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Managing the Intangible Olympic Legacy Berta Cerezuela “Barcelona Twenty Years On” Seminar London, 29 October 2012
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Managing the Intangible Olympic Legacy Berta Cerezuela
“Barcelona Twenty Years On” Seminar London, 29 October 2012
ceo.uab.cat
“The Barcelona Games were in a class of their own. Their vision to put sport at the heart of an ambitious transformation that changed the fortunes of the city and its people was inspired. Our task now is to take the best of Barcelona and build upon it’. Lord Coe, Chair of LOCOG
Barcelona, a model
Managing the intangible Olympic legacy, by Berta Cerezuela “Barcelona Twenty Years On” Seminar, UEL, London, 29 October 2012
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“Any city grows on the base of specific platforms, special projects or “pretexts” around which you can articulate the big proposal of change” Pasqual Maragall Major of Barcelona 1986, before nomination
The Games, the pretext
Managing the intangible Olympic legacy, by Berta Cerezuela “Barcelona Twenty Years On” Seminar, UEL, London, 29 October 2012
“All those involved … in the decision-making process knew that the Games were clearly a sporting event. I confess without shame, however, that this did not concern us, since what mattered … was to determine the dominating idea that would allow us to do in five or six years what had not been done in fifty, with the risk of taking another fifty if the opportunity was not taken” Josep Miquel Abad COOB’92 CEO 1995
ceo.uab.cat Managing the intangible Olympic legacy, by Berta Cerezuela
“Barcelona Twenty Years On” Seminar, UEL, London, 29 October 2012
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IMAG
E
ECONOMY
REPU
TATI
ON
Calvo, 2011
The legacy strategy
Managing the intangible Olympic legacy, by Berta Cerezuela “Barcelona Twenty Years On” Seminar, UEL, London, 29 October 2012
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BARCELONA, an Olympic city
Managing the intangible Olympic legacy, by Berta Cerezuela “Barcelona Twenty Years On” Seminar, UEL, London, 29 October 2012
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EDUCATION
Games as an educational opportunity
Values Culture Citizenship
INFORMATION & KNOWLEDGE
Olympic city as a learning city . Core management resource . Archive of a historical fact . Employees intellectual capital . Impact research
MEMORY
Collective historical memories . Cities mark the Olympic history . The Olympics mark city’s history
Intangible legacies
Managing the intangible Olympic legacy, by Berta Cerezuela “Barcelona Twenty Years On” Seminar, UEL, London, 29 October 2012
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Intangible legacy timeline
CEO-UAB
Impact studies International Chair in Olympism Games consultants
1986 2002 2012 1992 1995 1989 2007 1993
Barcelona Olympic Foundation First anniversary Official report
Next Games edition
Election
The Games 10th Anniversary Impact studies Strategic Sports Plan
Olympic and Sport Museum Barcelona
Barcelona Olimpica
Managing the intangible Olympic legacy, by Berta Cerezuela “Barcelona Twenty Years On” Seminar, UEL, London, 29 October 2012
ceo.uab.cat Managing the intangible Olympic legacy, by Berta Cerezuela
“Barcelona Twenty Years On” Seminar, UEL, London, 29 October 2012
ceo.uab.cat
Key moments in the timing of intangible legacy
Stakeholder approach
Coordinated and planned strategy
Guardians of the intangible legacy
Key activities: research, education, preservation,
display, memory construction
Key actors: museums, universities, archives, workforce
Food4Thought
Managing the intangible Olympic legacy, by Berta Cerezuela “Barcelona Twenty Years On” Seminar, UEL, London, 29 October 2012
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Investing in the educational, information
and knowledge and memory elements of
the Olympic legacy should be seen as an
asset for leveraging the post event
impact and should be included as part of
the core legacy management
Food4Thought
Managing the intangible Olympic legacy, by Berta Cerezuela “Barcelona Twenty Years On” Seminar, UEL, London, 29 October 2012
