Your Vote Counts

This is an election year. The campaigning has already reached an early crescendo, so it’s hard to avoid. You’ll be faced with some big choices, and most of you will take that responsibility seriously as you compare candidates and issues.

You may not realize that as a runner or walker, you are making choices that affect your sport every time you ‘vote’ with your entry fees. Do you take the time to study the issues and understand just what your votes mean? Probably not.

The Market Decides
In a true market economy, choice is generally viewed as good, and the wisdom of the market is applied as events come and go. Choice is dependent on informed consumers, and runners and walkers are just beginning to realize the power they wield.

Each time you pay your entry fees, you are making a choice. The question is: are you happy with that choice? As an event director, I want to know. And as an event promoter, I want to build my business around your choices. Below is a primer that may help educate you about your choices, and how you can have a major say in what running and walking events look like.

1. What type of experience are you looking for? You can find events that simply clear the road and point you in one direction, and others that certify the course, provide accurate timing and have volunteers at every turn. Both can be fun, but if you expect accurate times at a fun run, you will be disappointed. Choose the event that meets your needs.
2. How do you want to be treated? When is it okay to be treated like a steer in a cattle drive, and when do you want quicker or more personalized service? Remember, you are a customer and the event is providing a service. If all the procedures are based on what makes the event director’s life easier, remember that you have a choice. Find events that make your life easier.
3. What choices do you want? The Model T days of road racing should be long gone. If you register in advance, you have a right to the shirt size you requested, not whatever happens to be left. You may even want the choice not to pay for a T-shirt, or to choose from a selection of styles. Make sure the event you choose meets your need for choice, or that you are okay with what they offer.
4. What is a reasonable entry fee to pay? Costs continue to rise for event permits and other services. Entry fees tend to follow those increases. Technical shirts cost more and may (or may not) be worth it to you. Timing, food and other amenities all cost money. Are you happy with the value your entry fee provides?
5. Where does the money go? Most of the entry fees goes to pay for the event itself. Most profit (or contribution to charity) is possible due to sponsorship. When an event makes a tie to a non-profit or charity, it should be open about how much ends up with the non-profit. It may be a large amount or small, but you have a right to know, at least in general terms. For some non-profits, the visibility is as important as money, but if a cause is named on an event, most people logically conclude that the cause is receiving the money. If that isn’t the case, the event should fess up.
6. Do you have a voice? Ideally, all events would conduct post-event surveys and find out exactly what you think. Next best is to make it easy to find an E-mail address to follow up with your questions and comments. Worst is an event that disappears the day after, and will not answer questions or follow-up on problems.

TSL Events in 2008 and Beyond
In 2008, The Sporting Life will be initiating a number of changes to make TSL events more interactive and responsive to your needs. The key is that we will be focused on you as a customer, not a transaction. We want your experience at our events to compare favorably with the best customer experience you receive anywhere. We want to make registration easier, and make it a snap for you to track your results from all the events you do. We want your feedback on what you like (and don’t like) about our events.

To help us accomplish these goals, we are embarking on an ambitious effort to recruit more sponsors. That will allow us the funds to make improvements in our events without relying on entry fees. However, we don’t want to become NASCAR events, with logos plastered everywhere. We will ask how you relate to sponsors so we can create partnerships with sponsors that will benefit you and add to your enjoyment of our events, not take anything away.

These changes will gradually roll out, starting with post-event surveys after the Frigid 5. You’ll see some changes to the web site in the next few weeks.

One unfortunate casualty is that the Heart of St Paul event scheduled for Como Lake on February 10 has been cancelled. Planning some of these bigger picture changes pulled us away from our short-term sponsorship goals that would make the HSP financially viable. We made the decision to cancel the race for this year, and determine at a later date if it will return for 2009. That decision will be made with your feedback.

As always, I welcome your thoughts. This works best when we work together. You’ll be given the opportunity to fill out surveys and join ‘think tank’ sessions. You can also just send me E-mail.

Thank you for your support. This is one vote that does make a difference.