September 11, 2000. Copyright 2000. Graphic News. All rights reserved.

GAMES GO FOR THE WALLET

LONDON, September 11, Graphic News: TRADERS, suppliers and contractors are aiming for economic gold with wholesale cashing in on the Olympic dream. 

Everybody who can is embracing the Olympic five ring ideals of Citius, Altius, Fortius -- Faster, Higher, Stronger -- to make a faster dollar, charge higher prices and create a stronger smell of excess.

Sydneysiders and visitors alike are angered at the price hikes imposed by restauranteurs, hoteliers, taxi drivers and caterers at the Olympic venues.

SydneyÕs Olympic organizing committee (SOCOG) has set hefty mark-ups on items such as snack food and ice-creams and will take up to 20 percent of the earnings from venue caterers.

In addition, anyone trying to take their own snacks to the Olympics will be quizzed by beady-eyed access-control inspectors, checking for prohibited items; so anyone wanting to take in a sackful of Pepsi, given Coca-Cola is a major sponsor, will be in for a hard time.

ÒThere may be a discussion at the gate over products that are not sponsor product,Ó SOCOGÕs manager for catering and waste management, Hugh Taylor, said: ÒWe want to protect our sponsors from ambush marketing.Ó

The price of the humble meat pie -- the snack of choice for Australian sports fans -- has jumped from its normal price of about A$1.20 (US$0.68, GB£0.48) each,to A$2.10-2.40 (US$1.20-1.37, GB£0.84-0.96).

The meat pies can be round or square, about 2.5 inches (6.5 cm) across and an inch (2.5 cm) deep, and filled with all kinds of things. Chopped beef and mushroom is the most popular filling, but they also can be stuffed with curry, chicken, lamb or vegetables.

A schooner, or pint (0.5 litre), of beer will cost A$2.70 to A$2.90 (US$1.54-1.65, GB£1.08-1.16); the non-Olympic price is usually A$1.95 (US$1.11, GB£0.78), and french fries will cost A$2.10 to A$2.40 (US$1.20-1.34, GB£0.84-0.96); normally A$1.30 (US$0.74, GB£0.52).

ÒWe think theyÕre pretty steep for consumers. We think itÕs an example of what happens when you have monopoly pricing at an event like this,Ó said Louise Petschler, the finance policy officer for the Australian ConsumersÕ Association.

Olympic officials said the prices were set after months of intensive negotiations with caterers who proposed even higher prices.

U.S. fast-food giant McDonaldÕs, official restaurant partner of the Olympics, expects to serve 1.5 million burgers. The company has created a special McAussie Chicken sandwich, flavoured with spices from Australia, and mozzarella cheese sticks shaped like boomerangs.

ÒWe want to be as culturally relevant to our customers as we possibly can,Ó said David Green, senior marketing officer for McDonaldÕs International.

Taxi companies have joined the gold rush, announcing a 10 percent surcharge during the Olympics -- they had originally asked city authorities for a 20 percent surcharge.

Restaurants have cut back on menu sizes, charging higher prices and imposing a reported $50-$85 (US$28.50-48.50, GB£20-34) per person charge if diners donÕt turn up after making a booking.

But higher charges for hotel rooms, introduced at the start of September, have backfired. SydneyÕs hoteliers have dropped prices by up to 50 percent in a push to fill rooms left empty by an unexpected slump in demand for Games holidays. Sydney Airports Corporation expects 100,000 fewer international arrivals and 60,000 fewer domestic visitors passing through the airport during the Games.

With only days to go, about 1.5 million of the eight million tickets for Olympic events remain up for grabs. Sales have suddenly picked up following the release of 70,000 premium tickets that had previously been part of a highly controversial scheme to reserve them for rich individuals and companies.

SOCOG has rejected a plan to discount unsold tickets, angering Australian community and welfare groups who had campaigned for cheaper tickets to be available to low-income families.

The cheapest tickets for the gymnastics qualification stage cost A$85 (US$48.50, GB£34), with the finals starting at A$285 (US$162.50, GB£114). Tickets for preliminary rounds of the basketball start at A$45 (US$25.65, GB£18). The cheapest seats for the menÕs gold medal match are A$325 (US$185, GB£130). For a top A-class ticket expect to pay A$455 (US$268, GB£189).

Only the sex industry has vowed no change in prices. Visitors to New South WalesÕ legalized bordelos can expect to pay about A$100 (US$57, GB£40.00), a price unchanged for several years, to spend half an hour discussing Olympic ideals.
/ENDS
Sources: Reuters, Associated Press, Xinhua News Agency, Sydney Morning Herald