We continue our conversation with Mary O’Connor, who heads The Marketing Arm’s Olympic division and is in Beijing leading all Olympic sponsorship initiatives for the agency’s clients. S

She took time to answer our questions via e-mail over the weekend from Beijing and looks back at her first 10 days in the city.

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Do you sense much foot traffic in the Olympic Green area where sponsors are exhibiting?
O’Connor: If I had answered this question on Thursday, I would have responded with a resounding NO! But Friday, amid sunny blue skies, the foot traffic on the Green seemed to be what most would deem normal for a Games. I strolled on the Green after watching our U.S. women gymnasts win gold and silver in the individual all-around competition, and I was surprised by what I saw. Both the Lenovo and Coca-Cola displays had an estimated hour queue, and a crowd surrounded Samsung’s big-screen outdoor TV to watch beach volleyball. It was very nice to see the crowds, and I hope for the sake of the TOP sponsors that it keeps up.

If you could change one aspect about these Games from a sponsor or spectator standpoint, what would it be?
O’Connor: Event programs. For some reason, there are no event programs available for sale at the venues. The fans have no way of knowing in advance who the competitors are (unless they look online before they go to the venue), and there’s nothing that explains the “rules of the game” for the less popular sports. It’s unfortunate.

Have the venues been full?
O’Connor: No. It’s actually quite sad. I was at the China vs. Angola basketball game on Thursday, and at least 30 percent of the venue was empty. I experienced the same thing at judo, beach volleyball and badminton. In the world’s most populous country, it’s unfortunate that so many seats are going unfilled, especially at competitions that include Chinese athletes and teams.

What is the biggest misperception — or different perception — of your experience at the Games and those of your family and friends that you communicate with who are watching in the U.S.?
O’Connor: For some reason, my family and friends still think that I am able to see all of the events they are seeing at home. They seem to forget that I can’t be in 12 places at once when I’m at the Olympics! It seems funny to them that they are actually more up to date on the results and stories of the day than I am … and I’m here!

What’s the most impressive site you’ve seen while in Beijing?
O’Connor: I have not done much sightseeing this trip yet, but I did have a chance to see Johnson & Johnson’s Terracotta Warriors exhibit on the Olympic Green. They are simply amazing.

What do you miss most about being away from?
O’Connor: My bed! The bed in my hotel is as hard as a rock. I’ve topped it with an egg crate purchased at the Beijing Wal-Mart, a featherbed from the hotel, and an extra down comforter I found in the closet. It’s still hard!

Any other thoughts?
O’Connor: This week, I had a chance to attend my best Olympic competition to date — the women’s gymnastics individual all-around championship. I can honestly say that I have never cheered so loudly at gymnastics in my life. I was chanting “U-S-A” repeatedly with the others seated around me, and by the time Nastia (Liukin) made it to the floor exercise, I had almost lost my voice. It came down to the end of the competition. To see both Nastia and Shawn (Johnson) come out on top over their Chinese competition was incredible, and to have an AT&T athlete win the gold made it even more special. It was a moment sponsors can usually only dream of.

After week one of the Games, I’ve had lessons in both character and patience.

Character: Many people back home undoubtedly watched the U.S. men’s gymnastics team win a bronze medal. What many may not have seen was the seventh man, David Durante, who watched from the sidelines. David, the 2007 Visa All-Around Champion, was chosen as one of three alternates for the 2008 Olympic Gymnastics Team. At the end of it all, he was the only alternate who didn’t have a chance to compete in Beijing. In all of my years around athletics, I have never come across someone who has displayed as much character as David. When his teammates won their medal, David was so happy for them, he was visibly choked up. He never once said a negative word about not being able to compete, and he even joined his team at their victory celebration at the USA House. He said that day was one of the best of his life … he got to watch his friends and teammates win an Olympic medal. His parents and sister were there too, joining in on the celebration! As Americans, we can all be proud of David and the Durante family. They displayed selfless character that is rarely seen in our world today. It’s been a pleasure to know them, and I wish David nothing but success in his post-gymnastics career.

Patience: On Wednesday, I went to my first Olympic soccer game. After 40 minutes, I decided that I’d venture to concessions to get everyone in my group a drink. One hour and fifteen minutes, two Cokes, one Fanta, one water and four ice creams later, I felt defeated. I have never in my life experienced such a disaster of a concessions line. Besides being slow and requiring an immense amount of patience, the line itself was a true test of my “boxing out” ability. If I let my guard down at all, someone would sneak in front of me, and people were continuously pushing from behind. The concept of an orderly line did not apply! I decided to hold my ground and I was determined to make it to the front of the line. I’m not sure if it was the result of a packed house (the first full venue I’ve been to) or inexperience in serving large numbers of people, but I can assure you that I will think twice before venturing to concessions again at the Workers Stadium. The strange thing … it didn’t seem to bother the other people who were waiting. Their display of patience was incredible.

Do you have a question for Mary? If so, let us know at beijinggames@sportsbusinessdaily.com.