The “United States Olympic Committee.” Colorado Springs, home of the United States Olympic Committee!
What image, do you think, do those words evoke in the minds of our fellow Americans?
Committees are generally seen as groups of middle-aged men in suits, sitting around conference tables, and discussing Very Important Things. Committees are not tourist attractions, nor are they particularly interesting to anyone except their members, and the poor saps who may be affected by their actions (or, more likely, their inactions!).
Think of a few national icons, and imagine them as committees.
The Empire State Building Committee.
The Washington Monument Committee.
The Yellowstone Committee.
Would you take a trip to Denver to see the NFL Committee, or to see the Broncos play?
Or what about Pikes Peak, America’s Committee?
The problem is obvious – and so is the solution.
Change the name pf the organization! No more fusty, middle-aged, bureaucratic, and boring USOC.
Let’s call it “America’s Olympic Team.”
No more USOC, no more “Olympic Training Center” (a name which also has its problems. What does training make you think of? Training bras? Spring training? Training camp? Dog training? Those are not good community brands!).
From now on, visitors will expect to see world-class athletes, not besuited bureaucrats.
And if they don’t? If they just see a nondescript downtown office building instead?
At least they came to town.