This past weekend, I soaked in the Chicago Marathon and everything it had to offer. While I've been to many major events in our sport, a major marathon is one of the great spectacles of the sport simply because there are tens of thousands of people all taking part, meaning millions of people watching and millions passing through the expo the few days before.
Here are some observations from this weekend's race:
- While the Chicago Marathon is a prestigious marathon, it's quite clear that the Boston Marathon is by far the most prestigious in the United States. While at the expo on Friday and Saturday, I saw many more people wearing Boston Marathon gear than Chicago Marathon gear. Having to qualify to Boston gives the event an enormous advantage when it comes to marketing the event, something other running events can learn from. There is nothing wrong with having standards.
- USATF needs to promote itself better. The organization had a booth at the expo, selling USATF merchandise, but why would anyone buy gear from them if they don't even know what they are. Many months ago I had a conversation with someone from the Wasserman Media Group (who owned TrackShark and partnered with USAF), who stated that they did focus groups with Chicago residents and no one knew what USATF was or what they were about. Expos give you the opportunity to showcase your product and educate the masses. USATF needs to stop worrying about sales at these events and focus on educating people about what they can offer.
- Doug Logan was not in attendance at the Chicago Marathon. The CEO of our sport didn't make the four hour trip to observe one of the greatest events in our sport, yet he can spend a long weekend in NYC watching tennis (U.S. Open).
- The race was amazing. Any event that can put a million spectators in the streets is fascinating. While it is clear that few people knew any of the professional athletes in the field, the potential is there to educate the fans and spectators. It takes a lot of effort, but it only increases the excitement of the event. I'll post more on this soon.
- The media set-up was one of the best I've ever been a part of, if not the best. While I didn't spend more than 30 minutes in the media area, basic observations showed that the Chicago Marathon does it right. Again, more on this soon.
- The power of road racing is incredible. It brings communities together, it promotes an active way of living and it gets people excited. Spectators at marathons can have as great as experience as the people actually running the event. Few other sports can really offer that at the level a marathon can. To me, road racing, especially marathoning, compares greatly with a cross country race. Fans run all over the course cheering on their favorite runner(s), making crazy shirts, signs, taking pictures, playing music, etc. It's a spectacle. Spectacles are what make sporting events great.