I would say that combined with Pat Rizzo's blog this pretty much sums it up:
https://www.facebook.com/PeterAbraham2/posts/10153432858311989
10 Ways to Improve the Olympic Trials Marathon
By Peter Abraham
Like many running fans here in LA, I was thrilled when USA Track & Field announced that the 2016 Olympic Trials for the marathon would be held in LA. As an event that happens only once in four years, it’s arguably the most important marathon held in the US. And spectating with thousands of others was a treat. We only get to see the best US distance runners going head to head once every four years. Yet, there were still a number of ways the event could be vastly improved for spectators and fans. Here’s my ten point plan to improve the event, and the sport:
1. Separate the Trials and the ________ Marathon. The Olympic Trials were paired with, and produced by, the LA Marathon. Same situation in 2012 with the Houston Marathon. The Trials event has outgrown the need to piggyback onto a mass-start marathon. Here’s why:
- Why put the production of such an important event on the backs of an already small and stressed-out production team? I used to help manage the LA Marathon, and I can tell you it was a huge distraction to put on a small 5K a month after our race, let alone the Olympic Trials the day before.
- There was ZERO synergy with LA Marathon, due to the sponsor war between title sponsors Skechers (LAM) and Nike (Trials). The LAM Expo, steps from the Trials course, saw about 50,000 runners and their friends come through their doors. I was in there both days working with my client Lumo Run. I never saw a single sign, video, or other promotion for the Trials. Here’s how bad it was: in the middle of the Trials marathon race, the jumbotron TV in the Expo had a basketball game on. Think about that for a minute. Staggering.
- Likewise, the Trials are virtually owned by USATF/IOC sponsor Nike. So no advertising of any kind was allowed on the route. And no promoting the city’s biggest marathon, which takes place the following day.
2. Tell the City about the Trials. I live in LA, and I’m highly attuned to running-related press and media coverage. I can say that there was almost zero outreach to those of us living in LA. I did see one poorly-placed billboard, and I heard there were some ads on buses, but that was it. No Facebook ads, no Twitter account (really?), no posters along the route, no email to LA Marathon sponsors, etc. Just nothing. Look, if the USATF & USOC are going to put a big event in the Los Angeles market, then they need to commit time and energy to market it. While the hard core fan knew about the Trials, nobody else did. This was a huge miss. Imagine how many fans would have come out if they’d bothered to do some marketing.
3. They needed big screens all over the course. While these are not cheap, it would have made the spectating experience 10x better. Even with the short, criterium-style loops, you only saw the leaders twice every 30 minutes. Why couldn’t they have organized viewing parties around the route, with big screens, snacks, and cold drinks?
4. Don’t hide the start/finish. The most important part of the course, the finish line, was buried up against the convention center and behind the hospitality tents. Were they trying to keep it a secret? Why not have stands and spectators? I was nearby on the course during the pre-race athlete introductions. The thousands of fans standing with me had no way to appreciate the stars of our sport who were being announced. The only way you could see the finish line was if you were in the VIP area or by loitering on some outdoor stairwells at the convention center. It felt like the trials were really all about serving the one key sponsor and not the fans.
5. Make athletes available at public autograph sessions. I was around the event all week, and the lobby of the JW Marriott looked like the US running hall of fame. The major stars of running, even those not competing in the Trials, were all here with sponsors or teammates. It was a shame that there weren’t fan sessions where people could meet their heroes. Distance running as a competitive sport is fighting for its life right now. Let’s be honest. Why not at least try to promote the athletes who will build a bigger audience. Have we given up?
6. Live stream the event. The late 10:30 start time meant marathoners were running in the heat of the day. This was dictated by the television broadcast network. We’ve moved on to a streaming world, and it’s time for running to follow suit. Why not live stream the event on YouTube? This would allow the event to start in the morning, and it would make the broadcast accessible to more fans around the world. The NBC imprimatur sounds impressive in a press release, but is the broadcast model, in 2016, really the best thing for the sport?
7. Engage the running community. A contemporary marketing strategy would have involved a team of community managers for the Trials starting 10-12 months before the event to drum up support with all the local running clubs and high school track teams in Southern California. As a comparison, I worked with lululemon on an activation around the Trials, and we were hard at work last August with strategy, meetings, and brainstorming sessions. By the time we got to November, we were in go mode with execution details and production. And this was for a one night event for 600 people the week of the Trials. Judging by the lack of outreach exhibited by USATF/USOC, it feels like this event isn’t a priority for anyone, except the athletes.
8. Open up sponsorship. Because the Trials are essentially owned by Nike, no other brands are allowed to get near the event. I know this because I asked. I was offered a VIP tent, with no exterior branding, for $15,000. Uh, no. This means that no brands can come in and amplify the event with their marketing budgets and manpower and communities. I know that Nike does sponsor the Trials, but I couldn’t see one single activation they executed at the event. And because the Trials management also did no outreach, this meant the event felt essentially lifeless, only propped up by the hardcore fans that did show up.
9. Get out of the bubble. The sport of running is really good at talking to itself. That strategy works if growth and expansion are not priorities. But if USATF wants to bring in new fans, it needs to speak to the sports fan who would love these events if they only got a chance to see it in person. That means going out, doing the work, and bringing that fan into the tent. I didn’t see any of that happening.
10. Do this more than every four years. I was struck by the number of fans I did see on the route, even with zero marketing. And people were supporting their favorite runners, cheering, and really into the race. I personally loved screaming at athletes all day. Like my friend Rebecca said, “This is my Super Bowl.†The shame is that running fans only get to do this every four years at the marathon and then track & field Olympic Trials. Other than that there is never, ever an opportunity to see the top American stars go head to head. Compare this to the PGA Tour, the NBA, and other more popular spectator sports. Fans get to see their heroes every single week all season. Isn’t there some model that would allow the stars of US running to compete against each other more often?