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29 Sep 2005
London 2012 , IOC News , London 2012 News

The 2014 Games: Coe Praises Advances In IOC Evaluation Of Olympic Games

Lord Sebastian Coe, Chairman of the successful London 2012 bid committee and current Chairman of the Organising Committee for the Games of the XXX Olympiad – London 2012 (LOCOG), has addressed the seven Olympic City hopefuls applying to host the 2014 Olympic Winter Games. Speaking about the experiences London went through during its bid campaign, Coe sought to give advice and guidance, speaking as a guest at the IOC’s three-day Applicant City Seminar taking place at the Olympic Museum.
The Evaluation Process
During his presentation, Lord Coe made a special point of mentioning to the seven cities involved the great strides that the IOC has made over the past few years in the evaluation process for the Games. Lord Coe told the applicant cities to remember the recommendations of the IOC’s Olympic Games Study Commission when he said, “Strive for excellence but be aware of extravagance.” He also pointed out to the applicant cities the importance of learning from the outcome of the applicant city expert report, which had allowed London to positively reassess its project in several areas before the candidature phase of the bid process.
The Evaluation Commission
Lord Coe told the audience how the visit of the IOC’s Evaluation Commission was one of the toughest periods of his bid city leadership, as the Commission passed each city over with a fine tooth comb in order to give the IOC members the best possible basis on which to found their opinions. He told the audience that bid cities needed a forensic attention to detail if they hoped to stand up to the examination by the IOC evaluators.
Vision And Passion
Lord Coe stressed the importance of developing a clear, dynamic and strong vision and of keeping the bid consistent with that vision. “What is important,” he said, “is to ask yourselves not just how you will run your bid, but why.” Asking yourself the question why is essential, he explained, because it allows a bid to really release the passion for the project that lies behind the more technical aspects of the file. As Lord Coe said, “People get excited because the Olympic Movement is the most potent demonstration of humanity, but it is why you decided you want to host the Games that will ultimately differentiate your bid from another.”
The Chairman of LOCOG also made a point of emphasising why communication was important during the process. Not only do the cities have to communicate with different stakeholder groups, but they also have to reach different geographical groups, such as local, domestic and international stakeholders, all of whom expect something different from the Games. Lord Coe emphasised that it was imperative to continue to communicate the key themes of the bid as tirelessly as possible saying, “there is no one thing that will win or lose you the bid; it is what you do consistently that may win it for you.”
 The seven applicant cities for the XXII Olympic Winter Games in 2014 are Almaty (Kazakhstan), Borjomi (Georgia), Jaca (Spain) PyeongChang (Republic of Korea), Salzburg (Austria), Sochi (Russia) and Sofia (Bulgaria). The decision on which cities should become candidate cities will be taken on 21 to 23 June 2006 by the IOC Executive Board, and the final decision on the host city for the 2014 Winter Olympic Games will be taken by the IOC Session in July 2007 in Guatemala City.
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