Canadians ready for "experience of a lifetime" at Vancouver 2010 Games

    VANCOUVER, March 23 /CNW/ - Three in four Canadians believe that
attending the 2010 Winter Games in Vancouver would be "the experience of a
lifetime," according to a recent study commissioned by the Vancouver
Organizing Committee for the 2010 Olympic and Paralympic Winter Games (VANOC).
These initial results of ongoing market studies provide valuable research as
VANOC continues to develop its ticket sales plans, which will be released in
    "The 2010 Olympic Games in Vancouver are perceived to be the premier
event ticket for Canadians," says Gord Hendren, President of Charlton
Strategic Research Inc., "scoring the highest of all major sport and
entertainment events tested, including the Stanley Cup Finals and the
SuperBowl in terms of overall experience."
    The study, conducted by Charlton Strategic Research Inc. among adults
aged 18 and older, finds that three in four (75%) agree that "attending the
2010 Vancouver Olympic Games would be the experience of a lifetime."
    "We expected encouraging results from this study - but this data is
stronger than we anticipated and confirms the significant interest from
Canadians to watch the best athletes in the world compete in Vancouver and
Whistler in 2010," said Caley Denton, Vice President, Ticketing and Consumer
Marketing. "We are continuing to develop our ticketing program and look
forward to releasing details to the public in 2008."
    Interest in attending the 2010 Winter Games in Vancouver is strong across
the country with 37% of Canadians aged 18+ saying that they are "very
interested" in attending the Games (another 29% are "somewhat interested"). At
least three in ten residents of all provinces across Canada are very
interested in attending, with the highest interest coming from BC residents
(48% "very interested").
    Likelihood of purchasing tickets to attend the Games is understandably
highest among residents of BC (31% "very likely"). VANOC was particularly
encouraged however by study results from other provinces; approximately one in
ten residents of Alberta (11%) and Ontario (9%) also say they are "very
likely" to purchase tickets. In other regions of Canada, those saying they are
"very likely" to purchase tickets ranges from 5-7% in Manitoba, Saskatchewan,
Quebec, and the Atlantic provinces.
    VANOC anticipates selling approximately 1.8 million tickets for Olympic
and Paralympic sport events and Opening and Closing Ceremonies and
approximately 800,000 tickets to the nightly medal award ceremonies in
Vancouver and Whistler. Ticket prices for the 2010 Games are still under
development. VANOC is planning to offer a wide range of ticket prices and will
take into consideration a number of factors, including the prevailing prices
for major events in Canada and worldwide and the goal to extend the
opportunity to enjoy the Games to a wide cross-section of the public.
    "Knowing the level of intense Canada-wide interest in attending the 2010
Games, we want to get the system right," said Denton. "The purchase of a
ticket is often the first and most important encounter that the public has
with the Games Organizing Committee. We're committed to ensuring that
experience is a positive one," said Denton.
    VANOC plans to make full use of the internet and other technology to
deliver its ticket sales program while also maintaining traditional delivery
systems. In the meantime, public interested in receiving ticket information
directly can register at
    VANOC will engage a ticketing service provider to assist in offering fair
and equitable distribution of tickets and friendly customer service. In
January, VANOC issued an expression of interest for a ticketing service
provider. The successful ticketing agency will work with VANOC to develop a
fair ticket sales, service and distribution plan, as well as policies and
procedures to manage inventory and sell tickets for the 2010 Winter Games. A
decision on the ticketing services provider for the 2010 Games is expected to
be announced this summer.

    About Charlton Strategic Research Inc.
    Charlton Strategic Research Inc. is a Toronto-based independent research
and consulting company specializing in events, sponsorship marketing and
broadcast. This study was conducted via an online survey among a national
panel of respondents in January 2007. A sample of 2750 Canadians aged 18+
completed the survey which is representative of the Canadian population across
key demographics. Results are accurate to +/- 1.9%, nineteen times out of

    About VANOC
    VANOC is responsible for the planning, organizing, financing and staging
of the XXI Olympic Winter Games and the X Paralympic Winter Games in 2010. The
2010 Olympic Winter Games will be staged in Vancouver and Whistler from
February 12 to 28, 2010. Vancouver and Whistler will host the Paralympic
Winter Games from March 12 to 21, 2010.

For further information:

For further information: Chris Brumwell, Vancouver 2010, (778) 328-6269;
Mary Fraser, Vancouver 2010, (778) 328-3667

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