The Call of the Ferris Wheel
I have a theory about Ferris wheels, stemming from my Brisbane-based childhood. The imminent opening of the annual RNA show, “The Ekka”, is always heralded by the early appearance of the brightly coloured Ferris wheel. I remember seeing it from the back seat of the car, the big wheel at the epicentre of the showgrounds, prompting a vision of sheep mustering, wood chopping and strawberry ice-creams, combined with sideshow bells and whistles. Butterflies in the tummy of a 6-year-old! The call of the Ferris wheel. A symbol of fun.
I’ve just been up in Cairns, north Qld, where there was a giant Ferris wheel rising up in the midst of the esplanade park, surrounded by the mountainous beauty of the bay to the east and well, a lot of pelicans and people in town for the Cairns Indigenous Art Fair (CIAF) and peak tourism season.
Symbols like the Ferris wheel also exist in sport, drawing fans like bugs to a light. The lighting of the flame, a guernsey presentation, the siren, the anthems, the tribal march to a stadium all signal the Main Event.
The announcement of a mega sporting event like the Olympics, Paralympics or a grand final being awarded to a host region is the equivalent of the Ferris wheel being built a month out from the show. For those outside the region, there is an immediate new awareness and respect for that region. The region is suddenly ‘on the map’, benefitting from this halo of prestige, especially if previously relatively unknown. The announcement is a calling to discover the region by visiting, whether as a tourist, to study there or invest. It is a calling of pride for the locals, who may see economic opportunities. It is also a calling to participants, whether athletes, volunteers or spectators to come together with a shared mission.
‘Festivalisation’ of events is a critical part of legacy. How better to signpost the pathway to the mega event than through various pre-event festivals and celebrations, encompassing sport, business, arts and culture and to maximise community involvement and momentum to the Main Event. Paris has just launched its Cultural Olympiad targeting all French territories and using sports as a portal to art and culture. A range of artistic and creative fields are participating across the country, from artists to musicians, scientists, fashion houses and chefs. Two years out from the Paris Olympics, the Parisian wheel is spinning from these initiatives and many other pre-events and programs.
Likewise, sponsors of mega events derive a strong return on investment by activating their sponsorships years out from a mega event, deriving brand value from development of a long term, genuine connection to the hosting community, opportunity for experiential marketing, and the visibility and meaning that the event brings to brand image.
The research on event legacy demonstrates that the ‘call of the wheel’ theory is validated, with benefits starting pre-bid and growing immediately from a successful bid announcement. The term ‘legacy’ is widely used but it is difficult to discern an accurate definition of what it is and therefore how to evaluate it. Legacy generally refers to the question of how a host community can be transformed by a mega or sizeable event. Even small, local, home-grown events need to manifest a legacy. It is essentially the return on investment, and it can be a combination of tangible and intangible outcomes, many of which are longitudinal and may be planned or unplanned. Economic impacts of past mega events have included infrastructure that can be used or repurposed beyond the event by the hosting community, economic income through visitation, talent attraction and retention, trade and investment, and social impacts (which might include enhanced lifestyle, sustainability, community pride, diversity and inclusion, access and participation in activity and sport, enhanced collaboration). When done well, legacy is planned before and immediately following the bidding phase, engages key stakeholders and the community at large, and is tracked and evaluated independently, robustly and longitudinally.
While there can be negative and unplanned consequences to hosting events (such as the waste, traffic, ‘white elephant infrastructure’ and crowding out effects that have been documented in the past), learnings can be leveraged by future host cities to mitigate these negative impacts. This is especially the focus under the New Norm of frugal spending with a sustainability focus and limiting event special purpose infrastructure in favour of multipurpose, pre-planned, long-term investment that is customised for the local community, combined with strong governance and fiscal controls.
In future 2032 Games host city, Brisbane there have already been several programs launched to build positive legacy, including: the QAS You for 32; events bringing together experts on topics such as sports technology, sustainability and sports science, design-centred, long term thinking among engineers, architects and urban planners; educational curricula integrating Olympic values and the Paralympic movement principles; universities focussing upon research to help inform decision making, outcomes and technologies; organisations integrating and building legacy committees and arms for engagement; re-igniting sister city and host city international relations through sports diplomacy; and workshops designed to bring together interested stakeholders to leverage enthusiasm into tangible legacy programs. Nationally, we have seen announcements of other mega-events in sport, arts and culture scheduled for the next decade. It’s exciting to see this action in just a few months. Government, business and community are working collaboratively toward a long term, common mission, united by the burning platform of mega events of 2032. The big wheel is turning and we are rolling.
Pre events and programs, aligning with the Ferris wheel calling theory, offer opportunities to drive a sense of collective identity. Examples of pre-events occurring in both host and non- host regions designed to engage, excite and activate include the Olympic Torch relay, qualifying rounds, demonstration sports, milestone celebrations, concerts, educational programs and competitions, training camps, expos, volunteer programs and local community festivals.
So, 10 years out from 2032, the wheel is rolling faster and faster, and there will be other signals along the way before the main events of that year. The call of the Ferris wheel is here.
As for the main event I attended a couple of weeks ago in Cairns, CIAF was a tremendous showcasing of our First Nations peoples’ art and culture, and the Ferris wheel just a sideshow in comparison.
About the Author
Professor Sarah Kelly, renowned for her global academic, leadership and governance expertise across education and sports management, drives forward-thinking initiatives to the world stage. A distinguished ‘prac-academic’, commercial lawyer and champion for inclusivity, Sarah leads with innovation and insight. For exclusive updates on the latest in sport, management, leadership, education, innovation, and research, subscribe at DrSarahKelly.com.au