2.7 billion more on a new airport terminal.
COSTS • The initial total budget estimated by the Indian Olympic Association in 2003 for hosting the Games was US$293.22 million. In 2010, however, the official total budget soon escalated to an estimated US$2.08 billion. Business Today magazine estimated that the Games cost US$10.86 billion. The 2010 Commonwealth Games are reportedly the most expensive Commonwealth Games ever.
RISK MGMT – WHAT WENT WRONG? • The footbridge collapsed on Sept. 21 near the Jawaharlal Nehru Stadium, home to the opening and closing ceremonies and athletics events, injuring several people. After the shooting, near the city’s biggest mosque, Australia, the U.K. and Canada issued travel advisories on concern about terrorism. The games have sold only about 200,000 tickets compared with an earlier target of 1.7 million
LACK OF INTEREST • Starwood Hotels & Resorts Worldwide Inc., which runs Le Meridien in New Delhi, cut room rates by 20 percent from their peak because of a lack of demand.
EVENT MANAGEMENT • The run up to the 12-day event, involving 8,000 athletes and officials, has been marred by allegations of mismanagement, a dengue fever outbreak, flooding, the shooting of two Taiwanese nationals, and the collapse of a footbridge leading to the main stadium.
NEGATIVE IMPACT • The negative publicity could deter foreign investment and give multinational businesses considering expanding in India reason to think twice.
MOVING FORWARD • September 23rd - Prime Minister Singh summoned ministers and set a 24-hour deadline for the completion of cleanup work at the games village and venues.
OR NOT..... • September 29 - The Chief Minister of New Delhi, told reporters that lifts were not working and water had to be removed from basements of buildings at the village. • The Times of India newspaper published a front-page photograph of a cobra snake rescued from the event’s tennis stadium in the south of the Indian capital. South Africa’s high commissioner to India said a snake had been found yesterday in a room allocated to one of the country’s athletes.
OR NOT..... • The delays and controversies haven’t helped The East End Retreat, a bed & breakfast accommodation near the games village, which has received no bookings for October, said owner Kamal Kumar Gulati. The five-room lodging was set up for visitors to the games after government encouragement.
OR NOT..... • The hotel industry thought they’d make a killing, but that wasn’t the case - rates were back to normal, and they’re keeping their fingers crossed and hoping they “survive this.” • Instead, travel agents were getting demand for outbound traffic.
GRAPHIC ORGANIZER OF EVENT PROBLEMS SOCIAL NATURAL ECONOMIC
MARKETING STRATEGIES • Working with an elbow partner, come up with ideas on how India could have increased global interest in the CWGs.
Is it Worth Hosting Games? • Read the article in the outbox and be prepared to respond to the discussion question.
Who is hosting the next Pan AM Games? • See the Outbox for a research worksheet