The Olympic Games and Culture: The Olympic Games and Culture Dr Beatriz García RCUK Academic Fellow Association of London Government London 16 November 2005


The role of Olympic cultural programmes: The role of Olympic cultural programmes Official statements by the IOC A compulsory element of the Olympic Games hosting process Reflects the ideal of Olympism: ‘blending sport with culture and education’ Must encourage understanding among nations and take place while the Olympic Village is open However, lack of clear indicators to guide action There are no official format specifications Lack of references to the cultural programme within other Games regulations (ie. marketing, sponsorship, venue operations, ceremonies) Practically no monitoring of programme development through key stages (bid proposal – implementation – legacy) In any case, a key element within the Olympic experience It has taken place since 1912 and contributes to the symbolic dimension that distinguishes the Olympic Games from other major sporting events


Models and issues: Design / Objectives: Main objectives in past cultural programmes celebration of the city’s artistic and cultural capacities – LA’84, Athens’04 improvement of the city’s cultural services – Barcelona’92, Athens’04 showcase of the country’s heritage & diversity – Mexico, Montreal, Moscow international projection – Seoul’88, Barcelona’92, Atlanta’96, Sydney’2000 change of image – Munich’72, Seoul’88 Models and issues: Design / Objectives


Models and issues: Design / Priorities: Local National International Traditional Contemporary Sport related Popular High arts City, Region, Nation Weeks Months Years Models and issues: Design / Priorities


Models and issues: Design / Location: Models and issues: Design / Location Olympic venues and surroundings + clear focus, greater media exposure; interaction with main events prevents the showcase of the host artistic heritage and puts local culture out of its natural environment; dependence on sporting venues + alternatives: bring sport to cultural / symbolic locations


Models and issues: Design / Location: Models and issues: Design / Location Olympic venues and surroundings + clear focus, greater media exposure; interaction with main events prevents the showcase of the host artistic heritage and puts local culture out of its natural environment; dependence on sporting venues + alternatives: bring sport to cultural / symbolic locations


Models and issues: Design / Location: Models and issues: Design / Location Host city main cultural attractions in the city centre + maximises the use of the city’s most attractive/recognised areas; can rely on the expertise and artistic networks of consolidated institutions limited development of new arts infrastructures, poor event association, may reduce feeling of ownership in surrounding neighbourhoods ..the value of using the street...


Models and issues: Design / Location: Models and issues: Design / Location Host city main cultural attractions in the city centre + maximises the use of the city’s most attractive/recognised areas; can rely on the expertise and artistic networks of consolidated institutions the value of using the street... Host city centre and outlying neighbourhoods + the above plus wider community participation; can broaden cultural networks and encourage development of new arts infrastructures lack of focus - disparity of shows and events, difficult access for visitors, requires higher investment and more complex management


Models and issues: Design / Location: Models and issues: Design / Location Regional / national / international basis + broader community participation / inclusion, greater potential for collaboration, broader support from regional / state / foreign agencies, increasing awareness of the Games cultural dimension nationally/abroad lack of focus: difficult to promote the complete picture and co-ordinate promotions, potential bias in selection procedures, less time-effective


Slide10: Integrated component within organising committee for Games benefits from the event general structure - marketing, sponsorship, security, accreditation, volunteers, brand protection etc. may lose visibility / identity and be negatively affected by structures that do not properly address the needs of art programming (ie. TOP programme, broadcasting right agreements) Models and issues: Management


Models and issues: Management: Models and issues: Management Integrated component within organising committee for Games State / public management secures the involvement of experienced and influential public cultural institutions; focus on lasting legacies; benefits from existing networks potentially slow bureaucratic procedures; limited ability to cope with an increasingly complex and demanding environment


Models and issues: Management: Models and issues: Management Integrated component within organising committee for Games State / public management Private management + political independence and dynamism; emphasis on promotional campaigns that may assist spreading awareness; potentially provides high economical benefits to stakeholders through an emphasis on marketing and box office returns risk of excessive commercialism – may not address community needs; reduced opportunities for developing innovative work; priority to well established companies and artists rather than grassroots organisations; focus on success during or prior to the main event - securing legacies may not be a priority


Models and issues: Management: Models and issues: Management Integrated component within main event office State / public management Private management Mixed management + a combination of the above: securing wide representation and legacies through government support and increasing funds, dynamism and effectiveness thanks to the corporate involvement sophisticated strategic alliances required; potential increase of conflict of interests among stakeholders


Why an Olympic cultural programme?: Why an Olympic cultural programme? Making a difference Greater freedom and flexibility than any other Olympic programme Opportunity to renegotiate and reflect the identity of the host Assists in making the Games memorable & distinct from other editions Especially effective if coordinated with ceremonies & open air activity


Why an Olympic cultural programme?: Why an Olympic cultural programme? Making a difference Strengthening ownership by locals Greater diversity and openness to new ideas Opportunity to involve local groups in decision making (consultancy) Especially effective if coordinated with volunteering and education


Why an Olympic cultural programme?: Why an Olympic cultural programme? Making a difference Strengthening ownership by locals Enhancing chances for a sustainable legacy Empowering local groups, increasing pride beyond Games time Especially effective if coordinated with urban planning the most important factor to maximise benefits plan ahead


Planning ahead: London 2012 CC&E : Planning ahead: London 2012 CC&E London 2012 incorporates an ambitious programme for culture and education lasting four years Cultural proposals World Cultural Fair Festival of World Youth Culture Additional strands: BBC Olympic Proms, Int. Shakespeare Festival (RSC), Five Rings Exhibition, Olympic Carnival Education proposals The Friend-Ship London Olympic Institute Additional strands: Global Gateway, Young Ambassadors, Bi-languages, London Student Pledge, Dreams and Teams | 2005 Exploring Internationalism | 2005 Friend-Ship Week | celebrating the street... | combining urban planning + education...


Making it work: culture within the Olympics : Making it work: culture within the Olympics Position culture and education as a central component of the Olympic project rather than just an add-up Secure direct communication between the CC&E group, the LOCOG Board and other key Olympic stakeholders Establish culture-specific funding schemes Link to other key Olympic programmes: volunteering, torch relay, ceremonies Be part of the generic Olympic communication campaign Work towards a holistic vision for Olympic sport, culture + education


To be continued... : To be continued... www.culturalolympics.org.uk email@beatrizgarcia.net encouraging the debate Thank you