USA Swimming, Track & Field to roll out hospitality sites

Two major governing bodies are upping their corporate hospitality game at their Olympic trials this summer.

USA Swimming and USA Track & Field have both reserved private restaurants near their competition venues for large, diverse gathering spots in the style of the Olympic Games’ country- or sponsor-driven houses.

A rendering shows Omaha’s Old Mattress Factory ready for duty as the USA Swimming House. Photo by: COURTESY OF USA SWIMMING

In Eugene, Ore., USA Track & Field expects to finalize terms soon with the Wild Duck, an establishment six minutes by foot from Hayward Field, during its trials July 1-10. It’s the second time at the Wild Duck for USATF, which saw positive results from the hospitality concept when it hosted the IAAF World Junior Championships in 2014, CEO Max Siegel said.

Hospitality has always been part of the marketing strategy at the Olympic trials, but as the governing bodies try to transform the process of qualifying for the Rio Games into major events, the schmoozing gets an upgrade, too.

“We’re always looking for those one or two areas where we can take it to the next level,” said Matt Farrell, USA Swimming chief marketing officer.

Both houses will feature private hospitality spaces for corporate partners, entertainment, retail and some areas for the general public.

The traditional house concept is costly due to its long operating hours, decor and complimentary food and drink. But both swimming and track and field are holding down costs by not taking over the entire restaurant, and see the houses as a worthwhile use of resources.

Swimming is actively selling additional marketing assets in the house and hopes to target local Omaha companies that might see the trials as a useful platform, as well as USA Swimming sponsors who lack U.S. Olympic team rights (the U.S. Olympic Committee controls marketing inside the competition venue).

BMW will host an event at the USA Swimming House, Farrell said. Also, Chobani, Blue Diamond Almonds and swimsuit maker TYR have committed to activating at the house. (Chobani has not been previously identified as a USA Swimming partner, but a deal has been quietly finalized in recent weeks.)

Both governing bodies will use internal staff to operate the houses this year. But USA Swimming’s Farrell said it’s getting close to the point where an outside event manager could be appropriate.

For the USATF, the house is aimed at athletes and media as much as it is sponsors, Siegel said. At a time when athlete compensation is a hot-button issue in his sport, Siegel says the house will give athletes a place to relax and to entertain their families and friends, allowing them to focus more on competing.

The house also will host a media studio akin to the “College GameDay” set. “One of the major showcases is the live broadcasts, which we’ll stream digitally,” Siegel said.

The branded, all-encompassing hospitality location is common in major professional sports. But for traditionally cash-tight, nonprofit Olympic sports governing bodies, it’s anything but routine.

“I would like to see it become part of our standard operating procedure,” Siegel said.