N.J. Economic Development Authority CEO Evan Weiss is confident that the World Cup grants the organization will soon be handing out will increase the success of soccer-related events, big and small, around the state during the 39-day tournament.
But he’s really hoping the impact of the grants goes well beyond when the final is played at MetLife Stadium on July 19.
Weiss said he wants the grants to be more than just one-and-done experience for residents.
“Economic studies show that mega-events are much less meaningful if they kind of come and go,” he explained to BINJE. “If they change people’s habits, then they have real impact.”
Here’s what Weiss means by that.
Making an event better in Montclair, Asbury Park or Camden is great. But if it makes attendees realize those places probably have a lot of fun events — and makes people start looking for more opportunities to return there in the future — then you have lasting impact.
“To me, that’s exciting,” he said. “Using the World Cup to change people’s habits, more than just having them go to an event one time.”
Just who will get these grants remains to be seen.
The application process for the program, introduced last week, had two deadlines: Applications for big events were due Monday; applications for assistance for smaller events are due at 11:59 p.m. today.
Weiss said the quick turnaround was by design.
“It was intentional,” he said. “And no disrespect to anybody, but if you weren’t already planning this, it’s too late. We wanted to give people who were already set up the ability to add some oomph, with state support.”
Weiss would not give a timeline on how quickly the grants will be announced — though he said it would be sooner rather than later.
He acknowledged outside factors — security, for one, in this ever-combative world — will affect how long it takes to evaluate all applicants.
Then there’s the question of whether an applicant intends to use the World Cup name and logo — and whether they have the right to do so.
“This is a very complicated thing to try to pull off,” he said.
It’s also a testing ground.
Weiss also told BINJE that the idea of the state giving grants during big events in search of broader impact may be the EDA model going forward. He pointed to the upcoming 250th anniversary as another opportunity.
This concept is one reason the state decided to end the tournament-long Fan Fest at Liberty State Park. Officials felt there was a better way to have lasting impact.
“We’re trying to use a different playbook for things like this,” he said. “We want to be directing investment in ways that we hope will have broad returns, versus only trying to support the events directly.”
The World Cup, Weiss said, is the perfect place to start.
Local events such as Flag Cities, Jersey Fan Hub, Plaza de Futbol and American Dream Fan Fest are surely hoping to receive grants.
“I’m very happy with how we’re doing this,” he said.
“We’re giving real money to real communities to try to help them benefit financially, but also to increase the experience that New Jerseyans will have from this — particularly New Jerseyans who represent so many communities that are going to be playing in the World Cup.”
