Too many races
RunOhio wondered if there were too many races.
The Crew 5k, in Columbus OH, recently drew just under 500 participants (including walkers). Other central Ohio races that day attracted 104, 98, 69, 43, and 32.
Numerous races - most of them 5ks - are produced on the same day in many, many parts of the country.
While runners may enjoy having a lot of choices, there aren't enough resources available to field so many viable events on the same day.
Before deciding to produce a race, determine the purpose of the event, what level of participation will make it worthwhile, if you have the necessary resources, what constitutes success, and how competition from other events may affect your race.
Producing a race isn't always a good idea.
What's the attraction?
The Bucktown 5k, on Chicago's near northwest side, advertises its race as follows:
"Best Goodie Bag in Chicago! (Including a warm and fuzzie berber fleece vest)."
Tell everybody what makes your race stand out from the others.
A community asset
Does your event bring value to your community?
The Dare County NC Tourism Bureau awarded a grant to fund events, including the Outer Banks Marathon, because it believes that will attract tourists to the area.
Think about how your event can attract folks who will do more than just drive in, run the race, and go home.
If your event has a positive economic impact on the community (a real one, not just marketing hype), there is a greater likelihood that government and businesses will provide you with useful resources.
When is a media sponsor really a sponsor?
Here's a view about media sponsors that aren't really sponsors - and one that really is.
Earn it
Charitable causes generally seek donations from individuals, corporations, and foundations. They usually request a "gift," as the donor is expected to want to support the cause directly.
Some donors, though (mostly corporations and foundations), prefer that causes EARN their "donations" and not depend on handouts (gifts). Those donors may award challenge grants, offering to match the amount of money raised by a cause.
They are still contributing, but they are forcing the cause to learn how to earn money on its own. The cause will then become more sustainable and be better able to support itself in the future. Subsequent donations can then be used for growth, not for survival.
Race sponsors often share that philosophy, and provide something of value to events to help them earn money, like product, raffles prizes, hospitality venues, or premiums.
The race can hold volunteer parties, pay travel and lodging expenses for elite athletes (whose presence may increase publicity), provide a desirable goody bag, run print or electronic advertisements, or offer a slew of valuable raffle prizes.
Marathons often employ this same tactic. Instead of making a contribution to a cause, they'll sell it discounted entries which are then distributed to supporters who raise money for the cause.
The cause benefits by being able to offer something of value to people who might not otherwise have been attracted to the event, thus raising funds that would not have been available through traditional methods.
So, take advantage of sponsorship offers even if they don't include cash. Some things are just as valuable.
"Older" age groups
There are lots of "older" runners throughout the United States.
People who caught the running bug in previous decades are still running. In fact, it's not uncommon in a race for there to be more runners over 70 years old than there are age group awards for them.
So, don't skip "older" age groups because you think there won't be enough runners that age in your event.
After all, many races have no competitors in the 15-19 age group and some don't draw any from the 20-24 age group, either, yet they always have those age groups and they have awards for winners.
Offer age groups as high in age as possible. And don't limit age groups because you want to save money on awards. Runners won't show up unless you offer an age group in which they can compete, so limiting age groups also limits the number of runners in your race.
Five-year age groups are best. Top it off at "80 and over" and always include the same age groups for male and female runners.
Note: Check out "The Golden Years of Running" in RRCA's Summer 2010 issue of Club Running.
State highways off limits
The Nebraska Department of Roads has begun enforcing a policy of banning athletic events on state highways.
Be sure to get approval from all necessary jurisdictions in your area when planning your event - state, county, municipal, park, forest preserve, etc. - before publicizing your course. Talk with each agency before applying for permits to be sure you'll be allowed to close all or parts of the roads you want for your race.
Many governmental units are increasing their regulation of special events. In some areas, it may become more difficult to produce a race.
Maintain contact with government officials year-round, so they'll understand the needs and benefits of the event and so you can be better prepared to adapt to new laws and procedures.
Thanks to Endurance Sports Business News for bringing this issue to our attention.
Sponsorship sales perspective
Here are some opinions offered by sponsorship sales people on a LinkedIn discussion:
"The ultimate goal in sponsoring an event," according to one discussant, "is to gain maximum exposure for your product, gain goodwill for your product, and sell enough of your product to make the sponsorship worth the investment."
"Exposure isn't a great thing anymore," he continued.
"I can get exposure at a 1,000 person event and spend a lot of money doing it but if those people aren't going to need or want my services, then I'm not spending the money. I'd rather take that money and spend it a couple of places where I may only have 300 or 400 in attendance, but each one of them will need one of the services I can offer."
"Signage is great and provides the recognition and goodwill with the guests," another opined.
"But that won't drive the sales nor should you expect it to. You need to understand what the sponsor is about, how it can connect to your event, and then activate a program."
Sponsorship has to help the company meet its objectives. Figure out how your event can help it do that.
Indifferent sponsor
When you sign a sponsor, don't just grab the dough (if there is any). Be sure the sponsor will treat your participants properly.
Start early
Schedule your race as early in the morning as possible - especially in warm weather months. If you offer two events, start the longer one first, so runners who spend more time on the course can do so before it gets too hot.
Runners are generally advised to run early in the morning when exercising or training on their own. Races should follow that advice, too.
Note: An ideal starting time for short distance races (5k and 10k) held in warm weather months is 8:00 a.m. (earlier is OK, too). Longer distance races should start earlier than that, to reduce exposure to sun and heat.
The Bank of America Chicago Marathon, in October, starts at 7:30 a.m. The Honolulu Marathon begins at 5:00 a.m., allowing the majority of runners to finish before the heat becomes too severe.
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