Legacy
Legacy : overused term , or vital consideration when planning events ?
PAUL COOK ASKS IF WE EVEN UNDERSTAND THE TRUE VALUE OF EVENT LEGACY ?
W hat even is event legacy ? A term that ’ s so widely used in the events industry should be simple to explain . But , depending on who you talk to , it can mean different things . These differences can lead to misunderstandings , but they can also lead to new opportunities . What does event legacy mean to an event planner , a supplier , or a destination ? Is it even a problem if the events industry uses the term ‘ event legacy ’ so loosely ? Maybe there are some upsides : in the spaces between those definitions where a host of opportunities for event professionals could lie . What ’ s clear is that event legacy provides both opportunities and challenges , depending on who you are talking to . But the danger is that , without context , it could become an overused term that ultimately gets zoned out as white noise . Event legacy is often connected to mega-events such as the Olympic Games and the FIFA World Cup . Linda Nilsson-Aro , head of the Hospitality Desk at IIHF Hockey World Championships 2023 , believes that mega-events leave lasting effects in terms of infrastructure improvements , economic development , cultural shifts , and social changes . The host cities construct stadiums , tourism infrastructure , transportation systems , and other facilities , with the expectation that these will form a legacy benefit for the city long after the event has ended . However , she also recognises that this doesn ’ t always happen . She says : “ After the event , some developments may not be utilised and it ’ s critical that , at the very early stages , event legacy needs to be taken into account . Doing this makes the whole project more sustainable and brings added value for future events to come .” Her comments align with those of Vanessa Lovatt , strategy consultant at Financial Times , London , who cites the importance of taking actions to enhance an event ’ s legacy , rather than hinder the attraction and accessibility of a destination . Lovatt says that “ event legacy is a phrase that should fill the industry with pride , as it signifies the lasting impact our work has on destinations ”. The Birmingham 2022 Commonwealth Games – One Year Post-Games Evaluation Report , published in March 2024 , shed some light on that host destination ’ s legacy . However , it is interesting that , while legacy is mentioned throughout the evaluation report , it doesn ’ t appear as a separate section . Possibly this is because event legacy doesn ’ t fit neatly into a box because of the multitude of
Right : Paul Cook
“ Without context , event legacy could become an overused term that ultimately gets zoned out as white noise .” ways it can have an impact . What is clear from the Birmingham 2022 Commonwealth Games evaluation is that there are positive legacy impacts for the area and the local population . Gail Tomlinson Short , head of business development , Warwick Conferences , University of Warwick in the UK , supported this by sharing a sporting example of event legacy . She says : “ British wrestling held their pre-Commonwealth Games training camp at Warwick and then stayed with us during the Games . Fast-forward to today , and there are three new community wrestling groups in the city . These are based in areas of the city that have diverse communities .” Now , to me , that ’ s legacy ; a positive impression has been left !” It ’ s not just about mega-events though . Shawn Cheng , senior project manager at Spark Event Collective , shares his perspective on event legacy : “ I think that event legacy and legacy impact are two different things .” In Cheng ’ s view , event legacy is all about what the event means to the attendees and other stakeholders , while legacy impact is about what happens to the host destination . He continues : “ An example of event legacy I always like to refer to is the SIGGRAPH Conference . It is an annual gathering for computer graphics and interactive technologies . This conference
26 / CONFERENCE & MEETINGS WORLD / ISSUE 130