1996 Summer Paralympics
The 1996 Summer Paralympic in Atlanta, Georgia, United States, were held from August 15 to 25. It was the first Paralympics to get mass media sponsorship, and had a budget of USD $81 million.
It was the first Paralympic Games where International Sports Federation for Persons with an Intellectual Disability athletes were given full medal status.
Bidding history
In an interview with the Atlanta-based Reporters and Newspapers website, Andrew Flaming, the CEO of the Organizing Committee and a disability rights attorney, expressed gratitude for the efforts of Alana Shepherd. Shepherd founded the world-renowned Shepherd Center, one of the first hospitals dedicated to rehabilitating victims of cervical spine accidents. Until March 1992, it was uncertain whether the 1996 Summer Paralympics would be held in Atlanta, as the event was not part of the original plan and did not include the possibility of being hosted two weeks after the Olympic Games closing ceremonies. Despite the lack of coordination between the two organizing committees, the Paralympics began to be promoted and had already developed a visual identity and international presence.Concerns arose from various areas, including the disorganization of the Olympic Games' Organizing Committee and financial issues that threatened planning the games. Between 1990 and 1992, the Shepherd family noticed a lack of interest in hosting the Paralympic Games in Atlanta, with neglect from local authorities, Olympic sponsors, and large international corporations headquartered in the city. This affected the financing and promotion of the 1996 Summer Paralympic Games, which could have led to significant ticket and licensed product sales. Fleming recalled an interview with Shepherd, noting that if Atlanta failed to host the Games, Great Britain was considered "Plan B" by the newly formed International Paralympic Committee. Andrew Flaming,president of the then-APOC also mentioned in an interview that the 1984 Summer Olympics budgetary issues were repeated in Atlanta. In 1984, Los Angeles "forgot" the Paralympics, later dubbed "the last-minute games", which were hosted by New York City and Stoke Mandeville in Great Britain. Unlike Seoul, which signed late cooperation agreements for the Paralympics, Barcelona decided to organize both events under the same committee in 1987. This decision increased pressure on American organizers, as it was the first time in history that the two events were held together.
In 1990, when Atlanta won the rights to host the 1996 Summer Olympics, a group led by Fleming and the Shepherd family matriarch worked hard to create and submit a bid for the Paralympics, a project that took a year and a half to complete. Fleming noted that Olympic organizers were skeptical about hosting the Paralympics half a week after the Olympics and did not want to commit to them. Consequently, achieving the planned budget of nearly $80 million was challenging, as the Paralympics lacked funding and media rights sales.
Fleming recalled a market survey revealing that only 2% of city locals were aware of the Paralympic Games, compared to 4% who knew about the Atlanta Youth Games. As time passed, this situation became public in 1991, causing internal tensions within the Olympic organization. To avoid further damage to their image, the Atlanta Olympic Organizing Committee discreetly donated money and assisted the Paralympic Games in certain areas. Following the situation, Alana Shepherd, co-founder of the Shepherd Center, led a campaign to ensure the 1996 Summer Paralympics were held in Atlanta. After the IPC accepted the bid, she launched an aggressive strategy to involve large companies as sponsors and increase the event's visibility.
Press reports from the time described a drastic situation, with the Paralympic Organizing Committee starting its work in a small basement at the Shepherd Center due to a lack of funds to rent commercial space. After sending final documents and proposals to Belgium in late 1990 and making informal agreements the following year, the Shepherd Center Committee spent 1.5 years developing their proposal, which was officially presented during the 1992 Winter Paralympics in Tignes, France.
A different kind of competition
Shortly after the IPC announced that Atlanta's civil society proposal to host the Paralympics. Another race against time had started, and this one was seen as the worst, as the bidding committee had to get corporate and large sponsors. During the bidding campaign companies like Microsoft, Coca-Cola, CNN and Home Depot were originally committed to buy sponsorship shares, but when the United States Olympic Committee executives learned of these promises, they were concerned about that all things that might impact on the "Atlanta 1996 Olympic Summer Games" brand and they turned an uncooperative factor about the Paralympic Games. The USOC understood that any move by the United States Paralympic Committee could affect the USOC brand and their stakeholders. The US Department of Justice was sued by the USOC over the Paralympic Games mascot, the phoenix Blaze. Fleming also said the deal was the trap worked perfectly and required them to approach only corporate sponsors who had already signed an Olympics sponsorship agreement. When one Olympic sponsor declined, the Paralympics organizers could only request a competitor with the withdrawing company's permission. As main example, Fleming said that McDonald's refused to buy a sponsorship quota or act as a partner in a supplier area and the Paralympic catering services, and if any direct competing company wanted to buy it, APOC would have to ask permission for the withdrawing company to sign the contract. It "would not let them solicit Chick-fil-A, even though Dan Cathy, one of its main executives, had a chair at the organizing committee". Upon realizing she and all of the Paralympic Organizing Committee were being ambushed, Alana Shepherdabruptly broken unilaterally all previously signed contracts, taking the personal risk on this issue and through a press conference and released a list she dubbed the "Sinful Six", as their name were handwritten by her on a piece of paper. This nicknames was given, because along with McDonald's another five Olympic Sponsors did not signed a contract to the Paralympics and blocked eventual negotiations with their direct competitors. On this list were this names: Anheuser-Busch, Visa, Bausch and Lomb, John Hancock Financial and Sara Lee. "I keep the list in my wallet," Shepherd told a reporter at the time. In recent interviews, Shepherd declines to say much about this situation and the deal. "I'm taking the high road now... I'm not digging it up," she said, but added, "They were the losers. We were the winners." She also attended the 1992 Summer Olympics and the 1992 Summer Paralympics in Barcelona, Spain, and in a stroke of fate happened to have Juan Antonio Samaranch, the then president of the International Olympic Committee, sitting next to her and in an informal talking she said. "You know, it's crazy to have two different committees holding events at the same places," she recalled. "They didn't understand it, they were scared of it," she said of Olympics officials' attitude toward the Paralympics. "It was something they didn't understand would help the city become more accessible."
All of these issues were a concern for the IPC since the beginning of the application process and example of this concerns were reported during the entity's General Assembly held in November 1995 in Tokyo, Japan.
Racing against time and all risks, Shepard raised the US$81 million needed to hold the event. Without the involvement of any public authority, Atlanta successfully held the IX edition of the Summer Paralympic Games. But unlike what had happened four years earlier, not all Olympic Games competition venues were used and the same Barcelona experience could not be delivered. But, contrary to predictions, the event made an impressive profit of millions of dollars, and that amount was used to create BlazeSports America, a Norcross-based non-profit organization that runs sports programs for children and veterans with disabilities.
Atlanta aftermath
Flaming and Shepherd believes until today that Samaranch and others must have heard the key message of these struggles. "After Atlanta, the IOC said it would not accept an Olympic bid unless it also made provisions for the Paralympic Games," Fleming said. "The IOC leadership essentially said, 'The Paralympic movement is not going away, especially after Atlanta...'and this was already happening, a few months after the closing of the Atlanta Games, the International Olympic Committee announced that it had changed the rules of the application process and starting from the 2000 Summer Olympics would not accept a bid if the city filed a bid without disclosing its plans for the Paralympic Games. Following this difficult process, when bidding for the Olympic Games between 1991 and 1993, the eventual winner - the Australian city of Sydney - did not originally guarantee that the city wanted to host the Paralympics. But during the process, they changed their attitudes and promised that apart the two events had the possibility to be organized by two different parties, they would give the same treatment to all the participants and public who went to go to Australia for the two events. This also encompassed planning, financing, security, logistics, marketing and ticket sales. This joint planning give the opportunity to share all the functions and made until that Games, won the title of "the best ever" until that date.The Atlanta 1996 Summer Paralympic Games budget troubles led the IOC to take and study some changes on their management. In the first action held in 1993, IOC and IPC signed a joint protocol of strategic partnership and they undertook to include topics related to the Olympic and Paralympic Games in the evaluation questionnaires that would be sent to the cities interested in the 2002 Winter Olympics and the 2004 Summer Olympics. Occasionally, another American city Salt Lake City would be elected to host the 2002 Winter Olympics. In a different way that held in Atlanta, as they assumed the responsibility to host the 2002 Winter Paralympics if they won. While of the 11 cities applying for the 2004 Games, 6 had also chosen the joint management model.
Five years later, and after the large and unprecedented success of the 1998 Winter Paralympics and the 2000 Summer Paralympics in 2001, after a change at the Olympic Charter, the International Paralympic Committee became an effective collaborator of the International Olympic Committee, and its president became a compulsory member of the IOC. With that, a cooperation agreement was signed informally called "One city, two events" and from then on, the same city and the same Organizing Committee would be responsible for the Olympic Games and the Paralympic Games of the same year, and this concept started to be used during the process that led Beijing to win the process to host the 2008 Summer Olympics.