More than a Race DEVELOPING THE RUNNER EXPERIENCE Sarah Ratzlaff, - PowerPoint PPT Presentation

More than a Race DEVELOPING THE RUNNER EXPERIENCE Sarah Ratzlaff, Chief Inspiration Officer of Fiercely Inspired, LLC ZOOMA Women’s Race Series – Texas, Great Lakes, Cape Cod and Florida

A little bit about me

A brief history of running…

1970s • Marathoning is seen as unattainable to most Americans • 1970 – First NYC Marathon with 127 runners • 1972 – Frank Shorter wins the Marathon at the Summer Olympics and ignites the first running boom and 25 million Americans take up running in some form in 70s and 80s • 1972 – Women first allowed to run in the Boston Marathon • 1974 – First Hospital Hill Run with 99 runers • 1977 – First Chicago Marathon with 4,200 runners

1980s • 1984 – Women’s Marathon is introduced to the Olympics and Joan Benoit Samuelson wins the Gold Medal • 1985 ‐ Joan Benoit Samuelson sets a women’s world record for the Marathon at the Chicago Marathon and inspires a nation of women • 1988 – First Team in Training model begins at NYC Marathon and raises $322K for research

1990s • Running boom really begins. From 1990 to 2013 the number of US road race finishers grows from 5 million to 19 million • 25% of the field is women • 1994 – First Disney Marathon with 7,000 runners

2000 • People begin to understand the importance of health and wellness and physical activity • Running became accessible with run/walk methods and fun runs. • 2003 – First Nike Women’s Marathon in San Francisco igniting the women’s running boom • 2004 – Facebook released • 2006 – First Goofy’s Challenge (Half + Full) • 2007 – First iPhone released • 2009 – First Princess Half Marathon

Today • By 2011 , 54% of the field is women and for many, running events become less about beating their time and more about the experience and social gathering (The Color Run) while others up the ante with crazy challenges (Tough Mudder, The Spartan Race, Dopey Challenge) • Social Media rules our world ‐ Facebook, Instagram, Twitter, YouTube • 250 million photos a day are uploaded to Facebook • YOLO • FOMO • Selfies • 2012 – Growth in International Industry, US running Industry begins to decline slightly

More than a race… • Running is attainable by everyone • They are a fun way to be social • Many are looking for an experience or challenge • They are a fun way and a good reason to travel – “runcations”

Race Operations are still the most important part. Delivering the Basics Expected Amenities Water, Bib/Timed Shirt Medal Post‐Race Race food

Ask yourself and your team: Developing  Who are you? the  What do you do? Experience  Why do you do it?  And what are you not?  What’s your hook, your defining spot on the course?  What will they post in social media? What will create FOMO for their friends?

Ask yourself and Ask yourself and Know your Know your your team: your team: audience: audience: • Who are you? • Are they men, women, Developing kids? What age? • What do you do? • Why do you do it? • Are they local or do the • And what are you not? they travel? • What’s your hook? How • What are they looking Experience are you creating a new for when they come to challenge or experience? your race? (Have you • What will they post in surveyed them?) social media? What will • Have you developed create FOMO for their the experience that friends? they’re looking for?

Runner Experience: Example Exercise What is run Disney? What is ZOOMA Women’s Race Series? ◦ Run through theme parks ◦ Destination races ◦ Flawlessly executed races with great volunteers ◦ Upscale accommodations ◦ Medals ◦ Run by women for women ◦ Characters and Entertainment ◦ Best Post‐Race Party and Swag ◦ Celebrate with a Disney vacation ◦ Full weekend of activities (yoga, etc) What it’s not: What it’s not: ◦ Elite runners, inexpensive, Party ◦ Pink, boas, tutus, shirtless firefighters What you’ll see in social media: What you’ll see in social media: ◦ Medals, characters, park icons ◦ Beaches, friend pics, mimosas

Create an Experience • Try something new • Engage local businesses • Refresh the branding • Add contests, costumes or a theme

Recipe for Success  Define and stay clear on what your brand is  Deliver a well executed race with a consistent experience  Create new challenges and experiences  Consistently tell the story of the experience and the hook (website, social media, photography)

Cheers to you! Questions?