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Winners and Losers Experience the completely redesigned Meetings Quest Sports Darwinism May 6-7 in Mesa, Arizona! As the Olympic Winter Games proved, events need to evolve to remain relevant for future generations Discover the Meetings Quest difference:

t this year’s Academy to pairs until 1984, when the Jayne Torvill and Christopher Exclusive meetings-industry training Awards ceremony, Mat- Dean performance to “Bolero” was must-see TV. In the 1990s, facilitated by the “Association Doctor,” thew McConaughey two young Americans were inspired to take up the sport and Steven Hacker, former president of the Arevealed that his hero was himself 30 years after , the flawless and International Association of Exhibitions in 10 years. Really? Nevertheless, Charlie White earned the first gold medal for the United McConaughey’s point (or at least States in the event. That’s sports evolution at work. and Events what I think his point was) is applicable to sports. Sports cannot Few sports have a birthright to be in the Olympics or to Innovative educational content that simply look at themselves in the be perpetually prominent. Certain track events, swimming qualifies for Continuing Education Unit Bob Latham present; they have to look continu- events and the aforementioned downhill—wherein the (CEU) credits ously at their future selves. Thus, object is to get from one spot to another faster than anybody C when I heard comments critical of else—may be the exceptions. For other sports, it is a con- M Fast-moving, appointment-based the recent Sochi Olympics (usually from people north of stant effort to stay relevant and compelling. That is the new 40) for including X Games events such as snowboard reality of Olympic sports in particular, as the Olympic Sum- Y trade show that allows you to slopestyle, I tried to point out that those critics were deny- mer Games places a cap on the number of sports, events and CM efficiently meet with hotels, venues ing sports Darwinism. Sports are no more immune to cul- athletes, and the winter tural evolution and generational shifts than are music or Olympics bring in the MY and convention bureaus sports are no art. Sports have to appeal to new generations of fans and events of a new generation. CY Fun and productive networking events reflect tastes and attitudes of those new generations. more immune to CMY that will enable you to experience Mesa cultural evolution Generational shifts not I love the traditional Olympic events—to me, the down- only happen on the play- K while building your list of valuable hill in winter and the 100-meter dash in summer are the pur- and generational ing field, but also in the professional contacts est and most exciting Olympic events. However, you can’t shifts than are broadcast booth. I am a deny the excitement and appeal of short-track speedskating huge fan of the veteran or the halfpipe or snowboard cross (and now ski cross). The music or art. broadcasters at NBC, but Sochi Olympics were particularly successful in this regard, the inspired pairing of not only for the infectious enthusiasm of a new generation of Johnny Weir and Tara Lipinski—a “Modern Family” ver- fans who support these events, but also (to an American sion of sports broadcasting—outshined their colleagues audience) for the fact that U.S. athletes had great success in both in terms of entertainment and insight. them, taking gold in snowboard slopestyle and sweeping the podium in men’s ski slopestyle. Don’t get me wrong—watching the durable Bode Miller and Julia Mancuso win medals in traditional alpine events But it wasn’t just about American success. Jenny Jones of was inspiring. Eighteen-year-old Mikaela Shiffrin winning Great Britain won the bronze medal in snowboard slope- the slalom showed the continuing vitality of an old-school style—the first British medal in a snow event in the 90-year sport. And the 40-year-old, nonpareil biathlete Ole Einar history of the Olympic Winter Games. Jones picked up the Bjoerndalen (a man who seemingly has worked every possi- sport at age 17 on a dry slope in Bristol, —an exam- ble Nordic syllable into one name) taking his record Olympic To register, call toll-free (877) 577-3700 ple of how these new events reach not only new fans but also winter medal count to 13 was worthy of respect and praise. new geographies. Plus, virtually every sport starts out as “new.” When Pierre de Coubertin was drawing up his plans Thus, the Sochi Olympics in the end were a satisfying or visit MeetingsQuest.com for the modern Olympics in the 1890s, James Naismith was mix of old and new— of traditional, refurbished and just beginning to sketch his thoughts about how a peach bas- ingénue. No doubt in 10 years (actually 12) the Olympic ket could be used for indoor sport. It was another 40 years (in Winter Games will be even better than its present self. 1936) until basketball became an Olympic medal sport—with Only time will tell about Matthew McConaughey. a 75-year-old Naismith in Berlin to see it. Presented by Multi-Year Sponsors Bob Latham is a partner at the law firm Jackson Walker, L.L.P., and an In , the team event in Sochi added great International Rugby Board member. A compilation of his best columns interest, particularly for the host nation. Ice dancing itself was titled “Winners & Losers: Rants, Riffs and Reflections on the World fo a new sport in the Olympics in 1976 and was a poor stepchild Sports,” is available in the Media Zone at SportsTravelMagazine.com.

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