The flame’s gone out. The confetti’s on the ground. The last leathery throat has rasped its signature anthem. Perhaps the closing ceremony had some odd musical choices – the house only started rocking when the dinosaurs came out, proving today’s youngsters can’t hold a torch to Who and Floyd even when they’re covering. (Even Eric Idle got the house rocking.) And the less said about those mascots, the better.
But in the light of the morning after, with the London Olympics still fresh in the reddened eyes and twitching footfall of ten million Londoners, everyone’s asking: how was it for you?
Here’s my list (doubtless one of thousands): 9 great things about London 2012.
1. The city resplendent.
For everyday Londoners like me, it’s been a surprisingly pleasant two weeks. The Tube’s been busy at times and hilariously crowd-free at others, but life for most people went on without hassle, with the added frisson of genuinely feeling part of it all. At the opening ceremony it was fun to open the window every time the volume rose on TV and hear the real thing happening a klick or two downriver.
I didn’t go to a single event, but if you were out and about in town this last fortnight, you were in the games. Strangers struck up conversation; eye contact signified warmth not aggression; everybody smiled. London was a great place to be.
Let’s face it, it was a work of genius. Perfect choreography, proper narrative, and an ability to laugh at itself in a way the Chinese or Americans could never match.
On a limited budget in a time of crisis, the curtain-raiser sent the watching billions a message: this is Britain.
3. The rainbow of faces.
The Games proved that opportunity exists in Britain for everyone, whatever’s written in your genes… if you push yourself to achieve something. (Not force others to pander to your proclivities.) On “Super Saturday” the three most noteworthy golds went to a Somali Muslim immigrant, a mixed-race woman, and – shock horror – a ginger. And I’ll bet it’ll just get better as the Paralympians come out to play.
The Games delivered a slap in the pursed kisser to every ethnofascist and religionista with a chip on his shoulder, showing them that if you feel downtrodden or oppressed, it’s entirely your problem. London emerged as the most diverse and tolerant city on earth.
4. The deafening silence from the public sector.
Days before the Games, the headlines were ablaze with predictable threats from the unions: Tube drivers, airport officials, I think even Bob “the Dinosaur” Crow made an appearance, desperately trying to hold Britain to ransom yet again. Yet the coddled millions of Britain’s bloated state sector stayed strangely quiet.
Perhaps the cotton-cossetted hordes have got it into their heads that if people dislike them, perhaps it’s because they’re just not that good. That maybe they should start delivering better services, instead of whining about their lot. And admit that maybe, just maybe, it was more fun being part of the party than trying to stop it.
5. The confirmation that competition works best.
Everyone points the finger at G4S’s staff undershoot as a failure of capitalism. In fact, G4S was the perfect example of why capitalism works. The company’s facing tens of millions in fee cuts, far more in years to come as its biggest customers write it off as a toxic brand. G4S will shrink, adapt if it can, and come back stronger, having learned the lessons.
How different to public sector provision, where a failing department usually gets more resource poured into it. The reason the London bid succeeded in the first place was because LOCOG acted like a good capitalist: ditching its first boss and bringing in Seb Coe. The Games celebrated the marketplace.
6. The architecture.
The Pretzel, the Pool, the Park: the way a swampy disenfranchised sector of London’s gained a skyline is awesome. These buildings give focus and direction to an area that badly needed it: just a bit more shoving, ensuring the social capital gets properly used in the decades to come, will make the legacy real.
And Seb Coe – just appointed as Legacy director – is a terrific choice for the job. Unlike the sad birdcage of Beijing, the Olympic landscape is set to leave a real legacy.
7. The way marketing took a back seat.
Being a marketer myself doesn’t make me any keener to see stadium and arcade an infinite loop of logos, and how McDonalds and Coca-Cola can sponsor sports with a straight face mystifies me. So it was great to see just how far below the horizon the brands were: they were certainly present, but weren’t in-your face, helped by the BBC being principal broadcaster in the UK.
Of course, this wasn’t true globally (Twitter #nbcfail for how not to do it) but in their home city, the 2012 Olympics were about games, not brands. And rightly so.
8. The realisation that Britain’s actually brilliant.
It’s been less than 12 hours since The Who turned off the amps, but something’s… different around here. The UK ignored a gurgling recession, a mountain of debt inherited from Blair and Brown, the cries of a media desperate to sniff out disaster.
There’s a sense of YES! We can do stuff like this. We’re not second-rate Americans, or death-spiralling Europeans. Britain can do pretty much anything.. and better still, it can take anything. The UK has rediscovered its backbone.
Even if you weren’t there, you were “there”. The shared sense of excitement was for real, and if you felt it, you made the games, as much as Mo or Jess. The best thing of all about London 2012 was … you. Yes, you with the surprised look on your face. You pulled it off!
Thank you, Seb Coe and LOCOG. Thank you, athletes, for entertaining us and demonstrating the unconquerability of the human spirit. Thank you, volunteers, for every smile and wave on a thousand street corners. Thank you, performers and creatives, for bookending the whole thing with two great acts of artistic direction. Thank you, stadium crowds who cheered and stomped – whoever and wherever you did it, they heard you.