Memorable Experiences: The spectator in the spotlight in 2016

By Helio Cabral, Camila Lima, Michelle Heinen and Victor Ney

An essential book for professionals and students in areas of Marketing, Sports, Design, Branding, Customer Relations, Events, as well as entrepreneurs and curious people who want to know how the Rio 2016 Games are remembered. Who among us has never lived an unforgettable experience? That was the question that the Rio 2016 Olympic and Paralympic Games Spectator Experience team asked themselves over the years they worked together at the event. The answer was clear: in order to provide memorable moments for everyone, it is crucial to practice empathy and put yourself in each other's shoes. It was then, with this same question in mind, that the four met, two years after the end of a true odyssey, to write this book. An invitation for all to put on Rio 2016 Games Spectators' shoes and get to know the backstage of the area that took care of the most numerous client of the games."Memorable experiences - the spectator in the spotlight in 2016" describes the story of how a team represented one of the most clients of the Olympic and Paralympic Games and combined forces to create an unforgettable journey for the Rio 2016 Games spectator.

• Language: English
• Publisher: Livros Ilimitados
• Release date: Jun 10, 2020
• ISBN: 9786587041049

Book preview

all!

The first time I’ve heard about the Spectator Experience, I instantly remembered the Rio 2007 Games. And this remembrance was not because of my close experience with the Committee of the first Parapan American Games, organized in conjunction with the Pan American Games, coordinated by the same Organizing Committee. No. I genuinely remembered Rio 2007 because of the experience of a very special spectator for me: my mother.

For the first time, the Pan American Games brought to Brazil the best the American continent had to offer when it comes to sports. Some of these sports were almost unknown in Brazil at that time. One of them was very close to my mother’s heart: field hockey. She used to play it in her youth and took it very seriously. She told me, and I believe, after all, she is my mother, that she was part of the Rio de Janeiro team, made up of young people that like her were from the British community of the region.

Still according to my mother, and I also believe her, she was an outstanding player, skilled and very agile. Additionally, she had the glamour of playing barefoot. Don’t ask me why but she says this way was much faster.

Very well. I decided to buy her tickets for both men’s and women’s field hockey competitions at the Rio 2007 Games. I wanted to surprise her. The tickets would be delivered at her home. Considering the sport was not very well known in Rio or even in Brazil, it was not expensive, and I was able to buy a great number of games for her to watch. And of course, the tickets were for two. My brother would go with her, as I would be focused on hosting the Parapan American Games a few weeks later.

A while after buying those tickets online, I got a call from my mother. I’ll admit I had already forgotten about it. She was thrilled, cheering, and thanked me a lot. On this side of the phone, I was also thrilled. And then she said something that I’ll never forget.

When I opened the envelope, I could smell the ink printed on the paper. What a wonderful smell!

My mother’s journey at the Rio 2007 Pan American Games, her experience with that event has begun as soon as the tickets arrived. And with how they smell! It was the beginning of a multisensory journey that ended with remarkable matches, photos, smiles and tears of joy. The latter was mine, when I saw their happiness at the Deodoro Stadium, watching the field hockey games.

In every event, the real experience for all spectators begins long before the event itself and ends long after. Or it may even never end. When we talk about the biggest event of the world, such as the Olympic and Paralympic Games, that journey must be unique, magical, eternal. In that spirit, it was created the Spectator Experience Area. Everything that involves the Games’ organization has an acronym and here was no different. The SPX Area’s purpose was to think and plan the entire spectator experience with the Olympic and Paralympic Games. In my opinion, even if it is a new initiative of the Organizing Committees, it is essential.

But what is so special about these Games? Why is it so amazing to put together several world championships of various Olympic and Paralympic sports and organize them at the same time, in the same city? In my opinion, it all comes down to experience. To be in the Olympic and Paralympic games is fascinating, extraordinary, unforgettable. It is bigger than the sport and it is more than entertainment. It is a unique moment where we believe that through sport is possible to create a better world, together. Smiles, tears, fatigue, excitement are all part of the game. Pun intended.

But how is it possible to retain and broaden this experience, to make it eternal in the minds and hearts of the spectators? That was the challenge for this group, led by the Rio 2016 Organizing Committee and by my friend Hélio Cabral and a restless team, that endured so many obstacles to bring the spectator experience to another level, to make something that will be remembered forever. This assignment came with many challenges. Some leaders and colleagues considered it as a non-priority area since it was an initiative and a new area in the Organizing Committees.

The financial crisis that affected Brazil and, consequently, the Rio 2016 Committee, also limited the structure of several departments and areas. But they all had passion and creativity and had the against all odds spirit. Thus, the SPX Area had a huge role in making the Rio 2016 Games a breathtaking experience for the millions of people who were there. It was challenging: to serve, to inform and to delight with excellence are not easy tasks to perform.

It was nice to know that this team wanted to register their experience at the Olympic and Paralympic Games. This book is not intended to be a manual nor a reference. But I know that they have not finished their mission at the Rio 2016 Games. The SPX⁰¹ Area highlights what is truly important at the Olympic and Paralympic Games: the exceptional experience.

Have a good read and, of course, enjoy the journey!

Andrew Parsons

President of the International Paralympic Committee

Member of the International Olympic Committee

© photo: alexferro.com.br

Michael Pendlebury | Philosopher

The substance of experience is what it stands for.

introduction

Holding a large sporting event such as the Olympic and Paralympic Games requires elevated operational complexity for any city willing to host an edition of this project, no matter if it is for the summer or winter edition. Some variables are always meaningful and have unique peculiarities, especially for Rio de Janeiro, that in a certain way considerably raised the degree of difficulty for the Rio 2016 Organizing Committee with the planning and implementation of the Games.

The success of events with such greatness becomes a direct impact on the image of the hosting city. In the eyes of the world, it is like a window that reveals the cities’ management and organizational ability. The country will be in the spotlight and demands to join forces to offer an astonishing party. It’s a celebration of sport and of overcoming the limits of athletes and the event’s organizers.

The Olympic and Paralympic Games are just like an extraordinary theatrical show, scheduled to start and end. Everything needs to operate flawlessly, unitedly, in the right conditions for the magic to happen and to stay forever in the memory of all spectators. Many actors comprise this show and the athletes, who are the party idols, are ready to perform on the main stage. In Rio de Janeiro edition, more than 11,000 became legends, breaking records, going beyond limits. Comprised of hundreds of thousands of people and organizations, the production and management team were responsible for preparing the event. They qualified themselves for this project for over seven years.

However, there is no performance without an audience, no match without a supporting crowd, no excitement in breaking the record without the shouting, no amusement in victory without the applause. The Games’ spectators are the fuel the athletes need to be encouraged to overcome a challenge, to boost the action. Without them, the sport lacks color, lacks shine. The International Olympic and Paralympic Committees recognize the value of the spectators to preserve the appreciation of their brands and to support events over time. The success of the Games depends hugely on peoples’ perceptions and experiences with the event.

In 2016, Rio de Janeiro welcomed millions of Brazilian and foreign visitors. Each of them needed to feel embraced, well supported, and positively overwhelmed. But above all, it was imperative to amaze the viewer in that unprecedented moment.

The Rio 2016 Organizing Committee accepted the challenge on a par with the event and, following the guidelines of the International Committees, created a working group, exclusively dedicated to the public: the Spectator Experience Area. The team’s mission was to inspire every professional in the Games to provide basic services with excellence, as well as details that could captivate and overwhelm visitors.

Since it is a relatively new area, and for having only the London 2012 Games as a reference (it was the first edition to have a team dedicated to it), it was necessary to develop our approaches and methodologies, based on studies that met the expectations of our diversified audience, besides the experience of the team. In this regard, it was recommended a management model, in which everyone involved would have a function, supporting, engaging and influencing.

The result? During August and September of 2016, Rio de Janeiro and Brazil were in the spotlight of the world. The Rio 2016 Olympic and Paralympic Games extraordinarily exceeded the expectations of the spectators, making the Cariocas and Brazilians very proud.

May this book be a source of inspiration to all readers and inspire professionals and students to develop projects appreciating the perspective of their customers. A point of view that is directly related to their real expectations and needs, but of course, without losing focus on business, viability, and results. Our invitation is to stimulate the ability to put oneself in another person’s shoes, making it reasonable to develop products and services with more empathy

It does not matter the size of your project, or if it is related to business, or