2002 Olympics

Olympic Related Research Reports

Marketing Reports

2002 Post-Olympic European Study
This study is the follow-up to a 1999 European Survey that focussed on Europeans' awareness and knowledge of the American West and the state of Utah. The study also documents changes in awareness of Utah and Salt Lake City as the host state/city of the 2002 Olympic Winter Games.

Travel Utah! 1,000 Day Plan (March 2002)
The Division of Travel Development's Olympic leveraging strategy highlighting efforts in research, advertising, public relations, and trade development.
Five-Point Olympic Legacy Plan (Preliminary Leveraging Strategy) - February 2001

Marketing Lessons from Previous Olympic Host Communities (Jan 2002)
This report summarizes evaluations of post-Olympic leveraging strategies utilized by previous host communities including Sydney, Atlanta, Barcelona, Lillehammer, and Calgary.

Olympic Highlights
This report follows the major themes each week during the 2002 Olympic Winter Games as reported by Utah and national news organizations such as the Salt Lake Tribune, Deseret News, USA Today, the New York Times, MSNBC, CNN, the Washington Post, and the LA Times.

2002 Olympic Tourism Reference Sheet (Jan 2002)
A "By-the-Numbers" look at the 2002 Winter Olympic Games including the most requested Olympic statistics and indicators.

2002 Winter Olympic Games - Impacts, Images and Legacies (June 2001)
This report summarizes conclusions from several Olympic research projects including an analysis of the economic impacts of the Games, a pre-Olympic snapshot of awareness levels and images associated with Utah in key international markets, survey results demonstrating the likely impact of the Games on the state's ski industry, and a description of some of the Games' tangible legacies.

Turning 16 Days into 16 Years: A Calgary Perspective (Exec Summary - May 1999)
A 1999 report completed for the Division by J.R. Brent Ritchie, a notable tourism researcher and Chair of the World Tourism Education & Research Centre at the University of Calgary. Mr. Ritchie's report examines the lessons learned from Calgary's 1988 Olympic experience and identifies possible applications to Salt Lake City's 2002 Olympic preparations.

Five Point Olympic Legacy Plan Summary

Economic Impact Reports
2002 Olympic Winter Games: Economic, Demographic & Fiscal Impacts (Nov. 2002)
Prepared by the Governor's Office of Planning and Budget, this report studies the economic issues and considers macroeconomics indicators from two past Olympics in examining the impacts of hosting the Games on the Utah economy between 1996 and 2003.
Executive Summary - January 2002
Preliminary Report - April 1998

State of Utah Annual Report of the State Olympic Office Relating to the State Budget Impacts from the 2002 Olympic Winter Games (Nov. 2000)
This report provides an estimate of the impacts of the 2002 Games on state government, including tax revenues, public expenditures, and agency allocations through December 2002.

2002 Olympic Winter Games: Estimated Local Government Olympic Revenues (Nov. 1998)
Prepared by the Governor's Office of Planning and Budget to estimate local government Olympic revenues.

Newsletter Articles

Utah! Travel Barometer - July 2002
"Unprecedented Marketing Success of the 2002 Olympic Winter Games"
"New Olympic Research from the Utah Travel Council"
Utah! Travel Barometer - May 2002
"Two Weeks with the World: The Olympic Winter Games"
"A Tale of Two Media Centers"
Utah! Travel Barometer - February 2002
"Here Come the Games, But What Comes Next?"
"Key Pre-Olympic Research Findings"
"Travel Utah! 1,000-Day Plan"

Presentations

Measuring the Impact of the 2002 Olympic Winter Games on Utah's Image" - April 2002
Prepared by Wirthlin Worldwide, this presentation documents the impact of the Olympics on Utah's Image in the U.S. among general consumers and business executives.
PDF Version
"Post-Olympics Communication Research" - July 2002
Prepared by Riester Robb Harris & Love, this presentation explores and assesses the attitudes, perceptions, and feelings regarding Utah, the 2002 Olympic Winter Games, and Olympic memories through qualitative interviews in targeted markets.
PDF Version
"Research Evaluation of the 2002 Olympic Winter Games" - April 2002
This presentation documents the immediate impact of the Games on Utah's tourism industry and statewide economy.
PDF Version
"Lessons from the Salt Lake City 2002 Olympic Winter Games" - May 2002
This presentation traces the execution of the Utah Division of Travel Development's Olympic efforts and describes its post-Olympic leveraging strategy.
PDF Version
"Beyond the Games: Assessing the Impact of the 2002 Olympic Winter Games and the Future of Utah Tourism" - September 2002
This presentation discusses the impacts of the Olympic Games on Utah's tourism industry with an eye to the future, discussing industry and consumer trends, the experience of previous Olympic host communities, and the results and applications of post-Olympic research initiatives.
PDF Version

Other Olympic Links

Deseret News/KSL Television Olympic News Archive

International Olympic Committee

Salt Lake Organizing Committee

Many of the files on this page require

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