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Nation
Print Edition> Nation
UPDATED: September 25, 2010 NO. 39 SEPTEMBER 30, 2010
Last Step to the Asiad
Organizers of the 16th Asian Games in Guangzhou sprint to the finish line
By DING WENLEI
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NEW LANDMARK: The Asian Games Town Gymnsium upon completion (DAI XIAOHUA)

Guangzhou will stage the opening and closing ceremonies on Haixinsha Island in the Pearl River, allowing artists to incorporate elements of the surrounding landscape into their performance.

"The local culture, as well as all of Asia's diversified cultural heritage, will be demonstrated at this special venue," Xu said.

Olympic Councils of Asian countries are entrusted with overseas ticket sales for the event, and in total the event is expected to attract more than 2 million people, he said.

Designed in China

Xu, a former architect before becoming vice mayor of Guangzhou in 2003, encouraged the use of Lingnan-style architecture in the design work for the Asian Games' venues. Lingnan-style architecture, widespread in Guangdong Province and Guangxi Zhuang Autonomous Region, is known for its gorgeous and heavy decorations, compact layout and design suiting the humid local climate.

"Because the window designs maximize the use of natural light and airflow, much of the traditional architecture is actually low carbon," Xu said. "Venues built with such designs for the games can host daytime sports events without extra lighting."

Xu also said GAGOC promoted the use of energy-efficient technologies in these venues. Low-carbon construction materials were also used in the new venues.

When choosing designers for the venues, GAGOC didn't court big name architects from around the world, but instead offered young, local designers the opportunity to demonstrate their talent and creativity.

"We were happy to see Chinese architects, mostly educated and growing up after China adopted reform and open up policies in the late 1970s, win out in our international biddings for venue design," he said, excited and leaning slightly forward. "They are China's design-making pride, with works that are in no way inferior to foreign bidders."

Design work for the Asian Games Town was a joint-project between China and the United States, but much of the work was done by domestic architects in their 30s and 40s.

Independent marketing

Using the 2008 Beijing Olympics as a blueprint, the 16th Asian Games will serve as another of China's independent marketing for a large sports event.

The OCA signed an agreement with GAGOC on February 1, 2008, allowing Guangzhou to become the first host city to buy out exclusive marketing rights for the Asian Games.

So far, it's proven to be a "good bargain," with revenues expected to hit record highs, Xu said.

Japanese advertising giant Dentsu was the sole marketer and broadcaster for the previous three Asiads in Bangkok, Thailand; Busan, Korea; and Doha, Qatar.

"It's hard for the host city to have autonomy in marketing when the sole agent wants half or one third of the profits from the market development," he said.

In the meantime, the financial crisis in late 2008 has posed a challenge for GAGOC's ability to successfully market the games. But GAGOC has an experienced and diligent team—nearly 50 GAGOC staff members worked for the Beijing Organizing Committee for the Games of the XXIX Olympiad.

"We have to work harder and more innovatively in order to make both ends meet, and thanks to participation from state-owned and private enterprises, we have signed 47 sponsorship contracts," Xu said. "And time at the table [with potential sponsors] is never time lost."

Taiwan Beer, which holds more than 70 percent of market shares of the Taiwan market, was named the official beer partner of the 16th Asian Games. "It will serve as an example of successful interaction between two markets across the Taiwan Straits, especially if the event helps boost its sales and recognition among mainland customers," he said.

In addition, the Hong Kong Jockey Club invested in the construction of an equestrian field for the event and would manage the field independently after the event.

"From working with the club we have learned many standard practices, and the cooperation offered us a chance to examine our own administration," he said.

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