Location, Location, Location…Locating Your Race for Success

As I sat down to write this post on where to locate your running race, I came across an ad for the Bagan Temple Marathon in Myanmar (Asia).  Wow!  What an exotic locale and cool concept for a race!  

From a marketing perspective, location is important when deciding where to hold your event.  Your location alone can be one of the major draws, especially if your chosen area already has a track record for tourism.  On a realistic note, however, not every event can - or needs to align itself with a tourist destination.  Let's back up a bit first and look at some of the core motivations for putting on a race because this will add some insight on where to locate your race.  

The Passionate Runner

It's not unusual to hear a runner speak of the deep-seated passion and commitment that he/she has developed for running.  This passion usually includes a favourite route that is run on a regular basis or a new one that they think is spectacular and would make for a great race.  Most runners in this category say they want to give back to his/her community and/or simply showcase and share with other runners what they think will make a great course.

The Fundraiser

I believe there are two subcategories here.  The first, which also ties into the above motivator is the passionate runner that also wants to engage in a fundraiser (for whatever reason).

The second motivator is for a charitable or non-profit organization to use a running race as a means of raising money.

The Business Man/Woman

This last category of motivation is the individual or corporation that produces a race or race series for business development.  This category most likely has some overlap with the others, but the primary motivation is to develop a business.

Profit as a Key Goal

Regardless of the motivation to produce a running race, one of the key goals has to be to turn a profit. Where these profits are allocated is a separate issue.  Again, if you return to my blog post on Permits and Policing and Insurance, you'll get the idea that some big costs are involved in putting on a race.  These highlight only a couple of the costs involved in race production.  Two other key costs are marketing and staffing to attract runners and actually produce the event.  These latter costs cannot be ignored or downplayed in an industry that is very crowded and competitive and shows no signs of slowing down.

Combining Motivations and Profit

What I've highlighted so far are the need to run a profitable event and several motivations behind producing a race.  The Passionate Runner might already have a location in mind. The Fundraiser/Business Producers are most likely seeking a location for a race.  With a very crowded market (i.e. North America is inundated with race choices) race location is going to be one of the key factors setting one race apart from another.  Whether you plan to draw runners from your own city/town or make it a destination race, location is going to be a key part of your marketing strategy.

Quick Market Analysis

Have I mentioned that the North American race scene is fairly swamped?  Given the crowded race scene, this means you are going to have to be fairly competitive to attract an audience to your particular event.  Before I consider producing a new race, the very first task I set about doing is a quick online analysis of what races are running and when in my general geographic location.  Unless I have the backing of a big sponsor, I want to make sure I have an audience to draw upon.  A quick Google search with the keywords "list running races" will land you on any number of race listing websites.  What I look for are:

1. Any races that are already using my desired geographic location and their dates
2. The number of small races (5k, 10k, 10mile) within ~50km of my prospective location 
3. The number of larger races (by distance and number of racers) within ~100km of my prospective location

If a race is already using my prospective location, I look at how big it is; if there is an opportunity for a partnership; how long they've been producing their event and; the date of their race.  If there are ONLY small races in my area with limited attendance (e.g. 250 runners and less) I ask myself why.  Is there an insufficient audience to draw from?  Or has someone just not dedicated the resources yet to create a bigger event?  I want to know the number of larger races in my prospective area as I don't want to even try and compete against them (that would be certain death!) and I want to know if they have an expo I can attend to market my race (or a finish line where I can hand postcards out).  Marketing tied to larger races will also help guide me in setting a race date.  Remember, this is a fairly quick analysis.  Don't be discouraged by the sheer number of races you'll find.  This just means that your location and your entire marketing plan are going to have to be very strong to be competitive.  The only "red flag" piece of advice I would give is to caution you about going forward with a race if your market to draw upon is fairly small - i.e. There are not any big races that offer marketing opportunities.  If all races within a 50km radius are small (5k, 10k, 10mile and less than 250 runners from year to year) then your race is most likely going to be small as well.  The reality is that the conglomeration of races in your area are small because there is a limited audience to draw upon.

Route and Venue

Assuming that you've done your quick analysis of the market and determined that there is an audience to draw upon, now it's time to pick your actual route and venue.  When you scout potential routes for your race course, you will need to scout venues at the same time.  I always say that you have to have a fabulous course and a fabulous venue.  If you can tie into an existing tourist market, fantastic!  Don't forget though, your route and venue will most likely come at a higher cost in a tourist locale.  Here are a couple of things to consider in choosing the right venue:

• Your venue must be large enough to hold your registration and/or race kit pickup
• You might have to consider keeping your volunteers warm and runners dry, depending on the time of year your race is held
• Your venue may need to be large enough to hold everyone at the start line
• Your venue may need to be large enough to process runners through the finish line and/or hold your post-race events (e.g. awards, food tents, families/friends that want to greet their runner at the finish, beer tent, bands)
• If your start line is part of your venue you will need a sufficient number of porta potties for your runners pre-race
• Sometimes, a stellar venue can be part of your race's appeal and marketing strategy

A few things to consider in scouting a route for your race:

• Your route needs to meet the level of ease/difficulty for your target market (e.g. Beginners=Flat Course, Fewer twists/turns; More Experienced=More Challenging Course)
• Minimize the impact on residences/businesses
• Vistas=More appeal for runners and marketable angles
• Are there any landmarks on your course that can be part of your race's appeal and marketing strategy?
• Running surface needs to be appropriate for your target market (Beginner/Intermediate needs smoother surfaces like a paved road)
• Is the first 500+ metres wide enough for your expected numbers and/or will you need to stagger start times to help spread runners out? 
• Cost of policing associated with your route choices 

Process to Choosing the Running Route

The process to choosing and confirming a route will differ slightly given the three different motivations I have identified above for producing a running race.  If you are wanting to produce a race solely for the purposes of fundraising or a business, I highly advise you work with a runner to identify potential routes.  Here's what I usually do to turn a route into a race course:

1. Brainstorm locations that might work as a race route
2. Google the location to get an idea of the size and potential venues associated with the route
3. Check online and/or call to see who owns the properties involved and to get an idea of their rental costs and date availability 
4. Go to the location and do an initial scout to see the venue and run/walk/drive the potential route
5. If the venue and race route are deemed suitable, go back several times to do rough measurements of venue layout and route distance.  At this time I also consider route alternatives knowing that the police and/or landowners probably have some insight into land usage I haven't thought of.
6. Begin the process of obtaining Permits and Police Permission for my route and/or venue
7. Revisit the course many times to make sure you are on top of any changes and begin the process of taking an accurate measurement (Note: If you want your course to be certified as a Boston Qualifier, in Ontario go to the Athletics Canada website to find contacts for measurement. This cost is upwards of $2,000.  Otherwise, Google "race course measurement standards" to download the pdf on proper course measurement.  You will want to incorporate methods such as measuring the "shortest route around corners" to gain an accurate measurement.  One word of advice for road or trail measurement is to do an "official measurement" several times as even a Garmin is not 100% accurate!)
8. Begin to write a marketing plan that paints a picture of my course and venue, their highlights and why I think my event will "rock!"

My next post will be about marketing strategies.  Location is, however, a huge part of your marketing strategy given the competitive nature of the racing industry.  

Questions about Location?

diane [at] dirtyrunnerproductions [dot] com

I will post relevant questions here with my response for all to see

Insurance

This has to be one of the most difficult posts to write.  Let's face it, insurance is a pretty dry topic.  It is, however, one of the most important aspects of putting on a race.  Most folks don't realize this until an incident unfolds at their event.  And from a racer's perspective, most don't read the waiver they sign as part of the registration process.  Your waiver is the public face of your insurance policy.

Have a look around at online waivers (found in a downloadable or online registration form) and you'll find a myriad of errors in the writing.  The most common mistake I spot in waivers is the listing of cities and other bodies that make it obvious the waiver was copied from another race.  The second biggest error is the use of past dates.  No big deal, right..most races unfold without incident...right?

Think back to my post on Permits and Policing.  For every land use permit and your policing contract(s), you are required to provide a copy of your insurance policy listing the land user as an additional insured.  To top it off, some municipalities make you sign an additional piece of paper attesting to the fact that you will bear all liability from any incidents that may arise during the event.  What does this mean?  You/your company/your organization assumes liability for any damages, not the land owner.  Good thing you're incorporated...or are you?  If you're an incorporated body, you personally do not bear the responsibility for an accident....except if alcohol is involved.  Having been through the process of obtaining a liquor license for an outdoor public event, did you know that the Liquor Control Board of Ontario is looking for the name of the one person that is ultimately responsible should any liability arise?  Incorporated bodies step aside!  How many races have a liquor tent at the finish line?  How many races use a "free bottle of wine" to registrants as part of their marketing strategy? How many new "wine runs" have popped up as part of the themed race trend?

Legalities aside, could you deal with the moral side of an accident or death occurring at your race?

Ever wondered if a lawsuit has popped up over a race issue - or even following a training run?  A quick Google search will tell you what's been going on regarding lawsuits and running in North America over the past ten+ years.

Buying Insurance

Athletics Ontario
Probably the easiest route to obtaining insurance for your race is to buy into a bigger policy.  In Ontario, Athletics Canada is one body offering this service.  The cost is the most economical if you are putting on a relatively small or one-time event.  The catch is you're going to have to have your race accredited by Athletics Canada.  It's actually a good thing as they walk you through the process of setting up the right number of aid stations, pylons, porta potties etc. Read more about accreditation here or go right to the online accreditation form and insurance costing page here.  If these links become outdated, Google "Athletics Canada insurance" or "Ontario Roadrunners insurance."

Local Running Club
If you belong to a local running club that puts on races, they most likely have a race-specific insurance policy.  For a fee, they may be willing to extend your event insurance by listing your land owners as an additional insured.

Buying Your Own Insurance Policy
If you plan on making your event an annual affair and/or your numbers warrant the additional cost, you can look into buying your own race-specific policy.  Make sure you check whether land owners require a $2 or $5 million policy.  Plan to spend anywhere from $1,500 to $2,000+ per year on this policy and budget for inflationary price increases every year (~3%).  You can Google "race insurance" or "running insurance" to find companies offering race-specific policies.  Pearson Dunn in Hamilton Ontario is one such company.  Intact Insurance is another that offers race insurance.  Alternatively, you can use a broker.

Note:  Make absolutely sure that your policy is RACE specific.  A policy to cover day-to-day operations of a fundraising organization may not be sufficient to cover an event that includes spectators, competition, road usage etc.

The Waiver
Your custom written waiver needs to include all the land owners you've listed as additional insureds on your policy.  It needs to include a statement that has the participant testifying to their level of fitness and readiness to race.  You'll also want to check on the state of Canada's new mass email communication policy that came out on July 1st, 2014 and possibly, include something in your waiver about this.  A good waiver also includes a statement on photography and use of photos for promotional purposes.  It's okay to start with another race's waiver, but your final legal document needs to reflect what's going on at your event.

Selling Bib Numbers Online
It's common practice in the race world - selling your bib if you can't run, or buying someone else's bib if you're desperate to run and the race has sold out.  This isn't a new issue as it's one that's been covered in the media in the past.  Read this NY Times article about bib selling.  From an organizational standpoint, it's a bit of a headache as a kit, which includes a timing device has been prepared specifically for the original registrant.  Here's an issue to consider from an insurance perspective:

• Runner A registers for your 10k
• The race sells out
• Runner B wants to run, Runner A can no longer run, so sells his/her bib to Runner B.  The transaction is not officiated with race organizers so Runner B has not signed a waiver
• Runner B gets injured during the race and decides to sue
• Is Runner B covered? Who is liable? Runner A? Event organizers? No one? Everyone?

From an event organization perspective, one of your goals is to minimize the risks associated with putting on a race.  Why take the risk with this scenario?  Either create a transfer process, do not allow transfers or check with your insurer for advice on this process.

Questions about Insurance?  

diane [at] dirtyrunnerproductions [dot] com

I will post relevant questions here with my response for all to see

Permits and Policing

Open any race guide these days and you'll see a myriad of races to choose from.  Offerings include everything from traditional 5 & 10ks to themed races, fun races, big professional races to charity fundraisers and more.  This is one industry that has been booming for awhile and shows no signs of slowing down.

The race scene has definitely evolved over the years and will continue to do so.  What many folks don't think of when setting out to put on a race is the impact on the community.  Road usage and/or closures affect both residences and businesses.  This applies to trail races too as shared use and environmental impact are issues land owners typically consider when giving permission for a race to take place on their property.

When someone asks my advice on how to go about putting on a race, I always start with the topic of land use.  This assumes that you already have an idea of where you'd like your race to take place.  My first piece of advice on the topic:

Be very flexible in setting your route
Let's say you have a route in mind.  You might even have measured your intended route to make up a 5k, 10k, half marathon, marathon or longer course.  You've picked your route based on its level of challenge, landmarks, beauty, natural features etc. etc.  Your very first step is going to be to contact land owners and ask permission to run your race over their land.  Most likely, there WILL be changes needed as there WILL be issues on the land you were not familiar with like:

• Your route blocks access to a church during church travel hours
• Future construction is intended on a part of your route
• Your event conflicts with another on that date
• Part of your route has received a lot of complaints from residences/businesses from another event that made use of this route
• Part of your route travels a high traffic area that the City/Region deems more important than a road closure, especially to a new event without a track record for performance
• Police deem an intersection of travel too dangerous for foot traffic

Public Works 

Assuming your race will run on roads, your first step is to find out who owns each road your runners will travel on.  If your race is short, you're most likely going to work with your local municipality's Public Works department.  If your town/city is part of a region, however, you'll want to check if the intended roads are municipal or regional.  Here's the process I'd recommend:

• Google the name of your municipality and "event permit" to see if there is a formal form you need to download and fill out
• Google the name of your region and "event permit" to see if there is also a formal form you need to download and fill out
• Go over each event permit in detail to make sure you understand what is involved and that you have the other components requested to obtain a permit (e.g. police permission, insurance)
• Repeat for any other municipalities or regions your route involves
• Create (or pay someone to create) a scaled map of your intended route.  This should be accurate, concise and clear
• Once you've gathered all other necessary documents, call each relevant Public Works department to go over your intended road usage.  You will most likely be dealing with the Engineer in charge of roads and/or events.  You need to pre-approve your roads as the process to obtain formal road usage/closure permission can be lengthy.  If your roads are not pre-approved, you chance being denied permission to use a particular road way too close to your intended race date
• Be aware that, in some cases, you may be asked to create a document listing your route and intended roads used, submit this to Council and your request will be voted on at the next scheduled Council meeting (which might occur only once a month)

Note that some municipalities have a policy of shared road usage for events. Others will give full permission for road closures. Your signage/notice to residences, communication with your runners and course setup must reflect this.  You need to ask and understand fully the policy of the municipality/region you are working with on this matter.

Police

Police presence is usually required for road races.  The dynamic between police and your municipality is different for every locale so don't make assumptions about permissions.  Typically, police are required to marshal high traffic areas.  It is up to police to determine where these areas are.  For the road events I've been involved in, each road use permit asks for the name of the Police Officer you are working with.  Typically, you seek a police community event permit at the same time that you seek a municipal one.  Here's the process I recommend to obtain a police permit:

• Google the name of your local police force and "event permit"
• If you can't find the above, or after your have downloaded the form, call your local Community Events Police Department and speak to them about your intended route.  Sometimes, this form is only available after a face to face consultation with Police
• In some cases, the Police will drive the course with you to go over your route. This is a great idea to make sure everyone is on the same page about your route, timing, turns, traffic flow etc.

Parks 
A road route will often use a segment of parkland to traverse an area.  You will need to fill out an event form from your local Parks Department to use the land.  Similar to the above:

• Google the name of your local Parks Department and "event permit"
• Download & go through the specifics they ask you for.  Be aware that with all permits, these forms can be generic and many of the questions do not apply to races 
• Again, call your local Parks Department to check if the date is available and if there are any issues you need to be aware of to use park land.  Some municipalities will only grant permission within their seasonal operating dates

Be aware that "running through" a park is different than using park space for your starting and/or finishing venue.  Most likely, Parks will want to see your route map to make sure the route is clear for runners.  You too want to make sure that you have personally travelled your intended route to make sure:

• Your route is runnable
• Instructions are written into your Parks permit to have any gates/fences opened by a certain hour on race day. Do you know who to contact in case you arrive on race morning and a gate is still locked?
• Do you intend to setup an aid station on park land?  Are there enough garbage bins? Do you have a garbage disposal plan? Will your noise level with an aid station affect the neighbours as many races are run early in the morning

One Stop Shopping
Although this has not been the case for the permits I have obtained for my races, I have heard that in some municipalities a Race Director need only make one point of contact within a municipality and each subsequent request is distributed to the respective departments (e.g. You contact your local Public Works Department and your road use request is shared with the local Police and Parks).  Even if this is the case, you would be wise to follow up with each respective body (i.e. Police, Region, Parks, Public Works) to make sure they have your information.  Be aware that municipalities are very structured entities and one department may not be 100% familiar with the operating policies of another department or body (e.g. one assumes that road closures are the norm whereas road "usage" is the norm unless special permission is granted).

Special Permission
Depending on the intended size of your event, a meeting MAY be called by one of the bodies listed on this page.  Additionally, you may want to seek permissions above and beyond those granted in the regular process. For example, you may be looking for complete road closures for your event.  Or, you may need the permission of City Council for some reason (e.g. you want to partner your event with a major City event/festival or you are seeking a liquor license for your finish line).  The City Clerk would be your point of contact in these instances to help guide you through this more complex process.

Conservation Lands

Conservation lands are slightly different than Parks land as they are managed by a different body and usually have stricter policies regarding environmental impact.  Although the process is similar to obtaining permission (i.e. Google the name of the conservation land you intend to use along with the term "events"), you will most likely find yourself in a negotiation position at some point.  Points to consider with obtaining permission from conservation land owners/managers:

• An entry fee is usually charged. Do they have a group rate that you will include in your budget or will you alert your runners to the fact that each vehicle will be charged an entry fee?  Will you budget for the entry fee for runners but ask all support (friends/family) to pay their own entry fee?  This entry fee is above the trail/segment of the park usage fee for your group
• Have other races used this land? If so, you may want to contact them to see what rate they negotiated with the land owners/managers
• Does the conservation body have a mandatory "reroute in the case of [rain/snow/thunderstorm/mudslide]" policy? Are you prepared to reroute your racers or even cancel your event?
• Does the conservation body have a staggered start policy to minimize the impact on the environment?
• Is night time travel allowed, if applicable to your race?
• Are all trails fair game for usage?
• Will mountain bikers, hikers, horses etc. be allowed on the trails on race day?
• Is your start/finish on conservation land and if not, are you allowed to enter/exit the land from your venue?
• If you have aid stations within the conservation area what are their policies regarding access, garbage, garbage removal, number of cars allowed at each station?
• If crew are allowed at aid stations, are there any access issues or limit to the number of vehicles allowed?

As with all permits, go over the fine print with your permit and make sure you know what you're agreeing to.  Ask questions if you don't understand any points or did not agree to them.  Each permit will ask for a copy of your insurance policy. Most will ask for you to list the land owner as an additional insured.  Don't underestimate the value of your insurance policy.  I will dedicate a post to the policy as it is a big commitment with regards to finances.  Liability in sport has also become a big issue in North America so you want to make sure that you have a good policy and that you are not agreeing to anything on a land use permit that is incorrect.

Permit and Police Costs
THERE IS NO STANDARD FOR THE PRICE OF A ROAD/LAND USE PERMIT OR POLICING COSTS.  Some municipalities/regions charge a nominal processing fee. Others charge per runner or per hour of road closure.  If you dig on the respective websites, you can usually find the pricing information.  To give you some examples, Municipal permits in non-tourist regions of Niagara cost nothing to $10 per event.  Park permits cost an average of $300-$400/day.  Policing costs in Niagara average $350/Officer/4 hour shift.  Niagara Parkway road closure $2,000/4 hours.  You will want to check to see if each permit has a discounted rate if your entity is a not-for-profit.  It pays to talk to other race directors that have used parts of the route you intend to use (if they'll share this information with you).  I cannot emphasize enough the value of doing your research on the parameters of permits you are seeking and presenting your plan and yourself in a concise, professional manner.

Private Land Owners
Some races are run entirely on private land.  If your event falls under this category, you want to make sure you know the physical boundaries of the property.  Examples of private lands might be a ski resort, camp ground, forest preserve or outdoor school.  This is sometimes preferable to operating on public lands as the rules may be more relaxed. However, make sure you have your price in writing!  Be prepared to pay a head fee per runner along with a venue fee.  Again, there is no standard in this category.  Make sure you know what is included in the fee (washrooms, water access, parking).  If this is the first year for your event DO NOT OVERESTIMATE YOUR ATTENDANCE!  In a future post, I'll go over budgeting for a race, which includes estimating first year numbers and how to market to obtain those numbers.  It is NOT cheap to put on a race.  Do not cut corners though as safety and liability must be key factors in every decision you make about your route and venue.

Questions about Permits and Policing?  
diane [at] dirtyrunnerproductions [dot] com
I will post relevant questions here with my response for all to see