INTRODUCTION

Sportsworld were appointed by the Manchester 2002 Commonwealth Games Organising Committee (M2002) in July 2000, after a consultative and tender process lasting almost a year, as the Official Accommodation Management Company for the Games.

ANSWERING THE BRIEF

The role encompassed the handling of accommodation needs of several key stakeholders, primarily; the ‘Games Family’ – to include national and international sporting governing bodies,  sponsors, media, broadcasters vips etc, as well as public spectators.

From the outset Sportsworld set out to offer an ‘affordable, quality service’, which met the needs of all interested parties – from general spectators to government vips.

Crucial in this policy was the approach taken by Sportsworld with local hotel groups.  Through consultation and negotiation, Sportsworld worked with hoteliers to offer acceptable pricing, - ensuring good occupancy levels for the hotels, and fair prices for travellers. Against a background of previous major international events in the UK and with the Sydney Olympics still fresh in the mind, it was vital that hoteliers did not see this as a short term opportunity to make a financial ‘killing’ but were keen to work together to ensure they were not exposure to potential  large room releases, and that they achieved a good balance between occupancy levels and room margins.

This task was achieved through regular collaboration between Sportsworld and individual hotel properties as well as through negotiation with hotels on a group basis. With the close support of M2002 and their operations department in providing ‘credibility’ of Sportsworld’s role, hoteliers were encouraged to feel part of a ‘team’ working towards ensuring a success of the Games and a successful promotion of the city.

Sportsworld also performed a proactive sales role, through the creation of both on and off line promotional material, as well as direct face to face sales initiatives – especially with governing bodies and groups with large accommodation needs – such as the media.  Sportsworld worked closely with M2002 to identify such key Games Family stakeholders

In this role, Sportsworld managed a programme of over 3200 rooms, for more than 50,000 room nights at a total of 207 hotels in Manchester and the surrounding area.  Sportsworld generated in excess of £100,000 for M2002.

The creation of one accommodation agency to handle all market sector needs was a new concept for the Commonwealth Games, however it was unqualified success, both in terms of the quality of service – adjudged by the positive feedback from both official and spectators and the revenue generated for the M2002 Organising Committee.