Purpose of Study

Prepare recommendations to help the City of Rio de Janeiro improve its Olympic legacy by improving its infrastructure, social development, and its image as a world-class City

Outline Outline

I. IntroductionII. Improving Infrastructure

A. EnvironmentB. TransportationC. Housing

III. Improving Social DevelopmentA. SocialB. Security

IV. Improving Rio’s ImageA. Marketing

V. Conclusion

Outline RIO in 2016!

2010 UN Habitat

2011 Military Games

2012 UN Rio + 20 Climate Summit

2013 Confederations Cup

2014 World Cup

2015 Rio’s 450th anniversary

2016 World Olympics

EnvironmentEnvironment

Rio as an Eco City

By making Rio an Eco City we strive to develop a modern & eco-friendly working and livable City

What is an Eco City? An eco-city is a is a green city designed with consideration of environmental impact, inhabited by people where emphasis is placed on pollution prevention, reuse, recycling and efficient use of energy and water, while taking advantage of locally available sources

Eco-city requires reweaving the urban fabric sustainably social justice, prosperity, and a healthy natural environment

Rio as an Eco CityRio’s Olympic Bid Document envision 2016 Games as

‘GREEN GAMES FOR A BLUE PLANET’Rio 2016 Sustainability Management Plan (SMP)

Environment awareness, Renewable energy use and Management Carbon neutral games, Air quality and Transportation, Ecosystem and Soil protection Sustainable design and Construction, Reforestation, Biodiversity and Culture Green procurement and certification, Solid waste management

Extending these initiatives to the Rio’s urban fabric Earlier Olympics have not extended the SMP to the Cities

PROCESS SOLUTIONSAt Community Level

Reduction, Reuse, and Recycling

Drainage + Sanitation + Sewerage SystemsGarbage Disposal

Awareness Educational Programs, Environment awareness campaigns role of NGOs

Adaptive Reuse of Infrastructure

All old buildings including those lying vacant can be used for museums, art studios, live-work units, offices, residential units, schools, retail outlets etc

Green Coverage and community spaces

Providing more of public spaces such as parks, playgrounds. Decongesting the crowded areas, stopping and regulating misuse of public spaces (e.g. by street hawkers), Change in existing land use and spatial programs

Social and

Economic

Housing and housing facilities, Community facilities, Health facilitiesFund raising and financing of businesses

Eco-World: first of its kind environment theme park and eco-tourism awareness center

The Eco-World could house:• the already proposed aquarium• Eco Museums replicating Amazon rain forest as environment education/awareness centers• Adventure rides• Safari rides• A Brazilian Gastronomy Center• Environmental Research Center

Will be a net Zero energy / Energy generating development

Generates revenue and jobs for the City

Eco World in Rio- the “RIECO World”

Carbon Neutral Games

The Zero Energy building (ZEB) / Energy producing Buildings Carbon offsets/credits

• Offsetting program with the Brazilian Government• United Nations Environmental Programme (UNEP)

United Nations Collaborative initiative on Reducing Emissions from Deforestation and forest

Degradation(UN-REDD) European Climate exchange (ECX) / Chicago Climate

Exchange (CCX)

Recommendations

EnvironmentTransportation

Transportation Plan

Integration and Planning Consensus building to establish long term vision

• Make a list of key stakeholders: Mayor, Land Developers in Barra de Tujuca, Olympic Committee, commuters

Establish Transit Oriented Developments at new sites

EnvironmentTransportation Management Accommodate tourists by providing better signage Basic language training for taxi driversProhibit private automobile based on license plate number

• Seoul, 1988

Information and Technology Invest in new software development such as phone

application that can make public transportation times available

• “Catch the Bus” application in Boston

EnvironmentHousing

Environment

Lessons Learned From Other Mega-Sporting Events• Financial Success vs. Success in Community Integration and Development• The need to accurately project demand and the recognition of different grades of housing and population• Pricing: During and post games for hotels and housing• Conversion of temporary to Permanent Demand: Comprehensive planning may result in increased tourism demand capacity in the long run

Requirements of Housing and the Opportunity for Growth Supply and Demand: During the Games vs. Post Games

How does this relate to Rio de Janeiro’s planning and demand management for the future?

Comprehensive viewpoint in long term development

•Community Development and Integration•Community Diversification • Concurrent development of “support” structures for residential areas

Housing Recommendations

Alternative methods of meeting temporary demands•Hotel development and Cruise Ships•Rehabilitation of unoccupied buildings•Increased development of Convertible Units•Rental Units of Local Housing•Local Hosting Volunteering

Volunteer Housing: Increasing Goodwill Abroad Housing and Hotel Pricing

•Hotel Price Fix•Hedges against Speculation (i.e. Taxing Profits)

EnvironmentSocial

Historic Preservation

Modern Urban Planning Highlights in the City of Rio de Janeiro

Use the momentum from the events of the next 6 years to increase Projetos de Estruturação Urbana projects

Create and increase incentives for developers to preserve historic areas

• Example: Adaptive Reuse Ordinance in Los Angeles

Cultural Preservation Recommendations

Promote lesser known cultural attractions to visitors, foreign and domestic• Vancouver used the Winter Olympic Games Opening

Ceremonies to Highlight Canadian Culture Partner The City and Embratur with Global NGO’s for

cultural education programs• LearnLink Program in Guatemala• Palestinian Association for Cultural Exchange

Utilize the IOC’s recent UN observer status to partner with UNESCO to promote education in Rio and Brazilian culture abroad

Basic Needs Recommendations

Broaden waste management systems to include all communities in the city

Establish Favela Agriculture Programs• Secure viable agricultural land near favelas• Creatively grow food in favelas

Institute high water and air quality standards for all communities of Rio de Janeiro

Equity Recommendations

Create Citizen Committee to monitor the social impacts of the Olympic Games• Include existing community groups• Vancouver; Sydney vs. Barcelona; Atlanta

Social Contract betweenresidents and government

Invest in youth sports and education programs• Work with existing community organizations • Financial support from Olympic sponsors

EnvironmentSafety and Security

Crime in Rio: Perception vs. Reality

Information on Crime to Guide Decisions

L.A. partnered with leading companies and used latest Geospatial technology.

Compstat information available to the public.

Community Oriented Policing

Transforms a police department from a reactive force to a proactive force

Puts officers in closer contact with the community in order to build trust and rapport

Expansion of current UPP program into all areas of Rio. Adoption of Community Oriented Practices

Marketing

Context: Tourism as Legacy

Perception Abroad vs. Reality of Rio

Mega-events create momentum for long-term tourism after the Games

Hosting does not guarantee long-term increase in tourism• Barcelona vs. Lillehammer

Winning bid does not guarantee optimal tourism promotion• Sydney, Vancouver vs. Beijing

Vancouver 2010 Video

Strategic Promotion and Placement

Target Audiences Surrounding the Olympic Games• Fan of Professional Sports Teams / Leagues• Families Participating in Youth Sports

Target Audiences Before & After the Games• International Business Travelers• Brazilians and Brazilian-Americans in the U.S.• U.S. Cities with Direct Flights to Rio

Channels Slogans / Taglines

Ad Comparison

Marketing Recommendations

Search engine optimization Aggregation of websites Visa process reform Taxi language / Safety helpline Survey Questionnaire

EnvironmentConclusion

We would like to thank you all for hosting us in your marvelous City. We look forward to hearing about Rio de Janeiro’s progress and success in hosting its upcoming international events.

We would like to thank Professor Peter, Jonathan, and our guests from all the agencies for sharing their expertise and good faith. We give a special thanks to our panel:Dr. Ruy CezarDr. Aspasia CamargoCristriane RezendeProberto Ascarella

Obrigado!