格里昂：ESE专业与欧足联合作开展的“三连胜”会议
格里昂高等教育学院 2014年12月03日
为了庆祝格里昂和欧洲足球协会联盟（UEFA）开展的越来越多的合作，此次的会展、体育和娱乐活动管理专业（ESE）专业会议主题定为“欧足联三连胜”（UEFA Hat-Trick）。这是2014年举行的第二次ESE专业会议，和往常一样，格里昂高等教育学院会展、体育和娱乐活动管理专业（ESE）的全体师生们共同组织了这次会议，会议地点在格里昂布勒校区。
什么是三连胜？
“三连胜”是指一名运动员在一场比赛中连续三次击中目标获得加分。ESE会议的组织者选中“三连胜”这个概念作为会议的主题出于以下两方面原因：首先，我们的演讲嘉宾在这次会议中谈论了欧足联三个快速发展的领域/新开拓的领域：女子足球、欧洲青年联赛（UEFA Youth League）和足球事业的可持续发展。
其次，这次会议是格里昂与欧足联的第三次合作。目前为止，我们ESE专业的研究生学生们已经参与过许多欧足联的项目。比如2016年欧洲杯VVIP文化计划，该计划为欧足联中的显要人物和欧足联的合作伙伴专程设计了一系列的活动。还有电子票务手机应用的设计项目，在这个项目中，他们为电子商务客户服务的经验派上了用场。
女子足球
我们的第一位演讲嘉宾是 Christina Neubrand：欧足联活动协调专员，以及欧洲女子冠军联赛（UEFA Women’s Champions League）2013年在里斯本（Lisbon）最终决赛中的贵宾客户服务协调专员。Christina Neubrand在演讲开始时先阐述了继1999年美国女足世界杯取得突破（breakthrough FIFA Women’s World Cup of 1999 in the USA）之后女子足球在全球范围内的关注度获得显著提高的过程。
2014年欧洲女子冠军联赛（2014 UEFA Women’s Champion’s League）的目标是实现比赛场馆内座无虚席，并且为今后的赛事树立一个典范。在这个目标的激励下，2014年欧洲女子冠军联赛连创佳绩，决赛时观众人数显著增加。Christina谈论到了欧足联在如何做准备以提高女子足球赛事2015年的战绩并让这些赛事获得更多的关注。其中有一些话题还引起了争论：
把欧足联女子冠军联赛和男子冠军联赛组合在一起的策略，尤其是在同一个城市中举行决赛。
是否有必要在女字足球中培养更多的“超级明星”足球大使，就像男子足球中的罗纳尔多（Ronaldo）、贝克汉姆（Beckham）或齐内丁（Zidane）一样。
在女子足球比赛中安排更多的娱乐项目来吸引更多的观众是否有效，比如在2013年的时候安排了一位葡萄牙流行歌唱家现场演唱。
为吸引更多以家庭为集体的观众和女性观众来现场观看所采取的各种方法。
事实证明，第一场演讲非常地吸引人，格里昂ESE专业的学生们提出了非常多相关的问题和中肯的建议，并且活动组织方有选择性地把这些建议放到了意见箱中。
欧洲青年联赛（UEFA Youth League）
接下来发言的是欧足联运营/活动中心交通和活动部经理Pierpascal Larotonda，他描述了欧洲青年联盟在第一次冠军半决赛和总决赛中取得的佳绩，参加这些比赛的青年团队（19岁以下）均来自欧洲最顶尖的俱乐部。这两次比赛均在瑞士尼翁（Nyon）的欧足联Colovray体育场举行，比赛时间分别为2014年4月11日和14日。
为期三天的比赛中，赛场4,000个座位席次座无虚席
现场表演均为儿童表演，非常适合全家前来的观众和年幼的观众
比赛时天气和整体的环境氛围都很好
欧足联正在为明年的赛事筹划备用计划，以防比赛当天天气不好的情况出现
你们中一些人可能已经提前在格里昂的博客中看到了，格里昂ESE专业的学生也参加了欧洲青年联盟在第一次冠军半决赛和总决赛，这是他们课程中的一部分内容。在ESE专业的学习过程中，观察和体验各种盛大活动扮演着非常重要的角色。作为观众和嘉宾，我们的学生们学到了 — 在经营一场盛大活动或在活动场馆的管理工作中，如果要为与会嘉宾提供其满意的体验，哪些方面起着至关重要的作用。
欧足联（UEFA）的可持续发展
当天的最后一位发言人是Neil Beecroft，2014年8月被任命为欧足联可持续发展经理。Neil现在承担的工作任务是欧足联的一个重要挑战：主要的赛事在可持续发展和社会责任问题上面临着越来越严格的审查。Neil指出，在表面上让一场赛事变得环保非常简单，只需要围绕着可持续发展这个主题做一些模糊的宣告即可，但是真正要完成一些改变却复杂地多。
例如，对于2016年欧洲杯，欧足联尤其关注以下几方面的内容：
四项社会优先事务：全民共享、反歧视监督、球迷大使、无烟环境。
四项环境优先事务：交通、废弃物管理、能源&水资源利用最佳化、产品和服务采购
Neil的工作都是紧紧围绕着这个计划展开的，并且会密切关注着这些优先目标的实现，在这个过程中Neil相信他们在实现这些目标和高效实施这些计划方面可以做得更好。确实，这些优先目标都是非常符合实际情况的，如Neil所说，在赛事活动中很多领域都超出了欧足联的控制，比如场馆对可再生能源的使用等。把目前的工作集中到欧足联可以管理的领域会更好，比如对循环可再造物料的运用，对公共交通和合伙用车的组织，以及在临时设施中减少用电等。
成果，链接和致谢
最后，ESE专业会议的气氛达到了顶点。整场活动都是由学生们在Mike Abson的带领下精心布置的，从在线课程、打印传单和胸牌，到发言人做展示的科技设施和环境布置，这次ESE专业会议充分展现了我们学生们在组织校园活动方面的能力。
特别感谢我们所有的发言人，尤其是帮助我们与欧洲足球协会联盟联系的Thomas Junod和Damaris Papoutsakis，你们让这次会议得以顺利开展。
更多关于此次会议、发言人和会议中探讨话题的信息，请访问此网站：www.glioneseconference.com。
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Sport Event Management “Hat Trick” with UEFA
by Glion Institute of Higher Education 3 December 2014
In honor of Glion’s growing collaboration with the Union of European Football Associations (UEFA), this Event, Sport and Entertainment (ESE) Conference was dedicated to the topic “UEFA Hat-Trick”. This second ESE Conference of 2014 was organized, as usual, by the students and faculty of the ESE program of Glion Institute of Higher Education, on the Bulle campus.
What is a Hat Trick?
A “hat trick” is what happens when one player scores three goals in one game for a winning outcome. This triple-score concept was chosen by the ESE organizers for two reasons. Firstly, our guest speakers came to discuss three fast growing areas/new iniatives of UEFA: women’s football, the UEFA Youth League, and sustainability in football.
Secondly, this event is the third event marking Glion’s collaboration with UEFA. Thus far, our Postgraduate ESE students have worked on several projects for UEFA: the UEFA EURO 2016 VVIP Cultural Program which involved the development of appropriate activities for UEFA dignitaries and partners and the design of mobile applications for their e-ticketing guest experiences.
Women’s Football
Our first speaker was Christina Neubrand, Event Coordinator at UEFA and VIP Service Coordinator for the UEFA Women’s Champions League Final 2013 in Lisbon. She began by explaining how women’s football has grown in popularity notably since the breakthrough FIFA Women’s World Cup of 1999 in the USA.
With the objective of filling stadiums and leaving a legacy for future events, the2014 UEFA Women’s Champion’s League attained good results and increased the number of spectators who attended the finals. Christina discussed how UEFA will attempt to improve these results in 2015 and increase the attractiveness and visibility of the women’s football events. Some of the topics that sparked debate:
The strategy that pairs the UEFA Women’s Champion’s League with the Men’s notably in having both finals hosted in the same city.
The necessity to have more “superstar” football ambassadors in women’s football, the equivalent of men’s football’s Ronaldo, Beckham or Zidane.
The effect of pairing other entertainment with the women’s football matches to draw additional crowds, such as the use of a popular Portuguese song artist in 2013.
Ways to get more of the spectators and targeting families and women spectators
This first presentation proved to be highly interactive as ESE students and guests in the audience had so many pertinent questions and suggestions that the event organizers opted to bring in a suggestion box.
UEFA Youth League
Up next was UEFA Operations/ Events Centre Transport and Events Manager, Pierpascal Larotonda, who described the successes of the first UEFA Youth League championship semi-finals and finals involving the youth teams (Under 19) of the most prestigious European clubs. They were held at UEFA’s Colovray stadium in Nyon, Switzerland, on April 11th and 14th 2014.
This event filled the 4,000-seat stadium on all three match-days
Performances were done by children, an ideal fit for families and young spectators
The weather and ambiance were perfect
For next year, UEFA is looking at back-up plans if the weather is not as nice
As some of you may have read on the Glion blog earlier this year, Glion’s ESE students attended the semi-finals and finals of the UEFA’s first Youth League championship as part of their program. Observing and experiencing events is an important part of the ESE learning process; as spectators and guests, our students learn which aspects of an event or venue have the greatest impact on guest satisfaction.
Sustainability at UEFA
The final speaker of the day was Neil Beecroft, appointed in August 2014 as Sustainability Manager at UEFA. Neil is taking on an important challenge with UEFA; major sports events face increasing scrutiny on sustainability and social responsibility issues. Neil pointed out that it’s easy to “green wash” an event by making vague claims around sustainability, whereas implementing true change is much more complex.
For the EURO 2016, for example, UEFA is focusing on:
4 Social Priorities: Access for ALL, Anti-discrimination monitoring, Fan Embassies, Tobacco Free Environment
4 Environmental Priorities: Transport, Waste Management, Optimization of Energy & Water, Sourcing of Products and Services
By sticking to this plan and focusing on a limited number of priorities, Neil figures they have a better chance of meeting the objectives and executing plans efficiently. Indeed, these priorities are realistic, as Neil explained that many areas of an event are outside UEFA’s control, such as the stadium’s use of renewable energy sources. Better to focus on areas within his reach such as the use of recyclable materials, the organization of public transportation or carpooling, and reducing the use of electricity in temporary installations.
Conclusion, Links and Thanks-yous
In the end, the ESE Conference flew by at an amazing rate. The whole event was very well orchestrated by the students who in turn were guided by Mike Abson; from the online program, printed flyers and name tags, to the presentation technology and environment, this ESE conference was a credit to our students’ skills in organizing campus events.
A special thanks to all our speakers and especially to our relationship contacts within UEFA, Thomas Junod and Damaris Papoutsakis who made the event possible.
For more information about the event, speakers and topics, visit the website:www.glioneseconference.com.
【原文引自】：http://www.gheac.com/thread-7542-1-1.html
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