Positioning mega-event flagships - from Performing Arts Center of Expo 2010 to Mercedes-Benz Arena

A mega-event flagship (MEF) refers to a one-off venue for a mega-event and a pacemaker for regional urban renewal. To achieve this dual mandate requires a clear identification and definition of its functional positions in both short and long terms. Despite repeated suboptimal precedents, scant attention is paid to the actual programming process which lays the groundwork for an MEF to sustain itself and to provide a vital continuity of its affiliated renewal. Hence, the overarching aim of this paper is to understand the significance and strategies of seeking an MEF's dual position through a case study of Performing Arts Center of Expo 2010 as part of the Expo-led urban renewal. The focus is on how the circuitous programming process in a multi-stakeholder environment has impacted on the MEF's transformation into Mercedes-Benz Arena, now a vibrant cultural and lifestyle destination. The paper concludes that forward thinking in positioning an MEF can effectively avoid `premature aging' that would likely lead to costly remodelling. Four specific lessons are summed up for future practices in reducing the learning curve associated with both organizational and technical aspects. Built upon previous work, this paper marks a continued effort to formulate context-based tools for MEF development.