As Beijing is speeding up construction of venues for the 2008 Olympics, foreign investors are examining business opportunities stemming from China's possible bid to host the 2014 Winter Games.

Foreign business people can play greater roles in the bidding process, and in the sports events' operations, suggests a senior sports industry executive from the United States.

"The most important thing foreign investors can do is help local communities develop a long-term, sports-facility strategy, not just a plan to bid to host the Games," said Ladd E. Christensen, chairman and chief executive officer (CEO) of Utah-based Whitehall Corp.

Christensen, a former world skiing champion and major investor in sports, was appointed late last month by Harbin's municipal government to help the city prepare for its bid to host the 2014 Winter Olympics.

Christensen's title is senior consultant, and he will help Harbin plan for and construct the sports venues.

Harbin had filed an application to bid for the right to host the 2010 Winter Olympics, but was not chosen by the International Olympic Committee to participate in the selection process.

Vancouver, a city in western Canada's British Columbia, was eventually chosen to host the Games.

Undeterred, Harbin has decided - although it has not made an official announcement - to submit a bid to host the 2014 Winter Games.

Harbin officials suggest the bidding process and possible success are good opportunities for China's marginalized industrial base - the northeastern provinces of Heilongjiang, Jilin and Liaoning - to revitalize itself.

Harbin has filed its application to bid to host the 2009 Winter Universiade. That, city officials said, will help Harbin prepare its Olympic bid.

The time is right - as more Chinese have the time and interest in recreational activities - for foreign investors to pour their money into China's sports industry, Christensen told China Business Weekly.

"The city can compare itself to a piece of blank paper, on which a lot of things can be drawn," Christensen said.

However, it will take a lot of work, he said.

Harbin must develop venues that balance local needs with the demands that come with international sports events, he said.

The city must also recruit or train talented people to be good at sports operation from the region and offer more public services, Christensen added.

The opportunities, however, can also be challenges awaiting investors and Harbin's officials.

One big problem facing any developing country hoping to host such a huge sports event is it must build several venues that can accommodate major international events.

But such facilities may not meet local needs or be conducive to future events, said Simon Liu, chairman of the Salt Lake City-based Blue Lion Group.

The company is one of the Utah state government's strategic partners.The firm is helping Harbin officials develop the city's winter sports industry.

Foreign investors understand better how to develop and operate sports markets that can meet the demands of both long-term customers and major sports events, Liu said.

Such events, given market liberalization in post-WTO-entry China, will help the country better tap the winter sports market, Liu added.

China joined the World Trade Organization (WTO) late in 2001.

Christensen, a successful entrepreneur, has launched several businesses, including an oil refinery and an exploration equipment manufacturing company.

But he is most proud of Deer Valley and Park City, which were major venues for the 2002 Winter Olympics in Salt Lake City, Utah.

Christensen was president of the Olympics' venue commission. He helped develop the two sites.

In Deer Valley, Christensen developed several recreation facilities and 400 villas, each of which sold for several million US dollars after the Games. Deer Valley has become one of North America's top ski resorts.

To successfully develop sports venues, the developer must pursue new styles and highly innovative concepts, Christensen said.

(Business Weekly 06/15/2004 page8)