2016년 하계 올림픽이 브라질 Rio de Janeiro에서 한참이다.
지카 바이러스, 심각한 불경기, 정치위기속에서도 결국 열렸다.
다음은 보스톤에서 올림픽개최신청을 성공적으로 무력화한 운동을 추진했으며,
이전 Bain & Company consultant, Chris Dempsey와의 대화다.
그는 주최국의 만성적 적자운영에 대해 올릭픽위원회(IOC)는 스스로의 비지니스 모델을 바꿀 필요가 있다 강조한다.
HBR 질문: 고대 올림픽 정신을 현대에 접목한 근대 올림픽의 아버지 쿠베르텡백작( Pierre de Coubertin)의 비지니스 모델은 무었이었는가?
- Dempsey 답: 그의 모델은 19세기의 국제박람회(World’s Fair)방식이었다. 다양한 사람들이 큰 행사들을 경험하도록 여러 대륙, 여러 도시를 돌아가면서 개최되었다. 그 당시엔 행사들을 위해 많은 사람들을 배로 이동하는데 여러 달이 필요했다. 그러기에 올릭픽 경기들이 그들 곁으로 움직여야만 했다. 었다. 국제박람회 방식 바로 그것이었다.
HBR: 그는 국제적 브랜드를 가지고 업청한 돈이 되는 모델을 만들었다. 이 비지니스 모델이 오늘날 성공에 얼마나 기여했는가?
- 쿠베르텡에겐 대담한 비젼과 그것을 추진한 공이 있다. 하지만 올림픽개최는 처음부터 적자였다. 1896년 개최국 그리스가 적자를 냈고 그이후 줄 곳 적자다. 그리스의 왕은 4년마다 그리스 아테네에서 개최하자 주장했지만 쿠베르텡은 로테이션모델을 고집했고, 각 개최국은 자신들을 세계에 과시하려는 기회를 얻기 위해 치열한 경쟁을 해왔다. 물론 개최후 빚을 많이 질 것이라는 사실은 무시되었다.
- 쿠베르텡에겐 대담한 비젼과 그것을 추진한 공이 있다. 하지만 올림픽개최는 처음부터 적자였다. 1896년 개최국 그리스가 적자를 냈고 그이후 줄 곳 적자다. 그리스의 왕은 4년마다 그리스 아테네에서 개최하자 주장했지만 쿠베르텡은 로테이션모델을 고집했고, 각 개최국은 자신들을 세계에 과시하려는 기회를 얻기 위해 치열한 경쟁을 해왔다. 물론 개최후 빚을 많이 질 것이라는 사실은 무시되었다.
이 비즈니스모델은 많은 면에서 프랜차이즈 모델이다. 올림픽조직위원회(The International Olympic Committee)는 상대적으로 작은 조직이다. 이 위원회는 주최할 수 있는 권리, 방송과 스폰서의 권리를 판다. 이 모델이 성공하려면 각 지역에 수요가 있어야 한다. 스폰서쉽과 방송권에겐 꾸준한 수요가 있었다. 하지만 올림픽을 마치고 나면 빚잔치를 해야 하는 주최 도시들에겐 정말 이것이 가치 있는 일인지 의문을 품게 했다.
HBR: 당신은 2014년 2024년 하계 올림픽 개최를 보스톤에서 하자는 신청을 막는데 성공했다. 그러자 1년 사이 많은 개최 희망국가들은 개최신청을 취소했다. 미국 올림픽조직위원회는 대신 Los Angeles를 정했다. 보스톤에서 거부운동의 근거는 무엇이었는가?- 가장 중요했던 것은 IOC가 규정한 납세자들의 채무이행의무조항이다. 모든 적자를 개최한 시가 모두 보전하도록 의무화한 것이다. 보스톤 시민들은 비용과 댓가를 짊어지는 것 대신 거부하기로 결심한 것이다.
지금의 비즈니스모델은 시대에 뒤쳐졌다 생각하는가?
- 1896년 올림픽대회 시기와 지금은 전혀 다른 세상이다. TV와 인터넷이 있고 항공여행은 쉽다. 지구인은 얼마든지 올림픽게임들을 경험할 수 있다. 폐막후 빚지는 자들은 IOC가 아니고, 개최도시에 사는 사람들이다. 오늘의 리우올림픽을 보면 얼마나 공공자원이 불필요한 곳에 낭비되어 버리는지 알 수 있다.
- 1896년 올림픽대회 시기와 지금은 전혀 다른 세상이다. TV와 인터넷이 있고 항공여행은 쉽다. 지구인은 얼마든지 올림픽게임들을 경험할 수 있다. 폐막후 빚지는 자들은 IOC가 아니고, 개최도시에 사는 사람들이다. 오늘의 리우올림픽을 보면 얼마나 공공자원이 불필요한 곳에 낭비되어 버리는지 알 수 있다.
당신의 비즈니스 모델은 무엇인가
- IOC는 하계, 동계 올림픽을 위해 전세계에서 한 곳을 고정하거나, 핵심지역 몇 곳을 정하자는 것이다. 그럼 낮은 비용으로 같은 매출을 일으킬 수 있다. 게다가 올림픽라는 브랜드는 Rio, Beijing, Sochi에서 쏟아져 나오는 나쁜 명성을 막는데 도움 받아 더 강한 브랜드가 될 것이다.
- IOC는 하계, 동계 올림픽을 위해 전세계에서 한 곳을 고정하거나, 핵심지역 몇 곳을 정하자는 것이다. 그럼 낮은 비용으로 같은 매출을 일으킬 수 있다. 게다가 올림픽라는 브랜드는 Rio, Beijing, Sochi에서 쏟아져 나오는 나쁜 명성을 막는데 도움 받아 더 강한 브랜드가 될 것이다.
IOC는 프랜차이즈를 나눠 주는 것에서 벗어나 직접 사업하고 경기 개최의 성과에 직접 책음을 가져야 한다. IOC조직과 그 이해 당사자들에게 더 큰 이익이 되어 돌아 올 것이다.
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그러면 한도시만 홍보효과를 보지 않는가?
- IOC는 모든 사람이 원하는 컨텐츠를 보여주면 된다. 지정된 도시 한 곳에서 이루어지는 경기들을 전세게인이 즐길 수 있는 가치를 만드는 일은 가능하다. 규칙적으로 경기들을 하는 것은 어떤가. 거대한 큰 부담되는 행사를 도시에서 "한번만" 하라는 것은 비효율적이다.
- IOC는 모든 사람이 원하는 컨텐츠를 보여주면 된다. 지정된 도시 한 곳에서 이루어지는 경기들을 전세게인이 즐길 수 있는 가치를 만드는 일은 가능하다. 규칙적으로 경기들을 하는 것은 어떤가. 거대한 큰 부담되는 행사를 도시에서 "한번만" 하라는 것은 비효율적이다.
모든 선수들을 한 곳에 모아 경기하게 한다는 감동은 없어 질 것이다.
- 경기, 행사 99.9%는 큰 감동과 함께 전세계 방송으로 전해진다. 선수들이 한 곳에 모이든 모이지 않든 상관없는 일이다.
- 경기, 행사 99.9%는 큰 감동과 함께 전세계 방송으로 전해진다. 선수들이 한 곳에 모이든 모이지 않든 상관없는 일이다.
리우 올림픽을 시청할 것인가?
- Barcelona에서 미국 농구 드림팀이 시함할 때 난 10살이었다. 정말 감동적이었다. 우리 보스톤 올림픽위원회는 선수들과 올림픽의 위대한 정신과 업적에 반대하는 것이 아니다. 우리가 제기한 문제는 IOC위원회와 그것의 잘못된 결정과정에 관한 것이다. 리우에서 경기들은 물론 아주 재미있을 것이다.
- Barcelona에서 미국 농구 드림팀이 시함할 때 난 10살이었다. 정말 감동적이었다. 우리 보스톤 올림픽위원회는 선수들과 올림픽의 위대한 정신과 업적에 반대하는 것이 아니다. 우리가 제기한 문제는 IOC위원회와 그것의 잘못된 결정과정에 관한 것이다. 리우에서 경기들은 물론 아주 재미있을 것이다.
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