Grand Prix organisers get tips from Gold Coast

Clear views of track action, the ease of moving around the venue, and controlling loutish behaviour are at the top of the list for areas of improvements in the management of major motor sporting events, Deakin University research has found.

A recent study by Deakin University lecturers Sheila Nguyen and Dr Jane Menzies revealed that the physical side of a major motoring event is vital to its success. The findings could provide some much needed direction for organisers of events like the ailing Melbourne Grand Prix.

Participants in the study of the 2007 Lexmark Indy 300/ Champ Car event in Surfers Paradise, Qld, recommended improving the physical layout. They wanted to see enhanced viewing areas, increased walkways, more screens and speakers, and better transport to the event. From a management perspective, the event's stakeholders wanted to see better policing and security regulating bad behaviour and alcohol and drug consumption.

"With sport such an integral part of the Australian psyche and the competitive nature of the major event business, this research has important implications," said co-author of the study, Ms Nguyen, who is from the US.

"Melbourne has won the award for the best sports city in the world but its Grand Prix has not been so successful."

"As there is an increasing interest in motor sports worldwide, perhaps we can learn from finding out what makes the Indy so successful."

Ms Nguyen said the Gold Coast event provided an ideal model for the study.

"It does it well and continues to improve," she said.

"It attracts over 300,000 spectators over its four days and provides a $50+ million boost to the Gold Coast economy and tourism."

"Overall, the 50 spectators, paid staff and volunteers interviewed for the research gave the Indy the thumbs up. They enjoyed watching the cars, the atmosphere, the parties, entertainment, people and the promotional models."

"The failings occurred on the physical side."

"Many complaints centred on the visible aspects such as not enough viewing areas from which to see the cars, difficulty in walking around the track, transport into the track, and not enough shading in the heat."

"Interestingly, while some participants loved the scantily clad models, others thought they detracted from the event."

Ms Nguyen also looked at the event's impact outside the economic rewards.

"Because I am not from Australia, I didn't realise what a big impact an event like the Indy has on the people," she said.

"Its tradition and its status in the city are very important. There is more to an event than economic outcomes."

In July, Dr Menzies will present the research findings to the European Institute of Retailing and Services Study Conference at Zagreb in Croatia.