Amsterdam welcomes EuroHockey. KNHB bid book: supplementary information

Transcription

1 Amsterdam welcomes EuroHockey KNHB bid book: supplementary information

2 The tournament legacy: For the Euro Hockey Federation We are reserving 350,000 to organise championship-related events such as the Masters tournament, the youth tournament and a beach hockey festival. We are also working together with local clubs to organise events which will be new to some countries such as keep-fit hockey, Funkey (for young children) and disabled hockey. In addition, we are developing mixed events, combining hockey with running, cycling, table tennis and chess. We hope to be able to introduce other national hockey associations to the KNHB s own strategy and policies so that other countries can adopt our best practices, where applicable. This approach could also be used across other continents and we would be very happy to share our experiences with EHF representatives. For the KNHB and hockey in the Netherlands Staging the EuroHockey Championships in 2017 is important to the Netherlands because the tournament will enable the KNHB to build on the success of the Rabobank Hockey World Cup We will be able to present a new top event to the Dutch hockey audience and our partners and sponsors. This will intensify our alliance with our partners and sponsors up to 2020 and help us to realise our strategic aims. The KNHB considers it crucial to continue the strategy and aims of the World Cup. The KNHB hopes to further strengthen the relationship between sport, music and healthy food and to focus attention on these themes with regard to the participating countries. We will also be able to again illustrate the important role sport has as a connecting force between cultures. 2

3 For the City of Amsterdam Hockey is a growth sport in Amsterdam and the EuroHockey Championships will enable us to take hockey to every part of the city. In particular, we plan to organise special events for children who can t take part in sport because they come from disadvantaged backgrounds. These will be along the lines of the school-based events organised in The Hague during the World Cup. The programme will be put together by city council experts, the Cruyff Foundation (the sports charity set up by football legend Johan Cruyff) and the Krajicek Foundation, run by tennis champion Richard Krajicek. Organising Committee The Organising Committee will exist out of members of the KNHB board, professionals from KNHB office, professionals of a sportmarketing company and a few volunteers. At this moment following persons are appointed to the Organising Committee: Madeleine Bakker Karin van Willigen Haro Valkenburg Joost Vettorato Arjen Rahusen Niels Markenstein Nico Kooij Henk van Hoof Member of club - Chairman (Boardmember KNHB) - Treasurer (Manager Finance KNHB) - Commercial & Communication (Manager Marketing KNHB) - Operational Affairs (Manager Events KNHB) - Media & Press (Trefpunt) - Stadium Entertainment (TIG Sports) - Transport and Hotels (Volunteer) - Facilities & Logistics (Volunteer) - Coordination Volunteers 3

4 Hotels and prices KNHB will designate a number of official tournament hotels in various price categories so there will be suitable accommodation for every team, depending on their budget. Each team will have a liaisons officer within the organisation who will be responsible for the logistics per team. Accor Ibis Amsterdam Airport 3* Single: 70 Double: 89 Novotel Amsterdam City Single: 100 Double: 145 Triple: Mercure city centre Single: 100 Double: 145 Triple: mercure-hotel-amsterdam-city/index.shtml Van de Valk A4 Single: 120 Double: These rates are per room per night including breakfast and evening buffet meals. The price excludes 6% tourist tax. NH Hotels Schiphol airport: Single 110 Double: amsterdam/nh-schiphol-airport.html NH Musica Single 120 Double: amsterdam/nh-musica.html NH Krasnapolsky 5* Single: 225 Price including breakfast, excluding city taxes amsterdam/nh-grand-hotel-krasnapolsky.html Apollo hotels & resorts Wyndham Apollo Single: 130 Double: Ramada Apollo Amsterdam Centre Single: 130 Double: west/ * All these prices haven t been negotiated yet.

5 Miscellaneous Transport The KNHB will provide free transport from the designated hotels: Transfer from the nearest airport (Amsterdam Schiphol Airport) to hotel (and vice versa) Transfer from hotel to venue from four days preceding the tournament up to and including the final day and vice versa. Parking There is a car park with capacity for 1,000 vehicles within walking distance of the Hockey Park. There is also ample parking at the Amsterdam RAI Congress Centre and a 10-minute shuttle service will ferry visitors from the RAI car parks to the venue. Public transport can also be easily integrated into the shuttle system. Venue The Hockey Park surrounding the Wagener Stadium will offer plenty of things to see and do. In between matches visitors can shop in the promo village or enjoy something to eat and drink in one of the La Place restaurants. The Business Village will include excellent facilities for corporate hospitality and networking. The promo village will also include a special players tent, where participants and their families can meet after matches. There will be plenty of children s activities as well. They can play hockey on mini pitches and enjoy themselves in Kids Corner with a cinema, Lego table and arts and crafts corner. Every weekday between 2,000 and 3,000 children from the Amsterdam primary schools will spend a day at the event, watching early morning matches, taking part in workshops and playing hockey themselves. The offices for tournament officials will be situated on the first floor of the Amsterdam hockey club complex, as will the press centre. The KNHB s own offices will be in the building opposite the entrance to the Wagener stadium. 5

6 Tickets The aim is to fill the stadium to maximum capacity each day. The KNHB will work together with ticket agent See Tickets to sell tickets online (e-tickets) and via their call centre (hard copies). The KNHB will sell day tickets as well as tournament tickets for all matches. We can allocate separate sections in the stands for foreign visitors if some countries would prefer this. We are also planning to bring about 10,000 to 15,000 schoolchildren to the event in a special programme set up with the City of Amsterdam. They will watch the first match of the day (during the week, not weekends) and prior to their visit will have taken part in a school educational programme about the different countries taking part. The Wagener Stadium currently has 7,600 seats (2,500 covered) and we will expand this by about 2,500 for the EuroHockey Championships. The chart below gives an indication of possible ticket prices. There will be a 40% discount for youngsters aged three to 13 during the pool match days and a 25% discount during the knock-out rounds for seating in the west and east stands. At the 2009 EuroHockey Championships, four days were completely sold out and some 50,000 spectators attended the event in total (70% capacity). 6

7 Official dinner The City of Amsterdam will host an official dinner in one of the city s most impressive museums, the Scheepvaartmuseum or Maritime Museum. This classic waterfront building houses one of the world s biggest collections of nautical art and objects, including model ships, rare maps and globes and model ships. It is a terrific location for dinner and one which is steeped in history. 7

8 Media KNHB offers EHF that the public broadcaster NOS could be the host broadcaster for the event, as it is for the Rabobank Hockey World Cup in The NOS will livestream matches to other designated European broadcasters. The NOS will work closely with the EHF to work out a camera plan to create an unforgettable hockey experience for those following the games on television and on a wide variety of other formats. Multimedia platform for fan engagement and information The multimedia platform is a combination of multiple online and mobile applications with interactive and personalised features customised for hockey and their hockey fans. The official tournament website will be the main platform to reach hockey fans throughout Europe and will also be available on mobile devices. A dedicated tournament app will be built to create fan engagement and to inform and attract hockey fans and tournament visitors. The website and app will include integrated elements such as Live match streaming Match highlights Tournament news Background information about the teams Social media platform to involve fans Unique statistics including screen graphics Fun and interaction with the fans o Best goals of the day o Best players o Best pictures of the day o Fastest drag flicks To take the hockey experience to the next level, the package will also include a second screen application. Watching hockey matches live in combination with second screen tools, including analyses and statistics, will increase the viewer s understanding of, and engagement with, the game. The multimedia platform will also enable sponsors to connect with and activate hockey fans. 8

9 Perimeter advertising We are considering two alternatives: 1) LED perimeter advertising boarding The KNHB works in close cooperation with Sports Exposure, market leader in the Benelux and the company responsible for the LED perimeter boarding during the European Championships in Belgium. LED boarding generates higher attention value from television viewers and is therefore preferred by sponsors over static boarding. LED perimeter advertising boarding can also be adapted per match. The KNHB will retain the right to bring in the title sponsor who will have the non-exclusive right to be present during all matches and an exclusive right ( in its domain) to be present during the Dutch matches. 2) Virtual boarding Virtual boarding is a new technology for perimeter advertising. In the stadium, spectators only see a static set of boards. Television viewers in different countries see a different set of advertising, because each country has a different feed. For example, in Britain viewers would see advertising from Barclays bank during the matches but in the Netherlands viewers would see Rabobank. The system will use Supponor technology and be supplied by Sports Exposure. The Sport Presentation at venue The way people watch sport is changing and giant screens inside the stadiums will become an important part of the hockey experience. We will place two HD screens in the stadium to present statistics and facts to the crowd. Before the game starts, the screens will brief spectators on the teams and players, their performance in the competition so far and their rankings. During the game itself, the screens will show live statistics and instant replays including the goals in slow-motion. Extra statistics could include goals, assists, type of shot, penalty corners, ballspeed (penalty corners and shots at goal), cards, shots on goal, substitutions and circle penetration. 9

10 Social media channels The screens will also be used to integrate social media channels into the hockey experience. For example, a live Twitter feed will involve fans not at the actual match. Social media channels will also be used via the big screens to share news and information and to carry out voting for the best players and best goals. 10

11 Integrated media, cooperation is key The 2017 EuroHockey Championships will create content via an integrated media concept. This concept will connect all internal media streams such as video, photography, press support, digital information, social media channels and website. The integrated team will be coordinated through the EHF. In integrated media systems, individual media teams become a seamless operation with one goal. An integrated media team will boost exposure, make distribution easier and improve quality and speed. External media relations will benefit from a fast service with professional content. Day-today planning with daily content meetings will allow the team to function at its best. By integrating the media approach internally, tight control can be retained on both input and output. This means all video items, photos, text and social media messages will follow the goals and strategy determined by the organisation. By investing in better and more integrated media, the EHF will generate better and more widespread earned media attention. Figure 1. Schematic view of the integrated media team 11

12 Content Lots of content will be created during the 2017 EuroHockey Championships and all of this content will need to be distributed in order to achieve high exposure figures. This will involve more than the traditional channels. By integrating the narrowcasting system with LED or virtual perimeter advertising and video walls, we are creating another platform to distribute the EHF message. Entertainment at the venue Stadium entertainment will be essential in ensuring the EuroHockey Championship is a real showcase for European Hockey. The entertainment package will include the following elements: 1. A presenter to brief the public and introduce the teams 2. An interviewer on the pitch as part of the big screen package 3. An entertainer and DJ to hype up the crowd 4. Appropriate music 5. A kiss-cam, dance-cam and a fan-cam to enthuse the crowd 6. Cheerleaders before the games and at half time 7. Sponsor interaction Kiss-cam. Give your lover a big kiss if you are on the big screen Fan-cam : 360 degrees photo, at home zoom in and tag your friends and yourself on social media 12