Locog’s ‘fans in front’ policy has failed to fill venues in the first days of the Games – but it’s a perennial problem for organisers.
Aside from the stunning venues, the awe-inspiring opening ceremony and a parade of great sporting moments led by Usain Bolt, one of the defining memories of the Beijing Olympics was row upon row of empty seats. Despite official figures showing that venues were virtually sold out, no-shows from members of the public who were unable to travel, sponsors and the Olympic family had a debilitating effect on the atmosphere – especially in early rounds and heats.
This time, London 2012 organisers insisted, it would be different. Such was the nation’s passion for sport that they would fill every venue with noisy, enthusiastic fans who would create a welcome for the world and roar homegrown athletes home to victory. Indeed, they boasted that a “fans in front” policy would ensure that every session in every venue rocked to a vibrant atmosphere.
They were right about the enthusiasm for sport, but appear to have come undone on day 1 in dealing with one of the problems that habitually bedevils Olympic organisers. Namely how to deal with the sometimes dysfunctional “Olympic family”.
The problem was perhaps most noticeable in the North Greenwich Arena, where gymnastics fans have scrapped for months to get a ticket only to turn on their television and see Louis Smith and his team-mates competing in front of empty blue seats.