2010 Brazil Lab presentation - USC Price School of Public Policy

rustnatureInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

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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

RIO in 2016!

2010
UN Habitat

2011
Military Games

2012
UN Rio + 20 Climate Summit

2013
Confederations Cup

2014
World Cup

2015
Rio’s 450
th

anniversary

2016
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: 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

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



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)


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!