- Executive Summary
- Letter from Juan Antonio Samaranch
- Foreword by Sir Martin Sorrell
- Chapter 1: Ring Side Seat
- Chapter 2: Scorpion Wars
- Chapter 3: Shock and Awe
- Chapter 4: The Shoemaker's Vision
- Chapter 5: Beyond a Brand
- Chapter 6: Beating the Ambushers
- Chapter 7: Operation Perfect Hosts
- Chapter 8: Making IT Happen
- Chapter 9: To the Brink and Back
- Chapter 10: Coming Home
- Chapter 11: The Future of the Rings
- Foreign Language Editions
London Innovations: Dynamic Atmosphere.
One of the biggest successes of London 2012 has been the fantastic atmosphere. Perhaps it should not be surprising that the beach volleyball on Horse Guards is lively and noisy. But other venues from the rowing at Eton Dorney to tennis at Wimbledon have been equally loud.
It has helped that Team GB has been performing well. But even in events where there is hardly a GB athlete, the atmosphere has been the most electric of any of the eight summer games I’ve attended.
None of this is an accident. More than any past hosts, London has focused on maximising the spectator experience.
Each venue has its own producer with the freedom to have fun while respecting the sport. There are DJs orchestrating the crowd. There is music. There are dynamic visuals.
There has been criticism in some quarters that the razmataz distracts from the athletics. But it appeals to the young people who Seb Coe and his London organising committee promised the Olympics would connect with.
The theatrical introductions given to the competitors - particularly at swimming events - is another innovation. So too has been efforts to demystify the intricacies of each sport - such as stadium presenters explaining the rules.
None of this is rocket science, but it has never been done in such a thoughtful way. Organisers have treated spectators as key stakeholders in the games and has worked hard to get as many people involved as possible - through the torch relay, the free road events, and the “live sites” around the country. One of London’s biggest legacies may well be the spectator experience it created.
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