Legacy Governance – St-Louis

St. Louis Olympic Legacy Committee

  • Olympic City: St. Louis
  • Country: United States of America
  • Edition of the Games: 1904 Olympic Summer Games
Since 2018
St. Louis & St. Louis area
©Free Vector Maps

How Legacy Governance Started In St. Louis

As the city that hosted America’s First Olympic Games, the birthplace of the Olympic Gold Medal, and the city that debuted Olympic diving, freestyle wrestling, boxing, and the decathlon, among many other firsts, St. Louis has as a goal to ignite or re-ignite the passion and Olympic spirit throughout the St. Louis metropolitan area. As the Games were held in 1904, St. Louis needs to physically reconnect with its Olympic history through visible signs and symbols. This process is a natural and sustainable continuation of the 2004 Olympic Centennial Celebration, as described in the Olympic Legacy Toolkit.

As a Member of the World Union of Olympic Cities and St. Louis’ representative to the United States Olympic Committee and the International Olympic Committee, the St. Louis Sports Commission’s goal is to inspire awareness and pride in St. Louis’ Olympic affiliation, and to positively impact St. Louis through its opportunities as an Olympic City.
In February 2018, the St. Louis Sports Commission unveiled its plans to raise the profile and impact of its region’s involvement in the Olympic Movement. The plans include initiatives to visibly identify the venues that hosted Olympic events in 1904. Two Olympic “spectaculars” – sculptures of the Olympic rings – will be displayed at sites that are historically linked to the 1904 Games. The first one was unveiled in Washington University, home to the 1904 Olympic Stadium and birthplace of the Olympic gold medal. The spectacular is located on the northeast corner of Francis Field, the oldest modern-day Olympic Stadium in active use. A site for the second spectacular will be chosen in a near future. To emphasize the historical significance of former Olympic places as well as to invite people to interact with and feel part of the Olympic Movement, interpretive signage will be installed featuring each venue’s role in the 1904 Games along with notable facts and stories. Each sign will include an IOC-approved stamp that incorporates the Olympic rings and has been specifically designed for St. Louis’ Olympic legacy programme. Complementing the spectaculars and signage initiatives will be grassroots programmes and educational platforms intended to engage the entire community, especially young people, in Olympism. A dedicated website has also been developed, that highlights the history, innovations and relevance of the 1904 Olympics, and provides information about the Olympic legacy project. Last but not least, by setting up a structured Olympic Legacy Committee, the St. Louis Sports Commission provides the necessary means and human resources as well as the sustainability and the time required for the project to achieve its objectives: to properly embrace and celebrate St. Louis’ Olympic Legacy, carry this torch for future generations and boost opportunities for the City and the region. Olympians and Paralympic athletes have been closely associated with the institution and the project and play a tremendous role in promoting the vision and the mission of the St. Louis Olympic Legacy Committee.

Vision

The project is clearly inscribed within the IOC Agenda 2020 vision and the affiliation of St. Louis with the World Union of Olympic Cities.

Legacy is…
“As host of the 1904 Games and as America’s first Olympic city, St. Louis is in exclusive company, forever having a place at an international table that includes the world’s greatest cities. Our region’s role in the Olympic Movement is something to celebrate, and we want to make a transformative difference in St. Louis through the opportunities we have as an Olympic city.” Frank Viverito, St. Louis Sports Commission President.

What’s next?
The objectives of the St. Louis Olympic Legacy Committee will be carried out through a multi-phase project that aims to ignite the community’s imagination around the Olympic spirit. The first phase of the project – installation of the Olympic spectacular and interpretive signage – is currently being implemented. Other elements – hosting events, producing grassroots programming, developing educational platforms – will be ongoing.

Objectives

Celebrate Olympism and its values

Through visible signs displayed in the City as well as programmes dedicated to promoting the Olympic Spirit among the population, particularly its youth, St. Louis reconnects with its Olympic history and generates social cohesion and pride. Educational programmes are designed to engage the community in Olympism. Beyond embodying the Olympic Spirit, the Olympic rings are a timeless global symbol of unity and achievement. They will inspire the region to think more globally and thoughtfully about each other, and come together as a community to achieve great things. “Meet me at the rings” will surely become part of the region’s vocabulary! The participation of Olympians within the project is a lively testimony of the Olympic spirit being spread around. The St. Louis Olympic Legacy Committee hopes to use the spirit of innovation exhibited at the 1904 Games as a model to move its community ahead.

Promote the city by leveraging its affiliation with the Olympic Movement

The St. Louis Olympic Legacy Committee contributes to the promotion of the City and the region, not only by looking at the glorious Olympic past but also by using the status of Olympic City as a door-opener for the future! As being an Olympic City is an asset, the organisation aims to generate greater understanding of the value and relevance associated with the region’s place in Olympic history. The St. Louis Sports Commission and its Olympic Legacy Committee also are focused on pursuing future Olympic events that can have significant impact on the community.  These include Olympic Trials, national governing body championships, torch relays and other special events, and connecting with the 2028 Olympics in Los Angeles. In April 2019, St. Louis was awarded the 2020 U.S. Olympic Team Trials – Gymnastics.

Evaluation

The management structure has been set up in 2018. It is already a success in itself to be able to mobilise so many people and partners around this project, including Olympians. The approval of the project by the IOC in terms of use of the Olympic properties or brand for non-commercial purposes is also an evidence of success.

Going forward, a key measurement of the initiative’s success will be the level of community engagement and awareness. The Sports Commission aims to achieve greater regional, national and international understanding of St. Louis’ role in the Olympic Movement – as well as the ways the St. Louis Games changed the Olympics for the better. Active participation numbers will also be indicators of success, particularly for grassroots events and activities. For instance, it is the Sports Commission’s goal to eventually have 1,904 young people from the region run the 1904 Olympic stadium track with Jackie Joyner-Kersee and other area Olympians every Olympic Day. An ultimate measure of success will be to what extent the Olympic legacy initiative can unite and inspire St. Louisans, and encourage them to strive for the Olympic ideals.

Key Challenges

The most distant legacy
Of all Olympic cities, St. Louis actually has the most distant Olympic legacy. That’s because even though St. Louis was the III Olympiad, the previous host cities – Athens and Paris – hosted another Summer Games since 1904. The St. Louis Games predated the introduction of the famous five Olympic Rings. The emblem that represents the 1904 Games is the logo of the World’s Fair, which coincided with the Olympics in St. Louis. So because its Games were so long ago, St. Louis lacks the marks, commemoration spaces and organizational infrastructure retained by most other Olympic cities. From a historical standpoint, there are many misconceptions about the St. Louis Games. Among the St. Louis Olympic Legacy Committee’s goals is to separate fact from fiction and highlight the ways the St. Louis Games changed the Olympics for the better.

Negotiating the use of the Olympic Brand with the IOC
Because the 1904 Olympics predated the existence of the rings, St. Louis previously did not have the ability to use the symbol.
Collaborating with the IOC, with support from the WUOC and guided by Agenda 2020, the Sports Commission obtained permission to include a stamp incorporating the rings and “Site of the Olympic Games” on approved historical signage and markers. This permission was the culmination of several years working collaboratively with the IOC and WUOC to share St. Louis’ vision and proposed initiatives, and to determine acceptable steps that could be taken. On September 28, 2018, St. Louis’ first Olympic Spectacular was unveiled at Washington University, site of the Olympic Games, as part of a special ceremony featuring area Olympians and 1968 Decathlon gold medallist Bill Toomey.

Focusing on the future; not living in the past
In St. Louis, people sometimes lament that the community is too tied to its history and not forward-thinking enough. So the Olympic Legacy Project needs to overcome a potential perception that it plays into the region “living in the past.” Much effort has been undertaken to present the initiative as forward-focused. It is still critical that St. Louis embraces and celebrates its history – especially as it relates to the Olympics, something so unique and significant. And the venues, history and stories surrounding the 1904 Games need to be promoted and celebrated in a much more visible way. But to make the initiative even more impactful, the Sports Commission emphasizes that St. Louis should be recognized as an Olympic city (once an Olympic city, always an Olympic city!). It also highlights the idea that St. Louis’ Olympic legacy can be a catalyst to pursue and attract future opportunities connected to the Olympic Movement. Taken together, this all can have an enduring impact, enhancing the region’s quality of life and generating economic and social benefit.

Key learnings and recommendations

Create a long-lasting structure dedicated to managing legacy
The presence of high-level volunteers who have a passion for the Olympics and their community plus strong civic relationships can make a tremendous difference in the ability to be successful.

Mobilise Olympians and Paralympic athletes

Athletes are the lively evidence of what can be achieved through sport. The St. Louis Sports Commission managed to involve local athletes who have a national and international dimension. Athletes are best positioned to talk to the youth, teach the sense of effort, transmit Olympic values and play as role models. The celebration of the 2018 Olympic Day is a great example of the mobilisation of Olympians and Paralympic athletes at the service of the community.

Link the past and the future
Activating legacy goes far beyond looking backwards and talk about old times. Stories are used to build new memories, create local cohesion and mobilise people.

Pictos_information

 

More information

 

The full case is available in printable version on the members’ portal

In addition to the above description, the PDF version also gathers practical information including internal and external partners involved; finance and cost; use of the olympic brand; human resources and time; and contact details. 

The World Union of Olympic Cities’ team remains at your disposal for any further information and contact’s facilitation at info@olympiccities.org 

Additional resources can be found through the following links:

 

http://www.stlsports.org

www.stlouis1904legacy.org

Olympic Centennial Celebration

Olympic Centennial Celebration

  • Olympic City: St. Louis
  • Country: United States of America
  • Edition of the Games: 1904 Olympic Summer Games
June 2004
Locals & Tourists

Description of the Project

The St. Louis Olympic Centennial Celebration was a commemorative public event to mark the 100-year anniversary since the hosting of the 1904 Olympic Games in the City.

This one-off celebration was combined with a range of supporting sporting events throughout the month of June, each of which were strategically selected to increase the positioning of sport within the City and within the lives of its residents. The overall vision behind these proceedings was to promote the city externally as an attractive destination for sporting events while simultaneously increasing the perception of St. Louis as a sporting city internally within its own communities.

Organised by the non-profit St. Louis Sports Commission, the Centennial capitalised on the increased public attention around sport and the Olympics in the lead up to the 2004 Athens Games a few months later. This included the hosting of the United States Olympic trials for both diving and the women’s marathon as part of the celebrations. It also saw the City play a central role in the Athens 2004 global torch relay, being one of only three American cities to take part in what was the first ever international staging of this ceremonial procession.

As well as focusing on the 1904 Games, the organisers used the programme to shine a light on the broader Olympic history of the City and the role it had played in the development of the Olympic movement in the United States. This saw many of the City’s own Olympic athletes, both past and present, invited along to the various events.

The Centennial Celebration was very well received by local citizens and helped to put St. Louis on the map as an event host. Approximately 10,000 members of the public turned out to the official Centennial Celebration while a large number of the local athletes, politicians and businesses that were first engaged by the programme remain heavily involved in sport in the City today.

Objectives

Celebrate Olympism and its values

With so much time having passed since hosting the Olympics, there was a degree of disconnection between the City, its residents and the 1904 Games. The Centennial Celebration was seen as a wonderful opportunity to re-establish this missing connection with the City’s Olympic heritage and to spread the Olympic Values among citizens. To achieve this, Olympism and its associated values were placed at the centre of the strategic communications plan. This plan placed a heavy focus on inspirational stories from St. Louis’s Olympic past as well as personal testimonials connected to Olympism from famous local Olympians past and present.

Promote the city by leveraging its affiliation with the Olympic Movement

The Centennial Celebration was used as a promotional platform to highlight the City of St. Louis as a great place to host elite sporting competition. The organisation of several Olympic-related competitions showcased an ability to successfully organise and deliver large-scale events to a national and international audience. By leveraging the emotional power of the Olympic connection, organisers also helped generate a feeling of goodwill and support amongst the local population for sport and the hosting of sporting events in the future.

Pictos_evaluation

Evaluation

 

The success of the programme was evaluated through combined quantitative and qualitative measures. Harder measurements around the number of events hosted during and after the event were combined with softer studies into shifts in attitude amongst both local citizens and wider audiences regarding St. Louis and its connection with sport.

Pictos_key_challenge

Key Challenges

 

Connecting past and present

The 1904 St. Louis Games were only the third edition of the modern Olympics, predating even the introduction of the famous 5 Olympic Rings. There were no witnesses still alive to provide first-hand accounts of the Games and there was very little footage or material relating to the Games on record. Furthermore, the first half of the twentieth century saw U.S. cities like St. Louis totally transform such that only a handful of the original infrastructural elements from the 1904 Games remain. This created a difficulty in connecting local residents to what was being celebrated.

The organisers combatted this by blending the commemoration of the 1904 Games with a broader celebration of the City’s overall Olympic heritage and its wider contribution to the Olympic movement even after the St. Louis Games and across the subsequent 100 years.

Measuring soft legacy

Two key aims of the organisers were to improve the external perception of St. Louis as a destination for top class events and enhance the internal civic attitude towards the position of sport. The intangible nature of both of these outcomes meant that measurement was not an easy task.

To help capture these softer intangible outcomes, the St. Louis Sports Commission worked closely with local educational and research bodies on a series of local observational studies. These studies measured movements in the responsiveness of local community to sporting events, alongside their knowledge and appreciation of the City’s Olympic past as well as changes in the broader perception of St. Louis as a sporting destination.

Pictos_recommandation

Key Learnings & Recommendations

 

Tell a compelling story

Even though none of today’s living residents had experienced the St. Louis Games, the organisers found that the use of stories was one of the key communication devices behind the success of the Centennial. Focusing on sharing interesting and inspirational stories in the media helped to create a buzz amongst citizens and to establish a real connection between the local communities and the City’s Olympic heritage. It was discovered that people were particularly drawn to the stories behind the remaining sites and venues left in the City that hosted Olympic events, as well as hearing directly from famous local Olympians as they shared their own emotional personal success stories.

Balance history and innovation

The core focus of the Centennial Celebration was of course the commemoration of the 1904 Games and the respectful treatment of the historical elements being presented. However, it was also recognised early on that to remain engaging and interesting, a degree of innovation needed to be introduced for it to be a success. This saw organisers integrate new technology and creative presentations into the historical exhibitions on offer. Musical performances by the St. Louis Symphony Orchestra were combined with fireworks displays, while virtual lookbacks at the St. Louis in 1904 captivated locals who had never before seen their City in this way

Pictos_information

 

More information

 

The full case is available in printable version on the members’ portal

In addition to the above description, the PDF version also gathers practical information including internal and external partners involved; finance and cost; use of the olympic brand; human resources and time; and contact details. 

The World Union of Olympic Cities’ team remains at your disposal for any further information and contact’s facilitation at info@olympiccities.org 

Additional resources can be found through the following links:

http://library.la84.org/SportsLibrary/JOH/JOHv12n3/johv12n3ae.pdf

http://library.la84.org/SportsLibrary/JOH/JOHv12n2/johv12n2j.pdf