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Lessons from Torino?

B.C. companies see opportunity in Torino Beijing in 2008 may be even bigger opening for some businesses Next month’s Torino Olympics may represent the pinnacle of sport for many athletes, but they are also an important opportunity for many B.C.

B.C. companies see opportunity in Torino

Beijing in 2008 may be even bigger opening for some businesses

Next month’s Torino Olympics may represent the pinnacle of sport for many athletes, but they are also an important opportunity for many B.C. businesses.

Economic Development Minister Colin Hansen officially opened British Columbia-Canada Place in Torino last weekend. The meeting place, in the Piazzale Valdo Fusi in the heart of Torino, is designed to showcase British Columbia, B.C. businesses, and increase foreign investment and trade.

"With British Columbia-Canada Place, we’ve opened our doors to the world and are inviting them to join us in 2010," Hansen said in a release. "We are highlighting the enterprise and innovation at work in every corner of the province."

More than 80 B.C. businesses, ranging from high-tech firms to knitting companies, will be represented in Torino during the February Olympics and March Paralympics. Some companies were invited to participate by Leading Edge B.C., a non-profit partnership between the province and technology firms dedicated to raising the profile and awareness of B.C.’s tech sector. Other companies are official sponsors, which required a commitment of at least $75,000 in cash and/or goods.

John Meekison, chief financial officer of life sciences firm iCo, said the Vancouver company’s participation at Torino is part of a trade mission.

"There are a couple of other conferences in Europe (prior to Torino), and we thought it would be a neat idea to see what’s going on in Italy," Meekison said.

The company focus is on developing or modifying existing drugs for a range of human medical conditions within "isolated biological environments" such as the eye, spinal cord or joints. By concentrating efforts on development instead of research, iCo aims to acquire the rights to drugs that are either off-patent, currently approved or near commercialization and develop them by re-dosing or reformulating them for new uses, primarily in ocular applications.

Meekison said the company is going to Torino to look for potential partnerships in other countries.

"It’s a trade mission, basically. Part of what the government does is link B.C. companies with similar Italian companies.

"Our business revolves around licensing technology," Meekison continued. "That’s one of the things we’ll be exploring in Italy."

The company will also be looking for businesses that could help market or distribute iCo’s products in the future.

While Torino is an immediate opportunity for companies like iCo, an even bigger opening may be two years away in Beijing. Companies that paid to be sponsors of B.C.-Canada House also have first right of refusal to participate in B.C.-Canada House at the 2008 Summer Olympics in China.

"It’s hard to imagine where our company will be in two years time," Meekison said, "but Beijing would be of interest to us."

George Ivey of Ivey International, a Campbell River-based company that specializes in using patented remediation technology to restore air, soil and groundwater quality, is also using the trip to Italy as the starting point for a number of meetings in Europe.

"From my perspective, with patented technology, we’re looking for business-to-business meetings with companies… and some of them might become distributors for us," Ivey said.

Following his time in Torino he will be going to Holland – amongst other places in Europe – to look at an opportunity that has already come about through his involvement with the provincial initiative.

"(Provincial government agencies) have been outstanding with the number of leads they’ve generated," Ivey said.

Art Ayleworth, CEO of Victoria-based Carmanah Technologies, told the Vancouver Sun that the provincial government has done a good job of bringing together Italian chambers of commerce and arranging meetings with B.C. companies.

Carmanah Technologies produces solar-powered LED lighting, solar power systems and LED illuminated signage.

Other partnership opportunities expected to be realized at B.C.-Canada House include B.C. and European resort developers meeting to explore resort development opportunities in the province, and B.C. communities and international sporting federations meeting to discuss training facilities prior to the 2010 Games.

B.C., Chinese, British, Italian and Australian officials will also be meeting to discuss best practices and partnering opportunities to maximize the economic impact of Olympic infrastructure investments.

The Ministry of Economic Development didn’t release the full list of B.C. companies participating in Torino because some companies don’t want their competitors to know what they are doing. However, in addition to iCo, Ivey and Carmanah, some of the companies going to Torino include:

• Culinary Capers Catering of Vancouver;

• PRP, the event production company that created the show for the unveiling of Vancouver’s Ilanaaq logo;

• Sitka Log Homes of 100 Mile House, which built the lodge that is part of B.C. Canada House in Torino;

• Inniskillan Wines of Oliver;

• The Kootenay Knitting Co. of Cranbrook;

• B.C. Wood of Langley;

• Fuel Cells Canada, a non-profit, national industry association;

• Aspreva, a company that partners with pharmaceutical and biopharmaceutical companies to develop existing drugs for treating less common diseases. The Victoria company’s expertise is in the clinical, regulatory and commercial development of products.

• Allon Therapeutics, a Vancouver company, that is developing drugs that protect against neurodegenerative conditions such as Alzheimer’s disease, traumatic brain injury, stroke, multiple sclerosis and neuropathy.

Locals get inside scoop at Torino

RMOW, Tourism Whistler, Whistler-Blackcomb reps gearing up for Games

By Alison Taylor

If you look closely enough during the Torino alpine skiing events, you may catch a glimpse of a familiar Whistler face.

While he won’t be racing or coaching, Whistler-Blackcomb’s Peter Young, affectionately known as YP, will be right there on the slopes, watching it all unfold, and lending a helping hand when necessary.

He’ll be so close he’ll be able to see the racers’ expressions on their faces as they hurtle down the course, he’ll smell their excitement, and he’ll be able to sense their overworked nerves.

YP has been seconded to the Torino Organizing Committee (TOROC) for six weeks through the Olympics, the transition and then the Paralympics.

Throughout that time, Whistler delegations will be flying into Torino for short stints to get the inside scoop at the last Winter Games before it’s Vancouver and Whistler’s turn to shine.

Eight representatives are going from the municipality, eight from Whistler-Blackcomb and six from Tourism Whistler. Everyone will have a different role to play and focus on specific aspects of the Torino Games.

Only a select few will be rolling up their sleeves like YP. He will be working with the Italian chief of course, Lorenzo Conci, for the alpine events in Sestriere.

"I’ll be getting behind the scenes of what’s going on with all the running of the alpine events," said YP.

As the Events Manager at Whistler-Blackcomb YP has seen his share of high calibre downhill races, from World Cups to national championships. But the Olympics are something else altogether.

"It doesn’t get any bigger than this," he said.

"The Olympics is the pinnacle of the whole event world so actually being inside that organization and seeing what’s going on, I think that’s for sure going to be the most interesting. (And) obviously the food and the wine are going to be up there too! I hear the Italians do a fantastic job on the cultural side of the events."

YP will be looking at how the Italians prepare for the events, how they set up the training venues, how the organizing committee and the ski area work together, how they deal with the broadcast crews. The list of things to learn is endless.

He will also be at the team captains’ meeting and will hear what the teams are worried about and what they’re pleased with.

Another important facet of his time there is to watch how the resort deals with its non-Olympic guests during the Games, to see if there are good opportunities for skiing and snowboarding outside of the Olympics.

"We’ll be looking for things that the Italians are doing really well and we’ll be looking for things that we hope to be able to improve on for 2010," explained YP.

Two municipal employees have been seconded as well, as part of 16 Vancouver Organizing Committee (VANOC) representatives working for a stint with TOROC.

Parks Planner Kevin McFarland is in Torino right now. He arrived on Jan. 11 and has already helped install a barrier down a perimeter street to create a lane dedicated for Games servicing and access. One of his next assignments is at the athletes village.

"I’m to check the servicing/quality control on the athletes’ apartments before they move in," wrote McFarland in his diary log on the municipal web site. "The first team will be Canada. If Canada’s curlers and figure skaters look unshaven, or if hair is not properly blow dried, you will know who to blame."

The municipality’s John Rae, manager of strategic alliances, will be heading to Italy on secondment when McFarland returns.

Rather than rolling up their sleeves for work, there are several Whistlerites who will be taking part in the official observer program for the Games.

Tourism Whistler President Barrett Fisher and Vice President of Business Operations Diane Mombourquette will be part of the observer program, focusing on areas that include sponsorship and marketing, accommodations, visitor services and the image and look of the Games.

The chair of the Tourism Whistler board, Rick Clare, will also be there.

The municipality is sending Mayor Ken Melamend and Councillors Nancy Wilhelm-Morden and Tim Wake, as well as four senior staff members and Whistler RCMP Staff Sgt. Norm McPhail, for a total cost of $50,000. That includes airfare, accommodation, some meals and other expenses.

Administrator Bill Barratt is there for five days. He will be part of the observer program as well as involved in meeting his counterparts in Torino. And while Torino is bigger than Whistler and the events are spread out over several locations, there is so much insight to be gained being at a Winter Games he said.

Barratt was in Athens for part of the 2004 Summer Games, where he was blown away by the sheer size and scope of the operations.

"I’m really looking forward to being in that Winter Game mode and really seeing the scale, scope, the look, the feel and what the challenges are," he said.

"There’s nothing better than seeing it and experiencing it."

The municipality is also sending a contingent to the Paralympic Games in March.

Another component of the Whistler delegation is representation at British Columbia-Canada Place, the Canadian exhibition space in Torino. The house is beside the centre for unaccredited media.

There will be a Tourism Whistler representative and a Whistler-Blackcomb representative at B.C.-Canada Place throughout the Games.

"Tourism Whistler’s main goal is to represent Whistler and play the role of showcasing Whistler and making sure we have a visible presence there," said Michele Comeau Thompson, Tourism Whistler’s director of communications.

She explained that they would be hosting six Whistler après evening events at the location, complete with Canadian beer, Whistler images and some local talent in the form of DJ Mat the Alien.

"It’s a good opportunity to start to establish new relationships with all of those client groups and build current relationships and make sure that Whistler is front and centre," said Comeau Thompson.

So while each organization has specific goals in mind – Whistler-Blackcomb wants to observe mountain operations, Tourism Whistler wants to observe visitor services and the municipality wants to see the logistics of the city – they are all working hand in glove.

The trips have been organized by the municipality to avoid duplication and to ensure Whistler, the resort, can get as much out of the experience as possible.

"We need to work, learn and share those experiences together and clearly that is the culture that is going to assure a successful Games here," said Whistler-Blackcomb’s Arthur DeJong. "That is our culture. It’s team play with our entire resort community."

When he thinks forward to his Torino experience, which will include the closing ceremonies, DeJong said there are many things to look forward to. He will be focused on the environmental management of the games, including energy, water and waste management.

But he gets a lump in his throat just thinking about that moment at the very end when the flag passes from Torino to Vancouver Mayor Sam Sullivan.

"It’s not just symbolic," said DeJong. "It’s so real that… now it is our turn to deliver.

"It’s going to be a very, very special moment."

The Games as business school

Two Whistler business owners going to Torino to explore opportunities

By Vivian Moreau

Susie Mortensen has been to 20 World Cup downhill races but she’s not traveling to Torino next month to watch the skiing. She’s going to watch the businesses.

The physiotherapist and co-owner of three Whistler clinics will travel to Italy next month to check out how Italian spas are handling the Olympics.

"I want to know what facilities are in the immediate areas around Torino," she said in the Marketplace clinic she runs with Marilyn Hellier. "What spas do they have and how does that help us determine what we need in Whistler," she said.

Mortensen, along with Rhiannon Rees of Nibbana Spa, will spend three-five days in the Torino area on a business trip organized by Vancouver’s Italian-Canadian Chamber of Commerce.

"It’s an opportunity for B.C. businesses to learn new strategies, but also to promote their products," says the chamber’s director of business development. Alex Martyniak said the chamber sent out notices in early December to businesses around B.C. that might have an interest in learning from Torino experiences.

The chamber organized a flat fee of $3,500 that covers airfare, accommodation, business match-ups and tours – an opportunity Mortensen and Rees say is too good to pass up.

"It’s a once-in-a-lifetime opportunity," said Rees, who has been doing her own research on how to profit from the Olympics and says the key is to find a unique niche.

"The challenge is that everyone is going to try and be everything to everyone," she said. "Everyone is going to be competing for that little slice of the market so the question is how do we show those who are handing out sponsorships that we can do it better?"

Rees says the short notice may restrict her networking opportunities, as Italian businesses will be busy with the Games. She also plans to visit Park City in Utah, site of the 2002 Winter Games, to investigate if there are any long-term business lessons to be learned.

Whistler businessman Scott Carrell thinks that’s a good idea. Rather than head to Torino next month, the owner of Affinity Sports plans to drive to Utah this summer and get the scoop from Park City business owners.

"Just from a cost-effective standpoint I think I’d be better off and it might be a little more relevant because they’re North American."

Carrell said he will ask businesses if landlords raised rents in anticipation of the Games. "Did they get greedy? And who else came to town for the Olympics specifically? Did a bunch of retail chains jump in, push the rents up and the little guys out?"

The Italian-Canadian Chamber of Commerce didn’t know of any other Whistler businesses travelling to Torino through their program.



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