Let's all measure World Cup ROI

National self-congratulation on the undoubted success of the soccer World Cup is understandable. We wowed the world and made Africa proud.

But to derive tangible gains and assure future success we have to do more than pat ourselves on the back. We have to do what all professional event planners and clients do - carry out an objective post-event appraisal focused on return on investment (ROI).

Even before the end of the tournament, President Zuma addressed this very issue, telling the media "we can safely say we have good returns on our investment, which includes R33-billion spent on transport infrastructure, telecommunications and stadiums".

Our president was focusing on the big picture - jobs and economic stimulation. But every industry, including our own, has lessons to learn and assessments to make.

While our experiences are still fresh, senior public- and private-sector players should convene a national indaba to pool information and experience.

An open evaluation of the entire event, covering negatives as well as positives, would be extremely useful.

All stakeholders have a contribution to make - those who provided funds, government, sports bodies, suppliers, police, transport managers, hospitality sector executives, marketers and specialists such as ourselves from the events industry.

FIFA and its partners measure financial gain very precisely. We should invite them to share as much information as they can while retaining the right to make our own assessment of what constitutes a good return and how to build future value.

An ROI focus is vital. ROI simply means the gain or loss on the time and money invested on a project. Such an assessment would enable South Africa to improve our game plan ahead of other events, including the Olympics.

It's imperative that we build MICE revenues and sports tourism.

We now have 10 world-class stadiums. You don't generate returns by letting those assets stand idle. We have to move fast and the starting point is an ROI indaba on the entire World Cup experience.

A key focus point should be consensus around key objectives for future events and how performance will be measured against those objectives.

Sport's is a business. So let's be businesslike and ensure South Africa derives the maximum return; now and for years to come.

About Kadoro Events and Communications:
Kadoro Events and Communications is an event management and brand activation company, which focuses on creating strong brand awareness - all enhanced with supplementary public relations activities. Kadoro looks at events from a strategic point of view, by analysing the brand intrinsics, strategic plans, creative developments, current market place and client issues. Kadoro is the Khoisan word for tinderbox of stories. The name was chosen because it is symbolic of creativity and diversity, while uniquely South African. Each event tells its own story, and Kadoro is set to create stories of exceptional events and campaigns for many years to come.