Usually my writing is aimed at the mountain biking community, but this morning I am writing to Event organisers, and in particular the smaller operators. With Mountain biking growing at a phenomenal rate the opportunities are endless. Or so it seems. With only 52 weekends in a year and a calendar that is already hosting a multi stage race just about every weekend, you may find yourself competing with bigger and more established events for numbers. Many riders out there (myself included) enjoy the smaller races, provided that they get the basics right.
All events start with the route.
Work out what it is that you would like to achieve and make sure the route compliments this. If its tough you're looking for, the route needs to be tough, if you are appealing to the family and weekend warriors, the route needs to reflect this as well. Riders want interesting routes with a variety of terrain. If your race does not make use of established mountain bike trails at places, you will have to be prepared to put in some elbow grease at places. Very few virgin trails are rider ready (unless you are into the tough race business), so work will be required to get the trails ridable and enjoyable. Be careful though, because 1km of single track is expensive and time consuming to build for a small pay-off. Having a long term view helps and will afford you the opportunity to evolve the trails. Land owners may also over time buy into trail building if it makes economical sense for them, ie. it attracts riders throughout the year to their lodges, chalets and guest houses. Have accurate information on the routes (profiles and good route descriptions).
Next most important would be administration.
Invest in good online booking systems, communication channels with riders that have done your events before and make sure that you get proper feedback from riders after events. Race administration is also very important. Ensure that registration runs smoothly, timing is done professionally and results are posted on the website quickly after the event. Gather contact details of participants to get feedback later on and to contact them again when you are hosting events in future.
Third is marketing.
Use your database of riders who has completed your events previously. This is the single most valuable marketing resource you have. We all know that it is much easier to generate repeat business, so create a following and keep everyone interested in what you are planning. A user friendly website is also a must. Spend money and get a professional to assist you here. Make sure it navigates easily, is easily updated with new information and that all the links to electronic payment sites work. Social media is similarly important. Having a rider "like" your facebook page puts you in contact with all their mountain biking friends. You get people to like your page by posting regular and interesting information on your page. A facebook page is also an easy way to interact with your following.
Forth is the event itself.
Make sure that you keep things simple and that everything runs smoothly during the event. If you hand out clothing, make sure that you have the sizing right for participants. If you provide catering, make sure that you take dietary requirements into account. The devil is in the detail, and the detail needs to be documented. By the time the event start you'll feel like you need a months holiday, but in reality the pressure really starts when the first rider checks in at registration. Even if you have organised countless events, you are not going to be everywhere every time, so make sure that your support team are informed and empowered to make decisions. You also don't want to be involved with the smallest requests like changing a team member or making a change from a long route to a shorter route. Remember that the event as a whole is what makes the experience worth while. Small things like good sound and a race announcer, support services like bike shops, food stalls and massage services all enhance the experience, so make sure that this is not just an afterthought. You'll know how many medics are required, where to place marshalls, whether or not you need traffic department approval and assistance, etc. so I am not going to comment there. Make sure that you have a contingency plan for adverse weather and other possible challenges that may arise.
Fifth is your support staff and community
If you are in business with a family member remember that this will put pressure on this relationship from time to time. You will also rely on volunteer staff for the event itself, so make sure that you have a good relationship with these people and the organisations they represent and that the experience is enjoyable for them too. Don't underestimate the role the community can play in your event, and what you can do for the community. Some of SA's best run races have community involvement and upliftment at the forefront of the organisers agenda.
Sixth is sponsorship.
Its sixth because without 1 to 5 no sponsor will touch your race. Document 1 to 5 into a business plan and event manual and do a proper presentation to your sponsors. Be specific on what you would like sponsored and make sure that sponsor requirements are met. Not every sponsor can be the title sponsor so work out what would be in it for the smaller sponsors. Being a title sponsor for a company places an obligation on the sponsor to ensure that the event is run properly and the organiser will have to address this at all levels before anyone will commit to sponsorship, no matter how small the monetary value of the sponsorship. Often sponsors adopt a "wait-and-see" approach so you may have to go at it alone for the first year. If you have a brand and a good reputation, it will be easier to attract sponsors for new events. Remember that a sponsorship is a two-way street and make sure that your sponsor gets from the event what you promised them. Like the riders, the sponsors are your clients so make sure that you communicate with them and that they are happy with the outcomes.
Seventh is pricing
With a good business plan, sponsors tied down, routes planned, logistics and admin sorted out the only thing left would be the price. All of the above has a bearing on this and remember to be realistic when pricing the event. Pricing never stands in isolation. It stands in relation to the value proposition for the rider and his family, so if there is more value to do another event or even something entirely different, you'll find the going quite tough to generate enough interest in your event. It may force you to get innovative on higher cost items in your budget or to simplify certain areas where the added cost simply doesn't justify the outcome. One advantage is that you get the money up-front. If your own cashflow cannot accommodate deposits for sound equipment, venues or other up front cost, ensure that riders enter early. Discounted Early-bird entries or incentives to early entrants are handy tools to secure the funds required early on. Pricing is like walking a tightrope and tilting too much to either side may end up in either no one entering, or the event running at a financial loss. So be mindful of your budget at all times and make sure that you have done proper costings, firmed up quotes and keep a contingency fund just in case. Contingencies can always be used to add something small for the riders, volunteers or sponsors later on, so don't spend all the money at once!
Mountain biking needs the small sponsors and the smaller races, so to all the small event organisers out there, Thanks for helping to develop the sport and keep up the good work.
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