The organizers of the European Games respond to critics

We pitched the idea of ​​a meeting in the format of "roasting" purely "silly" and we did not think that they would agree. But it turned out that it seemed. Anatoly Kotov, deputy director of the Foundation for the direction of the 2nd European Games in 2019, leaves the impression of a person ready to fight. One feels, of course, does not say everything, but it does not go into denial.

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"Shakira, Dua Lipa, was Enrique Iglesias"

– Why will Anna Netrebko sing at the opening ceremony?

– The question of respect for the public interest is probably relevant. However, the direction of the Games does not affect the choice of the star. Opening and closing ceremonies are organized by the Ministry of Culture, which has signed a contract with the Belarussian State Philharmonic Society, which in turn contracted the company Igor Krutoy.

Anna Netrebko and his wife are recognizable people. The singer said a concert in Minsk, in addition to the opening ceremony of the Games. There are no free tickets on sale for a long time. She has her own audience in Belarus. In addition, the choice of the star was influenced by a song written specifically for the Games. This is the theme of the opera plan. From the point of view of logic, the choice is good.

In addition, the headlining can not be separated from the whole concept of the ceremony. This is an adult show about our history, present and future. Anna and Dimash fit perfectly in the script of the ceremony. Our concept would hardly correspond to a world rock star.

– The opportunity to attract the best Western artists was?

– Again: the end customer is the Ministry of Culture, which enjoyed complete freedom of creation. The director of the ceremony – the Belarusian Alexander Vavilov – has created a highly figurative history of Belarus, from its beginnings to the present day. HYIP artist here would be difficult to enter.

– Which candidates were discussed?

– The spectrum was completely different. Each of the possible general contractors had his own concept. Italian, Israeli, American and Russian companies participated in the contest. Each had an original interpretation of the script's basic skeleton and its own star. Since we chose a Russian contractor, it is probably not very correct to say if Shakira or Dua Lipa could have come to us.

– What star did the Americans have?

– Two artists who could come to us, I named above. Shakira, Dua Lipa, was Enrique Iglesias. Considered as completely different artists that could happen at Dynamo.

– By the way, why was it necessary to close the stadium area in almost a month? A sense of war is forming.

– In fact, it's a lite version. With regard to security, the facilities are often closed months before the event. Some sports facilities were accessible for free until late last week. We did not want to violate the concert plans of the same Sports Palace or Falcon Club. But security requirements still exist. In addition, you must establish clear zoning of objects so that different groups of customers do not mix, mark an object in a certain style, meet the necessary standards of international sports broadcasting and bring convenience to the public.

– Why prepare for the entrance of sports facilities, taking into account our traditional rigor?

– The system of pbadage to the object will differ from the Belarusian norm for the better. Severe human flows are expected at entry and exit. We tried to do our best to shorten the procedure and reduce its visibility. All objects have fixed metal detectors. Introscope, which will badyze the hand luggage, is also installed. You do not need to download anything.

Compare with the last Olympic Games is not necessary. Rio de Janeiro is much more dangerous than Minsk. There were armed soldiers and a thorough inspection. Historically, the level of terrorist threat in this country is much higher. Our inspection will be as friendly as possible. It's hard to find these friendly stewards and police officers who will start working at our access points.

It is nevertheless recommended to come early and to have a minimum of things with you.

"Students will go back to the hostel and say" wow ""

– The underlined groups that appeared before the games, many struggling frankly.

– Reserved for public transport – the inevitable good that must exist in a city with a dense automobile environment. Megacities follow this path. The goal is to facilitate travel on public transport and encourage people to get from cars to buses, trolleybuses and trams.

This requires several conditions. One of them – the comfort of transport. Fortunately, the capital fleet has been very well adapted to the Games. Transportation must go as planned. To meet the schedule, you must move to the modernization of road infrastructure. One of the most effective ways is to select lanes.

I know that in Minsk, this subject is the subject of a long debate at expert level. The main controversies concerned the choice of the location of the group: the left or the far right. There are various examples in the world practice.

Before the Games started, we talked about highlighting the tracks. First, keep the timing for athletes and judges. If the athletes, instead of half an hour, go somewhere for an hour and a half, there is a breakdown of international spread and a scandal. Secondly, our proposal became the basis of the discussions of the experts, the traffic police and the road builders.

Now there is dissatisfaction: they say that it is done for the Games. But after the Games, the logo will be removed from the asphalt and the band will remain in place. The concept of shared bike and kicksharing fits perfectly. Super and scooters are considered a convenient way to unload the roads.

So the present annoyance – rather, of habit. The band was allocated two to three weeks before the Games, which allowed people to adapt to the movement of the devices. It will remain after the competition. We are confident that this motion optimization experience will be considered successful.

– Closed on the left lights Dzerzhinsky?

– The inconvenience of this kind of temporary. For the Games period, left turns will create potentially urgent situations for a large number of buses that will travel to and from the sports village. The village is located in dormitories for students in Dzerzhinsky. It takes a little time to suffer.

Same story with Nemiga's turn at Pobediteley Avenue. They will be allowed to use the special transport of the Games. These innovations are necessary to avoid creating emergencies and potential conflicts when dozens of buses carrying athletes and judges circulate there.

Organized columns will accompany the traffic police. In general, the normal operation of the city will be maintained. The organization of a multi-sport event with minimal negative consequences for the city is one of the main tasks of the Directorate. However, the movement of people with some priority is at the expense of someone's comfort. This is understandable, and it's the price to pay for a big sports festival.

– The price is adequate?

– Such events can not be held on open ground. Our Belarusian experience, as well as the global experience, also confirm that there are several stages to make a great sporting event.

The first is the most difficult. All fans a few years later. The perspective is remote. Only the preparations are visible. Of course, they can get tired.

The second is the party itself. In our case, it is two weeks, considering the beginning of the work of the fan zones. With the fan will come euphoria and understand that all this is cool. It turns out that you can participate in a unique event that captures its atmosphere.

The third is the realization that we can make a good holiday, we can relax, have fun, that we need more things like this. As a result, the first tedious part is forgotten: during the repair of the roads, the painting of the facades and the creation of reserved lanes. It's a fact. The 2014 World Hockey Championship was held in exactly the same way. Everyone said: why do we queue in front of strangers? But in fact, we all do it for ourselves.

When we started the training, we set ourselves a clear goal: it's not just in the interest of 10 days of competition. All the best should stay and continue to enjoy the city. We had a big conference on holding multisport competitions. We have considered both negative examples like Athens 2004 and positive examples like Barcelona 1992. So we want to be Barcelona.

The city will receive at least one improved urban transportation through the Games. In six months and a year, everyone will forget that the reason was the Games. Just to understand how the city took care of its inhabitants. Same story with students now moaning for being expelled from the village for six months. But first, they knew they would be deported. Well before the start of these processes, a movement calendar was developed. Secondly, the students will return to their homes on September 1 and I'm sure they will say "wow".

The repaired, modernized rooms appeared stable Wi-Fi. The conditions in the hostels are now at "two and a half plus" level. Not a treshka, but a very comfortable and modern campus. We will check what will happen to them after the settlement.

– Students – the main base of your volunteers?

– Yes

– Why forbid children to communicate with the media when a lot of unofficial information comes from them?

– This is not a ban, it is the need to coordinate their public appearances with the conservatives. The policy for this type of event is standard. The organizers know even more. Yes, the volunteers have something to say about what they did and what they saw. Done In most cases, the stories are positive. But there must be some accuracy in the expression of his thoughts.

Once again, the volunteers can tell a lot of interesting things about the preparation of the Games. Only need to be in agreement. Their 8700 people. There were 24,000 nominations and we selected people who really want to make this event a positive experience. We have a serious, motivating and educational program. And along the way, we did not lose a single volunteer if the desire was sincere.

There is always a dropout rate and a natural selection. We have it minimal.

"About their contracts …"

"They have agreements, not contracts." Guys work for free.

– For a cap?

– For your experience. Materially, they receive a year – long learning process, materials and the opportunity to make international contacts. They are mainly students. Although the oldest volunteer is 84 years old. A grandfather will arrive from Britain, who has spent five Olympiads. He is interested. Foreigners in general will arrive around 500. For them, volunteering is a way of life. It could be a lot more.

Previously forwarded information on contracts of stewards allegedly under contract. But the story is absolutely transparent. There are all kinds of taxes. The sum represents approximately 40% of the salary indicated in the contract. But this tax is paid by the employer. That's us.

– The volunteers complained of an uncomfortable outfit.

– The bulk (90%) is manufactured in Belarus by the private company Solo-Pinsk, the trademark Format. We can not say that the form is hot. Because all materials for high quality costumes. Athletes go to the same thing at international events. The manufacturer has been thinking a lot about selecting the material so that it is fine and breathable.

"I want to see the man who was forced to buy a ticket"

– About the official website of the Games in February, it was written: "The total number of seats in the stands during the II European Games will be 375 000 units, with the possibility to increase them to 535 000 depending on demand and the popularity of the sport. " In the spring, it is written: "Of the 190,000 tickets sold at the end of May, about 100,000 tickets have already been sold." What's wrong here?

– more than 500 000 – the number of all places in all our arenas, multiplied by the number of sports sessions. That's, it's the maximum possible audience. But the number of tickets is lower because there are techniques and not just blockers. For example, a platform for television cameras, which not only occupies space, but also cuts several lines because it creates blind spots. In addition, places for medical staff, journalists, security staff, members of delegations – this represents exactly 15% of the ticket fund.

As a result, the number of tickets provided is well below the theoretical maximum. In the spring, we talked about 190,000 tickets. But now it is higher – about 250,000. Because we finally understood the technique. The most difficult in this respect was the Dynamo stadium. At the opening ceremony, there is a landing, athletics – completely different.

– The situation with the number of rooms – the tour operators were not satisfied with your stay.

– We are talking about the hotel. The number of rooms in Minsk is 6,000. This has not changed much in recent years. This information is known to any tour operator. We performed the calculation of the number of guests to provide accommodation. Only athletes and technical staff of national teams reside in the village (student hostels in Dzerzhinsky – Churlenis). All others must also be placed somewhere.

We have about 18 thousand official participants in the events. It's with the volunteers, but with them it's easier: there is a hostel. As a result, we have booked for a minimum number of rooms. It turned out that 65% of the number of rooms. We signed contracts with hotels one year before the Games. But very quickly, they started giving useless numbers, even before the time runs out. In February – March, they were finalized. The total number of rooms booked by Games Management does not exceed the standard charge in Minsk in June. It's about 55%. In other words, about half of the hotels were on the market in the public domain. As a result, no one has prevented anyone from negotiating with hotels and negotiating any conditions.

I do not think we have an acute conflict with tour operators. It is the interaction of two commercial entities: hotels, which have their own charge, and a tour operator, which, with an average flow of this activity, guarantees a load for which it benefits from a reduction in the prices of hotels. The business is pretty simple.

– The following figures were adopted: it is said that at the 2014 World Cup, there were 70,000 tourists and that at the EI-2019, only 30,000.

– 70,000 – a very incomprehensible figure. 30 thousand for European games based on the indicators of the hockey world cup. And yes, it was 30,000, not 70,000. The Ministry of Sports and Tourism wanted to at least repeat the 2014 indicator. Management has supported.

– Is it true that at the beginning you wanted 90,000?

– The evaluations were different. We have taken the figure of 30,000. But we think more tourists will come. Maybe one and a half times.

– What is it based on?

– There is an evaluation of such events not only in Minsk. Understand, the attitude towards European games in relation to an exclusively Belarusian story is false. These are international departures. In Baku, which hosted the first Games, about 30,000 spectators came. And there is bad logistics. The capital of Azerbaijan recently hosted the final of the Europa League. There were a lot of complaints from fans of England.

We have a logistics problem is not so serious. In addition, there are five neighboring countries, whose fans do not have to fly, just sit on the car. Neighbors will form the vast majority of foreign fans. Naturally, we keep some statistics on ticket sales abroad. And now, after the Russians, the Irish and the Poles are in the lead.

Currently, 15,000 tickets have been sold to foreigners. But we will take tourists specifically during the Games. Perhaps strangers asked their Belarusian friends to buy tickets. The figure may vary. In total, tickets sold – about 150,000.

– That is, the Belarusians bought more than 100,000 tickets for the Games? So serious interest?

– We are waiting for even more interest. I talked about the stages of perception of the games. And we are not used to buying tickets in advance. For example, we open almost every day additional areas for rhythmic gymnastics. This view is always the coolest in terms of spectator interest. Then beach football. And in third place is karate.

Archery and ball shot sold close to 100%. But initially, there was not the greatest interest, so that a small number of places stood out.

– Про эти почти что 135 тыс. билетов, выкупленных белорусами. Вы начнете заполнять трибуны административным ресурсом?

– Разнарядок по спортивным школам и просто школам точно нет. Есть работа с общественными объединениями, в первую очередь с Федерацией профсоюзов Беларуси, которые поощряют своих сотрудников. Но это не бесплатная история.

– Исходя из этого, некоторые жалуются, что их заставляют покупать билеты на Игры.

– Мне бы человека Люди приобретают проходки либо индивидуально, либо поступают коллективные заявки от, допустим, наших спонсоров. Их никто не заставлял. Организованные группы школьников на трибунах тоже не сильно планируются.

– А ученики СДЮШОР?

– Analogic. Для них нет бесплатного посещения. Дети до 7 лет могут посидеть на трибунах вместе с родителями абсолютно бесплатно. Но мама или папа все равно должны купить билет.

Персонально я бы выступал, чтобы дети из СДЮШОР могли посмотреть профильный для себя на на высоком уровне в плане образовательного процесса. Федерации для своих нужд выкупили определенное количество билетов. Вполне возможно, часть из них они выделят ученикам.

– Вы допускаете, что обеспечение явки может быть инициативой на местах?

– За действия третьих лиц мы не отвечаем.

"Не рассчитываем, что простят, думаем, попросят еще"

– Две точки зрения по поводу пиара. Первая: он провальный, и белорусы до сих пор не понимают, что им втюхивают.

– Внутри страны выпущена масса материалов про Игры. Понятно, год назад их было меньше, сейчас больше. Другое дело – кто что читает и кто что смотрит. Но в целом мне кажется, что задача по информированию населения об Играх выполнена более чем на сто процентов. Об этом говорят из каждого утюга. Однако люди воспринимают свою сферу интересов. Игры – в первую очередь спорт, так что о них слышат прежде всего болельщики.

Спорт – это, конечно, ядро. Но вокруг сделана культурная программа, которая привлекает много большее число белорусов: фестивали, выставки, фан-зона – праздник, который рекламирует сам себя.

– Надеетесь, вам все простят, когда начнется движуха?

– Она всех захватит. А простят – мы не рассчитываем. Мы рассчитываем, что попросят еще. Но для "еще" нужно будет вновь пожертвовать своим комфортом.

– Радикально иная точка задрения по поводу пиара: вы задрали со своими Играми.

– Слушайте, лично мне нравится, что наши национальные телеканалы подходят катому процессу нетривиально. Запустилось много новых спецпроектов. Это не просто информировоние, это творческий процесс. Интересно посмотреть.

– Вы не улавливаете диссонанса: в госмедиа Европейские игры подаются как второе пришествие, and в независимых все трезвее.

– Большого диссонанса нет. Госмедиа – понятно. Негосмедиа – тоже понятно, у них есть несколько степеней независимости. По крайней мере по позиционированию. Есть медиа объективно нейтральные. Тут вопросов нет. Бывает, ими подсвечиваются некоторые проблемы. Но когда информация подана не совсем корректно, мы готовы поправить.

И в целом, если вычесть из ленты новостей государственные СМИ, информация об Играх подается в диапазоне от нейтрального до позитивного. Да, встречается негатив. От этого не застраховано ни одно большое мероприятие. Можно словить хайп и на критике. Но это авторская позиция. Кто-то ищет позитив и помогает создавать настроение праздника. А кто-то, как Вовочка из анекдота, во во всем коричневом.

– Почему у Европейских игр отсутствует какой-то супербольшой спонсор, который есть, к примеру, у Олимпиад?

– Контракт предусматривает совместную маркетинговую программу между белорусским олимпийским комитетом и европейскими олимпийскими комитетами. Изначально всей "международкой" занимались наши европейские коллеги.

– То есть дирекция снова ни в чем не виновата?

– Смысл не в этом. Компания нашего соревнования мечетом местом масштама Coca-Cola, BMW, две реально австрийские компании. Деньги velcom и "Приорбанка" – это Австрия. Недавно пришла Nivea. То есть международная история в спонсорстве у нас есть.

Просто фактически до начала нынешнего года по политике наших европейских партнеров мы были ограничены белорусским рынком и привлекали только местную помощь. Маркетинговое агентство в итоге сработало не очень хорошо. Все передали в наши руки. За полгода дирекция сделала максимум, чтобы среди партнеров появились узнаваемые бренды. Mission can not be done, то где-то очень рядом. Мы справились.

Надо понимать, что маркетинг столь крупных мероприятий должен строиться несколько лет. Компаний Крупные бренды за десять лет знают, что будут спонсировать Олимпиаду. Контракты с МОК. Потому компании веделя Samsung не очень активно идут на спонсорство событий, конкурирующих с Олимпиадой.

Наши европейские партнеры первым делом отправились к спонсорам МОК, и ничего из этого не вышло. Мы же привлекли всех заинтересованных.

– Как вам название «Голодные игры»?

– Очень рады, что нас ассоциируют с такой интересной сагой – доходной и популярной. А все остальное – желание хайпануть на критике.

– Хорошо, а где вы тогда реально накосячили?

– Мы писали проект фактически с нуля. Наши Игры и азербайджанские – две разные истории. Хотели все сделать максимально душевно, компактно и продуманно. Это очень сложно. Естественно, всегда все можно сделать лучше. Знаете, существует семь основных грехов хозяев любого мультиспортивного мероприятия. Мы немножко зацепили только парочку.

– Например?

– Местами мы слишком буквально следовали инструкциям европейских партнеров. Оказалось, все можно адаптировать, обо всем можно договориться.

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