What's in a name?
The Spirit of St. Louis Marathon, in St. Louis MO, has changed it's name to GO! St. Louis.
While the new moniker has more zest than the more commonly phrased older name, it also suggests an assertive enthusiasm for the home town.
The name change wasn't rash. Organizers conducted a strategic planning process to revisit the mission of the event (more than just offering marathon competition) and evaluate its strengths.
The new name is meant to inspire fitness, not just promote race competition.
Hopefully, the St. Louis Track Club and other local running organizations will benefit from the new, upbeat theme.
Normally, we advise races to adopt names that accurately describe themselves. Locations and distances are often best. "GO! St. Louis" doesn't tell you it's a marathon. But that's the point. It's more than just a marathon. It's all about running, staying fit, and doing it in St. Louis.