|Dmitry Chernyshenko - President, Sochi 2014|
|Profile of the week|
Friday, 26 April 2013 16:14
Dmitry Chernyshenko, a native of Sochi, is one of the leading Russian professionals in advertising and sports marketing. He also has extensive committee experience working with the Russian Ministry of Sports.
In November 2005, he was appointed CEO of the Sochi 2014 Bid Committee. Mr. Chernyshenko began his career in advertising in 1989, establishing the agency that later developed into Media Arts Group. He is a graduate of the Moscow State Technological University and his interests include alpine skiing.
On December 13th, 2007, Dmitry Chernyshenko was awarded with the Order of Honor for the successful victory of the Sochi 2014 Bid.
By Ismail Uddin
How do your previous roles in advertising compare to being head of the Sochi 2014 Organizing Committee? Have any of those skills you learnt in previous positions transferred to your role in Sochi?
Working within the advertising industry was very different to my current role as President and CEO of the Sochi 2014 Organizing Committee but skills are transferrable. Leadership, teamwork, innovation, creativity, promotion, building good relationships with other parties: these are all skills which I learnt in the advertising industry and brought to my role at Sochi 2014.
Does being a native of Sochi provide you with an advantage in leading the preparations for the Sochi 2014 Games?
I hope so! It is great for me to see the improvements that are being made to the city as a whole: upgraded infrastructure, new roads, environmental initiatives, jobs, as well as the construction of Olympic venues. When work is completed it will have a hugely positive impact on the lives of Sochi citizens for generations to come. I believe it is already one of our most important legacy goals.
When you won your bid for Sochi 2014, what was the most critical element of your bid that you wanted to emphasise?
We’ve dedicated ourselves to thinking long-term, to focus on a true Games legacy that will not only rejuvenate the city of Sochi, but will also contribute to the economic, cultural and environmental development of the Krasnodar region. The Games make it possible to create new standards in ecology, construction, barrier-free environment and corporate governance. In other words, Sochi becomes an example to other Russian cities and the world.
Modern international sports venues that are being built in Sochi will collectively form a new year round international sports center with modern infrastructure including an international airport, dozens of new world-class hotels and business centers. Some of the newly-built sports venues will be transformed into multi-purpose centers after the Games and others will be dismantled and transported to other cities in Russia.
Investments in Sochi’s urban infrastructure and services in preparation for the Games will contribute to the overall development of the Krasnodar region.
The Games will make it possible to set new environmental standards in Russia. Our environmental program is aimed at preserving the unique natural environment of the Krasnodar region, as well as improving Sochi’s environment in preparation for the 2014 Winter Games.
The Russian International Olympic University in Sochi will become the key center for training a new generation of highly-qualified sports managers in Russia.
With the support of the Olympic and Paralympic Movements, a volunteer movement is being revived in Russia with the Sochi 2014 Games bringing together 25,000 volunteers. When Sochi began the bidding process in 2005, the concept of volunteering simply did not exist in Russia. Now, the volunteer movement is thriving, with a quarter of a million Russians regularly participating in volunteer activity. In the 2012 World Giving Index, for the first time ever, Russia was listed as one of the top ten countries for time spent volunteering. Most importantly, tens of thousands of generous people will have the opportunity to become a part of the Sochi 2014 Games as volunteers. This will be an invaluable experience for them, and one that they will be able to pass on to future generations of Russian volunteers. As a result of the Sochi Games, an entire generation will be brought up with awareness and understanding of the Olympic and Paralympic values.
How are the preparations going for the Sochi 2014 Games?
The preparations are going well and everybody is working incredibly hard to make sure that we reach all of our targets; we have received brilliant feedback at every stage. Our successful test events program has shown that we are ready to show the world the best of Sochi 2014.
What has been the most difficult aspect of planning for the Olympic Games?
The biggest challenge we have faced is making the transition from the planning stage to operational readiness. The test events program has helped us to do that and to iron out any creases that there may be in terms of venues and procedures before the actual Games next year. Testing is the key to getting it right and we are working hard on our test events program which has thoroughly tested venues and procedures, as all well as all the Games-time services.