It’s official. Come 2034, Salt Lake City will host one of the world’s biggest parties. Celebrities, bands, athletes, competitive drama — local organizers want Utah’s next Winter Olympics to have it all.
After throwing a similar bash in 2002, though, they know something hard-learned by many college students: When an event is going to disturb the neighbors, they better at least be invited.
So, the Salt Lake City-Utah Committee for the Games has set aside thousands of affordable tickets for Utahns. They’ve devised a plan that allows the state’s residents to cut the ticket line. And, they may be turning to artificial intelligence to manage the way tickets are bought and distributed.
Fraser Bullock, the SLC-UT president and CEO, said the organizing committee has had to perform a balancing act when setting prices. Ticket sales will be relied upon to cover at least a third of the 2034 Games’ estimated $4 billion price tag. At the same time, organizers don’t want to shut out those who will be most impacted by the event. Namely, Utahns.
“We will be unapologetic that there’s going to be some really expensive tickets,” Bullock told state officials on the Olympic and Paralympic Winter Games Coordination Committee last month, “but they’re combined with hospitality. Those pay for the games. Then we’re going to have some really inexpensive tickets.
“In fact, we have 34,000 tickets that are going to be for $34. … And the tickets for the Paralympics are really inexpensive.”
That bargain-basement price isn’t likely to get someone a rinkside seat to the gold-medal hockey game, or even in the door. Figure skating tickets also probably won’t go that low, even in the early rounds. However, for $34, a person might get into a pool-play hockey match or a medal event in cross country skiing or biathlon.
At the Paris 2024 Games, which began Friday, spectators could pay as little as 24 euros (roughly $30) for seats at the race walking and marathon finals. On the other hand, tickets to any final in artistic gymnastics, men’s or women’s, couldn’t be had for less than 100 euros. The high-end seats for gymnastics were priced at 650 euros. The max price for a seat at the men’s basketball gold-medal game, the most expensive of the Paris Olympics, was 980 euros.
As in Paris, the more economical tickets for the 2034 Games will be available to anyone. So to further encourage locals to embrace the event, organizers plan to give the state’s residents another advantage: a head start.
Bullock said the committee has set aside 40% of an estimated 2.8 million tickets to be sold to Utahns. Those will be allocated by lottery, similar to the system that was in place in 2002.
(Steve Griffin | The Salt Lake Tribune) Utahns wait in line for over 12 hours in order to get tickets to the nightly medals ceremonies during the 2002 Winter Olympics, Thursday, Jan. 7, 2002. Having a wristband allowed them to return to the Salt Lake City Smiths where they can pick between Dave Matthews Band, Foo Fighters, Mary J. Blige, Bare Naked Ladies and a band to be named.
“We’ll have a priority allocation for the people of Utah,” Bullock said, “because we’re the ones standing behind this, and we’ll make sure a big chunk of those are very affordable tickets.”
London did something similar for the 2012 Summer Games. The result was that foreigners weren’t able to buy tickets within Great Britain even if space was available. That led to embarrassing images of half-filled stadiums.
Again, Bullock said, the key is balancing the needs of visitors — whose spending is expected to generate an economic impact of $6.6 billion according to a report from the Kem C. Gardner Institute — with those of locals.
A poll conducted by the International Olympic Committee found just under 80% of Utah residents support the return of the Games. Organizers hope making tickets affordable will help them maintain that support.
Rep. Kera Birkeland, R-Morgan, said she thinks it’s a positive step. Birkeland, who represents Summit, Morgan, Duchesne, Daggett and Rich counties, serves on the legislature’s Olympic and Paralympic Winter Games Coordination Committee, which gives input to the Olympic bid committee. She said her constituents have voiced worries that they will be shut out of the Games.
“One of the biggest things I’ve heard is, ‘Why do I care if it’s coming to Utah? I can’t even afford to go. It’s just going to cause havoc and [headaches] and traffic,’” Birkeland said. “And to know that some of the tickets could be as low as $34 and people could actually take their kids to see athletics on the world stage here in our state? That could be a fantastic opportunity.”
Given the price, a few Olympic fans might try to get a complete set of tickets by purchasing one for every event. In the digital era, that’s a fool’s errand.
“A physical ticket?” Bullock said. “I haven’t seen one for a long time.”
Bullock said he expected all the tickets to be distributed electronically, as they are for the Paris 2024 Games. Also taking a play out of Paris’ playbook, however, Utah’s organizers are considering selling physical “memory” tickets for a small upcharge.