How swamps, capes and zombies can perk up your race portfolio

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Brice Berry
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BRITEPAPER How swamps, capes and zombies can perk up your race portfolio In recent years, Eventbrite has seen a whole new genre of racers emerge on the playing field and they would rather sign

Say hello to obstacle events, a high-growth segment ready for action and adventure with a twist.

racing audience. By making races more social and entertaining, more people are willing to give them a go. A lot more people, in fact.

alone has increased 110 percent year over year (YoY) for the past four years (and it s booming outside of the U.S.

1 BRITEPAPER How swamps, capes and zombies can perk up your race portfolio In recent years, Eventbrite has seen a whole new genre of racers emerge on the playing field and they would rather sign up with friends, come in superhero costume, run from zombies and roll in the mud than sprint the straight course. Say hello to obstacle events, a high-growth segment ready for action and adventure with a twist. While obstacle events can attract traditional endurance race participants, the themes and teams focus of events such as scavenger hunts, color runs, and swamp dashes appeals to a broader racing audience. By making races more social and entertaining, more people are willing to give them a go. A lot more people, in fact. The number of obstacle events Eventbrite has handled in the U.S. alone has increased 110 percent year over year (YoY) for the past four years (and it s booming outside of the U.S. as well, with a 200 percent growth YoY) Estimated as a $250M industry today, theme-based obstacle events are quickly and undeniably gaining traction everywhere. In 2009, 41,000 people competed in an obstacle-course event in the U.S. In 2012, 1.5 million people joined the fun. Eventbrite has worked with event directors for thousands of races and we re keeping an eye on every trend. We have the lowdown on how and why obstacle races can be a winner for your organization and your community. In this Britepaper we share how to choose the right kind of obstacle event for your organization, and how to grow buzz and camaraderie around it.

Understanding what sets obstacle event participants apart from other endurance events Obstacle event participants run the gamut of fitness and race experience, from couch potatoes to Superman.

So what s the common ground among obstacle race enthusiasts? They re educated and tech-savvy, with a much higher-than-average household income.

APSHOT OF U.S. OBSTACLE RACE PARTICIPANTS $ 84% 97% AVERAGE HOUSEHOLD $161,300 March 2013 COLLEGE ATTENDANCE 50% POST-GRADUATE DEGREE OR STUDIES ARE BETWEEN THE AGES OF 16 AND 49 THE MAJORITY OF

2 Understanding what sets obstacle event participants apart from other endurance events Obstacle event participants run the gamut of fitness and race experience, from couch potatoes to Superman. As team-orientated events with many levels of difficulty and even roles for spectators, these challenges are fun for the whole family and also appeal to social groups and teams of co-workers. So what s the common ground among obstacle race enthusiasts? They re educated and tech-savvy, with a much higher-than-average household income. They are digitally connected and socially engaged online, which means they re more likely to share their experiences through social networks like Facebook, Twitter, and Instagram. A SNAPSHOT OF U.S. OBSTACLE RACE PARTICIPANTS $ 84% 97% AVERAGE HOUSEHOLD $161,300 March 2013 COLLEGE ATTENDANCE 50% POST-GRADUATE DEGREE OR STUDIES ARE BETWEEN THE AGES OF 16 AND 49 THE MAJORITY OF PEOPLE ARE BETWEEN 18 AND 34 OBSTACLE RACE PARTICIPANTS ARE TECH SAVVY AND BIG USERS OF SOCIAL MEDIA! Tough Mudder has over 3.1 million Facebook fans and almost 80,000 Twitter followers Spartan Race has over 2.6 million Facebook fans and almost 58,000 Twitter followers Additionally, the number of women participating in obstacle races continues to skyrocket, inspiring several women s-only races such as the Diva Dash, the Dirty Girl Mud Run, and Pretty Muddy. In line with the women s fitness trend of getting strong, not skinny, the physical challenges of obstacle races provide a more efficient way to get in shape and improve bone density. Fueled by social media groups like Spartan Chicked, race organizers are picking up on the trend and tweaking their marketing plans. The Warrior Dash has almost 1 million Facebook fans and over 35,000 Twitter followers There was an assumption...that women don t like to get dirty and crawl through mud, but nothing could be further from the truth. -Rob Dickens, Chief Operating Office, Rugged Maniac

How to choose the right theme for your event So how can you capitalize on this exploding trend and build a buzzworthy event that grows year after year?

We ve found that the strongest ideas capitalize on team camaraderie, with themes that people can rally around while competing for bragging rights.

3 How to choose the right theme for your event So how can you capitalize on this exploding trend and build a buzzworthy event that grows year after year? The sky s the limit as you brainstorm fresh ideas for your event. Start by asking what s your goal for the day: getting dirty? testing limits? being just plain wacky? We ve found that the strongest ideas capitalize on team camaraderie, with themes that people can rally around while competing for bragging rights. Costumes, props, and offbeat challenges will spur interest for competitors and spectators, and inspire colorful stories for media and marketing. Popular events range from extreme tough guy races such as Tough Mudder, Race the Reaper and You May Die, to pure fun and camp competitions such as The Color Run (think burst of paint while you run), and the 5K Foam Fest (during which participants get disgustingly dirty and squeaky clean, all in one race). As you consider different ideas for your obstacle race, try to find the white space by identifying what kind of event you can offer that is unique and has little or no overlap with other events in your region. Take advantage of your area s natural terrain as a factor in the design of race, as it will both support the venue and push you to be creative. You should also plan for an assortment of obstacles that vary the muscle groups and skills required, saving the best for the end to give your participants an extra surge of accomplishment when they cross the finish line. And, for safety s sake, remember that you can host a fun and challenging event without putting anyone s health at risk. Example social media calendar using Google Docs For some, jumping in a mud pit with hundreds of other people just sounds more enjoyable and grittier than running for 26.2 miles. -Ashley Macha, reporter for AZ Central

4 Who s on the invite list? How to target your participant base First, define and discover your race s most audience. Do you want to draw cream-of-the-crop competitors from across a wide area, or motivate as many members as possible from your local community to get involved? Is your organization known for something special (such as hosting holiday events, or supporting wildlife preservation) that might lend itself to a theme with a built-in audience? Knowing who you re hoping to attract will help you plan, budget, and market your race. Your target demographic also impacts things like sponsorship, race entry fees, event packages, logistics and housing for out-of-towners, and the story you craft as you seek community approvals and media coverage. The I can do that! fun and, at times comical challenges of obstacle events can energize a broad range of local participants of varying fitness levels and ages. On the other hand, extreme events can attract elite athletes who are willing to travel farther distances to test their limits and accomplish ever greater feats. While getting newcomers to the starting line year after year may be the key ingredient to growing your event over time, don t lose your edge. Stay inventive. Whether an extreme event or a quirky adventure race, experienced participants will crave new, different, and more difficult challenges every time they set foot on your course. Fun for all, all for fun: bringing spectators into the event Obstacle events can spark the enthusiasm of an entire community and encourage everyone to get into the act even if they re not in the race itself. On top of helping with race logistics and operations, volunteering can have a whole other meaning when it comes to themed adventure races.the Run for Your Lives race, for example, is filled with people who pay for the privilege to be turned into zombies by professional makeup artists so that they can throw fake brains and chase after runners. The Gorilla Challenge, meanwhile, offers outgoing types a chance to don a gorilla costume and taunt competitors to chase after them. For spectators, obstacle races provide a lot of entertainment value, and for you, a source of extra income. Spectator packages for prime viewing areas at popular obstacles, behind-the-scenes tours, and post-event celebrations with winners and celebrity attendees all boost the bottom line. And don t forget the themed concessions! Your race and after-party can also involve nonprofits, local leaders and celebrities, and fans of live music, food and culture. These subsidiary audiences can attract a wider range of sponsors, including lifestyle and entertainment brands, opening up your pool of potential partners to bring additional cash and cache to your events.

5 Keep the party going When the race is over, it s time to party! Creating a festival around your event lets the whole community celebrate with your athletes, and leave a lasting impression that bears fruit well after the race ends. Consider having live music and other performances, selling food, beer, and race merchandise, and adding games for kids and adults. Awards ceremonies are an important part of post-race festivities, but don t just honor the top competitors: include some tongue-in-cheek prizes that any of your participants could win, such as messiest costume, best team spirit, and noisiest spectator. The awards don t have to be pricey. Instead, focus on themed novelty items or nicely designed certificates that fit your event s overall aesthetic. DRIVE MORE REVENUE TO YOUR NEXT RACE Obstacle races provide many opportunities to add extra income to your bottom line. Here are some ideas that can boost attendance or bring in ancillary dollars: Create merchandise and mementos that play up the event brand and theme Offer multiple tiers of registration packages for participants, such as race entry + a race t-shirt + beverage coupons Create spectator packages that charge for prime seating next to the most interesting challenges in the race and pre-race, behind-the-scenes tours, etc. Host a post-race party with features such as food trucks, live music, and a beer garden Offer photo packages of participants in action Think strategically about your variety of sponsors Partner and cross-promote with local gyms to offer training programs and race discounts for their members

Keep the feeling alive long after the race is gone Share event recaps, photo and video memories to keep the love alive through social media after your event is over.

6 Keep the feeling alive long after the race is gone Share event recaps, photo and video memories to keep the love alive through social media after your event is over. Say thank you to your participants, spectators, and volunteers, and keep interacting with them online through post-event surveys and brainstorming for the next race. Use the off-season to be a go-to info source and cheerleader for other events, and begin to build the excitement as you plan, announce and promote your next race. Closing the loop Whether it s to focus on fitness, frolic in foam, or escape petrifying primates, people are signing up in droves for challenges that pump them up, knock them down, and test their determination. In the end, it s about experiences that embody camaraderie, friendship, and fun. With demographics that are a marketer s dream, must-see sights, sounds, and stories, plus great opportunities to generate extra cash, themed obstacle races provide limitless opportunities for creativity and growth for your organization's long-term strategy. Brought to you by... This Britepaper has been brought to you by Eventbrite. We provide a cost-effective and innovative online registration solution for race organizations large and small to maximize event participation and reach. Our easy to use platform offers helpful features like automatic bib generation and group registration, plus powerful marketing tools and social media integration to acquire new athletes, volunteers and fans. Contact our experienced account management and event strategy team at Success in your adventure or obstacle endeavor requires a registration partner that has the flexibility and experience to match the most creative ideas and toughest challenges of your course. Eventbrite is with you every splash, dash, and laugh along the way. eventbrite.com/obstacles 2013 Eventbrite. All rights reserved. 1. SGMA Adventure Racing Participation Report, 2012.; Primal Quest Report 2009; Obstacleracers.com State of the Union February, 2012

MISSION. Showcase the unique thriving Reno/Washoe County as a crossroads of: Outdoor Recreation Food & Music Culture Diverse Opportunities

MISSION. Showcase the unique thriving Reno/Washoe County as a crossroads of: Outdoor Recreation Food & Music Culture Diverse Opportunities 1 MISSION Develop a positive perception that outdoor life and celebration of good food and beverages, great music, and fierce competition coexist well with each other. POSITIONING STATEMENT Showcase the