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INTERMOUNTAIN RACE MANAGEMENT ROUNDTABLE Road Race Trends 2012
INTERMOUNTAIN RACE MANAGEMENT
ROUNDTABLE
Road Race Trends 2012
1. Linking Friends and Family to the Event.
2. Increase in series, relays, mass events, festivals.
3. Increase in female participation.4. Increase in Half Marathons.5. Higher race entry fees/expectations.
ROAD RACE TRENDS
1. Linking Friends and Family to the Event.
2. Increase in series, relays, mass events, festivals.
3. Increase in female participation.4. Increase in Half Marathons.5. Higher race entry fees/expectations.
ROAD RACE TRENDS
“In today's Facebook-driven world what you do is only as important as the immediate feedback your actions elicit from your friends “- Marine Corps Marathon
Real-Time
LINKING FAMILY AND FRIENDS
• Real-time updates from course that can be posted to an athlete’s Facebook or Twitter accounts or to mobile numbers of friends and family. • Updates are sent in real-time from designated points on the course.
• Athlete video allows athletes to view themselves crossing splits from the course or the finish line.• The athlete and their video are searchable by name or bib number.• Video can be shared on Facebook or Twitter and on average each finisher receives 5-7 views.• Engagement around the video results increases exposure and activity around your event.
• Real-time mobile results, allowing you to track an athlete as they compete. With mobile results you can view a race leaderboard and search for athletes by name or bib. The results show individual athletes’ pace, split and finish times, overall results and age group placing.• Spectators can track athletes and get results during the event . Athletes no longer have to search out results postings and wait for updates as the race concludes.
QR codes on race bibs can link to: Individual results page. Sponsor recognition or pages. Coupons, special deals. Video Websites
ACTIVE Works, allows event directors to create these QR codes for use.
THE MIGHTY RACE NUMBER
Boston: AT&T Athlete Alert Program. Mobile Phone Alert System.
Marine Corps: Track a Runner Presented by Nissan, broadcast every five kilometer split to its website.
EXAMPLES
New York: Mobile Spectator app presented by Subway, Powered by MapMyRUN. Each NYC Marathon runner has a device on their numbered bib, which tracks their location.
1.Video on demand: Race Week Live and The Daily Cool Down
2.NYC guide from MyCityWay featuring popular restaurants, attractions and retail listings
3. Special offers from marathon partners for NYC visitors and residents.
EXAMPLES
4. Interactive course map 5. As a fan – share via Twitter, Facebook
and email within the App. 6. Watch live video of the M and W pro races,
plus livecoverage* NBC4.7. Track up to 10 runners simultaneously*8. Race coverage, news and up-to-the-minute
info.
NEW YORK continued
Twin Cities: uses Mtrack for marathon and 10 mile.
Austin: Have produced their own app. Include runner ETA.
Columbus: Uses RTRT.me and it’s free. Chicago: Eight on-course McDonalds serve
as Runner Update Centers to look up runner status online.
St. George: Uses Xacte.
MORE EXAMPLES
Spectator videos, tips, maps. Post race reunion areas, GPS. Share photos on Facebook. Mobile web application. http://www.youtube.com/watch?v=SnrzCls
OlyU
MORE
1. Linking Friends and Family to the Event.
2. Increase in series, relays, mass events, festivals.
3. Increase in female participation.4. Increase in Half Marathons.5. Higher race entry fees/expectations.
ROAD RACE TRENDS
Series races. Divas Half Marathon Series, Rock ‘n’ Roll Marathon Series® and Ragnar Relay Series®, Ironman®, Color Run®, Color Me Rad®, Warrior Dash, etc.
National sponsorship exposure. Economy of scale, purchasing power for
supplies/advertising/other fixed costs. Capitalize on the goal-oriented mindset
of runners.
INCREASE IN SERIES, RELAYS, AND SOCIAL MASS EVENTS
Mud – fun, fast and extremely addictive.
Color - an experience focused on crazy color fun with friends and family. Color runners are different ages, shapes, sizes, and speeds. “the most memorable and colorful run of your life”.
Adventure – “The ultimate event for thrill-seeking weekend warriors”
THE MOBS
Color Me Rad “The run that's been ruining all other 5K's since 2012.”
54 Color Me Rad races Jan – Sept. 2013 CMY5K; Color Run® Foam Fest - 25 events Tough Mudder - 25 events Warrior Dash – 46 events Adventures races, foam runs, zombie runs (Be a zombie) http://runforyourlives.com/ http://
www.youtube.com/watch?v=49xquBXR31E&feature=player_embedded
THE EXPERIENCE
1. Linking Friends and Family to the Event.
2. Increase in series, relays, mass events, festivals.
3. Increase in female participation.4. Increase in Half Marathons.5. Higher race entry fees/expectations.
ROAD RACE TRENDS
Female runners now accounting for more than 53% of event finishers nationwide compared to less than 20% of finishers during the 1970s First Running Boom.
St. George Marathon: 2009 – women 43.8%2012 - women 45.6
The Women's National Runner Survey from Running USA is a comprehensive survey designed to assess the demographics, lifestyle, attitudes, habits, and product preferences of the FEMALE running population nationwide. – Running USA
INCREASE IN FEMALE PARTICIPATION
USA Races
By Gender 2004 2005 2006 2007 2008 2009 2010 2011
Women by % 49 53 53 55 56 57 59 59 Men by % 51 47 47 45 44 43
41 41
HALF MARATHON GENDER BREAKDOWN
Running USA reports that there were more than 200 “women-only” events in the U.S. last year meeting the criteria of 95% female participation or more. In 2011, there were 18 women-only events with 2,000-plus finishers and 12 of the top 30 women-only events were half-marathons where females dominate the 13.1 distance with 59% participation.
WOMEN’S ONLY
In The Complete Book of Running for Women, author Claire Kowalchik states that “running is one of the simplest, fastest, most accessible ways to fitness and good health. You don’t need a partner, special equipment, a gym membership, or even much time. A mere 20 minutes three or four times a week is enough to make you fit. This convenience of the sport is an appealing factor to women and all the challenges they face with taking care of family, work and other stresses”.
WHY?
Chicago Area Runners Association (CARA).
David Patt, who directs CARA, quoted figures for his groups. “Our marathon training program is close to 60 percent female,” said Patt. “Our beginning running program is about 80 percent female.”
“In many instances these are young women taking their first jobs in the city. They’re committed to fitness, looking for a social connection and looking for protection in numbers.”
WHY?
Kristin Armstrong, contributing editor to Runner’s World and author of Mile Markers: The 26.2 Most Important Reasons Why Women Run talked about her own personal journey. “Running is connected to my family, my parenting, my spiritual life, my fitness, my friendships, my health, my sanity, my peace. I can clear my head and solve problems when I run, or make peace with not knowing. I can find beauty, or at least redemption, no matter what.”
WHY?
Training programs, both charity and non-charity alike, have contributed to the growth of women in running. These programs welcome women of all shapes and sizes, previous running experience or not.
WHY?
Events that sell-out quickly are usually those that offer an experience, not just a race.
Being part of something exclusive. Shirt styles in a female cut and offering larger
cuts for all shapes and sizes. Activities including a health and fitness expo just
for ladies and runner medals or gifts specific to the female participant.
Mixed emotions from runners re bling and frills.
WHAT A GIRL WANTS
“When I first started running it, I felt a sense of empowerment as a female athlete as I toed the line, and that Nike took me seriously. Last year, I felt as though Nike viewed me as sparkly pink wallet. The signs along the course are insulting ('Skinny jeans ahead!' or 'Hurry up so you can shop!' Yeah, that's motivating for someone trying to set a PR for the course.). There was a 'bra exchange' at mile 7 or something. I mean, come ON. Nike makes a women's marathon in 2004, starts it out as a legitimate, good, REAL marathon, and then slowly morphs it into a disgusting show of heteronormality, all girly girl-ness, where running is about staying skinny and being able to eat chocolate and drink cocktails with your 'besties.' I run to compete and to be fast. I don't buy cute running clothes. I don't wear pink and I don't sparkle.”
PUSHBACK
1. Linking Friends and Family to the Event.
2. Increase in series, relays, mass events, festivals.
3. Increase in female participation.4. Increase in Half Marathons.5. Higher race entry fees/expectations.
ROAD RACE TRENDS
The most popular distance in America. California leads the way with the top number of
half marathons, surpassing the 250 mark this year and new half marathons being added almost weekly, with Florida following as second with a total of 105 half marathons reached in 2012. Not too far behind Florida follows Utah, Texas, and the state of Washington for most half marathons in the United States.
Utah – 2012: 94 U.S. – 1990 est. : 400 Utah – 2013: 96 U.S. – 2011 est.: 1500
INCREASE IN HALF-MARATHONS
Since 2003, the half-marathon has been the fastest growing road race distance in the U.S.A. For six consecutive years (2006–11), the number of 13.1 mile finishers has grown by 10% or more each year.
Since 2000, the number of half-marathon finishers in this country has more than tripled (482,000 to 1,610,000), an increase of 234%. In 2011, there were a record number of 30 U.S. half-marathons with 10,000 or more finishers
HALF MARATHONS
6 in 200317 in 201224 in 2013
Growth in Marathons in Utah
3/23/13 Sand Hollow Marathon Hurricane, St. George UT 4/20/13 Salt Lake City Marathon Salt Lake City UT 5/4/13 Zions Bank Provo City Marathon Provo UT 5/18/13 Twin Rocks Trading Post Huff to Bluff Marathon Blanding UT 5/18/13 Ogden Marathon Ogden UT Herriman Oquirrh Mountain Marathon Herriman UT Timp Trail Marathon and 1/2 Marathon Orem UT 6/8/13 Bear Lake Marathon Garden City UT 6/8/13 Zions Bank Utah Valley Marathon Provo UT Deseret Morning News/KJZZ-TV Marathon Salt Lake City UT 7/27/13 Morgan Valley Marathon Morgan Valley Marathon Morgan UT 7/27/13 SOGONAPMIT Marathon American Fork UT 8/17/13 Newpark Town Center Resort Hotel Park City Marathon Park City UT 8/31/13 Powerade, Crankgel Layton Marathon Layton UT 9/7/13 Little Grand Canyon Price UT 9/7/13 Mid Mountain Marathon Park City UT Provo Marathon Provo UT 9/14/13 Big Cottonwood Marathon & Half Salt Lake City UT 9/21/13 NordicTrack Top of Utah Marathon Logan UT St. George Marathon St. George UT Escalante Canyons Marathon Escalante UT Utah Marathon Salt Lake City UT SoJo Marathon South Jordan UT HALLOWEEN MARATHON PROVO Provo UT
INCREASE IN MARATHONS IN UTAH
1. Linking Friends and Family to the Event.
2. Increase in series, relays, mass events, festivals.
3. Increase in female participation.4. Increase in Half Marathons.5. Higher race entry fees/expectations.
ROAD RACE TRENDS
As the line between road racing and entertainment has blurred, the price associated with participating has continued to increase.
Part has been what the market will bear. People aren't cringing at the higher prices, as witnessed by increased fields of runners. Part has been the fact that sponsorships are down because of the economy and race directors have to find new and increased revenue streams. –RUNNER’S WORLD
http://www.activeendurance.com/blog/2012/04/26/event-pricing-strategies-ebook/
HIGHER ENTRY FEES
SWAG http://forums.runnersworld.com/forums/runner-communities/beginners/favorite-shirt-race-swag◦ Old Standbys:
Medals Tee shirts Blankets Hats Shorts Massage Mugs, water bottles Food (water, sports drink, fruit, yogurt, chips,
bread, popsicles, etc.) Race photography*
HIGHER PARTICIPANT EXPECTATIONS
◦ NEW SWAG Free apps, Race video Tiffany necklace, Belt buckles Food (champagne, wine, pizza, beer,
chocolates, chocolate milk, ice cream, etc.)◦ SOCIAL MEDIA ACCOUNTABILITY.
With entry fees at all-time highs, runners increasingly view themselves as consumers of a product, and expect quick, satisfying answers to their questions. For better or worse, races that haven’t adapted to this new reality can look like they’re trying to hide something.
EXPECTATIONS continued
In addition to the health and fitness expo, a free concert and drinks featuring Australian band Sick Puppies kicks off the Friday festivities, followed by more free drinks and entrance to two nightclubs Saturday night. Two more night clubs will open their doors free of charge to runners after the race on Sunday
LAS VEGAS STYLE
Timing Results access Apps Runner Tracking Online registration Virtual swag bags Social everything Emailed results books and certificates Livestreaming
CREST OF THE WAVE TECH
http://www.activeendurance.com/blog/2012/10/05/5-free-survey-tools-to-gather-participant-feedback/
How to create excitement at your finish line.
NEW IDEA HELPS
Race-day packet pickup would be available for a “late fee” of $10.
L.V. Marathon and half - $40 race-day packet pickup fee.
Charging a variety of processing fees and convenience charges.
$10 packet and t-shirt mailing option. Processing fee. Many races no longer offer
paper registration; those that do often tack on a $5 or $10 surcharge.
Priority toilet access fee.
AIRLINE REVENUE IDEAS
The Rock ’n’ Roll Marathon series will begin offering a North American Tour Pass in 2013, granting entry into any and all races in the United States and Canada for a flat rate of $399. Other perks such as priority seating, preferred parking, race day shuttles, and premium post-race meeting spaces may all make their way into the road racing industry in the coming years.
NEW STRATEGIES
Increased competition. Private sector money?
Big boys drive costs up for all? Are races becoming too big? Backlash from communities? Residents? Over saturation? Demise of trendy races?
WHAT NEXT?
http://galtime.com/article/health/49279/27449/newest-craze-5k-color-runs#ixzz2I5rVNjNO
http://www.runrevolution.com/foam-color-mud-zombies-firefighters-prison-break-and-run/
http://www.activeendurance.com/thanks/what-a-girl-wants.htm
http://www.activeendurance.com/Assets/ActiveEndurance/Webinars/View-All-Webinar-PDFS/2010/creating-excitement-at-finish-line-mike-reilly-1-27-10.pdf
Resources
http://blog.gisuser.com (http://s.tt/1usG9) http://
www.runnersworld.com/races/are-races-becoming-airlines
http://www.activeendurance.com/blog/2012/04/26/event-pricing-strategies-ebook/
http://www.sundayriver.com/Events/Main/Summer/Wife_Carrying_Championship.html
