The Demonstration Effect of Hosting a Major Games: A Case Study of Figure Skating and the Vancouver 2010 Olympic Winter Games

Abstract

Developed by Hindson, Gidlow, and Peebles (1994), the trickle-down effect and more specifically, the demonstration effect, are based on the idea that performances of a host nation’s athletes will inspire the population to become active in sport. The Vancouver 2010 Olympic Winter Games presented an opportunity for Canadian sport organizations to promote sport participation. The purpose of this study was to determine if the demonstration effect occurred in Canada, and determine the reasons why or why not. The sport of figure skating was selected. Quantitative data were collected from Skate Canada on club membership rates from 2003 to 2013. Results showed small increases in participation, however there was little change following the Vancouver 2010 Olympic Winter Games. Qualitative data showed that already active sport participants became more active, following these Games. The findings demonstrate that the demonstration effect occurred, however only for a select group of individuals.