Costing the host nation up to $51bn, it might appear to be a gamble of a region’s very livelihood to consider a bid to welcome athletes, support staff and fans to witness this Olympic spectacle in your town(s). But if the flip side of that coin happens to be a 150% rise in tourist occupancy (and related revenues), IOC contributions of up to $2bn and a 100% increase in tourism to your town or city over the following decade (as with Turin after 2006), you can see the appeal.
The reason Sochi had such horrendous infrastructure and preparation costs before and during the 2014 games, was in the most part due to the resort not existing prior to the bid. A political gesture of power, rather than an organic use of what exists in order to establish some global view of Russia as a place to ski. In truth, the mountain cluster at Krasnaya Polyana still attracts a modicum of tourists, but not to the levels once hoped and certainly nothing approaching the level that would justify the phenomenal cost overhang.
Other factors that played a part in the lack of economic success for the Sochi Games were the few hundred million they spent on fake snow production and a doping scandal that harmed the legacy. But having to create a new ski resort that needs an airport, road and rail service (50km), hotels, water treatment and power, is going to be a handicap no professional skier would ever expect to come back from in competition.
Fast forward to this year’s Cortina/Milano/Livigno spectacle and despite this being a multi-centre affair which drew criticism for the distances in between each place, at least the existence of established ski resorts (previous host, 1956) gave the Italians a head-start.
Modern IOC policy since Sochi emphasises re-use, cost containment and transparent tender processes for the work being paid for with IOC contributions (it was estimated that up to 30% of the $51bn figure was caused simply by inflated build costs). Most importantly the focus nowadays is more on alpine sustainability than engineered spectacle, athlete centred terrain vs geopolitical ambition if you like. A trend that will be followed as the next Winter Olympics comes into focus over the next four years.
Like the recent games just over the border from me, the 2030 edition promises much with a base for events in the high French Alps, utilising Val d’Isere, Meribel and Courchevel that together provide a skilled workforce, world class skiing, established transport links and a snow surety that speaks for itself. These three award winning resorts combine together in close proximity (relative to Cortina/Livigno) to diffuse cost and risk, then ultimately share the legacy. Although the trend of linking a coastal tourist hub in Nice (many hours away on the Core d’Azur) has been revisited as it was with Milan recently, at least it is for the ‘topping-off ceremony’ that can possibly serve as a paired tourist climax and an enjoyable change of scenery, owing to the area having such good international travel benefits. Of course the Tour and UTMB are among many sporting events that have held closing ceremonies there previously, so the positioning makes sense on many levels as a reminder of both its suitability and divine grand spaces on the French Riviera.
Meanwhile our town has been preparing quietly for the possibility of being a co-host now for the last few years and investments made here over the coming few years will only serve to strengthen Val d’Isere, and its neighbours, as one of the premier ski destinations of the world. No chance of abandoned relics, once built for a single event and never used again – by contrast our venues, ramps and arenas will be utilised by tourists for ever more. Built with the same forward looking approach as all of our sustainable additions that are erected every summer.
Building a luge or a ski ramp in a place where snow never naturally occurs for more than two months of the year can’t ever be regarded as a wise use of money or resources. Personally, as my previous blogs have suggested, I prefer a focus on environmentally sound principles of development and should pros use Olympic standard facilities over the coming decades here in Val d’Isere, Meribel and Courchevel and tourists enjoy a toboggan that was once used to set a skeleton World Record, that is cool as legacy.
Of course those Olympic weeks (and the months leading up to them) will see occupancy soar to unprecedented levels across the Savoie region, but at least the fans and athletes visiting can be assured of excellent conditions, transportation and a festival of alpine escapism that is practised every winter here from December to May.
In terms of economic benefit to a resorts like ours, used to taking large sums annually from ski tourism alone, a spike in occupancy related revenues and ticket sales will be marked (rises in Cortina were around 150%), but for three resorts that already enjoy capacity numbers most of the five month ski season, a figure of $10bn+ in Olympic revenues alone should be expected. The difference for us is that international fondness for the region is already established, so doubling our visitor numbers ‘post games’ is unlikely, especially for such a tiny town.
As a comparison, the Tour de France simply running a stage this year on Alpe d’Huez, has resulted in there alredy being no accommodation available for the entire three weeks, despite the pro peloton only visiting that famous climb on one day. Such is the pull of sports related tourism.
What I think is certain for the Winter Olympics 2030 is that a spectacle of epic scale will be enjoyed by the world, one that showcases a well-loved destination to the masses who may never have visited our ‘Century-old’ winter culture for themselves. With a collection of venues designed and perfected over recent decades for the tourism they already support, curated with expert knowledge for an event that draws global attention.
Sure, the area has previous experience of hosting these Games, just like Livigno. The Olympic rings that to this day still proudly welcome you as you take your last toll receipt from the barrier at Albertville (painted there in 1992), are a symbol of that previous honour. In resort here too, La Face is a must do black run for any skier visiting this 300km ski area (Espace Killy) for the first time or returning to better their time down a piste that regularly puts the world’s best through their paces.
I honestly believe that 2030 will set a new standard for future host nations (just like the Paris Summer Games), as the perfect storm of geographical positioning, snow surety and ambition will reflect what started in Chamonix in 1924, where the first Winter Olympics was held.
If Sochi once asked if winter can be engineered, Val d’Isere instead asks if winter can be preserved.
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