Vancouver Blog

SportsMark is blogging daily from Vancouver

March 01
Next stop....London!

As the excitement of the Vancouver Olympic Winter Games draws to a close, London 2012 organisers have been taking advantage of the final opportunity to experience and learn from an Olympic Games, before London becomes the next Olympic Host City.

John Furlong, Chief Executive of Vancouver 2010 passes the Olympic Torch to Sebastian Coe and all eyes will now be focused on London over the next 2 and a half years in anticipation.

The London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) sent a team to Vancouver for the Games, with a specific brief to look at Games-time operations, on how the city functions and how the enormous logistical challenges are delivered.

Led by LOCOG Chair Sebastian Coe and Chief Executive Paul Deighton, the LOCOG team has identified four key areas in which Vancouver excelled.

1. Sport: Vancouver shared London’s desire to ensure that sport and the athletes are at the heart of the Games and this inspired the athletes to deliver some world-class performances.

2. Service: The volunteers played a huge role in the success of the Games, demonstrating outstanding customer service and providing valuable insight on how volunteers will be recruited and trained for London 2012.

3. Stadia: The stadia in Vancouver and courses in Whistler were full of knowledgeable sports fans and passionate followers of the home team but also enthusiastic supporters of all teams. The full stadia demonstrated how right the organising committee got its ticketing strategy. Tickets for London 2012 will go on sale in 2011 with more details on LOCOG’s ticketing approach issued in due course.

4. Sites: The Games were brought to life in Vancouver with the streets and sites full of supporters, creating a party atmosphere in the city. The big screens in Vancouver provided superb hubs for community activity, enabling everyone to see the sport itself and crucially to celebrate victory ceremonies. The Winter Olympic Games in Vancouver will leave permanent recollections where the athletes, volunteers, organisers, and locals of the city came together to stage a truly unforgettable event. Over the last two weeks, the streets of Vancouver have been illuminated with people gathered to celebrate this fantastic spectacle of sport and culture. I hope our team in London can exhibit the same level of service and excitement.

February 28
Final Medal Count

The Vancouver 2010 Winter Olympics are now officially over. There have definitely been some truly unforgettable moments, including yesterday’s thrilling hockey final and inspiring Closing Ceremonies.

At the finish, it was Team USA that topped the medal list, with a total of 37 medals in all, while the host country Canada was golden, setting a Winter Olympic record for most gold medals.

Here’s a breakdown of the final medal count.

1. USA - 9 gold, 15 silver, 13 bronze
2. Germany - 10 gold, 13 silver, 7 bronze
3. Canada - 14 gold, 7 silver, 5 bronze
4. Norway - 9 gold, 8 silver, 6 bronze
5. Austria - 4 gold, 6 silver, 6 bronze
6. Russian Federation - 3 gold, 5 silver, 7 bronze
7. Korea - 6 gold, 6 silver, 2 bronze
8. Switzerland - 6 gold, o silver, 3 bronze
9. Netherlands - 4 gold, 1 silver, 3 bronze
10. Czech Republic - 2 gold, 0 sliver, 4 bronze
11. Poland - 1 gold, 3 silver, 2 bronze
12. Italy - 1 gold, 1 silver, 3 bronze
13. Japan - 0 gold, 3 silver, 2 bronze
14. Finland - 0 gold, 1 silver, 4 bronze
15. Austria - 2 gold, 1 silver, 0 bronze
16. Belarus - 1 gold, 1 silver, 1 bronze
17. Slovakia - 1 gold, 1 silver, 1 bronze
18. Croatia - 0 gold, 2 silver, 1 bronze
19. Slovenia - 0 gold, 2 silver, 1 bronze
20. Latvia - 0 gold, 2 silver 0 bronze
21. Great Britain - 1 gold, 0 silver, 0 bronze
22. Estonia - 0 gold, 1 silver, 0 bronze
23. Kazakhstan - 0 gold, 1 silver, 0 bronze

February 27
Red and White All Over

Last night Vancouver, and all of Canada, erupted in celebration as the Canadian hockey team held off Slovakia in the final minutes, advancing to the gold medal game. International hockey’s new super-rivals, Canada and the USA, will face off Sunday afternoon in what promises to be an intense rematch of the 2002 finale in Salt Lake City.

As the horn sounded in Canada Hockey Place last night, thousands of people took to the streets to celebrate the nail-biting win. Vancouver’s so-called entertainment district, Granville Street, from Georgia to Drake, was filled with revelers, young and old, adorned in Canadian flags, hockey jerseys, and even body paint. It was a sea of red and white until the early morning hours with lines at every bar, nightclub, hot dog and pizza stand.

Though the crowd was large and boisterous, everybody was remarkably well-behaved. Locals and tourists were loud and erratic, but good-natured. The Canadian national anthem was chanted continually throughout the night along with cheers of “We want USA!”.

Canada's 5-2 victory over the USA in 2002 was huge, but Sunday’s game should be even bigger. The USA already beat Canada in round-robin play, but this Canadian team has been hyped as the best since NHL players first began appearing in the Olympics, in 1998. With all of the uncertainties surrounding the final game, one thing is for sure, Vancouver will be the center of the sports world on Sunday.

February 26
Vancouver Hospitality Program Measurement

A client arrives at the airport and is greeted with a “Welcome to Vancouver” sign and whisked to a motorcoach that will check them into their four or five star hotel. Upon arrival they receive a welcome kit (from the host company that invited them) that describes the Olympic program experience they are about to receive. After three or full days of Olympic events, client networking dinners, business meetings and a little R&R time, they return home, hopefully having had the experience of a lifetime. And the business relationship they have with the sponsor company that invited them is enhanced immeasurably. Or is that enhanced relationship measureable after all?

At SportsMark, our leading philosophy is that corporate hospitality at a live sporting event is a key component of a brand’s sponsorship marketing mix. At the Olympic Games, corporate sponsor hospitality — including the event experience, branding, networking events, product showcasing rights on site, tickets to events, etc. — is a powerful sponsorship element and is ranked by most clients as one of the most valuable assets they own. Clients recognize that the guest experience they provide to customers at the Olympic Games is one of the best ways to drive long term business relationships—relationships that will ultimately enhance the client’s business and bottomline. So there is real value in the hospitality element of the Olympic Games, right? So why is it that while many recognize the power of a well produced and organized hospitality program, not as many will take the time to measure how it is delivering against business goals and objectives?

Our goal is to work with clients throughout the entire planning process to ensure that their hospitality assets and programs have well established marketing goals and business objectives, which serve as key benchmarks for measuring the success of the program. These metric benchmarks allow us to do a better job in the upfront design and business orientation of all our hospitality programs, not just our Olympic Games programs, thus guaranteeing better alignment with client objectives and expectations. For something as complex as the Olympic Games, which requires up to two years of intense hospitality program planning, it is critical that the hospitality goals and objectives are in alignment with the overall sponsorship goals and objectives.

However, no hospitality program can be successfully measured and evaluated on a brand and business metrics perspective without establishing and answering two key questions:

1. What are the hospitality program’s objectives?
2. What do we want to track?

Setting benchmarks and objectives upfront by answering these two simple questions is really the way to start.

For the 2010 Vancouver Winter Olympic Games, SportsMark will work with many of our clients, including leading sponsors like Visa, Bell and Omega, to develop measurement programs that help define how the guest experience delivered against the hospitality program objectives that were set up front. The research initiatives range from the simple to the complex, but regardless the main thing is our clients are at least making an attempt to measure how the hospitality program worked and how they and we, as their hospitality events agency, can take that learning and improve upon future programs. As the old saying goes, learning something—whether it’s good or bad-- is better than not learning anything at all.

February 25
Sir Richard Branson heats up the Bell Ice Cube

One of the hottest places in Vancouver during the 2010 Winter Games is proving to be the Bell Ice Cube. Sir Richard Branson, famed British entrepreneur and founder of the Virgin empire, wowed fans and media alike this week in an ice carving competition with teammate Wade Oosterman, Bell Mobility President and Chief Brand Officer, at the Bell Ice Cube.

Wade and Sir Richard went head-to-head in an ice sculpture competition against 2002 Olympic Figure Skating Gold Medalists Jamie Salé and David Pelletier. Both teams put in a solid effort and their ice creations were judged a tie by the enthusiastic crowd.

During the event, Wade also announced Bell’s $20,000 contribution to Sir Richard Branson’s foundation, Virgin Unite – a non-profit that aims to help people tackle tough social and environmental problems in an entrepreneurial way.

“Sustainability is one of our core values at Bell,” said Wade. “This is true not only for our Olympic project but in all areas of the company; everything we do makes a difference. It’s very important that we leave this planet better than we found it.”

Bell is an industry leader in sustainability. The Olympic team ensured that sustainability was integrated into every aspect of its planning and operations for the 2010 Winter Games. Our team is delivering the first all-IP Olympics, which resulted in a reduction in the amount of cabling and infrastructure needed. As well, our technology team re-used existing infrastructure, recycled construction materials and telecom infrastructure, and installed the first solar powered cell site in western Canada as part of the Olympic-grade wireless network.

Branson is just the latest celebrity to visit Bell Ice Cube. Dozens of former and current Olympic athletes have already dropped by to chat with Olympian and Bell Champion Charmaine Crooks during Ice Talk, including Canada’s first gold medalist Alexandre Bilodeau, as well as Olympic Wrestler Gold Medalist Carol Huyhn, and two-time Olympic Figure Skaters Marie-France Dubreuil and Patrice Lauzon.

Click here to learn more about Virgin Unite.

February 24
Top Things People Are Buzzing About in Vancouver

Top Things People Are Buzzing About in Vancouver

• Red mittens – they’re the must-have item of the Games. Millions have been sold – but only kids sizes remain. It’s all about the mittens!

• The zipline – people are waiting 6-8 hours to shoot across Robson Square high atop a zipline.

• The wait at the Superstore – people are also waiting in lines around the block for a chance to make it inside the Olympic Superstore and purchase their Vancouver 2010 souvenirs.

• The mint – seems like there is a theme here with waiting in lines – visitors can wait in line for a chance to get a peek at the official medals at the Royal Canadian Mint.

• The fence around the cauldron – after much debate, the metal fence has given way to clear plexiglas, so that visitors can get their much sought-after photos of the infamous cauldron!

• Hockey, hockey, and more hockey – can Canada bring home the gold?

• Russia House – as the host of the next Winter Games, it’s the place to check out – if you can make your way in!

• Snow – it’s finally snowing in Whistler!

February 23
Up Close and Personal

They defy gravity, human limits, and all the odds. They astound us with their quiet composure, cool confidence, and occasionally arrogant quotes. They are the athletes of the XXI Olympic Winter Games, and everyone wants a piece of them. To get a 20 second sound bite or an autograph scribbled on a napkin is one thing; to hear an athlete recount their personal journey to the gold in a hushed hospitality suite is quite another.

At the Olympics, SportsMark clients invite former and current Olympians to add the “wow” factor to a program, pose for photos with guests, and to provide an up close and intimate glimpse into the life of a world-class athlete. Athlete appearances on client hospitality programs add another dimension to an already once-in-a-lifetime experience.

Team Visa’s impressive stable of athletes include Olympians from numerous countries and disciplines. Our job is to weave athlete appearances into the Olympic guest experience in an impactful and memorable way.

In Vancouver, Omega’s celebrity ambassadors include winter and summer athletes and other famous faces. Stunning supermodel Cindy Crawford put the “bling” in bling bling at an Omega Boutique event, and superstar Olympic swimmer Michael Phelps splashed into an Omega event, posing in the bobsleigh and captivating guests with his friendly banter. Oh yes, and his eight gold medals!

Some clients take athlete appearances to the next level by inviting these congenial superstars to join the hospitality program for a few days. The “resident athlete” becomes a special guest on the program, sharing personal stories, meals, bus rides and, of course, keen insights and perspective on Olympic competition. Two of our silver medal resident figure skaters even conducted a private skating lesson for a group of lucky guests. Now that’s something to write home about!

February 22
Winning the Gold in Transportation Management

With events taking place at nine Olympic competition venues and six non-competition venues (such as the Main Media Centre and BC Place), transporting guests in these Olympic Winter Games is no simple task. One of the most crucial and impactful elements of the overall guest experience, our Olympic transportation planning begins years in advance, and is managed onsite by experienced and dedicated individuals.

Depending on the client program size and number of hotels, Olympic hospitality programs typically utilize a combination of large and small motor coaches, SUVs and sedans to move guests in the most efficient manner. Our highly-skilled transportation managers have a tall order: to move guests from point A to point B and sometimes to points C, D and E safely, smoothly, quickly and on time.

Transportation managers must constantly think on their feet as challenges are hurtled at them like flying hockey pucks. It’s all in a day’s work for these logistical all-stars to re-route buses due to last minute road closures, manage ‘turn day’ airport arrivals and departures (and hotel luggage handling) for hundreds of guests, creatively and diplomatically handle difficult venue parking situations, and update vehicle travel times and driver schedules based on ever-changing weather and traffic.

Unlike other staff positions that are typically based inside a pleasantly heated hotel, transportation managers must oftentimes brave the elements: rain, sleet or snow – and we’ve had it all in Vancouver! Seemingly unflappable, these stoic souls maintain a zen-like calm whether they are greeting arriving guests at 5:00 AM, dispatching 20 buses from a crowded hotel loading zone, or waiting patiently in a snowy parking lot to ensure prime positions for our client’s fleet of coaches.

Like any Olympian will tell you, it’s all about teamwork. Transportation management in Vancouver is no exception. Each SportsMark transportation manager is blessed with a hardy team of committed, enthusiastic and invaluable local staff, including current and retired firemen serving as dedicated drivers for SUVs and sedans. Other local staff assist as bus hosts, accompanying the group throughout the day, and providing a friendly face, local knowledge and colorful commentary for our client guests.

It’s no wonder when we receive guest surveys at the end of a program, the entire Transportation team – managers, drivers, airport greeters and local staff receive perfect “10’s” for their high level of customer service and their ever-ready smiles.

February 21
Week 1 at the Games

After the first full week of competition at the Vancouver 2010 Olympics Games, Team USA leads all countries with 21 medals (6 G, 6 S, 9 B). Germany (14 - 4 G, 6 S, 4 B) and Norway (10 - 5 G, 3 S, 2 B) trail close behind in medal total and quality. Team USA's six gold medals lead all countries, but Norway (5 G), Germany (4 G), and Switzerland (4 G) provide a high quality of competition with their medal success so far. Here are some of the great highlights from the first week of Olympic competition.

• Canada's Alexandre Bilodeau became the first Canadian ever to win Olympic gold at home - in men's moguls.

• America's Lindsey Vonn, Julia Mancuso, and Bode Miller dominated alpine skiing. Vonn, Mancuso, Miller, and surprise men's Super G bronze medalist Andrew Weibrecht have so far captured an incredible seven medals in alpine skiing events with more races still to come, including Slalom, Giant Slalom, and men's Super Combined.

• Shen and Zhao won pairs figure skating gold. Shen Xue and Zhao Hongbo of China, who twice won Olympic bronze, came to the Vancouver Games for one last shot at Olympic gold. The now-married couple, who were among the oldest members of Team China at 36 and 31 years of age, were first paired up in 1992. Theirs is an inspirational story of dedication, devotion, and, ultimately, love.

• Apolo Ohno skated his way into United States Winter Olympic history. The short track mega star entered the 2010 Games trailing speed skater Bonnie Blair by one medal for a distinctive record: most decorated US Winter Olympic athlete of all time. A silver medal in the men's 1500m event quickly tied him with Blair, and a bronze in the 1000m on day 9 secured his spot in history for good.

• Swiss jumper, Simon Ammann became King of the Hills. After struggling at the Torino Games, he came away with gold medals in both the normal hill and the large hill men's ski jumping competitions. It marked a repeat of his double gold performance at the 2002 Salt Lake City Games.

• American Evan Lysacek ended Russia’s long dominance in men’s figure skating. Shocked reigning champion Yevgeny Plushenko took the silver medal after Lysacek gave a risk-free performance, opting against a quadruple jump. He becomes the first American to win the title since Brian Boitano in Calgary in 1988, breaking a stranglehold by men from Russia or the former Soviet Union going back five previous Games.

• Torah Bright won Australia's first gold of the Vancouver Games. The Aussie was golden in women’s halfpipe, ending the long-standing American domination of the sport. Bright didn't expect to see her parents in Vancouver, since she plans to be married in Utah this summer, but was stunned and delighted, when they made the trip after all, and witnessed her winning run.

• Snowboarding superstar and defending champion Shaun White won the Olympic men's halfpipe gold. Dazzling the judges, White scored a nearly perfect 48.4 out of 50 in his second run. One of the stellar names at these Games, 23-year-old White came to Vancouver as the hot favorite, having last month won his third consecutive gold in the X Games superpipe.

February 20
Beyond the Olympics

Olympic hospitality programs are full of excitement, thrills and memorable moments, both inside and outside of the sporting venues. Though Olympic competition is the ‘main event’ for most guests, program itineraries are structured to allow ample time for exploring the host city and culture, and simply letting the Olympic spirit wash over you. These Olympic Games are no exception; Vancouver is a treasure waiting to be uncovered.

Just steps from BC Place and General Motors Place (Canada Hockey Place) is LiveCity Downtown hosting a variety of local, Canadian and international performing artists, and broadcasting Olympic events and highlights. This is as close as you’ll get to the action without a ticket. It’s a place to people watch, and meet and mingle in a lively urban setting.

LiveCity Yaletown, on the scenic water’s edge at David Lam Park features free live musical entertainment all afternoon, culminating each evening with a dynamic headliner. From Jully Black to Blue Rodeo, there’s something for everyone in this stellar lineup.

At every Olympic Games there is a very popular ‘sport’ that involves risk and daring, but does not require a ‘Double McTwist1260’ to win gold. It’s the fast, fun and furious activity of pin trading. From rosy-cheeked kids to serious Russian coaches to savvy CEO’s, the ubiquitous pin trading happens in venues, at restaurants, on the street and in hotel lobbies - and all fortunately without the risk of bodily injury.

Beyond the colorful, collectable pins themselves, which become a unique keepsake of the Olympic Games, every pin (and pin trade) has a story. The activity itself becomes a sort of cultural currency. In the spirit of the Olympic Games, pin trading breaks down barriers for travelers from different countries and cultures. This seemingly innocuous activity is quite powerful, sparking conversation and connections between people from all over the world.

Inspired by the recent figure skating competition, scores of skaters are flocking to GE Plaza’s outdoor skating rink in BC Robson Square, located in downtown Vancouver. Skaters of all ages, channeling gold medalist Evan Lysacek, are spinning and twirling across the ice, though we have yet to see a Triple Salchow!

Extracurricular activity is not limited to Vancouver. Whistler’s wintery village is an energetic fusion of sport, art and entertainment, set against the spectacular backdrop of Whistler and Blackcomb mountains. Street performers line the pedestrian-only village stroll, while outdoor stages pulse with live music. Even in Whistler, you’re never far from the Olympic spirit, as each night medals for Whistler-based sports are presented to the winning Olympians at Whistler Medals plaza.

February 19
A Word from the Sponsors

It takes the support of a lot of great companies to pull off a massive global event like the Olympic Games. Today, we’re going to focus on a few of our sponsor clients – Bell Canada, Omega, and Visa, so that we can learn a little more about what they’re doing as sponsors of the Vancouver 2010 Olympic Games.

Let’s start with Bell Canada, a Premier National Partner. Every image seen on TV, every news story filed to the world, every real-time score transmitted – it will all traverse communications solutions designed and delivered by Bell! To help VANOC deliver the Games to the world, Bell is providing broadcast support, Web services, programming for thousands of cellular phones, and much more.

Bell’s 285 km fibre optic network also covers the 120 km distance between Vancouver and Whistler where there had previously been a limited communication network. When the Games are over, this network will provide local businesses with increased connectivity, a long-term legacy for the local community.

VANOC also commissioned Bell to design, develop and host vancouver2010.com. During the 2010 Winter Games, vancouver2010.com is estimated to receive more than 1.5 billion page views from a worldwide audience. For more information, go to http://www.vancouver.bell.ca/en.

OMEGA, a Worldwide Olympic Partner, is responsible for timekeeping, data handling and the display of results for each event at every venue. The IOC first came to work with OMEGA in 1932. Prior to that date, judges and timekeepers had brought their own stopwatches. Seventy years later in Turin, OMEGA deployed 208 professionals – 127 timekeepers and 81 data handlers – armed with 220 tons of equipment. Those numbers have been exceeded in Vancouver, as OMEGA mobilizes the largest timekeeping contingent in the history of winter sport.

The OMEGA Boutique, which opened at the Fairmont Hotel Vancouver in December, will remain open throughout the Vancouver 2010 Olympic and Paralympic Winter Games and will host all of the events featuring the brand’s family of ambassadors scheduled to take place throughout the Games. For more information, go to http://www.omegawatches.com/. Visa has been a Proud Sponsor of the Olympic Games for 24 years and is the only card accepted at the Vancouver 2010 Olympic and Paralympic Winter Games. In addition to the economic support provided to the staging of the Games, Visa’s corporate sponsorship of the Olympic Games has provided direct support to thousands of Olympic athletes through their Olympic organizations.

Financial institutions use Visa’s Olympic Games marketing platform to connect with their cardholders through promotional programs. For the Vancouver 2010 Olympic and Paralympic Winter Games, Visa is working with its financial institution clients globally to offer Visa cardholders the once-in-a-lifetime opportunity to attend the Olympic Winter Games. Visa is also working with a number of national and international merchant partners. Additionally, Visa has partnered with Tourism Vancouver and Tourism Whistler to promote both domestic and international travel to the areas.

At the Olympic and Paralympic Games, Visa’s Global Consumer Assistance Centre is staffed with multilingual Visa personnel who can provide a variety of card services, including information about and help with lost/stolen passports, police and hospital services, shopping, transport, dining and tourism, and ATM locations. For more information, go to http://visa.com/olympics.

Check back in tomorrow as learn more about Vancouver as a host city.

February 18
Getting Creative

Everywhere you turn, you see creativity in action around Vancouver - creativity on the ice in figure skating, in fashion both on and off the slopes, in the homemade signs cheering on an athlete or country.

As we’ve mentioned in our previous entries, our focus on a creative guest experience is what sets SportsMark apart from the rest. SportsMark Creative Services, our in-house design and production group, uses it as their mantra for executing hospitality environments and special events that leave indelible marks on a guest’s Olympic experience.

In the lead-up to an Olympics (or any other event, for that matter), SportsMark Creative Services works closely with our client and account teams to design creative concepts and custom hospitality environments using 3-D and hand-drawn renderings, mechanical drawings, graphic design, and other tools to ensure concepts and designs are communicated properly between client and agency.

Then, the fun really begins when we go on-site, and these visual concepts begin to take real form and shape. Deliveries are made, and soon custom artwork and sculptures, branding elements, product showcases, furniture, bars, hospitality desks, sound systems and intelligent lighting are built and installed. After a few late nights and early mornings, while following a very detailed production management on-site timeline, a beautiful setting starts to take place. What started out as an empty ballroom in a hotel results in a completely transformed, stylish hospitality suite with a distinct look and feel that is sure to enhance relationship building opportunities, not to mention the guest experience.

For one of our Vancouver sponsor clients, we spent the past year designing and building a casually elegant guest lounge that integrated with the client’s latest advertising campaign and set the focus on Olympic spirit and the athletes themselves. Our in-house artist created contemporary sculptures that represented a downhill ski racer and will serve as legacy pieces for our client.

Another client wanted the emphasis to be all about their family of brands, so we worked with them to produce distinct product showcasing areas where guests can touch, feel, and interact with their products.

And yet another client took a “less is more” approach, as they wanted a simple, cozy hospitality suite that guests can use as a central gathering place during their stay.

No matter the size and shape, the end goal is to deliver a creative, inviting environment that syncs up with the client’s expectations and objectives – and makes a guest feel at home.

Check back tomorrow for our next update from Vancouver.

February 17
Where Everybody Knows Your Name

The Hospitality Desk. It’s a buzz of activity. It’s a wealth of information. It’s a warm smile and concierge-level service for guests. It’s the hub of an Olympic hospitality program.

Typically located within a client’s hospitality suite, the hospitality desk, is the “go- to” location for guest check-in, amenities (gift bags) and ticket distribution, program questions, local knowledge, restaurant reservations, lost luggage, flight and train schedules, itinerary changes, and special requests, like extra Olympic trading pins or a room delivery of a heart-shaped red velvet birthday cake.

When it comes to amenities, the hospitality desk manager is a gold medalist in efficiency. Along with his or her staff, amenities are inventoried, sorted, name-tagged and organized for distribution and size exchanges.

On guest arrival and departure days in Vancouver (also known as “turn days”), the hospitality desk kicks it up a notch. The energetic hospitality staff assists departing guests with a myriad of questions and requests, while simultaneously welcoming the next “wave” of guests and ensuring a smooth check-in process.

An important aspect of program operations is continual communications between the transportation team and the hospitality desk team. As airport, vehicle and event information is updated, schedule changes are relayed between teams. Both phones and radios are used to quickly exchange critical information to ensure flawless program execution.

As a whole, SportsMark hospitality desk managers possess certain key traits: they are a gregarious group of friendly, hard-working, and dedicated staff. They also have an uncanny knack for organization and and juggling multiple projects. They are among the first staff on the scene in the morning and the last to go to bed at night, as hospitality suites are often open until midnight or later. Like the “Cheers” bar where everybody knows your name, hospitality desk managers and their team provide a warm and welcoming atmosphere – and, most likely, they will know your name!

Check back tomorrow, as we discover creativity in hospitality environments around Vancouver.

February 16
Olympic Event Tickets

Olympic event tickets are something to be treasured, something, perhaps, to give to a grandchild or frame alongside your pin collection or photo with Wayne Gretzky. Close up, they are a thing of beauty. A Vancouver Ice Hockey ticket boasts a swirling palette of blues and greens, along with a stylized image of a hockey player. The designs all have a distinctly Canadian feature of a flock of Canada geese flying in the background.

Though ticket prices vary greatly, one can see the world’s top athletes competing in the XXI Olympic Winter Games for as little as $25. Specific events and categories in Biathlon, Cross-Country Skiing and Women’s Ice Hockey offer up exciting Olympic competition at attractive prices. Of course, as you get into certain Olympic events (Figure Skating, Freestyle Skiing, Curling), both ticket demand and prices go up.

As with all high-demand tickets nowadays, the 2010 Olympic tickets have a large number of security features to prevent counterfeiting, including holographic images and various types of inks and bar codes. All told, VANOC’s specialty printer produced more than one million Olympic and Paralympic tickets.

Ticket selection is a critical component of an Olympic program, and is truly the cornerstone upon which SportsMark builds a successful client hospitality program. After careful consultation to gather client event preferences, SportsMark orders tickets based on a variety of criteria: indoor/outdoor, men’s/women’s, daytime/evening, Vancouver-based/Whistler-based. Our goal is to enable guests to see an exciting array of events and Olympic venues during their stay in Vancouver, to create the most memorable Olympic experience.

Olympic tickets are like gold, and we treat them as such. SportsMark Ticket Managers are carefully selected based on experience and skill sets. Each client hospitality program has one or two ticket managers. These detail-oriented and numerically gifted staff are entrusted with hundreds and, often times, thousands of tickets. All of which need to be counted, sorted by ‘wave’ (period of time a guest is at the Olympic Games), date, event, and then assigned to a specific guest. Once assigned to guests, tickets are placed in custom envelopes and are ready for distribution.

As guests board the heated motor coach on their way to see Ski Jumping, our trained bus hosts always ask, “Do you have your Ski Jumping tickets?” All heads nod “yes”, and the bus heads off to Whistler Olympic Park for another day of exciting Olympic competition!

February 15
Keeping Track

Everyone’s eyes are watching the medal counts…Apolo Ohno makes history and could potentially become the most decorated winter Olympian…Canadian Alexandre Bilodeau wins the gold medal in men's moguls to give Canada its first Olympic victory on home turf. Who will be next?

At SportsMark, we are challenged with our own set of reporting, when it comes to managing complex Olympic hospitality programs and the logistics associated with moving groups of guests on different itineraries and wave patterns. Throw in a weather delay, and all of sudden, meal times change, departure times change, sometimes even the day of the event may change, and we have to adjust accordingly.

Have you ever wondered how we effectively manage these complex Olympic itineraries, hotel room blocks, airport arrival and departure manifests, transportation schedules, meal counts, amenities, and ticket allocations, among other things?

One word: SportsManager®. (Or is that two?!) SportsMark’s proprietary event management suite, SportsManager®, is a combination of web-based and client server database systems. These systems work together to support the activities required to manage a global hospitality program. What does this all mean? We use SportsManager® to support the execution of:

• Group itineraries
• Hotel room management
• Amenity/gift management and distribution
• Flight validation and updates
• Airport ground transportation
• Food and beverage attendance management
• Credentialing
• Optional activity management
• Onsite guest communications for itinerary and departure transportation
• Vehicle scheduling

For the Vancouver 2010 Olympic Games, SportsMark’s talented IT team has created custom versions of our website platform for six clients. We also released a new version of PaxTrax, our guest tracking system, which supports the management of guest security. The system scans guest credentials when they are transferred on motorcoaches and other key locations. In addition, SportsMark IT has provided onsite infrastructure, including staff offices and credentialing/access control systems.

If you are interested in learning more about SportsManager®, please let us know at solutions@sportsmark.com.

Tomorrow, we’ll learn about the day in the life of a ticket manager. Stay tuned…

February 14
It's Valentine’s Day

Smoked salmon, pure maple syrup, Canadian bacon, hot sugared beaver tails, funnel cakes, Molson beer, ice wine, chocolate Tim Bits – these well-loved gastronomic icons of Canadian cuisine are among the many treats in store for Vancouver’s Olympic visitors and SportsMark clients’ guests.

The Vancouver dining scene is arguably the most vibrant in the country. A local bounty of fresh seafood, seasonal produce, specialty artisan foods, and Okanagan wines contribute to the quality and diversity of Vancouver’s dining options. Add to that world-class chefs, friendly knowledgeable wait staff, and spectacular views, and you have the ingredients for exceptional dining experiences morning, noon, and night.

The astounding array of ethnic restaurants in Vancouver reflects the diverse cultural landscape and culinary passions of Vancouverites. From Indian curries to Thai noodles to Japanese sushi to Chinese Dim Sum, there is truly something to satisfy every palate.

The food and beverage component of our clients’ hospitality programs are carefully considered from every angle – menu variety, cuisine preferences, cultural or dietary restrictions and, of course, timing. We work closely with the hotel and off-site restaurants to craft each menu to meet the above criteria. We then ensure that meals dove-tail smoothly with guest itineraries, including Olympic events and other tours and activities. Occasionally, guests go directly from one Olympic event to another. In that case, we provide specially packed box lunches or dinners, so that guests don’t miss a moment of Olympic action.

Each Olympic hospitality program has a dedicated food & beverage manager to oversee all aspects of this critical component of the guest experience. Often this involves managing the menu selection, room set-up, presentation, service, timing, and budget management for thousands of meals – over 21,000 for our Vancouver clients, to be exact - both at the hotel and off-site restaurants.

Now serving: Thrilling Olympic competition seasoned with Vancouver’s stunning beauty and topped with fabulous food and wine – now that’s a gold medal recipe!

Happy Valentine’s Day, Vancouver!

February 13th
Let the Games begin!

What an absolutely breathtaking Opening Ceremony! The 4,000-person, multimillion dollar extravaganza did not disappoint. It was an incredible tribute to Canada and all of its peoples. And the parade of athletes in their elegant team uniforms, beaming smiles, and tear-filled eyes! I always get choked up watching the athletes march in…such a sight to behold. And this year was no different – especially watching the Georgian team march in honor of their fallen teammate. The whole world was watching, trying to lift their spirits on this bittersweet evening.

Olympic competition kicks off today, so we’ll look forward to seeing if Canada can lead the rest of the world in the medal count, as many are predicting.

Since today marks the beginning of Games-time competition, we thought it would be a good time to briefly discuss how an Olympic hospitality program begins to take shape in the early stages of planning – usually about two years prior to the Games. Once we have a clear understanding of our client’s sales and marketing objectives, guest demographics, Olympic assets, such as tickets and hotel rooms, brand messaging, and of course, their budget, we work diligently to design a fully customized program that will maximize the guest experience at the Olympic Games.

The guest experience is a concept we take quite seriously at SportsMark. In fact, we have a Guest Experience Committee, led by a Guest Experience Ambassador, who works in tandem with our account teams to design unique, innovative experiences for our clients’ guests – many of whom are extremely well-traveled and have “been there, done that.” So, it’s even more important to give them an unparalleled experience that infuses exciting Olympic competition, local culture, cuisine, entertainment, athlete appearances, interesting activities in creative environments, as well as unexpected surprises along the way.

In Vancouver, we’re enhancing the Olympic experience with local highlights – chef’s tours of Granville Island, snowshoeing and snowmobiling expeditions in Whistler, talks with current and past Olympians, First Nations cultural education and entertainment, trips on the famed Grouse Mountain Skyride – to name a few.

If we’ve done our job, then our clients’ guests head home with spectacular memories from the Vancouver Olympics that they’ll never forget, and each of those memories will forever be linked to our clients’ brands.

Next up…Love is in the air, as we dish on food and local flavors on Valentine’s Day!

February 12
Opening Ceremonies

You can feel it in the air. The excitement has been building all week and will soon explode in a blaze of red maple leafs as Canada welcomes the world to the Vancouver 2010 Olympic Winter Games. Spectators from all over the world are assembling in this picturesque waterfront city to witness history in the making, revel in the party atmosphere, trade pins, buy moose slippers, and cheer on their country’s top athletes as they ski, jump and skate their way to Olympic glory.

The Olympic torch, symbolizing peace, brotherhood and friendship arrived in Vancouver on February 10, after a 100 day, 45,000 kilometer journey through every province and territory of Canada. The torch, transported in a myriad of creative ways - running, snowshoes, skis, dog-sled, sky-riding and canoe, was carried by thousands of torchbearers, including Olympians, military personnel, celebrities, children and Canadian citizens from all walks of life. The best kept secret in the Olympics, is who will light the torch in the Opening Ceremony. As in past Games, the revelation of the final torchbearer, the dramatic journey around the stadium, and the ultimate lighting of the Olympic cauldron is sure to be a moment of pure joy, pride and celebration for Canada and the world.

Paralleling the long journey of the torch relay, so, too, follows the dedicated focus and detailed planning of a SportsMark client’s hospitality program. Every element of the guest experience is planned and reviewed by the account manager and SportsMark senior management, sometimes beginning two or three years in advance. Then, the program is expertly managed by experienced and dedicated onsite staff. From the moment guests arrive at the airport, until we bid them safe travels upon departure, our operations staff is focused on delivering a smooth, unforgettable and exciting Olympic experience.

For the first time in Olympic history, the Opening Ceremony will be held indoors in Vancouver’s BC Place. Though no one knows exactly what to expect at the Opening Ceremony, the spectacle featuring 4000 performers and volunteers, is sure to dazzle the anticipated world TV viewing audience of two billion.

While the Opening Ceremony producers are scrupulously reviewing the huge cast of actors, dancers and singers, and fine-tuning the show timing down to the millisecond, SportsMark teams are putting the final touches on hospitality programs. Gift bags are name-tagged and sorted, buses are loaded with beverages and snacks for airport arrivals, staff uniforms are freshly pressed, and flowers arrangements are placed in the hospitality suite. Event tickets are placed in custom envelopes for efficient distribution upon check-in, signage is ready to lead guests to and from events, menus are reviewed, and restaurants are pre-checked for special off-site lunches and dinners.

It’s hard to believe the moment has arrived since the announcement seven years ago of Vancouver as host of the XXI Olympiad. Vancouver is ready, the spectators are ready, the athletes are ready, SportsMark is ready – let the Games begin!

February 11
Welcome to the Vancouver 2010 Olympic Games

• Pre-planning the operations of 9 different client programs
• Recruiting, hiring and training over 150 event staff
• Managing more than 36,000 event tickets
• Coordinating over 21,250 meals
• Managing 13 hotel property operations
• Managing 19 motorcoaches and 45 vans and sedans
• Training and directing more than 140 drivers
• Hosting more than 4,200 guests over 17 days of Olympic sized itineraries…

How long does it take to prepare for all of the above? About 1,825 days…and counting. That is two years less than the seven years in which VANOC has spent planning the Vancouver 2010 Winter Olympic and Paralympic Games and marks the first SportsMark visit to Vancouver by our now CEO, Steve Skubic. We have used every minute of those days long since past, as we find ourselves pulling together the final details related to our client programs in what will be SportsMark’s 11th Olympic Games.

We are excited about what is unfolding here in Vancouver and feel fortunate to find ourselves once again a trusted partner to a number of key Olympic Games Partners and Sponsors. This Olympic Games, we decided to share certain aspects of our unique agency role and scope of services by way of a daily blog. We will focus on bringing readers a sense of the scope, detail, passion and excitement that goes into both the planning and implementation of Olympic caliber hospitality and activation programs. We will provide insights into how we support our clients during the strategic phase of conceptual planning, the consultative phase of operational planning, and the eventual blocking and tackling of implementation.

The City of Vancouver, the Resort Municipality of Whistler and the broader cities and communities throughout the Lower Mainland supporting the 2010 Games are primed and ready (or almost there). The Olympic Look adorns street banners and buildings. City buses carrying Olympic themed advertisements cruise designated Olympic lanes. Visiting workers and fans alike make their way through ever crowding sidewalks going about tasks and taking it all in. Olympic-themed events are popping up all over the city like mushrooms in the Northshore forests.

Our client Omega, The Official Timekeeper, leveraged their Countdown Clock, authentic bobsleigh and prime downtown position to host a press conference and photo shoot. Last night, we saw our longest standing client celebrate their kick off of Olympic activations with the Visa reception for the opening of the Olympians Reunion Center (the only hospitality center dedicated to alumni Olympians). More of our clients have big days today: some have their first guests arriving; others are kicking off their first activations and opening their doors to hosting suites and hospitality pavilions. The Bell Ice Cube will be “cracking open” this evening with its Ice Breaker event. Procter & Gamble will be welcoming guests and athletes into the Family Home® during its “House Warming” event. Weston Bakeries heats things up with their first VIP reception.

This past week has carried a surreal feeling as the realization sinks in that the long anticipated day of Opening Ceremonies is in fact almost upon us. January 2010 marked my fifth year of living in Vancouver, planning and working on the Vancouver project. Some have been here longer, others have just arrived for the first time. The excitement and energy generated all across Canada by the Olympic Torch Relay arrived back in British Columbia days ago and is making its way towards its ultimate destination where tens of thousands of Olympic supporters will cheer wildly for the start of what will certainly be an incredibly special Winter Olympic Games.

Our onsite team of more than 200 strong is in implementation mode. They are working long hours of early mornings and late nights. The ticking of the countdown clock is now not only heard but felt. One final day to go before Vancouver officially welcomes the world’s athletes to the greatest sporting stage – the Olympic Games. We are ready and look forward to sharing the experience with you in the coming days.