For Alice Sergent ‘17 working at the Paris 2024 Olympic Games was the culmination of a lifelong dream. As the Manager of Commercial Experiences & Program Management at OnLocation, Alice played an integral role in shaping guests’ experiences at one of the world’s most prestigious global sporting events. Her journey to Paris 2024 is a testament to her passion for the Olympic movement, her deep-seated connection to France, and her determination to create lasting memories for the thousands of guests she helped host.
Born in Beaune, a town in the Burgandy region in France, Alice had always dreamed of working at the Olympic Games. When Paris was announced as the host city for 2024, she knew this was her chance. “If the Olympic and Paralympic Games come to your home country once in your lifetime, you’re lucky. So I wasn’t going to miss my shot.”
Leading the Guest Journey
In her role at OnLocation, Alice’s responsibilities spanned across the Commercial Experiences division. Before the Games even started, her team worked to ensure that every aspect of the guest journey was meticulously planned and communicated. From collaborating with various functional areas to managing the delivery of all guest programs during the Games, her role demanded a level of precision and coordination essential for a seamless experience.
Once the Games began, the pressure amplified. “When you’re in it, you eat, (barely) sleep, and breathe the Games”. It wasn’t just about ensuring everything ran smoothly; it was about ensuring that each guest walked away with memories of a lifetime. That meant navigating tight deadlines, problem-solving on the fly, and making sure the magic of the Olympics was felt by everyone who participated in the experience.
Challenges and Rewards
One of the most challenging aspects of Alice’s role was the sheer scale of the project and the weight of expectations. Paris 2024 marked the first time that Olympic hospitality was centrally managed by a single provider, which meant that there was no pre-existing blueprint. Alice and her team were tasked with building the framework from scratch.
“Getting the chance to build the plane as we were flying it was such an exciting challenge”. Although the learning curve was steep, Alice thrived on the energy and unpredictability that came with being part of such a monumental effort. But, perhaps the most significant challenge was the sacrifice of time spent away from loved ones. Alice admits that the role was “all-consuming,” leaving little room for anything outside the Games. Yet, amidst the exhaustion and intensity, the fulfillment she felt from seeing guests’ experiences unfold kept her motivated.
Countless moments made Alice’s time at the Paris 2024 Olympics unforgettable. From watching the French Olympians compete for the first time to cheering on her two homes—Team France and Team Canada—there was no shortage of memorable highlights. “Watching the Eiffel Tower sparkle during Beach Volleyball, and seeing our hospitality spaces come to life after over a year of planning, are moments I’ll never forget.”
What was perhaps most fulfilling, however, was seeing the French public embrace the Games in a way that had been unexpected. Despite initial skepticism, the French crowd’s energy and passion transformed the city into a roaring celebration of sport. “Seeing that melt away into passionate support and a let’s-keep-this-party-going atmosphere was so rewarding,” she says. Every street buzzed with excitement, every venue felt alive, and the city of Paris became the ultimate stage for the global event.
A Path Forged by Experience
Paris 2024 wasn’t just a result of Alice’s love for the Olympic Games; it was also the culmination of years of hard work and diverse experiences. From working at the London 2012 Olympics to managing events for the San Francisco Giants and sharpening her client-management skills at MKTG, Alice has built a robust career that prepared her for Paris 2024.
Her time at the University of San Francisco’s Sport Management program was equally influential in shaping her career. The program’s blend of academic learning and industry experience gave her the tools to build a network and gain invaluable skills. Alice also credits her cohort and faculty for their support as a USF student, stating, “Cohort 44 was made up of fun, smart, and supportive individuals. They made my two years in the program a real delight.”
Reflecting on her Olympic journey, Alice’s advice for those pursuing a career in sports management is simple: network, take chances, and stay open to opportunities. As the Olympic flame fades, Alice’s memories of her time in Paris will continue to burn bright—memories of the people, the moments, and the magic of the Games she helped bring to life.
