The world’s third-largest sports event is underway: Euro 08, Europe’s tournament of national soccer teams [cue Europop Soundtrack].
Alongside hooligan-control and Spice-Girl appearances, co-hosts Switzerland and Austria have put sustainable development at the center of their strategic outcomes—as defined on three levels: ecology, economy and society.
Basically, the hosts want to be better off for having held the tournament. This is by no means an obvious goal: Glendale, Arizona lost $2.2 million on this year’s Super Bowl. Massive sports tournaments are basically one-time events, capable of permanently reshaping entire landscapes.
The Alpine hosts’ great insight is that one-time events take place in locations with histories and futures—natural and human—and that events of this variety are only worthwhile in the short run if they’re worthwhile in the long run.
What's really needed here is a new global standard for measuring cost and benefit (like the Genuine Progress Indicator) that can help us count more than money, and the Swiss and Austrians deserve some praise for bringing us a little closer to that goal.
[photo credit: Flickr user 'Host City Salzburg']
Alongside hooligan-control and Spice-Girl appearances, co-hosts Switzerland and Austria have put sustainable development at the center of their strategic outcomes—as defined on three levels: ecology, economy and society.
Basically, the hosts want to be better off for having held the tournament. This is by no means an obvious goal: Glendale, Arizona lost $2.2 million on this year’s Super Bowl. Massive sports tournaments are basically one-time events, capable of permanently reshaping entire landscapes.
The Alpine hosts’ great insight is that one-time events take place in locations with histories and futures—natural and human—and that events of this variety are only worthwhile in the short run if they’re worthwhile in the long run.
What's really needed here is a new global standard for measuring cost and benefit (like the Genuine Progress Indicator) that can help us count more than money, and the Swiss and Austrians deserve some praise for bringing us a little closer to that goal.
[photo credit: Flickr user 'Host City Salzburg']
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