New Zealand has much to learn from India’s experience with the recent Commonwealth Games, says Martin Snedden, chief executive of the 2011 Rugby World Cup.
“The Delhi Commonwealth Games has now come and gone. It was better than many expected, but will probably go down in history as a missed opportunity for both the event and the host country,” Snedden said.
“During the lead-up there were some very early warning signs that things weren’t right or, perhaps more accurately, weren’t perceived to be right.
“All along, participating countries and individual athletes had frequently expressed reservations about Delhi’s ability to provide a safe and secure event environment. Then, just days out from the start, controversy erupted over the standard of the athletes accommodation, exacerbated by the collapse of a footbridge into the main stadium,” said Snedden.
“A key lesson for us is the importance of the host country engendering widespread confidence in its ability to deliver something special.
“For us, the starting point has been to persuade New Zealanders that RWC 2011 is something they can support. Early on, there was a perception that the Tournament would really just be about Auckland or just about the major metropolitan centres.
“All our early major decisions – adopting the “Stadium of Four Million” vision then spreading the match venues and the team bases throughout the country – were key to proving to Kiwis that we would all have the chance to be involved. By spreading the matches and teams, we have proved to our people that this will be a truly nationwide Tournament,” said Snedden.
“Next, we needed to show people that our Rugby infrastructure would be ready in time and up to standard. So began a programme which has seen seven stadia upgraded and the construction of a completely new stadium embarked upon.
“These projects are undertaken in the open and provide a very visible, tangible guide as to whether or not overall preparations are on track. What people can now see with their own eyes is that the massive redevelopments of Eden Park and Stadium Christchurch are finished, as are the significant upgrades to stadia in Napier, Whangarei and Nelson. They can also see that the construction of the new Stadium Otago is right on schedule.”
Snedden said ticket sales for the RWC 2011, as they are for every major event, were used as a litmus test for whether or not people have confidence in the event.
“The challenge here for organisers is to capture both the domestic and international market. The good news for us is that our sales programme has started well in both markets. Phase 1 saw us sell more than 500,000 tickets, one in five to overseas based fans. Phase 2 is also tracking well. In addition, we are getting positive sales feedback from Official Travel Agents selling offshore. There is still a long way to go, but so far, so good.
"Not everything is exactly where we want it. There are some concerns, particularly offshore, about accommodation capacity and pricing. We are not ignoring these. Our focus here is twofold – firstly, making the local accommodation market aware of estimated visitor numbers and flows, and warning about the dangers of overpricing; secondly, helping potential visitors understand where the accommodation solutions exist.
"All up, my sense is that, at present, we are succeeding in growing confidence. But we take nothing for granted. Our focus over the next 10 months to kick-off is firmly on maintaining and growing that confidence. There is absolutely no room for complacency."