Oregon Public Broadcasting

The U.S. Olympic Trials resume Thursday in Eugene, after a two-day rest for athletes.

Eugene residents say they've enjoyed the glow of national attention, even though many locals haven't seen the promised business bonanza. But that hasn't stopped the community from reclaiming its mantle of 'Track Town U.S.A.' - and running with it. Ethan Lindsey reports.

It's no surprise that one of the main entrances to the University of Oregon takes you right by 'Track Town Pizza', possibly the city's most popular local pizza joint.

In very few other places would 16,000 people rise to their feet to cheer a women's steeplechase event.

But Oregon Track club runner Nick Symmonds says, remember, this is Track Town U.S.A.

Nick Symmonds: “Oh my god, you know, I'm thinking, alright it's just prelims, when they say my name people will say, you know, I think I know that guy. But the noise. It really pumps me up!”

Organizers spent $8 million to restore Hayward Field, and another $10 million to host the 2008 U.S. Olympic Track and Field trials.

Lisa Lawton is a spokeswoman for the local tourism and visitors association.

Lisa Lawton: “This event has really sparked a resurgence for excitement about Track & Field. But it has really attracted the attention of other groups that we work to recruit to the area.”

That kind of attention has meant everyone in town wants to get in on the act.

Still, walk just half-a-mile west, across campus from the trials, and you can almost forget the Hayward Field track covered in Nike swooshes.

Almost -- because now you're standing in front of the main campus library - the Knight Library, named in honor of Nike founder Phil Knight's family.

And wouldn't you know it, the Knight Library is showcasing an exhibit from the school's archives on the legacy of Track & Field at the University.

Heather Briston: “If you would ask anybody on the street if they knew what an archive was and if they wanted to visit them, everyone would say, 'don't know what it is, I have no idea why I'd want to go there.”

University of Oregon historian and archivist Heather Briston says the trials seemed like a perfect opportunity to dig up some photos and documents.

Heather Briston: “You know, if you like sports, I've got it. If you like Asian Art, I've got that too! And we thought that this would be a great way to highlight our collections in track & field.”

University officials say all that local track history is why the trials have been embraced by the local community - and the university.

Allan Price: “You can play piano everywhere. But don't you want to play in Carnegie Hall?”

Allan Price is the vice president for advancement at the University of Oregon.

Price says he's heard the usual complaints about the overly cozy relationship between sports and the U of O  - but sports help the school.

Allan Price: “We certainly have seen with other sporting events, like Rose Bowl trips. You certainly see an increase in the applications from students. You're more on the radar screen because it's a big window into the University.”

Price says he doesn't mind that it's just one window. He points out that Eugene is also known as a hotbed of protest, and that's going on this week too.

Down the street from his office, about 150 people chanted and protested against Chinese government action in the region of Tibet. The summer Olympics will take place in Beijing next month.

Protesters said that when the Tibetan community found out the trials were in Eugene, they decided they had to come and tell their story.

Heather Briston, the archivist at the University library, saw the same connection.

Heather Briston: “It seemed like a no-brainer. I've got the history of the trials right here. It's my job to tell the stories. Heavens, if there wouldn't have been an exhibit in the wider library I would have put one in the smaller cases in special collections.”

Local shops have put up banners. Fraternities are renting out rooms and selling parking spots. The Oregon Bach Festival, going on at the same time in Eugene, performed a tribute to longtime U of O track and field coach Bill Bowerman.

Most of these outside groups did not seek approval from the University.

But both the city and the school say for the trials to work, they needed the entire community to get in on the act -- even if it meant hangers-on would move into Track Town U.S.A.