Exploiting race closings
Registration has closed for the Bank of America Chicago Marathon - nearly seven months before race day. The event has already reached its cap of 45,000 runners.
Many runners haven't even thought about signing up for fall races and they'll be very surprised when they discover Chicago is closed. Most marathon training programs don't begin until June.
This presents a great opportunity for Fall marathons in the midwest. You can advertise to Chicago area runners in magazines, like Chicago Athlete, on web sites, and through other venues. Stress your event's lower price, reasonably close location, and all of the wonderful assets of your race.
If your event is a shorter distance, you can appeal to Chicago area runners, too. Those seeking an alternative marathon may have to rearrange their calendars and, in the process, may add a shorter distance race that fits into their marathon training schedule (runners often use races as training runs; they really aren't supposed to race when preparing for a marathon, but many do).
Since most other marathons are less expensive then Chicago, cash-strapped runners may find it easy to budget for two races instead of one.
Whatever their goals, runners shut out of Chicago may be looking elsewhere for a chance to race.