Games will bring '11 days of swagger' to region

The Commonwealth Games will bring “11 days of swagger ” celebrating Birmingham's biggest-ever sporting and cultural event - and giving the city an unprecedented opportunity to pursue further global ambitions, writes Jon Griffin.

Birmingham City Council chief executive Deborah Cadman and Commonwealth Games CEO Ian Reid said “the largest multi-sport UK event for a decade ” would see the eyes of the world on Birmingham, providing an enduring legacy for future generations - which could even trigger a future bid for the Olympics.

Deborah Cadman told business guests at a special patrons ' networking event at Deutsche Bank hosted by Greater Birmingham Chambers of Commerce: "We want to sell the city to the world. It is not just 11 days of sport, it is not just 11 days of culture - it is 11 days of swagger where everyone says Birmingham is pretty brilliant."

Ian Reid said: "This is a once in a generation opportunity to showcase Birmingham to the world. We estimate it will create a £1billion economic benefit. It is an event that will never come here again."

And asked if Birmingham could realistically launch a future bid for the Olympics in the aftermath of a successful Commonwealth Games, Ian said a partnership event in tandem with the likes of Manchester and Glasgow was a “viable aspiration ”.

"I am not sure that Birmingham could host everything. But a multi-city approach is definitely realistic and I think that would be incredible. It is a viable aspiration that it could be done in partnership."

Ian cited the example of the next Commonwealth Games due to be held in Victoria, Australia, which will be held across four state hubs. "The Olympics has only been held in big international cities, the likes of London, Paris, Tokyo, Barcelona. They are thinking now about how they can adapt, and be more flexible."

Deborah Cadman said the two new or developed permanent venues for the Commonwealth Games at Alexander Stadium and the Sandwell Aquatics Centre were ideal locations for future large-scale international events.

"The Aquatics Centre is absolutely brilliant and for that not to be used for national and international events would be a travesty. It (and the Alexander Stadium) can't be just for 11 days. We have got to open it up to the community for large scale international events that we want to bring to the city.

"But it (an Olympics bid) would have to be central Government working hand in hand - it would not just be Birmingham City Council."

The Birmingham City Council chief executive urged businesses to grasp the huge opportunities provided by the forthcoming Games to provide a lasting legacy, including the £1billion economic boost while raising awareness of the Commonwealth and its history among young children.

"One million people work in and around the city. I want people to go out and be advocates (for the Games) and for businesses; to say to your staff 'get involved, encourage your people to get involved when they can. ”

Ian said a total of 45,000 people would be involved in a working capacity for the Games, including around 2,000 paid employees, 14,000 volunteers and 30,000 contractors, leading to the eventual creation of thousands of jobs. A total of 6,500 to 7,000 athletes and officials will flock to the region.

Deborah added: "As a Brummie, I am really proud. I want every single child in this city to understand what it means to host the Commonwealth Games. I want the city to be beautiful, clean and safe."

She cited the example of the new temporary artwork installation surrounding the Queen Victoria statue in Victoria Square which depicts the monarch standing in a boat and leading a battalion of other statues, representing the home nation throughout the Empire.

"It is purposely being provocative. Some people are going to love it, some people are going to hate it. I personally love it, I think it is good to start a conversation about what the Commonwealth means�.it is about an enduring legacy as well."

Ian said nearly 1.1 million tickets had already been sold with the athletics events particularly popular, with tickets still available for events ranging from T20 women's cricket to rugby, Beach Volleyball, boxing and badminton.

Meanwhile, the wider cultural impact of the Games was already helping to transform the city ahead of the opening ceremony on Thursday, 28 July. "We are expecting a huge number of dignitaries, very important and influential people to come to the city.

"Are these Games genuinely reaching out to the communities? There is a huge amount of work going on. We have got an incredible learning programme and the goal is to reach one million people. We have got Perry the Mascot going out to primary schools."

He paid tribute to the collaborative approach by Birmingham City Council, Sandwell Metropolitan Borough Council, Transport for West Midlands, West Midlands Police and the West Midlands Combined Authority on helping to deliver the Games "on budget and on target ”.

"A lot of the time agencies across host cities can be quite protective and adversarial when delivering major multi-sports events. The collaborative working in the West Midlands has genuinely been refreshing. It is a powerful thing to bring people together. We are going to try to leave a legacy that can be used by communities well into the future."

Ian said the likes of Victoria Square and Centenary Square would be broadcast across the world to a global television audience. "When you watch the BBC presenters every day, every session, the backdrop will be the Library. Victoria Square will also be showcased all around the world."

Deborah said: "We are good to go. I am really proud of what Birmingham City Council has achieved. There were a lot of people who said it was not going to happen. We want everybody to say that it was worth every penny, we are really proud, and we can see what it means to the city.

"For 11 days the eyes of the world will be on this city. We want to make this completely unforgettable."

Pictured: Deb Leary (Chamber president), Deborah Cadman (chief executive, Birmingham City Council), Ian Reid (chief executive, Commonwealth Games organising committee) and Henrietta Brealey (chief executive, Greater Birmingham Chambers of Commerce)