Transcript 2010 Brazil Lab presentation - USC Price School of Public

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. Introduction
II. Improving Infrastructure
A. Environment
B. Transportation
C. Housing
III. Improving Social Development
A. Social
B. Security
IV. Improving Rio’s Image
A. Marketing
V. Conclusion
Outline
2010
2011
2012
2013
2014
2015
2016
RIO in 2016!
UN Habitat
Military Games
UN Rio + 20 Climate Summit
Confederations Cup
World Cup
Rio’s 450th anniversary
World Olympics
Environment
Environment
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 City
Rio’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
SOLUTIONS
At Community Level
Reduction, Reuse, and
Recycling
Drainage + Sanitation + Sewerage Systems
Garbage 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 facilities
Fund raising and financing of businesses
Eco World in Rio- the “RIECO World”
 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
Carbon Neutral Games
Recommendations
 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)
Environment
Transportation
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
Environment
Transportation Management
 Accommodate tourists by providing better signage
 Basic language training for taxi drivers
Prohibit 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
Environment
Housing
Environment
Requirements of Housing and the Opportunity for Growth
Supply and Demand: During the Games vs. Post Games
 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
 How does this relate to Rio de Janeiro’s planning and demand
management for the future?
Housing Recommendations
 Comprehensive viewpoint in long term development
•Community Development and Integration
•Community Diversification
• Concurrent development of “support” structures for residential
areas
 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)
Environment
Social
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
Environment
Safety
and Security
Crime in Rio: Perception vs. Reality
City
Homicide
Rate
per 100,000
Residents
Caracas, Venezuela
139
New Orleans
55
Washington, DC
46
Detroit
42
Baltimore
38
Rio de Janeiro
33
Memphis
25
Chicago
22
Los Angeles
18
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
Environment
Conclusion
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 Cezar
Dr. Aspasia Camargo
Cristriane Rezende
Proberto Ascarella
Obrigado!