The biggest sporting event of the year is gearing up to take place in July, and now is the time for Australian venues wanting to capitalise on the activity to begin chasing Paris Olympics gold.

Australian hospitality legend and Sydney resident Max Hitchins, aka the Hospitality Doctor, aka Melbourne Cup Max, has penned an innovative new book, motivated by the heroic and inspirational tales of Olympians of days gone by.

The book – Chasing Gold – incorporates a world-first innovation, having QR codes throughout, and even an ‘about the author’ one on the front cover. 

These QR codes allow the reader to read about athletes, and watch video clips, newsreels and TV interviews featuring them.

Hitchins spent decades working behind bars in Australia, and was the force behind the concepts that made many successful, such as the two-week Melbourne Cup lead-up festival that took place each year within his Bondi Junction Hotel.

Max Hitchins

Max poses the question: “Are you ready for the 2024 Olympics?”

As a friend of this publication, the Hospitality Doctor has offered to share ideas to help pubs capitalise on and monetise the 2024 Paris Olympic Games.

Taking place every four years, the Olympics this year in Paris will be the world’s biggest sporting event for 2024. 

The opening ceremony will kickstart the proceedings on Friday, 26 July, and after 329 medal events over 16 days, the juggernaut will wind up on 11 August.  

Paris is eight hours behind AEST, and events begin from 8:30am, which is 4:30pm in eastern Australia, meaning much of the viewing schedule will be well suited to evening patronage.

Hitchins’ number one tip for establishing a venue as ‘the place to watch the Olympics’ is: Themed Décor.

“Decorate your establishment with Olympic-themed banners, flags, and posters to create a festive atmosphere. Seemingly a suitable supplier is an Australian website named ‘Parties In Packages’.”

The site offers a huge range of Olympics-themed party supplies and tableware, including international flags, events and Olympic rings wall decorations, cauldron treat stands, costume accessories, as well as items to suit specific events or competing countries.

Chasing Gold profiles competitors from the Summer, Winter and Paralympic Games, and how Australia is one of only five countries that has competed in every modern Summer and Paralympic Games, and in every Winter Games bar 1948.

In the hope of inspiring operators to embrace the upcoming Games in Paris, Hitchins would like to offer a free copy* of the book to the first 10 pub managers or licensees to email to say they are ‘Chasing Gold’ in July.

See the author’s introduction, or click on the QR code in the image below.

*To purchase a copy of the book, see Max’s Amazon page.


  1. Michael Schoettler

    Thanks Max for your fantastic collection of Olympic stories and a big congratulation on your inclusion of QR codes to let readers watch the original film clips of these Olympic stars. No doubt you have set the bar for future hardcopy books with publishers around the world all saying, “I can’t believe we didn’t think of this”.

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