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Reap benefits of Utah's catapult onto world stage
Deseret News editorial
Utah has just cause to bask in the Olympic glow considering what this state has accomplished in the past 17 days, but not for long.
Since the start of the 2002 Winter Games on Feb. 8, the world has been treated to images of Utah's breathtaking vistas, glimpses of its work ethic through the incredible efforts of thousands of volunteers who helped organize and stage the Games and a nation's resolute commitment that the first major international sports event to be conducted since the Sept. 11 attacks would be secure for participants and residents alike.
Utah couldn't buy better publicity than the coverage of Games beamed nightly to homes worldwide by NBC. The next challenge — which may be more difficult than securing, organizing and hosting the Games itself — is gleaning ongoing economic dividends from Utah's moment in the sun.
In truth, state officials have been laying the groundwork to capitalize on the Olympic experience for months, if not years preceding the Games. Great effort has gone into helping various nations establish "country centers" during the Games, buildings and storefronts that have served as temporary home bases for hospitality activities as well as business networking.
As the Olympic torch traversed the United States, a van touting Utah was part of the convoy. An estimated 1.5 million people saw the van, which was a prominent display in 10 receptions held in various cities along the way. Some 3,800 business contacts were achieved while Americans celebrated the torch run.
Once the Games began, state economic development officials courted targeted guests, among them venture capitalists and site selectors — consultants hired by large corporations considering new business locales. While state officials and volunteers worked hard to ensure that these guests had a good time at the Games, their underlying goal has been to impress upon them Utah's many attributes so when businesses consider expansion, Utah will immediately come to mind.
Upon the conclusion of the Games, state officials plan to schedule regular visits with these targeted guests to "keep in their faces," as one state economic development official explains. International trade missions, led by Gov. Mike Leavitt, are planned in the late spring and early fall.
Already, Utah has received universal praise for the friendliness of its people, state officials said. Volunteers and people not at all connected to the Games went the extra mile to ensure Olympic guests enjoyed their time in Salt Lake City. Perhaps this hospitality will play as much a role in attracting new industry as any of the scheduled events.
So far, the Games' dividend has been priceless positive worldwide exposure and the addition of 750 new high tech jobs. The long-range goal is 10,000 new high tech jobs within the next 1,000 days.
Realistically speaking, the recent downturn in the economy may cool business expansion plans in the short term. But when the economy regains its strength, Utah officials have made important connections — and plan to continue to work those associations — so that site selectors and other corporate officials will give strong consideration to the Beehive State when the time comes to relocate or expand their business operations.
In May, Utah has the enviable job of hosting a major site selectors convention, which economic development officials view as a prime opportunity to build upon the interest the Games have spurred about Utah.
Atlanta's post-Games experience is instructive in that the Games exposure paid off in terms of image building, which has since led to gains in economic development. Sydney reportedly realized a $500 million benefit six months after the 2000 Summer Games.
Only time will tell what will the future hold for Utah. But Utah's plans to seize the moment are well under way. May the ongoing efforts build upon the success of the 2002 Winter Games.
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February 24, 2002
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