Measure of America's Cup success will be its legacy

There can be no doubt that the America's Cup World Series which took place between September 10 and 18 in Plymouth Sound was a spectacular success. This was an event witnessed by tens of thousands of people on the Hoe (and elsewhere) and was widely reported through the media – particularly on Sky television, ITV4 and through You Tube.

Major sporting events such as this can transform a city. Neighbourhoods can get desperately needed make-overs. The transportation upgrades enhance mobility and makes the city focus on the immediate and longer term. They do more than simply host an event – they build a legacy. So what is the legacy of the last week on Plymouth? The event was part of a comprehensive city strategy to capture tangibles whilst also advancing the city's social and economic development by inspiring passion and pride and thereby building a global reputation for marine activities. Such a legacy can last a lifetime and beyond.

Those cities that think beyond the requisite costs versus benefits of events such as the ACWS will be in a stronger position to achieve longer lasting, tangible and more economically viable results that such an event should inspire. Barcelona (and to a lesser extent Valencia) have done it.

The most successful bidders begin by building a legacy in three areas: society, sport and the environment, and economic infrastructure.

Society

There could be no doubt that the ACWS enthused communities, schools and other organisations within Plymouth and the South West. This needs to be self sustaining particularly if Oracle (and other sponsors) commit to continuing the programme in Plymouth over the next ten years. A number of school children would have had their first taste of international racing at the highest level. They were particularly well entertained not only on the yachts but, also at Millbay Docks, where each of the crews and teams spent a considerable amount of time showing selected school children around. This will have a lasting impact on those children.It follows that all education departments, from the University of Plymouth downwards, should incorporate into their syllabuses curricula that promote the values and disciplines required to achieve international recognition.

It is important to go for quick wins that will create the foundation for long term successes. The university are already on to this as are a number of other educational organisations in the city such as City College Plymouth. The ripple effects will touch other aspects of communities. Getting this strategy correct now will ensure tangible benefits remain solid and strong for years to come.

Sport and the Environment

It is important to get buy-in from all interested parties including political and community leaders ranging from the chief executive of the city council to local councillors and chief executives as well as grass roots community organisers. These leaders must be convinced of the importance of building a legacy – as opposed to simply capturing economic rewards. For example, in preparing the Beijing 2008 Olympics law makers were forced to write new legislation to deal with environmental and conservation issues. It is also important to get private sector leaders on board early which adds credibility to the goals.

The legacy programme should have a separate structure. This will mean appointing a senior level director of legacy planning which conveys the importance of long term goals and drives the planning process. Senior leaders of the programme should be held accountable for meeting legacy objectives. Similarly, the legacy programme should be monitored and managed with the same rigour as the event programme itself by creating a detailed measurement system so that Plymouth and its surrounds can determine whether or not they are realising the desired benefits such as attracting inward investment and funds.

A major element of the legacy programme must be the international exposure that an event such as this offers. Making sure that the world receives the right message requires a strong sense of brand – not just for the event itself but for the entire city.

Economic Infrastructure

Plymouth has a long history of hosting major marine events from around the world races to transatlantic single handed events; it also has a burgeoning marine sector. Babcock Marine, is about to deliver one of the most spectacular and innovative designed superyacht ever built. Princess Yachts has expanded dramatically over the last five years and with the purchase of the freehold from the MOD is set to dominate the market in its brand of yachts. This is now the second biggest employer in the city. Similarly, other manufacturing companies such as Manuplas and other small and medium enterprises will continue to benefit from the Plymouth brand.

In conclusion Plymouth should not be satisfied with simply securing tangible economic benefits that this event has provided already. Last week should not be viewed as a strategy of its own. Rather it must be built into the city's social and economic development plan and by devoting time, and dedicated resources needed for planning and implementation, the city can secure a positive future for many years. As has been proved with other cities around the world it is possible – and in Plymouth's case vital – to leave behind a lasting legacy. Bidding for and holding these events are critically important but a strong anchor leg brings home the gold.