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Jim Seida / NBC News
L-R: Gail and Dennis Serwick from Woodbridge, N.J., and their daughter Megan, 7 (front left) and Kim and Rick Van Liew from Randolph, N.J., and their sons Matthew, 11, (front middle) and Russell, 12 (front right), In London's Olympic Park Thursday.
LONDON – A day at the Olympics in one of the most expensive cities on the planet was never going to be cheap. But for a group of sports fans from New Jersey this "once in a lifetime experience" was well worth spending the equivalent of about $1,000 for a family of four.
Ticket prices for every event -- including the opening and closing ceremonies -- start at a symbolic GBP 20.12 ($32), but most seats cost considerably more, and getting access to smaller venues such as the 6,000-capacity velodrome has proved tough.
“It was so incredibly hard to get tickets,” said Gail Serwick, from Woodbridge, N.J., who eventually managed to secure seven seats in the aquatics center at $110 each thanks to relatives who live in her native Wales.
Around London, alternative Olympic viewing sites offer locals and tourists a cheaper, crowd-free version of the Games.
Five were for the women’s 10m platform diving finals on Thursday morning, while two were for synchronized swimming in the afternoon.
“The allocation on sale in Britain was higher so it was the only real way we could get tickets. We tried everything and got so many rejections before we got these. You could get cheaper but we didn’t want nosebleed seats where you can’t see anything because we wanted it to be a special occasion," Serwick said.
She traveled to London with her husband Dennis and daughter Megan, 7, and another family -- Rick and Kim Van Liew and their sons Russell, 12, and Matthew, 11, from Randolph, N.J.
Their Olympic day out started with a shopping blitz for souvenirs and merchandise including London 2012 T-shirts and sweatshirts for the group and family and friends at home.
London 2012's legacy: No more UK couch potatoes or another Olympic 'white elephant'?
In total, Serwick and Kim Van Liew spent $907 in the official London 2012 store in Hyde Park near their hotel -- easy to do when a T-shirt costs $40.
Jim Seida / NBC News
Kim Van Liew and her friend Gail Serwick show off their tickets to synchronized swimming at London's Olympic Park, Thursday.
Then there is the cost of food and drink inside the Olympic Park, where sponsors Coca-Cola, McDonald’s and Heineken control the prices. A Big Mac costs $4.20, a Big Mac Meal $6.70 and an individual tub of Caramel ice cream $3.90. For drinks, a 500ml (16.9 fl oz) Coke costs $3.60 while a pint (19.2 fl oz) of Heineken is $7.20.
For China officials, Beijing's Olympic 'white elephants' were worth it
In total, the group spent $93, or $13.40 per head on lunch and snacks while enjoying the sprawling park between their two events.
The only cost they didn’t have to worry about was transport: Free one-day Oyster transit cards are included with all tickets.
“We got a bus then a train to get here,” Van Liew said. “Everyone was very helpful – everywhere you looked there was somebody on hand to help.”
Fears raised that London Games will see big increase in Big Brother surveillance
In total, their day at the Olympics cost $1,770 between seven -- equivalent to nearly $253 per head, or about $1,011 for a family of four. So was it worth it?
“I was very impressed, I think the tickets were good for the price,” Dennis Serwick said. “I’ve been to Wimbledon and Roland Garros and these Olympic tickets were better value. We had a good view of the action, didn’t need binoculars or anything.”
Read more from NBC News about the Olympics
Rick Van Liew said the tickets were equivalent to the price of seats to watch Major League Baseball at the Yankee’s stadium. Indeed, tickets for an October home game against the Boston Red Sox on sale Friday ranged from $38 to $200.
“This is a once in a lifetime experience," Gail Serwick said, "and it’s hard to put an exact price on that."
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Leave a Comment:
Headline today:
Famously bearish economist Nouriel Roubini has branded the Olympics an "economic failure", saying Londoners have left the city and tourists have stayed away following "excess warnings".
Some bozo will try to characterize this economic failure as a "success story"..Looks like Mr. Romney was correct.....
How the hell was Romney correct. Mitt was referring to security not the economic effect, idiot.
Look. He got it wrong. Was this brutish response and your nasty name calling really necessary?
Yankee boy yes it was. Too often idiots get on this site and post things that are politically motivated without doing even the slightest bit of research or critical thinking. Until we make people understand that its not acceptable to show their internet muscles when they obviously have ulterior motives then we are stuck listening to/reading this @!$%#.
You don't know what you're talking about. The venues have all been sold out throughout the past two weeks. If you are one of the millions who went online each day to try to secure a ticket (like myself) to ANY of the events, you'd have more chance of winning the lottery. If you didn't see any tourists in regular tourist attractions, that's because they were all on the various Olympic venues. I mean, do you write comments here without even watching tv to see the venues are completely full? It seems like you went into this article with some already decided agenda. Enjoy the games instead of whining for no reason!
A lot of Romney comments. Please remember that he made those comments as a past Olympic official for Utah, the city was scrambling to complete everything and he did so when the airport, security and transportation workers were contemplating strikes during the games themselves. Fortunately, his comments were indeed incorrect as the strikes didn't come.
All that aside, the Olympics don't seem pricey. This family spent almost $1000 on souvenirs. Leave those out and the day out is much more reasonably priced.
Oh Phila- Haven't taken your meds yet? Maybe start your day with a bran muffin.
On to the "story"- It cost a family of four $1,000 for a day at the olympics. Great for them- I hope it was everything they wished for. Let's remember that the "experience" and "memories" are what you get out of these events and those last forever.
But it's $1,000 for a day at the olympics?!? That's crazy, only (evil) people with a lot of money would do that. If that's what you are thinking, how about thinking about sporting events here in the US.
A game at Yankee stadium (once you get there)= $410 for four
A day at Disneyland can run you $500+
NFL game- $500
Rock Concert- $200-1,000
Just keep things in perspective people.
Looks like the US $ ain't worth much anymore.
Americans forget what it costs to attend sporting events here. That's the problem with so many Americans, they have a double standard. I'm wondering how any professional sports fan can justify spending hundreds of dollars to see an event where the pros are paid millions a year yet, when they are asked to pay more in taxes to prevent lay-off of our police, firemen, teachers etc, they say cut government. Also don't forget most of our military who put their lives on the line for the freedoms we enjoy are paid approximately 1% of what pros are paid. So America where is your priorities.
Easy answer: I'm entertained by sports. Not so much by cops.
Roughly half of their money ($907) was spent on souvenirs. If you cut those out it was about $500 ((1770 - 907) / 7 = 123 each)) for a family of 4.
A month's rent $1200/month. What a waste of money. If I had the chance to go to London, the last thing I'd want to do is spend a day at the Olympics. I'd much rather see the British Museum. However, if they had fun and it was worth it to them, more power to 'em.
What about flight costs? Bet those were more expensive than all the other stuff combined. What a poorly written article.
Things R, That is exactly what I thought. Did they swim over there??
ThingR, the article was about what they spent in a a day. Of course it didn't include the cost of the flight.
This family just lost their ability to complain how worried they are about the direction of this country, the state of the economy or the cost of their kids education. If you can spend this much money for something this frivolous then you clearly have reached a level of financial security.
Joe if you ever visit Randolph NJ You will see very quickly that worries about $ are far from their minds. Very affluent area....
So, having achieved a level of financial security disqualifies one from expressing concern about current events?
Awhile back, I heard a clip from Obama speech wherein he said that America isn't a country that begrudges people their success. But I think he was wrong, or rather I think he lied, because I think he knows full well the truth (and is banking on it for re-election): that America has very much become a country that begrudges people their success.
I wonder how many of these people had the actual money to spend in this way, and how many plunked it down on their credit cards.. where they will be paying for it for the next 5 years or so...
or maybe they saved up for a long time to be able to make this trip and are just as worried about the country as you, stupid tool.
Some people do save up for things they want to do, are you saying that people who have average jobs but save money so they can do what they want with it have no right to worry about how the counrty is sliding happily downhill?
Guess they don't see NFL football games at NJ Giants stadium..Tickets cost hundreds and food and drinks well over what they paid in London!
Exactly Mike. You can go to a Tampa Bucs game and get close to the $1,000 for 4 people. Then watch them get pounded into the ground by the opposing team wondering later, I actually paid for that??
Why is American coverage of London 2012 so mean and negative? It started with Mitt Romney making a fool of himself by pontificating about something he clearly didn't understand and continues in the tone of coverage on NBCNews and particularly from the contributors to these posts. London has done a fantastic job of hosting 'the greatest show on earth' and the competitors and millions of ticket holders are having a ball! I guess you are disappointed it isn't taking place in the USA but are you incapable of appreciating another nation's efforts and simply saying 'Well done London'?
I fail to see how this article was mean and negative. The article notes what this family paid but they weren't complaining clearly pointing out the expenses were in line with what professional sporting events cost. Personally I'd rather be able to buy a Big Mac value meal for $6.70 than pay $5 for a hot dog. The last line in the article states, "This is a once in a lifetime experience," Gail Serwick said, "and it’s hard to put an exact price on that." Doesn't sound mean to me.
You're right, the family were very happy but the article headline by NBC is trying to imply that it's very expensive and not good value. Almost all of the NBC articles have looked for the negative aspects (security concerns, travel difficulties, loud music at the events etc.) and they seem to be disappointed that nothing has gone horribly wrong yet. I suppose I am naive but would it hurt NBC to be a bit more positive and supportive rather than always looking for (non-existent) problems?
@Kevin - I hear what you are saying, and it is unfortunate. That is the issue with American reporting...if it does not contain a controversial theme, who will actually read it? The American journalists seem to think that the only way to capture peoples attention is to throw something out there which people will react in a way similar to there current lifestyle. And right now, Americans are angry, fed up, tired and run over by a variety of things (in general). These articles make us argue and debate and they bring out familiar feelings that we are familiar with in every day life. The reporters know this and take advantage of this. If every article was purely good about nice times, getting cats out of the tree, winning the lottery, doing good for another person, who would really read them?
And if you notice, its funny how no matter what the topic of any article is in America these days (online), it could be about fudge, fiddles, flapjacks or ferry boats. Somehow the conversation will become an argument about Democrats and Republicans. Its amazing! That shows you were the minds of Americans are, and what they have become, and the angry fibers that are running there moods these days. Its sad, and it doesn't look like its getting better anytime soon. Divide and conquer.
On a lighter note - London put on a superb opening ceremony, and has hosted a great Games this time around. Wish I had the money to spend a couple of days there this year and actually planned to, but recently became a victim of our great economy and has to spend that money on more important things.
Thanks for your comments. To be honest, the standard of journalism in the UK is not much better and most of the media can be classified as 'ambulance chasers'. However, I do find the standard of debate on these posts shockingly personal, aggressive and negative - and party political even when it isn't relevant! I don't know if you have ever read the 'have your say' section of the BBC website but I believe similar online debates in the UK are much more constructive and polite, although of course you will always get lunatics and trolls in any society.
Kevin, just to provide a counterpoint. Many Americans are angry that they are not able to see the sporting events live because of the atrocious coverage provided here in America by NBC. Some have even followed that through to be upset with the pick of London because they picked a country that makes it almost impossible watch the events live because of the time difference. (Americans including myself are a bit pompous about our TV). I haven't seen anything bad about the games themselves but they will be remembered more for the terrible situation related to the showing of the games then they will be for any opening or closing ceremony events. That even includes the fact that America is going to RUN AWAY with the medal count. BTW good job by the Brits in the golds.
Yes, I've heard these complaints about TV coverage in America which is a pity because from a sporting point of view it has been a great games and of course team USA have been amazing and the London crowds love them! I guess we are fortunate that the BBC coverage has been tremendous (they have 26 channels dedicated to the Olympics and so every event has been broadcast in full) and no breaks for advertisements!!
Hi all - slightly puzzled by the comment about 'negativity' in the piece. The family we interviewed was very pleased with the whole experience and thought everything was great and good value - and the article says this. I don't know what they would have to say to sound positive?!
I think it's probably a reaction to your general coverage, or the constant negative comments from US readers on ANY article related to the London Olympics.
I've been there, twice. (Equestrian and athletics). It was fantastic.
Where are the positive articles and comments? Or at least balance it with some of the negative reporting about your own network - even Usain Bolt re-tweeted a 'NBCFail' overnight because many events aren't shown live!
Sorry, I didn't mean to be inflammatory in that last sentence - I would remove it if I could. It was born of a bit of frustration.
Well said Kevin. The negativity from the US (especially this site) has been awful.
And unlike most people on here, this is from someone who has attended two events, the equestrian at Greenwich (£55) last week and the Athletics on Wednesday evening in the Olympic Park. Through the airport-style security in 3 minutes because they had so many booths at both places. Excellent organisation. The only thing I would say was poor was the limited food options.
Everything Romney said was wrong, he made a fool of himself:
Heathrow: Pass
Security: Pass
Venues: Pass (probably the finest of any Olympics, look at Greenwich Park or Horseguards Parade)
Athlete's village: Pass
Transportation: Pass
We even have the weather on our side now, 82f and sunny!
All built on time. In fact, well ahead of time.
So, what are they now complaining about? The price of a Big Mac!
Jealousy. I doubt the US could do it anymore, certainly not in their capital.
Just a measly $1000 per day. Wait a minute...that's 70% of my ENTIRE monthly income
But it's the Olympics man...
Vicktor, yet you can afford to be on the internet posting comments during the day? Sounds to me like you're getting paid commensurate with the job your performing for your employer.
Why begrudge someone the ability to spend their money on what they want? Plus you have no idea how long they saved for this, or what they gave up. Bet that thought never crossed your mind. Instead it's the consistent "woe is me" attitude.
Coronary artery bypass surgery, $20,000.
How much money from the taxpayers of the UK will have been squandered by the British government ? Don't ask the mayor of London, though...he's still stuck up on that zipline. Oh that's right...this news organization chose not to post that image/story about London's mayor. It may have added some credibility to Mr.Romney's observations....LOL.
Phil, use the search and type boris then press enter. It was covered. Mr Romney made no observations; he read a digest of UK news and regurgitated it. Don't you worry about our tax money, we'll do that ourselves, thank you very much. In English, the correct word is 'spent', not 'squandered'; and don't muse upon this conundrum for too long as you can look it all up... or don't. Whatever.
I think olympics are out of control. Every 4 years, some host city spends hundreds of billions, possibly close to a trillion to 're-do' the city. Can't a venue ever be used again to host another olympics? Every event from table tennis to nose picking is now an olympic sport. I think I heard that some events cost close to $1,000 a ticket (could be wrong). I do like to watch some of the events on TV, but is seems to be spiraling out of control for costs. Talk about government spending...
Yep, you can pick your friends, and you can pick your nose, but you can't wipe your friends on your sock.
You ought to see what the city is doing here in Charlotte for the DNC (Democratic National Clusterf**k).
220,000 tons of new asphalt, power-washing traffic barriers, closing off half of downtown (for security reasons) and people won't be able to work, and on and on.
People who attend the olympic games or even pro sports games played every day here in America are damn sure not doing it on a construction workers wages, you can bet your sweet patootie on that. The commoner is nothing more than a freakin slave anymore unless they happen to be a gov. employee, especially in America.
My yankees tickets cost $20 a seat. Every game. In the bleachers. I don't go there to eat dinner I go to watch a baseball game. Last year they cost $12 a seat. Almost EVERY baseball stadium have tickets in this range that are usually decent seats. If a construction worker (who in America makes more than $25/hr normally) can't afford $40 for two people twice a year then they're addicted to coke or some other substance. Or had children and shouldn't have because they couldn't afford them...
Or retired military!
Bah, $250 a person for live events isn't all that extraordinary. The front sections of the big concerts are the same: Springsteen, Stones, Jimmy Buffett, etc. In the NFL, that's the going rate for tickets between the 30 yard lines. And for these events, you don't even get food into that price. You wish you could pay $7 for a beer. Considering the scarcity of the Olympics and their events, their tickets are actually cheap by relative value, though value is whatever it means to you.
$1700 for seven people in one day! Wow! This is why only corporate and rich people can go to events like this. People need to stop getting sucked into the hype and paying these prices. $40 for a t-shirt? Hope is was cashmere and linen. LOL! Remember, we are not even talking about their airfare or hotel costs. I think I need to move to New Jersey and get a job.
Aside of the Olympics. We need to stop paying these crazy ticket costs for sporting events such as the NFL, MLB, and NBA. Even college football tickets can cost as much or more than some NFL tickets. These athletes are great, but not worth what they get paid and when they sign those $100 million dollar contracts, who do you think pays for it? WE DO! ticket prices go up! merchandise prices goes up! food prices goes up!Time we put our foot down and tell these teams we are tired of it!
Has anyone seen some of the new Nike NFL clothing? they suck! The $100 jerseys look cheap and they have a rubber NFL logo at the V-neck and screened on names and numbers. The polo shirts have a hot glued rubber team logo on the chest and they still want $50 to $60. What happens to rubber when you wash it over time or are outside in the sun. It dries out and cracks. Just last season, I could buy a $100 embroidered jersey at Macy's.
Hold on to your older NFL clothes because they are just getting cheaper quality and more expensive.
the one thing that burns me the most is the Super Bowl. The way the tickets are distributed is a slap in the face to the middle class who supports these teams all season long. Corporate companies get the most and really how many of them even go to a regular season game? All NFL players get two tickets and you know what most of them do? They give them to a broker to sell and pocket the money. The teams who are in the Super Bowl pretty much get the least amount of tickets.
I wanted to go when it was here in my backyard in Indy. I figured it would be the best opportunity without having to pay for airfare and a hotel. The cheapest tickets for two people was going to run $4000 to $5000 total. Crazy man! You know they would be located in the rafters! I can buy a huge flat screen TV and have a big Super Bowl party at my house for that kind of money.
Here is a kicker! the company I work for is located in MA and have a suite at the Patriots stadium. The corporate boys were here for the Super Bowl game and there was going to be a lay-off here in Indy, but they decided to move the lay-off out a week or two so it would not look so bad having them in town yet the company was laying off people. I'm sure they turned it into a business expense and didn't spend a dime of their own money
Corporate boys huh? What about the lavish spending by the GSA and that's TAXPAYER $$$$$.
I don't see how this is any different then a trip to Disney,Vegas or a Cruise.They actually got pretty good prices for the tickets/ food-considering how most amusement parks and sporting/concert venues in the US charge you outrageous prices for entry tickets and a bottle of water,12 oz beer or simple burger.
My family of 4 had never been to Disney,because we could not afford it.Saved for years and finally were able to take our 2 teens this summer to visit Disney and Universal for 6 days.Bought tickets through the military/AAA,stayed at the military resort,drove to FL instead of flying and kept our food/souvenir spending to a minimum-yet we still spent close to $3000.I cannot imagine the cost if we hadn't been frugal and had flown.Judging by the huge crowds at the parks the cost doesn't seem to deter families at all.
Don't get it. Why people want to live though the life of others. Why this is made out to be some patriotic thing. It is the same thing where I live in Pittsburgh Steelers country where everyone thinks they have something to do with the success of the team and like it some source of pride for their area when in fact I don't even know if anyone on the team is even from PA. It's all about money for the athletes if they win a gold medal as with the Steelers. We are all pandering to present or future high paid whores.
Exactly, the Saints are the same way, rabid fans, unbelievable, a game of sports where Tom Benson sits in his 3500 S/F penthouse suite, overlooking the playing field in the Superdome, counting his money, and the fools down there yelling and supporting HIM!!!
They just paid Drew Brees $100million for 5 years and the taxpayers (thanks Bobby wannabeVP Jindal), of Louisiana gave Tom Benson and Drew Brees, $85million....LOL!!!:
Never could understand that.
I wouldn't spend my money like that these days! For those who can and want to, that's fine.
Well I must say it's nice to be able to spend $1,000 a day. 7-8 Bucks for 75 cents worth of beer to make. $40 T-Shirts, $3.60 Big Mac......weeeeeeeeeeeee....are we having fun yet? How about staying home and have a BBQ with some friends over. Some nice big thick juicy steaks, some great beer, wine and watch the Olympics on a big screen HDTV. No fuss, no muss and not worry about your bank account taking a nose dive. With a family of 4 flying to the Olympics, food, lodging (staying at a rental that someone got kicked out so landlords could make a greedy fast buck), events and expensive trinkets, 12-20 grand at least for the whole stay. Home is where I will stay and have a great time...
This article is utter nonsense. The basic package available for Americans for 3 events and a hotel from the London 2012 Web site started at around $13,000 per person, not including airfare or food. When they finally figured out that there was a recession here, and the corporations weren't going to be giving away tickets as a customer relationship builder, they were stuck with thousands of unsold tickets. That's why there were so many empty seats in the beginning. The only way to score a reasonably priced ticket was to have family in GB who could buy it for you, and put you up.
Why are so many being so harsh and negative about how a family spends their vacation? I know people who spend $5,000+ to go to DisneyWorld for a week (airfare, tickets, hotel, food). Why is going to England (where I'd love to visit), spending a day at the Olympic events and spending the rest of their time sightseeing so wrong? If I want to go to the beach on vacation, I plan/budget/save for it. It's quite possible these families didn't take vacations for the last several years because they planned on doing this trip.
Give them a break and allow them to enjoy their life a little. Would they be saying negative things about you if you were able to take a vacation? I doubt it.
Once in a lifetime? Only if your lifetime is less than two years. Did they not realize there are Olympics every two years (4 if you're bent on summer or winter type). Apparently there a lot of interested people, but watching random people dive for two seconds doesn't earn my $110 plus other expenses.
LOL Yep, I'm BIG BUSINESS, put that on your credit card and pay me my interest. How simple, there is nothing worth that much except a very good date. I'd pay that for an evening with a lovely woman, dinner, theater, after dinner drinks, and fun, but not for any foolishness like this.
What Olympics?
Article left out the cost of airfare, hotel, transportation from airport, parking or transport to airport in New Jersey - the real cost of achieving that one day was far greater than $1,000.