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“Paris is always a good idea.”
—Audrey Hepburn, in “Sabrina”
Audrey Hepburn was right. Paris was an extraordinary host city for the Olympic Games, providing a much-needed boost to the Olympic movement after COVID-impacted Tokyo in 2021. It was magnificent.
I had the honor and privilege to serve as technical delegate for swimming—the International Olympic Committee term for “competition director”—with additional responsibilities for diving, artistic swimming, water polo and open-water swimming as treasurer of World Aquatics, the international federation for the sport. It was my 12th Olympic Games, dating back to Montreal in 1976. I offer two takeaways from Paris that merit review and introspection by city leaders.
1. Use of iconic buildings, monuments and parks as sports venues is the ultimate city branding.
Paris landmarks were extensively used as venues: the Palace at Versailles for equestrian; Place de la Concorde for breaking, 3×3 basketball and skateboarding; the Grand Palais for fencing; and, of course, the Seine for the opening ceremony. The lasting memory of Paris is the Eiffel Tower adorned with the Olympic rings.
One of the most creative uses of Indianapolis attractions was the opening ceremony for the National Sports Festival staged at American Legion Mall instead of a traditional stadium. The opening ceremony of the Pan American Games took place at the Indianapolis Motor Speedway. But since those very special uses four decades ago, we have not similarly showcased many of our city’s most unique physical assets.
Think about the extraordinary branding opportunity for our city from sports events in temporary venues at Newfields, the Indianapolis Zoo, the former Christel DeHaan estate or Monument Circle. Perhaps we can think about expanding our “event footprint” outside of downtown.
2. Sports events can be catalysts for commonality, participation and unity.
The marathon has been in every Olympic Games since 1896, but it had a new and distinctive nighttime feature in Paris—the “Marathon for All,” a road race on the same marathon course used by elite runners.
Paris organizers recognized that ticket prices would preclude some families from enjoying the Games. Their solution: free events, like the cycling road race that wound through the narrow streets of Montmartre, open-water swimming and triathlon in the Seine, and the marathon course that spanned the entire city. Throngs of spectators were at these events that didn’t require admission tickets.
Fan zones, dubbed “Club France,” proved to be popular and had a modest admission price of 5 euros. Medal-winning athletes made appearances, big-screen installations had event broadcasts, and musical groups provided entertainment. For families without the financial means to purchase event tickets, Club France gave opportunities to celebrate and engage.
The primary lessons: Experiences matter, and public space is essential. For true community engagement, sports events need to be for all, not just those who can afford tickets.
Perhaps we can think creatively about additional ways to transform spectators into participants, ensure access for moderate-income families and celebrate together the achievements of inspiring athletes.
Continued Indianapolis sports event leadership is based upon going beyond “best practices” to “next practices.” I am certain that we are up to the task.•
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Neuburger is a former president of the Indiana Sports Corp. and treasurer of World Aquatics.
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