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Business Development and Investment Attraction


Business Development and Investment Attraction

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									    Business Development and Investment 

3.1 Business Development and Investment

This chapter discusses an element of Games impact that has, before
now, received little formal attention, i.e. business development and
investment attraction. As with all chapters in this section, the
discussion covers the period leading up to the Games, the period
during the Games and the post-Games period. Amongst other
benefits, the discussion specifically identifies benefits relating to
improved networking and relationship building, opportunity
identification, up-skilling, marketing and positioning and direct
investment, all of which were substantial in nature. In order to
illustrate the impact at the individual organisation and business level
this chapter also includes a number of short case studies.

Chapter Highlights
The initiative and drive of Australian business, together with the NSW
and Commonwealth governments’ sustained Games-related business
development and investment attraction activities, have contributed to
an estimated injection into the NSW economy of around $3 billion.
This amount is comprised of:
•    funding for training to boost industry skills to meet Games
•    the estimated economic boost associated with pre-Games training
•    new investment attracted to NSW by DSRD, Austrade and
     Investment 2000
•    increased sales and investment by ATS companies
•    business won by NSW companies as a result of their Olympic

The graphic below illustrates the approximate distribution of benefits
relating to business development and investment attraction.

             Business Development and Investment Attraction        50
Business Development and Investment Attraction – Distribution
of Benefits from S ydney Olympics

                     $288                                    $600


                $2,000                                              ($ million)

                   New investment attracted to NSW
                   Pre-Games training - overseas Olympic teams
                   Indus try training
                   Sports infrastruc ture and service contracts
                   ATS sales and investment contracts

As illustrated, most of the benefits (as measured by the value of
contracts entered into) accruing to NSW have occurred as a result of
NSW companies winning new sports infrastructure and services
contracts to supply upcoming major events. The successful
conversion of Games experience into export opportunities has been
supported by the strategic business and export promotion activities
initiated or supported by the NSW and Commonwealth Governments.
M aximising further potential benefits will likely depend on continued
efforts by government to encourage and assist domestic industries
continue to break into more international markets, in particular the
2008 Beijing Games.

The NSW and Commonwealth Governments’ business development
and investment attraction programs were unprecedented in the context
of an Olympics and featured:

•   the first ever Government / private sector investment attraction
    program, Investment 2000, which produced 45 investments, $520
    million in inward investments and 1,150 jobs
•   the Australian Technology Showcase, which highlighted 301
    innovative NSW technologies and has contributed to $288
    million in new sales, investments and exports to December 2001
•   the Business Club Australia program which provided significant
    networking opportunities. This program linked to the
    Commonwealth’s Trade Visitors Business program and attracted
    16,000 visitors to events.

            Business Development and Investment Attraction               51
                              Business Development and Investment Attraction
                              The Sydney 2000 Games were unique in that the staging of sporting
                              activities was accompanied by a comprehensive Government strategy
                              aimed at leveraging business benefit from the profile that the Games
                              generated for Sydney, NSW and Australia. The NSW and
                              Commonwealth Governments took an active involvement to ensure
                              the Games were used as an opportunity to attract new investment,
                              create employment, increase exports and import replacements, and
                              promote innovation among local producers.

                              Spearheading the development of the Games business strategy was the
                              Olympic Business Roundtable (OBRT), a private sector led taskforce
                              established by the NSW Government in 1995. Initiatives developed
                              by the OBRT were aimed at marketing and showcasing Australia’s
                              business opportunities internationally, and developing world best
                              practice capabilities locally. These initiatives were launched by the
                              NSW Gove rnment in 1996 with support from the Commonwealth and
                              other State and Territory Governments.

                              The NSW and Commonwealth Governments, often in partnership
                              with private sector supporters, picked up and provided financial
                              backing for the delivery of OBRT’s initiatives and developed
                              additional programs before, during and after the Games, to reap
                              maximum business benefit. These initiatives are discussed in Chapter
                              2.1 of this report - their success is outlined below.

                              In the lead up to the Games
                              In the period leading up to the Games, the NSW and Commonwealth
                              governments, partnered by private sector supporters, launched a range
                              of business development and promotion programs. These included:
Information services          •    information services such as the Olympic Business Information
maximised local
                                   Services (OBIS) and the Olympic Commerce Centre (OCC) to
involvement in Games               maximise local involvement in Games building construction and
opportunities                      service contracts and attract relevant international interest
                              •    Government training and recruitment initiatives to ensure
                                   adequate workforce skills and maximise local employment
Pre-Games training injected        opportunities
money into local economies    •    NSW Government, in association with Local Governments and
                                   Regional Taskforces pursued the recruitment of Olympic and
                                   Paralympic athletes and teams to undertake preparatory training
                                   in NSW, thereby injecting revenue into local economies

                                          Business Development and Investment Attraction     52
                               •      major investment attraction and industry development programs
Investment attraction                 including the Australian Technology Showcase (ATS) and
programs leveraged from               Investment 2000 (I2000).
the Game’s profile
                               Opportunities for Small and Regional Businesses

Regional businesses in         The Sydney Games provided a vast array of opportunity for small and
NSW won Olympic                regional business. Over 5,350 businesses registered with OBIS,
construction contracts         including 4,300 from NSW and 800 from regional NSW.65 The OCC
worth more than $300           registered more than 10,000 businesses on its inquiry database, and
million                        provided up-to-date information about Games progress and
                               developments to over 1,000 companies. 66 Together, these initiatives
                               contributed to NSW businesses winning over $1 billion in contracts
                               for the Games, including over $300 million won by regional firms. 67
                               In the Hunter Region for example, local companies won over $142
                               million in Games contracts, creating over 800 new jobs. 68 In addition,
                               DSRD and the NSW Industrial Supplies Office helped provide $36
                               million worth of products and services to 32 Australian companies
                               through an import replacement program. 69

                               In order to assist small business capitalise on the opportunity
10,000 guides were provided    presented by the Olympics, the NSW Government, in conjunction
to small businesses across     with Westpac, developed an ‘Olympic Business Small Business
NSW to help them win           Guide’ to SMEs on Olympic related purchasing and project
Games business                 opportunities. Over 10,000 copies of this publication were distributed
                               to NSW businesses. Both were well regarded. An updated version of
                               the publication was issued in June 2000 which involved advice
                               covering Games time operations. 70

                               The facilitation of access for small and regional businesses to world-
A video link enabled 1,000
                               businesses luminaries was a further benefit of the NSW Government’s
business people across
                               Games related initiatives. In conjunction with Microsoft, the NSW
regional NSW to join 700
                               Government hosted a presentation in Sydney, ‘2020 Vision: the Future
business people in Sydney at
                               for Small Business’ with Bill Gates. Around 1,700 people attended
a presentation by Bill Gates
                               the presentation, including 700 in Sydney, and 1,000 in regional
                               centres across NSW who were able to access the presentation via a
                               video link. 71

                                  NSW Department of State and Regional Development (documents and discussions)
                                  Sydney 2000, A Report on the Olympic Impact on Business in a host City, NSW State Chamber of
                               Commerce, July 2001, p83
                                  Building on Success,: A post -Games strategy for New South Wales Business, NSW Department of
                               State and Regional Development, p4
                                  Hunter Olympic Business Taskforce, Fact Sheet 6 - 1 September 2000
                                  NSW Department of State and Regional Development (documents and discussions)
                                  Building on Success,: A post -Games strategy for New South Wales Business, NSW Department of
                               State and Regional Development,, p5

                                                Business Development and Investment Attraction                           53
                                     Up-skilling the workforce

The NSW Government's                 The Games provided a range of opportunities to build the capacity and
Games industry training              competence of Australian industry through up-skilling the workforce.
strategy provided 55,000             In 1996, the NSW Government allocated $10 million to boost the
people with employment               numbers of skilled workers in the building and construction industry,
related training                     to meet the accelerated levels of construction activity before the
                                     Games. 72

                                     By September 2000, over $15 million in funding had been allocated to
                                     Contracted Training Provision (CTP) for Olympic training under the
                                     NSW Government’s Industry Training Strategy. 73 The NSW
                                     Government estimates that as a result of its Games industry training
                                     strategy approximately 55,000 people received employment related
                                     training. 74 The table below outlines how this additional $15 million in
                                     Government funding was spread across industries together with the
                                     number of training places in key industries in preparation for the

                                     Funding of Olympic Training Needs 1999/2000

  Industry Sector                         Skills training                              Allocation                 Number of
                                                                                                                  training places
  Tourism & Hospitality                       − cooks                                  $1.2 million               1,000
                                              − food & beverage                        $4.4 million               3,000
                                              − accommodation                          $560,000                   800
  Transport                                   − bus drivers                            $1.8 million               1,117
                                              − taxi drivers                           $480,000                   875
  Property Services                           − security                               $1.6 million               6,104
                                              − contract cleaning                      $1.2 million               1,137
                                              − waste management                       $120,000                   75
  Customer Service                            − customer service                       $2.8 million               50,000

  Sport & Recreation                          − current trainers                       $12,600                    60

  Arts & Broadcasting                         − technicians light & sound              $360,000                   200
  Building & Construction                     − construction trades                    $570,000                   500

  Source: Industry Training 2000: Post Games Report, DET, p10

                                        Industry Training: An industry training strategy for the Sydney 2000 Olympic and Paralympic Games -
                                     post-Games report, NSW Department of Education and Training, 2001
                                     , Executive Summary

                                                       Business Development and Investment Attraction                             54
                               In February 2000, the Commonwealth Government launched the
                               Games website ‘Sydney 2000’ to assist the Olympic Labour
                               Network’s recruitment efforts for the Games. As at 30 June 2000,
                               over 1,700 Games related vacancies were on display at ‘Sydney

                               Pre-Games training

Pre-Games training is          NSW successfully capitalised on the business opportunities arising
estimated to have injected     from attracting teams to do their pre-Games training in Australia.
$70 million into the NSW       Over 127 teams from 39 countries were successfully attracted to
economy                        undertake pre-Games training in locations across NSW. This training
                               is estimated to have injected some $70 million into the State’s
                               economy, of which over $17 million accrued to regional businesses. 76
                               This activity commenced as early as 1997 when the Belgian athletics
                               team trained at Narrabeen.
                               Importantly, NSW locations which hosted international teams before
                               the Games may well continue to benefit economically should
                               international athletes and teams return to those locations in
                               preparation for future international sporting events.

    The Hunter Region 77
    The Hunter’s state of the art training facilities, coupled with its close proximity to Sydney, is
    credited with attracting over $7.9 million into the Region’s economy by hosting the following
    teams for pre Games training:
          - Argentinean Olympic Swimming Team                     Irish Olympic Team
          - Chinese Olympic Gymnastics Team                       Irish Paralympic Team
          - Cypriot Olympic Shooting Team                         Lithuanian Olympic Team
          - Danish Paralympic Athletes Team                       Netherlands Olympic Swimming Team
          - German Paralympic Team                                Netherlands Paralympic Team
          - Guatemalan Olympic Team                               Polish Olympic Fencing Team
          - Iceland Paralympic Athletes Team                     USA Olympic Equestrian Team
    The Central Coast78
    Its close proximity to Sydney and modern facilities, in particular the Mingara Recreation
    Complex, are credited with attracting:
           - Belgium Olympic Archery Team                       Belgium Olympic Badminton Team
           - Belgium Olympic Fencing Team                       Belgium Olympic Judo Team
           - Belgium Paralympic Goalball Team                  Belgium Olympic Table Tennis Team
           - Belgium Olympic Swimming Team                      Belgium Olympic Mountain Bike Team
           - Belgium Olympic Road Cycling Team

                                  Annual Report ,1999-2000 , Department of Employment, Workplace Relations and Small Business
                                  NSW Department of State and Regional Development (documents and discussions)
                                  Compiled from various sources cited in this document
                                  Compiled from various sources cited in this document

                                                Business Development and Investment Attraction                          55
The Clarence River79

The excellent natural training conditions on the Clarence River in the Northern NSW region near
Grafton and Maclean is credited with attracting:

     -   Swiss Olympic Rowing Team
     -   Russian Olympic Rowing Team
     -   Irish Olympic Rowing Team
     -   American Olympic Rowing Team

Wollongong 80

Proximity to Sydney helped attract 37 Olympic and Paralympic Teams to Wollongong for pre-
Games training. With each spending an average of two weeks in the area, these teams are
estimated to have injected almost $2.5 million into Wollongong’s economy, including over $1.4
million in direct, and almost $1 million in indirect expenditure. In total, pre-Games training
created at least 60 local jobs.

Dubbo 81

With almost identical hockey playing facilities to the Olympics, together with competitively priced
accommodation and natural relaxed environment, this regional centre was successful in
attracting the Korean Olympic Hockey Team for its pre Games training.

Albury-Wodonga 82

This region commenced promotional efforts in 1995 by distributing a video and information kit
produced by the local council to 150 countries, which resulted in the Ukrainian Olympic team
making Albury-Wodonga their base for 450 athletes before the Games. Albury is securing
ongoing sporting and cultural links with the Ukraine in the post Games period.

Albury was also successful in securing teams from:
     - Gambala – various sports
     - Guinea – various sports
     - Guinea Bissau – various sports
     - Mali – various sports
     - Mauritania – various sports
     - Senegal – various sports
     - Sierra Leone – various sports

                               IRIS Research
                               NSW Department of State and Regional Development (documents and discussions)

                                             Business Development and Investment Attraction                   56
                              Business promotion – marketing and relationship building
The ATS helped its            Business promotion, marketing and relationship building programs
members achieve $100          were at the very heart of the NSW and Commonwealth Governments’
million in new sales before   program to fully leverage the Games potential for investment
the Games                     attraction and business development. To promote a diverse range of
                              innovative NSW technologies the NSW Government established the
                              Australian Technology Showcase (ATS). Before the Games, the ATS
                              generated momentum and activity, raised the profile of Australia’s
                              technology-based companies and contributed to the generation of
                              major export wins. Key pre-Games achievements of the ATS
                              initiative include:83
                              •      signing up 225 accredited members
                              •      attracting 1,400 people to 5 exhibitions promoting ATS
                              •      featuring ATS technologies such as the Solar Sailor and the
                                     Stuart Piano in broadcasts by BBC’s Tomorrow’s World
                              •      achieving over $100 million in new exports, investments and
                                     licensing fees.

                              To secure new investment in the State, the NSW Government
Investment 2000 secured       participated in Investment 2000 which targeted potential investors
349 attendees from 269        through information and coordinated visits. Leading up to the Games,
foreign companies on a        I2000 produced the following outputs:84
Business Visitor’s Program
in Australia                  •      over 1,900 business people attended I2000’s off-shore briefings
                              •      in all, 312 out of 1900 attendees at the overseas briefings signed
                                     up for Business Visitors’ Programs in Australia
                              •      1,500 business decision makers from 20 countries were presented
                                     with an investment proposition
                              •      349 attendees from 269 companies participated on a Business
                                     Visitor’s Program in Australia; survey data indicates that 90% of
                                     these participants are likely to invest in Australia because of
                              •      approximately 165 Australians from business and government
                                     presented at I2000 events in Australia and overseas.

                              Austrade played a key role in export development and investment
Austrade used the ‘wow’       attraction to Australia, launching the ‘Australia Open for Business’
factor to excite foreign      umbrella brand in April 1998 and rolling it out across its global
interest in Australian        network of offices. New business imagery was established to
business                      represent Australia, using video, website and print materials.

                                 'Economic Impact of the Olympic Games', Fact sheet No. 7.10, NSW Department of State and Regional
                                 Investment 2000: Assessing the Legacy , H.Nugent,, December 2000

                                               Business Development and Investment Attraction                            57
                              Business Club Australia (BCA) was a major initiative developed in
Business Club Australia's
                              partnership by the Commonwealth, State and Territory Governments
membership reached 10,000
                              and aimed at facilitating business networking and partnerships. BCA
before the Games
                              was launched in the first instance as a virtual club, maintaining a
                              database that enabled members to search for and communicate with
                              other members and use a range of on- line services. The potential for
                              networking offered by this initiative is shown by the fact that, just
                              prior to the Games, its membership reached nearly 10,000
                              international and Australian affiliates. 85

Planning for post-Games       Before the Games, in order to fully leverage the Olympic experience
opportunities started early   being gained by Australian industry, the Commonwealth Government
                              undertook several initiatives to ensure that Australian businesses were
                              well placed to reap opportunities from the 2004 Athens Games. In
                              January 2000, Australian Sports Industry (ASI) coordinated a mission
A Senior Trade                to Athens, involving 19 Australian sports and events related
Commissioner has been         businesses. 86 In February 2000, this visit was followed by a visit by a
appointed to Athens to        delegation of major Greek businesses and members of ATHOC
promote Australian exports    (SOCOG’s equivalent in Athens), and the announcement of the
for the 2004 Games            establishment of an Austrade Senior Trade Commissioner based in
                              Athens specifically to promote Games related exports. 87

An extensive effort was       The potential for diplomats, attaches, chambers of commerce etc to
made to ensure substantial    have a major impact as influencers and allies was also given
private sector involvement    recognition in the NSW Government’s pre-Games business attraction
in Government business        program. In the lead up to the Games, the NSW Government invited
initiatives for the Games     77 Consulates General and Olympic Attaches, 160 economic
                              development agencies and local government authorities, and 62
                              Olympic sponsors and supporters to participate in its Olympic
                              business activities. In addition, 25 international Chambers of
                              Commerce were involved in Games business programs. 88

                                 Austrade Online, Media Release
                                 Building on Success: A post-Games strategy for New South Wales business, NSW Department of State
                              and Regional Development,

                                               Business Development and Investment Attraction                           58
                        Business promotion during the Games
                        During the Games period, the NSW and Commonwealth governments,
                        and private sector partners showcased, networked and facilitated
                        positive media coverage of NSW and Australia as a business
                        destination. These activities included:

                        •      Showcasing – A number of activities were held specifically to
                               showcase a range of NSW and Australian products, ranging
                               from primary commodities and arts and crafts through to cutting
                               edge technologies.

                        •      Networking - Taking advantage of the presence of CEOs from
                               major global organisations in Sydney for the Games, the NSW
                               and Commonwealth governments implemented networking
                               opportunities between these CEOs, Government Ministers, and
                               key local business people. Relationship building meetings
                               ranged from individual appointments with the Premier and
                               senior Ministers and tailored briefings through to formal
                               dinners, cocktail parties and attendance at Games sporting
                               events. The central aim was to ensure that every visiting CEO
                               took away a favourable memory of their visit together with a
                               greater first hand understanding of NSW/Australia’s business

                        •      Encouraging media coverage - With Atlanta’s experience in
                               mind (non-accredited media produced some negative publicity
                               for the city), the NSW and Commonwealth governments
                               established a media centre located at Darling Island to provide
                               services and information/story leads to the large contingent of
                               unaccredited media anticipated to visit Sydney during the
                               Games. This facility encouraged comprehensive and positive
                               media coverage, especially international coverage, of NSW and
                               Australia in sectors such as finance, IT&T, biotechnology, agri-
                               business and tourist developments.

Showcasing Australian   The Games provided a unique opportunity to showcase Australian
innovation to a world   Businesses. During the Games, over 1,500 potential purchasers and
audience                investors attended the ATS exhibitions held at Fox Studios in Moore
                        Park, and associated networking events at DSRD’s Trade &
                        Investment Centre and the BCA. 89 Examples of high profile ATS
                        members include:

                         NSW Department of State and Regional Development (documents and discussions)

                                       Business Development and Investment Attraction                   59
Solar Sailor, Ulladulla 90

Designed and constructed in NSW, the Solar Sailor is the world’s first solar and wind powered
commercial ferry. Running on solar, wind power and a backup LPG generator without producing
pollution, this 22 metre environmentally friendly vessel is able to carry up to 100 passengers.

Launched by the NSW Premier in April 2000, the NSW Government promoted global recognition
of the Solar Sailor during the Games, through media activities, including use of the vessel to carry
visiting international journalists on Sydney Harbour during the last leg of the Torch Relay and
closing ceremony fireworks.

Already a winner of an Australian Design Award, and recognised with a Gold Award in the
prestigious 1999 Asian Innovation Awards sponsored by the Far Eastern Economic Review, Solar
Sailor is exploring possible markets in the USA, Europe and Asia, and is continuing to develop
existing business in their solar panel division.

Stuart Piano, Newcastle91

Stuart & Sons pianos are manufactured in Newcastle by Piano Australia Pty Ltd, Australia’s only
piano manufacturer. Designed by Newcastle piano makers Stuart and Sons in collaboration with
the Northern Metropolitan Institute of TAFE, Melbourne, and the University of Newcastle’s
Faculty of Music during the 1990s, the Stuart Piano represents a significant change in concert
piano technology.

Hailed as a “vision of the future” by leading international pianists and composers, the Stuart
Piano featured in the Sydney Olympic Arts Festival in performances at the Sydney Opera House,
as well as at official business functions held by the NSW Government at Government House
during the 2000 Sydney Games.

In 2001, the makers of the piano exported their first 2.9 metre concert grand to Europe, with
further deliveries planned for 2002.

EcoAir, Sydney 92

This company has developed a revolutionary air conditioning system that provides 100% fresh air
cooling and heating. During the Games, this technology was used in the Athletes Village and the
Samsung Olympic Sponsor Centre at the Olympic site.

The NSW Government has worked with EcoAir to develop its international profile, resulting in
sales in the USA, the United Arab Emirates, and Japan.

                                  NSW Department of State and Regional Development (documents and discussions)

                                                Business Development and Investment Attraction                   60
   Technico, Moss Vale 93

   This agri-biotechnology company is likely to revolutionise the potato industry, having developed
   the award winning ‘TECHNITUBER’ seed technology.

   The snack food division of PepsiCo, Frito-Lay, signed a licensing agreement and built production
   facilities in the USA and Mexico. Technico built production facilities in Australia in 1995 and
   completed a facility in China worth some $5.2 million in early 1999. Construction of a
   production facility in India worth $5 million has also been completed, and was operational in
   September 2000.

   The NSW Government undertook active promotion of Technico during the Games, and is working
   with the company to establish markets in Asia.

Showcasing NSW food and       Opportunities for showcasing extended beyond technology and
beverages to potential        manufacturing to include the food and beverage indus try. Over 320
international partners        potential buyers, industry representatives and promoters attended a
                              lunch organised by the NSW Government in conjunction with the
                              Business Club Australia. Entitled ‘A Taste of NSW’, this luncheon
                              promoted all sectors of the NSW food and beverage industry to
                              potential international partners, and was supported by produce from
                              80 food and beverage producers from across NSW. 94

NSW Government Ministers      Networking remains one of the most effective ways to build
met with over 2,000 senior    businesses and the Games provided valuable opportunities for
business leaders              Australian business to network with businesses from around the
                              world. During the Games, NSW Government Ministers welcomed
                              and met with 2,000 senior business leaders. Around 800 business
                              guests were entertained at five high- level trade and investment
                              functions hosted by the NSW Government at Government House in
                              Sydney. 95 In addition, the Government hosted 31 of the world’s
                              largest international travel companies, expected to deliver over
                              600,000 visitors to Australia and NSW annually. 96 Some 3,200
                              business people visited DSRD’s Country Embassy and Trade and
                              Investment Centre to attend 75 industry and trade events. 97

                              Business Club Australia also played a role in enhancing business
                              networks. During the Games BCA offered a state of the art business

                                 NSW Department of State and Regional Development (documents and discussions)
                                  Business First; Issue 14, NSW Department of State and Regional Development, November/December
                              2000, p7
                                 Building on Success: A post-Games strategy for New South Wales business, NSW Department of State
                              and Regional Development,

                                               Business Development and Investment Attraction                           61
                            centre and special business event program to facilitate face to face
                            connections. Located at Darling Harbour, Wharf 7, and including a 98
                            metre catamaran from International Catamaran (InCat) moored
                            alongside, this facility hosted a range of business events, as well as
                            being a focal point for high level meetings by approximately 400
                            politicians and other dignitaries. 98 Over 16,000 business
                            representatives, of which 27% were international business
                            representatives, attended 97 networking events at BCA. 99

                            The NSW Government’s network building initiatives during the
                            Games were complemented by the Commonwealth Government’s
                            initiatives through Austrade. During the Games, Austrade brought 20
                            visitors to Australia to network under its Trade Visitors program. 100
                            The program enabled Australia’s international posts to develop closer
                            relationships with potential customers who might not otherwise have
                            been reached.

                            Encouraging media coverage
NSW business profiled in    In the immediate lead up to the Games, editorial features on business
'The International Herald   success in Sydney were published in The Wall Street Journal and
Tribune'                    Financial Times. During the Games, a special edition of The
                            International Herald Tribune showcased the finance, IT&T and
                            business sectors in NSW. Approximately 10,000 copies of this edition
                            were delivered to five star rooms and apartments on cruise liners and
                            hotel rooms in Sydney. 101

                            Three further articles appeared in The International Herald Tribune,
                            two in a special edition on 15 September 2000. These articles
                            provided Sydney lifestyle, eating, shopping and general tourist
                            information, targeted at business travellers.

                            During the Games, a total of 5,011 media registered with the Sydney
Over 5,000 journalists
                            Media Centre located at Darling Island. 102 Of these, 3,491 visited the
registered at the Sydney
                            Centre in person while the remainder accessed the Centre’s
Media Centre
                            information via the internet. Overall, the Centre received over 55,000
                            visits at Games time. 103

                               The Australian Government and the Sydney 2000 Games, Department of Prime Minister and Cabinet,
                            April 2001
                               Final Report for the Olympic Business Roundtable, 2001
                                Business First; Issue 14, NSW Department of State and Regional Development, November/December

                                             Business Development and Investment Attraction                         62
                                   Almost half of the media registered at the Sydney Media Centre were
                                   international, of which around 40% were from Europe and 20% from
                                   the USA. 104

                                   To encourage and facilitate media coverage on the business
                                   attractiveness of NSW, the NSW Government:105
                                   •      established a database of more than 350 fact sheets on key
                                          business issues and industry sectors for issue to journalists as
                                          story leads on NSW
                                   •      conducted over 15 expert briefings for international media
                                          representatives on growth industry sectors
                                   •      held 8 special media briefings at the Centre which were attended
                                          by a total of 185 journalists.

Almost 10,000 pieces of            Information resources provided to international jour nalists visiting the
business information were          Centre included:106
provided to visiting journalists
                                   •      1,000 fact cards on the NSW economy
                                   •      1,200 business post cards
                                   •      1,000 copies of the Olympic Economic Monitor
                                   •      1,000 copies of DSRD’s NSW Investment Guide and CD
                                   •      3,000 copies of DSRD investment and industry brochures
                                   •      1,000 copies of the Special Olympic Edition of Business First,
                                          DSRD’s monthly newsletter
                                   •      over 300 CDs of business images of Sydney and NSW
                                   •      150 tapes of business related footage.

                                   Media visiting the Centre were also invited to attend a variety of over
                                   20 epic urean events promoting the food and beverage industry of
                                   NSW. Entitled Faces and Flavours of NSW, this promotional
                                   initiative of the NSW Government offered journalists personal
                                   networking and storyline opportunities about specialist food, wine and
                                   lifestyle. Over 175 international journalists registered to attend Faces
 More than 175 journalists
                                   and Flavours of NSW events, run by restaurants, wineries, producers,
 registered interest in
                                   tourism bodies and local food and wine representatives. 107
 learning more about food
 and beverage producers in
                                   In addition to using the more general channels of media coverage to
                                   raise the profile of NSW and Australia as attractive investment
                                   destinations, the NSW Government also directly targeted visitors,
                                   particularly those likely to have a business background, through the

                                       Olympic Media Servicing - Post Analysis, Tourism NSW, 24 November 2000
                                       NSW Department of State and Regional Development (documents and discussions)
                                       Business First; Issue 14, NSW Department of State and Regional Development, November/December

                                                    Business Development and Investment Attraction                          63
                              airlines and Sydney airport. The campaign, designed to take advantage
                              of the huge influx of visitors around the Games featured: 108
Over 2 million travellers     •      inviting some 2 million business decision makers to invest in
were targeted with business          NSW in an advertising campaign entitled ‘Sydney and NSW
promotion materials                  Work Better for Business’
                              •      greeting 320,000 visitors to Sydney Airport with a video on the
                                     strengths of the NSW business environment
                              •      providing 20,000 business people in first and business class
27,000 business travellers           airline cabins with a promotional pack on investing in NSW
received investment           •      providing 7,000 business people with a comprehensive NSW
information on NSW                   investment pack comprising the latest economic benchmarking
                                     and industry information supported by testimonials from 36
                                     international business leaders.

                              The wealth of information services and networking events provided to
                              international visitors by the NSW and Commonwealth governments
                              during the Games ensured that Australia and New South Wales
                              enjoyed growing global recognition as an attractive business
                              destination and trading partner.

                                 Business First; Issue 14, NSW Department of State and Regional Development, November/December

                                               Business Development and Investment Attraction                         64
                              Post-Games Initiatives

                              In the period following the Games, both the NSW and Commonwealth
                              governments have undertaken a range of activities in partnership with
                              the private sector to use the success of the Games to sell local
                              products, services and technologies, in particular ‘green’ technologies,
                              as well as promoting the overall message that NSW (and Australia) is
                              a sophisticated, competitive and attractive business location. These
                              have included:

                              •      Trade Missions and Market Visits - An intensified round of trade
                                     missions and market visits to introduce domestic businesses to
                                     new export opportunities is an important element of the post-
                                     Games strategy to capitalise on Games-related business
                              •      Leveraging from Games Experience - Having participated in the
                                     ‘best Games ever’, many domestic businesses developed skills,
                                     technologies and expertise which have made them world leaders
                                     in their fields. The NSW and Commonwealth Governments are
                                     working to ensure that these businesses are well placed to
                                     leverage their Games experience to win upcoming international
                              •      Maintaining New Networks and Ongoing Investment Promotion -
                                     To keep up the Games momentum, ongoing investment attraction
                                     activities have continued, supplemented by initiatives to
                                     formalise international business and media networks established
                                     during the Games.

                              Trade missions and market visits
                              Between the end of the Games and April 2002, the NSW Government
                              plans to conduct over 50 trade and investment missions. 109 By June
                              2001, the Government had conducted seven trade missions to
                              California, India, Singapore, Malaysia, the United Arab Emirates,
                              New Zealand, China, and Japan. The Australian Technology
                              Showcase also staged valuable missions to the UK and Japan during
The NSW Government’s          2001.110
market visits program is
catering to industries with   In 2001, the NSW Government’s Market Visits Program has sought to
Games experience              cater to industries with Games or related experience. Over this period,
                              businesses in the building and construction industry have participated
                              in the following five market visits: 111

                                  NSW Department of State and Regional Development (documents and discussions)
                                  International Trade Mission and Market Visit Program: January – December 2001, NSW Department
                              of State and Regional Development

                                               Business Development and Investment Attraction                          65
                               •      Hong Kong
                               •      Guangzhou, China
                               •      Kuala Lumpur, Malaysia
                               •      Tokyo, Japan
                               •      Singapore

                               In 2001, the NSW Government scheduled the following market visits
                               for industries with environmental technologies: 112
                               •      Bangkok, Thailand, 7-11 May
                               •      Tokyo, Japan, 26-30 November

                               To promote NSW businesses in the leisure and sporting goods
                               industry, the NSW Government also undertook a Market Visit to
                               Tokyo, Japan in August 2001. 113

DSRD assisted NSW              Leveraging from the Games experience
businesses leverage their
Games experience to win
                               Since the Games, DSRD has worked with NSW businesses, assisting
almost $2 billion in sports    them to win almost $2 billion in sports infrastructure and service
infrastructure and service     contracts, leveraging from their experience gained from the 2000
contracts                      Games. 114 Regional companies in NSW have secured more than $50
                               million in post-Games infrastructure and services business
                               contracts. 115

    Examples of post Games sports infrastructure and services contract wins

    Xypex Australia, Lavington, Albury-Wodonga 116

    Having won contracts worth around $3 million to provide concrete waterproofing, repair and
    protection for the International Aquatic Centre, Homebush Bay Ferry Terminal, Stadium
    Australia, Olympic Park Railway Station, Sydney Super Dome, and the Homebush Bay
    underground electrical substation, Xypex has since secured a contract worth $3 million with the
    Kowloon Canton Railway Corporation of Hong Kong, and a second contract worth $5 million.
    In addition, several contracts are under negotiation.

                                   International Trade Mission and Market Visit Program: January – December 2001, NSW Department
                               of State and Regional Development
                                   NSW Department of State and Regional Development (documents and discussions)

                                                Business Development and Investment Attraction                          66
   Croker Oars, Taree 117

   A world leading manufacturer of oars, Croker Oars received immediate exposure on the world
   stage when Australian and international rowing teams using their product won 5 gold, 2 silver
   and 1 bronze medal at the 2000 Games. This exposure is expected to boost total sales in 2000-
   01 to over $2 million, of which 70% will be from exports. Croker Oars expects total sales in
   2001-02 to increase a further 25% to around $2.5 million. To meet this demand, the company
   anticipates expanding its workforce from 10 to 20 over the next 3 years.118

   Fairlight ESP, Sydney 119

   Having developed the audio system used at the 2000 Games, Fairlight ESP has been contracted
   to NBC to do sound recording and management for the next three Olympic Games (Winter and
   Summer). A member of the ATS, Fairlight ESP coordinated the audio for the opening and
   closing ceremonies of the 2000 Games, including the synchronised first whip crack.

   Sports Marketing & Management 120

   On the back of their experience providing services for the Sydney 2000 Olympics, Sports
   Marketing & Management has won a contract to provide sponsorship and strategy services for
   the 2002 Commonwealth Games in Manchester and the 2006 Commonwealth Games in

The sports industry is          The post-Games period has seen a number of initiatives specifically
expected to capture lucrative   aimed at leveraging Games experience. The Commonwealth
post-Games opportunities        Government has committed $1 million to work in partnership with
and grow exports to $1.2        Australia’s sport and leisure industry to boost growth in exports and
billion by 2005.                jobs. 121 The Government plans to help the industry capture lucrative
                                post-Games opportunities and grow a $1.2 billion export industry by

                                On the back of the Games, by June 2001, the Australia Sports
                                International program had attracted 90 members, achieved 60% self
                                funding, and generated $13 million in new exports with a further $100
                                million pending. An estimated 250 new export opportunities have
                                been delivered to Australian clients under ASI.

                                The development of initiatives to make it easier to locate businesses
                                with Games related experience is also playing a role in leveraging the
                                Games. As at April 2001, some 300 companies were listed with the
                                Directory of Contractors to the 2000 Games, almost all the Australian
                                      Austrade Online, Media Release

                                                    Business Development and Investment Attraction   67
                               contractors to the Sydney 2000 Games. 123 This Directory is an
                               important export- marketing vehicle for the construction industry in

Austrade's 'Reflection'        In May 2001, ‘Reflection – Sydney 2000 Games Promotion’ was
promotion launched in May      launched by Austrade. Designed to capitalise on the exposure
2001 will market Australia's   generated by the Games, the program includes an inspirational video
Games 'know-how’               and publication, and a CD ROM database of Australian companies
                               involved in staging the 2000 Games. Targeting international
                               government officials and companies from a broad range of industry
                               sectors, this showcase of Australian ‘know-how’ was part of a road
                               show being conducted by Austrade in May/June 2001, visiting key
                               North American, European, and Asian markets, including future host
                               cities. 124

                               Immediately after the Games, DSRD conducted six post-Olympic
                               briefings on investment and business opportunities involving around
                               150 businesses. 125

                               The upcoming Beijing 2008 Olympics continue to represent a major
                               opportunity for Australian businesses to capitalise on its Games
                               experience. Following the announcement on 13 July 2001 that
                               Beijing would host the 2008 Olympic Games, the NSW Government
                               and Austrade has enlisted some 350 Australian companies for
                               briefings on opportunities in China. 126

                               In total, 37 new Games venues costing an estimated US$1.6 billion
Austrade predicts that         are expected to be commissioned for the 2008 Games. A further
infrastructure costs           US$14 billion is anticipated to be spent on the Beijing Olympic site
associated with the 2008       towards the construction of new offices and hotels, site remediation
Beijing Games will reach       infrastructure development, the Olympic Village and parkland. A
US$30 billion                  wide range of infrastructure projects, such as roads, railways, airport
                               runways, and telecommunications, associated with the staging of the
                               2008 Games, is expected to cost a further US$14 billion. In total,
                               Austrade predicts that infrastructure costs in Beijing, associated with
                               the 2008 Beijing Games will reach US$30 billion. 127
Although 7 years away,
architectural firms are     Experts believe that Australia’s opportunities lie in winning business
gearing up to be involved   in the first two years of the development phase, when the country’s
with the 2008 Beijing Games Olympic skills and knowledge will be highly sought after. In this
                            context the NSW and Commonwealth Governments are promoting

                                   The Australian Government and the Sydney 2000 Games, Department of Prime Minister and Cabinet,
                               April 2001
                                   Austrade Online, Media Release
                                   NSW Department of State and Regional Development (documents and discussions)
                                   Austrade Online, Media Release
                                   Austrade website

                                                Business Development and Investment Attraction                          68
                                             NSW and Australia’s business capabilities, gained during the Sydney
                                             2000 Games in the areas of: 128
                                             •      facility design and management
                                             •      building material, products, systems and technologies
                                             •      project management
                                             •      private sector facility financing
                                             •      major event management
“We have demonstrated a                      •      environmental protection consultancies and technologies
can-do attitude and moved                    •      professional training
beyond that cultural lack of
                                             •      event security
confidence. The speciality
                                             •      transport logistics
which was nurtured on the
Olympic site will allow us to                •      ticket management and sales consultancy
move into other arenas”                      •      Olympic village design and management
Ken Maher, Sydney Managing Principal,        •      health consultancies
Hassell Pty Ltd. Source: ‘Australian
Olympic designers give Beijing advice’,
                                             •      catering consultancies
infolinkarchitecture&building,               •      English language training.

                                             Opportunities in China exist not only for large corporations like
                                             Telstra, but also for small firms and specialty product providers which
                                             were integral in the design of the Sydney 2000 Games, such as:129

                                             •      Sebel Design, who designed the Podium Stadium Seating for
                                                    Stadium Australia
                                             •      KWA Design Group, who designed the SmartPoles that
                                                    displayed the Olympic banners in Sydney’s CBD
“I would estimate that                       •      Design & Industry, who designed the MultiBay Parking Meters
Australian business will                            installed throughout Sydney.
benefit to the tune of $3
billion in contracts [in                     Events already conducted by Austrade and the ASI in conjunction
China] in the lead up to the                 with DSRD to leverage from Australia’s knowledge and Games
2008 Games, however if our                   experience, and convert this into export opportunities include: 130
lobbying is successful this
figure could be significantly                 •       ‘Australian Architecture and Design Showcase’ in Beijing from
higher.” Mark Armstrong, Designer                     24-26 September 2001 - a display of Australian architects’ work
of the Sydney Olympic Torch. Source:                  through photography and models, focusing on Olympic
‘Australian Olympic designers give Beijing            facilities.
advice’, infolinkarchitecture&building,                  •       Sydney Olympic Experience’ Business Workshops in Beijing
                                                      from 25-26 September 2001 - 65 Australian companies
                                                      attending workshops designed to introduce Australian
                                                      capability across several industries to Chinese officials in the
                                                      lead up to 2008.

                                                 Austrade Online
                                                 ‘Australian Olympic designers give Beijing advice’, infolinkarchitecture&building,
                                                 Austrade online

                                                               Business Development and Investment Attraction                         69
    Two Significant Examples of Post-Sydney Olympics Successes

    Woods Bagot 131

    Australian architectural firm Woods Bagot has negotiated a joint venture with a design institute in
    China for the development of Waratah Gardens, a multi-storey, multi-building apartment complex
    comprising 34 towers containing 780 apartments. Woods Bagot has supervised the Chinese
    designers of the complex, and is a consultant for the builders.

    Sydney based project director with Woods Bagot, Kevin Black says Waratah Gardens is a prime
    example of how design quality is being included in China’s growing sophisticated market.

    TAFE NSW132

    The experience gained by TAFE NSW as the official trainer for the 2000 Games will help it
    compete in the provision of services and advice for future Olympics. Having provided management
    of workforce training and training for approximately 57,000 Games volunteers, TAFE has
    developed specialty areas such as identifying, analysing and managing skills gaps, and is actively
    protecting the intellectual property it developed through its Games experience.

    Already TAFE is leveraging its Games experience to expand market opportunities in Athens and
    China. In respect of the Athens Olympics, TAFE has an agreement with ATHOC (SOCOG’s
    equivalent for the 2004 Games), and has secured a workforce management consultancy worth a
    substantial amount to supply recruitment and training services.

    In China, most TAFE institutes already have business relationships, mainly in Vocational
    Education and Training. In the lead-up to the Beijing Olympics, TAFE is seeking to develop
    opportunities to deliver teaching services in the areas of English language, health and food hygiene
    management, security, customer service as well as workforce recruitment and training, and
    volunteers training. The NSW Government is keen to use enhanced market access via the Beijing
    Games to deliver services more broadly in China in the areas of child and school information
    management and training.

Australian companies are         In addition to opportunities in Athens and China, Australian
expected to benefit from the     businesses are competing for business in the staging of the 2006 Asian
US$1 billion of expenditure in   Games in Qatar. Qatar is expected to spend over US$1 billion on
preparation for the 2006         sports related infrastructure in preparation for the 2006 Games. 133
Asian Games in Qatar
                                 Ongoing opportunities for Australian industry to capitalise on the
                                 experience and profile of the Games extend also beyond infrastructure
                                 and construction to the food and wine industry. International research
                                 conducted by the Australian Tourist Commission (ATC) has revealed
                                       ‘Aussie apartments rising in Shanghai’, infolinkarchitecture&building,
                                        NSW Department of State and Regional Development (documents and discussions)
                                        Austrade Online, Media Release

                                                      Business Development and Investment Attraction                             70
                                that Australia’s food and wine industry has grown in importance to
                                international visitors since the Games. Some 41% of respondents to
                                ATC’s research indicated that Australia is developing a positioning
                                overseas as offering good food and wine. 134 German visitors in
                                particular cite Australia’s reputation for wines as a motivator to visit.

                                Maintaining New Networks and Ongoing Investment Promotion

16 high profile international   Extending the breadth and depth of relationships and networks
business leaders have been      established during the Games has been a key element of the NSW
appointed Business              Government’s post-Games strategy. To that end, important business
Ambassadors for NSW             networks established during the Games have been forma lised by the
                                NSW Government with the creation of its Business Ambassadors
                                program. So far under this new initiative, the NSW Premier has
                                appointed 16 high profile international business leaders as Business
                                Ambassadors for NSW.135 Of these Ambassadors, 7 are located in the
                                USA, 3 in the UK, 2 in Germany, and one each in Singapore, Hong
                                Kong, Austria, and Australia.

 Intensive promotion            To maintain heightened levels of awareness of Sydney and the Games,
 activities saw over 3,000      the NSW Government’s post-Games business strategy also included
 major organisations receive    mailing Olympic postcards to 165 high profile international CEOs,
 information aimed at           and 425 representatives of international and domestic organisations.
                                In addition, over 3,000 Olympic CD ROMs advertising the benefits of
 maintaining interest in
 NSW                            NSW as a business location were mailed to:136
                                •      589 international business contacts
                                •      245 international journalists
                                •      341 CEOs of multinationals with Asia Pacific operations in
                                •      585 Australian businesses
                                •      145 international guests of Olympic sponsors
                                •      550 Fortune 1000 companies in the US
                                •      270 businesses on request.

  DSRD has attracted over       The NSW Government’s other business development and investment
  $114 million in new           attraction initiatives have also contributed to the generation of real
  investment and some 1,219     economic and business benefit in the post-Games period. Since
  new jobs to NSW since the     September 2000 the NSW Government, through DSRD, has
  Games                         successfully leveraged its Games-related initiatives to attract 19 new
                                investments to the State. These new investments are estimated to
                                involve an injection of over $114 million and around 1,219 jobs,
                                including: 137

                                    Australian Tourist Commission,
                                    NSW Department of State and Regional Development (documents and discussions)

                                                 Business Development and Investment Attraction                    71
                               •            15 metropolitan based investments worth almost $56 million and
                                            1,020 jobs
                               •            4 regional based investments worth over $58 million involving
                                            199 jobs.

Examples of post-Games investment wins

Deutsche Bank 138

New investment valued at $1 million has been injected into NSW following the announcement of plans
by Deutsche Bank to establish a foreign exchange processing centre in Sydney.


UK software company Sysao has established its Asia Pacific regional headquarters in Sydney,
injecting new investment into the economy worth an estimated $5 million, and creating around 200
new jobs.

IBM 140

This multinational has established a new Asia Pacific centre for electronic business innovation in
Sydney valued at $23 million, and involving the creation of 465 new jobs.

In 2001, the ATS became a      While most Games related business and investment activities have
national program with 330      wound down in the wake of the Games, the ATS continues to receive
technologies, including 301    ongoing support from government and industry. In 2001, the ATS
from NSW                       became a national program – the first state based program to do so -
                               with involvement by the Commonwealth and 5 state and territory
                               governments. As at December 2001, the ATS included 330
                               technologies, including 301 from NSW.141

                               Since the Games, ATS member companies report additional sales and
                               inward investment of $188 million through to December 2001. 142 In
                               total, ATS companies based in regional NSW have achieved
                               additional sales and investments worth over $90 million. 143
                               Momentum has been maintained with a trade promotion and
                               investment mission conducted to the UK in July 2001 resulting in an
                               estimated $5 million of export sales. 144 In 2002, ATS missions are
                               planned for the USA and Asia.

                                                   Business Development and Investment Attraction    72
                              The ATS has had several high-profile ‘wins’ in terms of export orders,
                              fundraising, alliances and publicity; these include Redfern Photonics’
                              high bandwidth networking and communication products, Fairlight
                              ESP’s digital audio technology, Syd Howard Fireworks’ innovative
                              fireworks displays, Starena’s stadium seating, Technico’s high-yield
                              seed potatoes (from Bowral) and Portland Orthopaedics’ hip
                              replacement technology (from Sydney).

                              The Investment 2000 program has also contributed to the generation
                              of post-Games success. As of December 2000, 45 companies who
                              visited Australia as part of the Investment 2000 program, (about 15%)
                              had committed to an investment in Australia. 145 These included:
                              •      30 offices (principally sales offices)
                              •      5 call centres
                              •      5 distribution centres
                              •      5 manufacturing plants
                              •      one retail outlet (one investor opened both a plant and a call

                              Of the 45 companies, 37 have based their operations in Sydney.
                              Another 44 companies were investigating potential investments as of
                              December 2000. Committed investments as a result of Investment
                              2000 are estimated at $520 million with the creation of 1,150 new
                              jobs. 146

Business Club Australia is    Business Club Australia has also continued to generate impact in the
estimated to have generated   post-Games period. Continuing the brand through 2000-2001, BCA’s
$20 million in new exports    virtual club activity is credited with achieving approximately $20
                              million in new exports. 147

Trade Visitors-Australia      The Commonwealth Government’s Trade Visitors program is also
                              yielding post-Games benefits with a total of 48 visits being conducted
2000 is estimated to have
                              by April 2001 (including 20 visits during the Games). These visits are
produced $350 million in
                              credited with producing $350 million in confirmed new exports or
new exports and investment
                              investments. 148

                                  Investment 2000 Assessing the Legacy, Prof H.Nugent, December 2000
                                  The Australian Government and the Sydney 2000 Games, Department of Prime Minister and Cabinet,
                              April 2001
                                  The Australian Government and the Sydney 2000 Games, Department of Prime Minister and Cabinet,
                              April 2001

                                               Business Development and Investment Attraction                          73

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