

John Grabowski, a third year Management and History of Art student from the University of St Andrews, has won second prize in the inaugural Deloitte Business Competition.
As the official professional services provider to London 2012, Deloitte developed the competition alongside the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG), with the aim of connecting the next generation of business minds to this once-in-a-lifetime event on home soil. Students were asked how they would create a positive experience for different groups at Games time - a business challenge that Deloitte helped LOCOG to address - and how they would measure success. Ideas could be set out in no more than 2,012 words, with students choosing from: athletes and officials, the media, local residents, spectators, sponsors, or the Games workforce.
John's entry was selected from entries received across the UK by a judging panel led by Sebastian Coe KBE, Chair of LOCOG.
Coe praised John's paper, which focused on what would make an optimal spectator event at London 2012, and highlighted John's concept of a 'Total Olympic Experience', saying "it resonated with the judges by highlighting the diversity of the London 2012 audience."
James Baird, Senior Partner for Deloitte in Scotland commented:
"Part of London's bid to become host city was to ensure that London 2012 would be for the youth of the world. The fact that the top three entries from the Deloitte Business Competition all came from outside London, demonstrates the power of the Games to connect with people across the UK and we are delighted to be playing our part in that vision in Scotland. The winning entries demonstrated the business awareness, innovation and entrepreneurial thinking that we were looking for and that will drive business and sporting winners in the future. Scotland needs winners, and based on the quality of entries we received, there are future winners out there who will play their part in Scotland's future success."
John's entry, which was narrowly beaten by Andrew Johnston, a second year accountancy student from Queens University Belfast, emphasised the importance of those travelling from outside the UK to attend the games. John was able to bring this unique perspective as he is an international student at St Andrews, originally from Philadelphia, and his efforts won him British Airways flight vouchers to the value of £500. Third place went to Caitlin Wallis from the University of Manchester.
Coe concluded: "When Deloitte first became a sponsor of the London Games, I commented on how passionately they shared LOCOG's values and vision for London 2012, and how their commitment to those values goes beyond their relationship with the Organising Committee. The Deloitte Business Competition has reinforced this, offering students across the UK a fantastic chance to see what is involved in organising an event of this scale."
News Release Ends
John Grabowski summarises My submission to the Deloitte Business Competition focused on the spectators, watching the Olympics both live in London and on television in 2010. I was first asked to define what would make a memorable Olympic experience for the fan:
For spectators to enjoy a successful Olympic experience they must see great athletes, great competition, and great moments. Spectators want to see the intense drama that is created when athletes compete for their national pride rather than a paycheck. Olympic spectators crave excitement, and fans want to be left saying "Can you believe it, that was amazing!" Memories of the great moments are what define the Olympic spectatorÂ’s experience.
Then the task was to outline how to achieve this optimum experience. The fans' experience would be maximized through the idea of a 'Total Olympic Experience' linking fans to the city of London. I also proposed an integration with available technology in order to ensure that the great memories can really last a lifetime:
The Olympics are unlike any other global event because the host city is placed at the centre of the global stage, and the LOCOG can capitalize on being in the world's spotlight by branding the whole of city of London for the Olympics.
For those spectators with concerns on site at the Olympics, the LOCOG needs to provide multilingual "Information Kiosks" to give help. To implicitly link this basic service to the Olympics and the city of London, the Information Kiosks should resemble the iconic red phone boxes.
The LOCOG should use iTunes to give back to the spectatorsÂ… Tickets should have promotional codes on them, which allow the ticket holder to download free radio commentary or video from the event. The radio is of interest, because many people associate the nostalgia of radio commentary with classic sports memories they love.
Imagine: you are in attendance at the Bird's Nest in Beijing for the men's 100-meter final and see Usain Bolt's breath taking run live. You remember the run, the moment he spread his arms, and the deafening roar of the crowd. Then you are able to relive that moment again and again; as you listen to your iPod on the flight home, the announcer calls the action, and instantly you are returned to that moment, as you drift asleep.