Olympic Superstore"The store is quite simply amazing and we owe a great deal of thanksto all our partners, especially the Hudson's Bay Company for providingus with this fantastic downtown location."John Furlong, CEO, VANOCThe Olympic Superstore was the main focus of merchandise sales during the Games, with thousands of fans queuing patiently for the chance to purchase a special Olympic memento. Situated at The Baydepartment store in downtown Vancouver, the 1,890sqm Superstore offered the widest range ofofficial merchandise and served over 10,000 customers each day during the Games. The Superstoreproved so popular with Olympic fans that its opening hours had to be extended to satisfy the huge demand for official merchandise.In addition to the Superstore, there were seven other Olympic stores, including the online store atvancouver2010.com. Each venue also featured Vancouver 2010 merchandise kiosks, while officiallicensed products were also available in 400 Hudson's Bay Company stores across Canada, and more than 2,500 other retail stores.Vancouver 2010 AuctionFor the first time in Olympic history, some of the most coveted items used during the Games -including medal podia, ice hockey pucks, ski gates and more - were made available for purchase by the general public via the Vancouver 2010 Auction. Offering fans the once-in-a-lifetime opportunity to own a piece of Olympic history, the auctionincluded pucks used during the men's ice hockey final and an official jersey worn by Canadian hero Sidney Crosby. All items included a letter of authenticity and featured an official Vancouver 2010 hologram.Chapter Six / LICENSING119