I asked our summer intern, David Elster, to be a guest blogger on any topic he pleases. David chose the impending selection for the Summer 2016 olympics. Hope you enjoy.
In my wildest dreams, I couldn’t imagine what it would be like to have the Olympics in Chicago. This thought hung in my mind while commuting on Lake Shore Drive. During this trip into the city, it’s hard not to get lost in the glory of it all. Driving into a place that is so dynamic and magnificent is truly a breathtaking experience. Especially during the summer months, examining the magnificent skyline, the blue waves crashing on the shores of Lake Michigan on your left, and the gorgeous high rises to your right, it’s really thrilling. Now, I try to imagine where the world and Chicago will be in 2016. It’s difficult to think about. What will the next seven years bring to Chicago? Where will each of us be? What will technology bring to us? Most importantly, how will we effectively present our beautiful city and truly create the most impressive “Chicago Brand?”
With America and Chicago’s own Obama supporting this bid, my beloved city has a fighting chance of becoming the center of the world’s attention. If we win it, all eyes and ears will be tuned in, peering into the environment that we connect with on a daily basis. We must show the world the rich history and beauty of our city. Initial impressions are going to count, meaning the athletes, world leaders, and even the fans that come to Chicago need to be impressed with our diverse culture and the brand that they are interacting with.
The most influential people in the world are going to be interacting and exploring our city and will be informally and formally critiquing everything -- whether they mean to or not. If Vladimir Putin has a horrible experience on the Sky Deck of the Sears Tower, the people of Russia and the world may have a damaged impression of Chicago and our tourist attractions. If Jamaica’s Usain Bolt goes to Navy Pier and enjoys our Ferris Wheel with his teammates, tourism in Chicago may increase tenfold. If Shawn Johnson gets hit by a lunatic cab driver, all hell will break loose. I think I’ve made my point.
As Chicago is one of world’s capitals of commerce, if we win the bid, we need to show that we mean business, that the “Chicago Brand” is supreme. Creativity and imagination are of the essence. Marketing and advertising in Chicago need to be as legendary as the Olympics will be. People from nearly every nation will be anticipating a spectacle and we need to deliver. Our city’s businesses should make an effort to focus important points that affect the “Chicago Brand,” especially customer service and sales. We need to sell this brand as a unique, rich story that will hopefully distract visitors from media coverage that may focus on negative aspects of the city like corruption. The incentive for Chicago-area businesses should be clear; opportunities are endless! If businesses don’t take advantage of and cultivate the “Chicago Brand” their competition will quickly surpass them.
We should all put extraordinary efforts into presenting our breathtaking city in the best light possible. An Olympics in Chicago has the potential to bring important commerce and tourism to our city. Let’s make the Olympics and the “Chicago Brand” a memorable one for athletes and visitors, and my guess is that it will be a profitable experience for Chicago businesses. As the famous Paul Marobella wisely said, “New business is everyone’s’ business.”
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