The aim of the Games
Birmingham 2022 Commonwealth Games head of event services , Louise Dodds , provides an insight into the work planned to ensure the spectator experience is second to none
Birmingham 2022 will be the biggest multi-sport event to be staged in the UK for a decade , with over 1.5 million spectators projected to fill 15 worldclass competition venues . From July 28-August 8 , 4,500 world-class athletes from 72 different nations and territories will compete in 19 different sports and eight Para sports . With more medal events for women than men and the largest Para sport programme in Commonwealth Games history , the Games is the most inclusive multi-sport event .
The spectators are the primary responsibility of the 7,000-strong event services team ( EVS ), who are responsible for their safety and overall experience . In order to generate a world-class spectator experience and generate the ideal atmosphere for the athletes to perform at their best , the EVS team have carefully mapped out the spectator journey , identifying the key touch points and decision points , as well as potential pain points . The aim is to ensure the Games is remembered for the right headlines so the focus is on moving spectators safely and efficiently whilst providing them with a fantastic in-venue experience they will want to share . At each venue there is an EVS venue manager , who reports into the venue general manager , located in Event Control . On the ground there are the operations managers who are
Louise Dodds and her team
responsible for the management of the EVS workforce and services . They are supported by the area supervisors and group leaders , who manage the blended team of stewards and volunteers . The blended team model aims to create a seamless experience front of house and a more efficient management structure . Working alongside the operations team are the EVS staffing leads and deployment supervisors , who are responsible for workforce check-in , welfare and deployment of the teams and the spectator experience supervisors . At Alexander Stadium , the EVS workforce alone comprises of more than 600 people .
At most venues , spectators will begin to arrive up to 90 minutes before the competitions start . They will be immediately hit by the colour and vibrancy of the Games – the music , walkabout entertainers and the friendly EVS volunteers and stewards waving foam hands to direct them on their way . The team have worked alongside the national governing bodies to create a ‘ have a
go ’ experience where the spectators can try the sport , get tips from pro athletes , learn more about the sport and be ready to enter the bowl as advocates of the sport . A key pillar of the Games is to increase health and well-being and inspire people to be more active .
Once the spectators enter the bowl they will be treated to world-class sport and sports presentation . The EVS focus is on keeping them safe and ensuring they get an uninterrupted view of the sport . As the session ends , the EVS team will facilitate a safe and smooth egress and wave a fond farewell , having left a positive first and last impression .
As spectators depart , success will be determined by a combination of hard and soft measures . Service levels are tracked , coverage monitored , spectator feedback and social sentiment evaluated , and the net promoter scores assessed . Has the Birmingham 2022 Commonwealth Games delivered on its wish to be the ‘ the Games for everyone ’?
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