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When designing the Olympic Park for the 2012 Games, The London Organizing Committee of the Olympic and Paralympic Games (LOCOG) wanted to make sure the guest experience was unparalleled. TAIT carried out an extensive Guest Experience Audit that helped deliver a successful Summer Games and set the benchmark for future events.
To ensure LOCOG delivered on its key objective of delivering “a first-class experience for the Olympic Family and spectators”, we focused on enhancing the entire guest experience. This included recommendations for guest flow and master planning, live entertainment, retail, food and beverage, naming and wayfinding, and spectator engagement. This extensive report became an operational ‘bible’ for the London Games, used through opening day as a planning and implementation guide. London 2012 was lauded for its orchestration, with the head of the UK government’s National Audit Office saying, “Few could have envisaged how successful the London 2012 Games would turn out to be.” We have since become the go-to resource for the International Olympic Committee as “Spectator Experience Experts,” and our Chief Creative Officer Craig Hanna has spoken in Lucerne, Switzerland at IOC workshops with all future Organizing Committees of the Olympic Games.
