Selectivity in evaluating the impacts of the Athens 2004 Olympic Games
Dr. Eleni Theodoraki
• Many single aspect impact studies • Multidimensionality of concept of impact • IOC as ultimate franchiser • Current focus of event impact on environment of franchisee
The lists of factors that can be evaluated is endless and includes dimensions such as: environmental impact, opportunity costs, job creation, effects of traffic, city marketing, etc. Therefore, any research into the effects which events have must be customised to suit the objectives of those who require specific information (UKSport, 1999; p. 4).
Masks for role playing
Pre Games
For Greece, the birthplace of the Olympic spirit and the Olympic idea, the Athens Games will be a matter of supreme national and cultural significance (Athens Bid Committee, 1996 p. 20).
Pre Games
The Athens 2004 Olympic Games will leave a legacy to Athens, the Greece and to the world, that will remain for generations to come. For the people of Greece, the legacy will begin with the economic benefits of investing in upgrades to the transportation infrastructure, telecommunications system, and the environment (ATHENS 2004, 2000).
Post Games Opinion poll 1
The survey of success and benefits focussed on whether the success of the Olympic Games enhanced the position of Greece in the international scene and whether people felt that the successful organisation was of benefit to the country
Figure 1 The Image of the 2004 Olympic Games Average rating of emotions on a 0-100 scale International Olympic Committee & Olympic Games in Greece
100 90 80 70 60 50 40 30 20 10 0 2001 2002 2003 May-04 Jun-04 Sep-04 IOC OG
Source: MRB –VPRC (2004)
Figure 2 The Image of the 2004 Olympic Games Compared to one year ago, what happened to the position of Greece in the international scene?
Unchanged Weakened Strengthened Do not know
Source: MRB –VPRC (2004)
Post Games opinion poll 2
• Perceptions of Greece and role/success of the Olympic Games held by people in the USA, Spain, Germany, France and the UK
Figure 3 To what degree is Greece a country for which you feel positive? Scale 1-7 1=Not feel positive at all 7=Feel very positive Comparable results on research before and after Olympic Games
100% 90% 80% 6,7 6,7 6,7 6,7 6,7 6,7 6,7 6,7 6,7 6,7 6,7 6,7 70% 60% 50% 40% 3,4,5 3,4,5 3,4,5 3,4,5 3,4,5 3,4,5 3,4,5 3,4,5 3,4,5 3,4,5 3,4,5 3,4,5 30% 20% 10% 1,2 1,2 1,2 1,2 1,2 1,2 1,2 1,2 1,2 1,2 1,2 1,2 0%
Be fo To U r ta SA e O lE G A ur To op fter e ta Be OG lE fo ur op re O e G A fte U r K Be OG fo re U G er K A OG m an fter y G Be OG er fo m re an O y G A Sp fte ai r n Be OG Sp for eO ai G Fr n A fte an r ce Be OG Fr f an ore ce O G A fte rO G
U
SA
Source: MRB –VPRC (2004b)
Discussion
• Lack of holistic approach, bias and selectivity in evaluation of impact by ATHENS 2004 • Impact reports as communication exercises of a self producing Olympic system • Positive image of Olympism reinforces perceptions of positive games impact
A blind love affair with the Games
Conclusion
• Multidimensionality of concept of impact • Subjective rationality in Games rationale • Completion of long-needed infrastructure projects • Unknown opportunity costs • Meeting legacy requirements versus games requirements
Impact studies as pieces of a puzzle
What does a viewpoint allow you to see?