100 day countdown: how London not to be shadowed by Beijing?

　　With the hundred day countdown to the Olympics looming, the worlds’ fixation on the city of London is rapidly intensifying. The pressure felt by the authorities to put on a show to rival its formidable predecessor is apparent. Just strolling through the city you are likely to see many hastily constructed community rejuvenation projects littered around the host boroughs of East London. With such a short period of time left and expectations rising, many wonder if it is even possible for London to display anywhere near the level of grandeur and extravaganza as Beijing did four summers ago. Delivering the games in such conditions of economic austerity probably wouldn’t have been the perfect plan for the LOCOG organisers in City Hall, indeed many may be bracing for a repeat of Dehli Asian Games in 2010. In the wake of the most expensive show in the world, pulled off by the worlds’ newest superpower, what can London possibly do to hold its own against such a display of power?

　　The challenge of delivering the games in a credit crunch means that alternative tactics will have to be used. LOCOG, the games organisers, have admitted that they will not be able to match Beijing in scale, indeed they have stated that they will not even try to. One strength that will surely be utilized however, is its multiculturalism. London is easily one of the most ethnically diverse cities in the world, its demographics vibrant, far more so even when compared to cities such as New York and Los Angeles. It is estimated that over 300 languages are spoken in London’s schools, a statistic that will manifest itself in the stadium’s audience this summer. Contrast this to the Beijing Olympics, where almost 90% of the tickets bought were by a home crowd. This meant that during the Chinese games many noted the lack of friendly international rivalry in the audience, the inter-crowd banter, such a fundamental aspect of any competition, was lost. Arguably, the spirit of the competition surely exists within the stands just as much as on the track for it to be worth remembering. The organisers have already marketed this August as the most accessible and diverse games ever, producing an infectious atmosphere that will surely rival any previous competition.

　　The organisers and sponsors of London 2012 have also made the games extremely youth orientated, apparent from the loud technicolour logo to the army of celebrity singers and rappers that have been drafted in for the cause. This is proving hugely popular, a heavy bass line driven Adidas games commercial featuring Tottenham MC Wretch 32 has clocked up over half a million views on the internet since its release barely a week ago. This connection between the organisers and young people can even be seen on root community levels. Front row tickets for high profile events such as the men’s 100m sprint final have been reserved for school children from the most deprived areas of the Capitol. Initiatives like these demonstrate a philosophy of all inclusiveness, differentiating London 2012 from previous Olympics.

　　These initiatives are taken very seriously at the highest levels. The committee chairman of the games, Seb Coe explained the London 2012 logo to the BBC, stating it was to: “use the Olympic spirit to inspire everyone and reach out to young people around the world.” Whilst the city will never match the hugely elaborate and impressive spectacle put on by Beijing, the intention of the organisers are clear. London is marketing itself to the whole world as a diverse futuristic young faced and fast paced city, defining itself with its own determined character to make this summer’s games one to remember.