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Edge Newsletter
DECEMBER 2013   Facebook   Twitter   RSS Feed
New “Profile of a Mob™-ster 2013” Survey Results [infographic]

Happy Holidays! In our last issue of the year, we’re presenting you with a really interesting infograhic on the results of our 2013 Mob event participation survey. Whether you organize Mob events or not, there’s some interesting data that applies to you. Also, be sure to check out our “powered down” holiday support hours. Most important, we’d like to thank you so much for a great year and we wish you the VERY best time with your family and loved ones. See you in 2014!

In this issue:

I think these are some of the best articles we’ve offered all year, and hope you enjoy them. Feel free to share your feedback and ideas for our 2014 newsletters.

Sincerely,

Lisa Martin

P.S.Here’s a New Year’s Resolution idea – learn something new that can help you grow your event. Check it off your list by attending one of our upcoming Instant Ads how-to webinars: January 7th, January 16th, January 22nd, or January 30th.

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Race Director Blog
Survey Results: Profile of a Mob™-ster 2013 (Infographic)

Blog

We surveyed thousands of ACTIVE.com Lifestyle Panelists in 2012 to learn about how, when, and why they participate in Mob events. Let’s face it–those costumed, muddy, obstacled, glow-y, painted events exploded on the scene and we needed to know more why people loved them so dang much.

We learned a lot in our 2012 survey and yet we were still curious about the Mob-ster experience from start to finish. So we surveyed our ACTIVE Lifestyle Panel again this year and discovered there was much more to add to our Mob-ster profile! The 2013 survey revealed quite a few new things. The key takeaways include…

Read the full article and download the infographic.

This article was posted on our blog on December 9. If you want to know as soon as an article is posted, subscribe to our blog and you’ll get an email alert. Click here to subscribe.

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Tips & Tricks
How to Add Merchandise & Additional Purchases to Your Registration

Tips and Tricks

Selling merchandise & additional purchases within the registration path has proven to increase revenue for events of all sizes. A person registering is already excited about your event and has their credit card ready. It makes sense that they would want to check out some gear, too!

Click here to learn: How to Add Additional Purchases to the Registration Path

There’s also a few other “how to” topics that relate to Additional Purchases that you might find helpful. Check them out in the FAQ section.

Watch instructional videos and get more tips and tricks in the Help Center.

To ensure you’re getting the most out of ACTIVE Works, register here for FREE live product training.

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Event Director of the Month
Robert Pozo, Continental Event and Sports Management Group

Robert Pozo
Robert Pozo

Robert Pozo has produced or helped produce over 350 events throughout the United States, working with all types of groups, from for-profits to charities to municipal entities. He began his race production career in 1997 with Swim Bike Run, Inc. (SBR) and managed triathlons, duathlons and 5K runs in the South Florida area. The knowledge gained from SBR soon led Robert to spearhead the inaugural ING Miami Marathon® as the president and race director of PR Racing, Inc. Then, after 6 years at the helm of PR Racing, he sold the company to US Road Sports and Entertainment Group, joining the team as its vice president of business development and executive race director. Robert is currently the executive race director of his own company, Continental Event and Sports Management Group, which launched events like the Myrtle Beach Mini Marathon, the Divas Half Marathon® & 5K Series, and the NC Half Marathon at the Charlotte Motor Speedway.

Robert also holds a Master’s degree in both Accounting and Exercise and Sport Management, and was a professional endurance athlete. He was a three-time member of the U.S. Duathlon and Triathlon Team and an eight-time track cycling State Champion. Plus, as a USA Triathlon certified coach, he coached one of only three U.S. male triathletes to the Athens Olympic Games and one of the two U.S. male triathletes to the London Olympics.

What made you decide to take the leap from a career in accounting to one in endurance sports?
As an athlete, you’re always participating. There are so many things a race director does that he thinks athletes will love, but they may not even see it. I knew what I wanted as an athlete and thought others would want similar things too. I also had the business background and was entrepreneurial, so I didn’t think it would be a huge risk to start producing events.

What are some ways you’ve differentiated your events?
SBR mostly produced cycling and triathlon events. When we were getting started, I took a look at the Tour de France, because there’s a lot of loyalty to and branding around their sponsors. Festina was the official timekeeper of the Tour and instead of awards, we decided to approach the company and ask for watches as prizes. If you hand out merchandise at your events that’s being handed out at the Tour, you are able to give participants something special and memorable. It was great to have Festina support us for those awards.

Also, when I was competing in triathlons and first started SBR, triathletes did not have secure fenced transition areas. We’d throw running shorts over Speedos (yes, Speedos) and grab our bikes from the side of the road and go. Our triathlons were some of the first to offer that security, which is especially important because bikes are getting ridiculously expensive.

For the ING Miami Marathon®, we really thought about the area, the glam of South Beach. We timed the race so it would start at 6am, just when the clubs were closing down. The club owners could easily kick partygoers out to watch the start and our participants got to experience the allure of South Beach in winter.

Now with Divas Half Marathon® & 5K Series, our premier series, we did a lot of homework. We thought a lot about how to appeal to women—boas, tiaras, fire fighters handing out red roses at the finish line. That event is about being happy and feeling good in your own skin, which I think we do a good job at accomplishing.

Speaking of the Divas Series, it’s been a huge success. How did you predict the trend of female participation rising?
With my accounting background, my tendency is not to invest $1 in something unless I know I’ll see $1.25, so that’s why we did our homework before launching the Divas Series. I had coached a lot of charity groups, such as Team In Training, the Arthritis Foundation, and Crohn’s & Colitis Foundation, and saw all these women who were not runners getting involved. But I also saw that participation model getting fatigued—you can only recycle a marathoner once or twice a year. But the half marathon distance is different and we saw trend shift toward the half marathon, especially with women. You can run several half marathons a year, it’s an easier distance to get approved by cities, and it’s still long enough that people will travel for it.

We weren’t the first to come up with the women’s-only race idea, but we were the first to create a series and really grow it. Our numbers have seen a consistent growth. We can thank the Mob™ events for helping us with that too.

So you don’t think Mob events have cannibalized your participants?
Not at all. We’re getting all these participants who were not even 5Kers, they were couch potatoes. A whole new set of people are getting tricked into running—they were “only going to run if they were being chased.” They’ll do a Mob event and then have so much fun that they want to try a timed 5K, and then they get hooked and want to do 10Ks and half marathons.

This was a clientele we (in the traditional endurance market) couldn’t reach before, no matter what, so I think Mob events are a great thing for us.

How important is having a business background to being a successful race director?
Twenty years ago every race, with the exception of a few, was put on by a running club. Each event would raise enough money to fund the next one. It wasn’t about making a profit, it was about the sport of running. But now you’re seeing more and more race directors come in with business backgrounds and run their events based off of that model. They aren’t as passionate about running, but they are passionate about business. I’m lucky that I’m passionate about both and that has helped me stay profitable, even in the middle of a recession. But overall, yes, it’s really important to apply a business model to your event to be successful.

Do you have any advice for other event directors?
There are a few pieces of advice I’d give:

  • Really get to know your product—don’t think because you love it, everyone else will. Figure out what makes it special and different, and market it that way.
  • Put on a small event first. Or jump on the coattails of a bigger event and ask to put on a 5K in tandem with their half marathon, for example
  • Intern or learn from someone who is really successful (or several people). When I started my company, I was a national coach for USAT and got to see all of their events. It typically takes about five years to be profitable, and you can do your best to shorten that timeframe by learning from someone who’s a pro.

Learn more about Continental Event and Sports Management

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What’s new
Holiday Client Support Schedule
ACTIVE is Powering Down for the Holidays

Happy Holodays

Many of our staff will be taking a break for the holidays, between December 23 and January 1, so we may be slower to respond than usual. However, technical support for ACTIVE Works®, Registration Center, ACTIVE Giving, Volunteer Management, and Results is available and we’ll be back up to speed as of January 2!

Here’s a quick summary of our holiday schedule for your reference:

  • 12/24/12 (Christmas Eve)
  • Phone & email support during business hours (7am – 5pm Pacific Time)
    24/7 emergency on-call support
  • 12/25/12 (Christmas)
  • 24/7 emergency on-call support
  • 12/26/12 - 1/1/13
  • Phone & email support during business hours (7am – 5pm Pacific Time)
    24/7 emergency on-call support

*NOTE: 24/7 emergency on-call support is always available as well as our normal weekend support hours (7am-3pm PST)

Online help:
ACTIVE Works® Endurance
RegCenter

Register Now for Triathlon Business International’s 2014 Conference
Happy Holodays

You’re invited to join us at the 2014 Triathlon Business International Annual Conference, presented by ACTIVE Network, on January 26-28, in Marina del Rey, CA. This year the theme is “Enduring Change, Embracing Opportunity,” and we know the conference will deliver on it.

  • NEW Venue: We’ll meet at the beautiful Marina Del Rey Marriott, which offers you more convenient travel options, yet still provides an ideal environment for learning and networking (plus, you’re just steps away from the beach, bike routes, and running paths!).
  • NEW Event Management Workshops: The agenda is designed to address the specific business concerns of race directors. You’ll be able to join sessions on a variety of event management topics – click here to check out the agenda

Last, but not least, if you act quickly you’ll save on your conference registration! The Holiday Savings pricing has been extended through January 7, 2014, so take advantage of it!

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Team Member Spotlight:
Shannon Fiack, Senior Writer

Shannon Fiack

As a writer for ACTIVE’s Sports division, my job is to help event directors learn about what our technology does and how it can benefit them, as well as provide general industry info (on everything from social media to permitting) that can help them improve their events. Pretty much everything you read on our website and blog, and in our articles and case studies, was written by me. My goal is to make it all easily understandable and interesting!

If you have any topics that you’d like me to write about, please let me know! I truly want to present ideas and subjects that are important to event directors. You can check out the blogs I’ve written so far, and subscribe if you’d like, by clicking here.

In my free time, I enjoy beach volleyball, static trapeze, live music, and Cards Against Humanity. I’ve been involved in sports my entire life, played volleyball in college, and am always looking for activities that are technically and physically challenging. And I live in beautiful San Diego, so I’m lucky to be outside in the sun almost year round.

My ACTIVE is…
Sports. Scrabble. Satire.

My Top 5 Blogs Posts of 2013 were…
8 Ideas on How to Get Facebook Likes & Comments
Subject Lines: 6 Ways to Get Your Emails Opened
5 Scary Things You Don't Want to Happen with Registration
Event Pricing Strategies Article (Updated!)
7 ways to promote with social media

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Edge Newsletter
ACTIVE Network

ACTIVE Network has deep expertise in activity and participant management. Our ACTIVE Works® cloud technology helps organizations transform and grow their businesses. Learn More

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