Austin Marathon

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Texas race sets new “green” standards for the running industry

Background

In a city known for entertainment, the LIVESTRONG Austin Marathon and Half Marathon (AMHM) has become a signature event in the Live Music Capital of the World. With live bands along a course that runs through some of Austin’s most scenic and historic areas, it’s no wonder that AMHM sells out every year. The event celebrates its 20th anniversary on February 20, 2011 and will welcome nearly 20,000 participants to the start line.

In addition to being a leader in endurance event management, AMHM has also raised the bar in the industry for its green initiatives. Voted “Greenest Marathon” by Runner’s World in 2008, the race organizers have made significant efforts to implement eco-conscious features that have been hugely popular with the participants and the community at large.

Challenge

Having a great course in a city full of entertainment, AMHM is one of the lucky few that turn away participants. With race numbers in high demand and a supportive group of sponsors and volunteers, the event’s main challenge has been to stay ahead of the high expectations that are set each year. From the beginning, AMHM has been an early adopter of some of the newest management tactics and technology. In 2004, AMHM chose to go online and automated with Active Network’s race registration software, which includes industry-leading event management and marketing services. Plus, the event is closely connected to a progressive community that is passionate about green initiatives. AMHM’s goal is to strive to reduce its environmental footprint by taking a year-by-year approach to ever aggressive green standards. “Austin is a very green city,” mentions Kristin Zimmerman Nelson of AMHM. “Our marathon reflects that attitude and we are always looking for ways to incorporate eco-conscious features that improve the race while protecting the environment.”

Race Software Solutions

Part of AMHM’s strategy for success is to let technology do as much of the manual work as possible. Active Network’s online race registration and marketing solutions automate, centralize and streamline daily tasks so the event organizers can focus on more important things. Here are a few of the features that AMHM finds the most helpful:

• Online Registration. All participants sign up through AMHM’s website, which is integrated with Active’s race registration software. Registrant info is collected quickly and securely with no data entry necessary from the staff.
• Online Payment Processing. Once participants sign up, they can submit payments online. All payments are securely processed through Active’s server, which gives AMHM real-time, instant revenue accounting. The system easily accommodates tiered pricing structures, discounts, coupon codes or even complimentary entries.
• Volunteer Registration. AMHM also uses Active’s registration system to recruit and manage volunteers. Volunteers can sign up for time slots or jobs online and receive instant email confirmations. This saves staff time when assigning and organizing helpers.
• Reporting. Active’s system includes customizable, built-in reports on financials and participants. AMHM frequently uses the payment download report and a coupon/discount report.
• Merchandising. Merchandise is sold online and integrated with Active’s registration system. Participants can add a commemorative t-shirt or VIP ticket to their cart as they are registering, or can purchase them from the website at any time. It’s an easy way for AMHM to boost revenue while keeping runners geared up.
• Event Support. AMHM benefits from Active’s free, unlimited support. The event and its participants can get in-person or online help 24/7 from a team of knowledgeable experts. “Once we or our customers call,” says Kristin, “we have a solution almost immediately.”

Going Green

Named the “Greenest Marathon” in 2008 by Runner’s World, it’s obvious that AMHM is passionate about being eco-conscious. For the past two years, the event has been part of Active’s Pledge of Sustainability, partnered with Athletes for a Fit Planet, to promote environmentally-friendly race management. AMHM has also been certified by the Council for Responsible Sport (ReSport), which provides independent, comprehensive certification for sustainable athletic events. Here are a few of the ways AMHM “goes green”:

• 100% paperless, online race registration.
• Paper-free goodie bags, which are made of reusable plastic and double as clothing management bags.
• Waste, plastic and cardboard recycling stations at the Finish Line and Expo.
• Food waste composting at the Finish Line.
• Reduce plastic bottles and paper cups by supplementing with “refill stations” along course and at finish line.
• Race operations badges made from recycled plastic.
• Reusable banners that are printed consciously.
• Gatorade cup and water cup composting along the course and at the Finish Line (approx 1 million cups!
• Local homeless shelters and charities receive leftover Finish Line food, discarded clothing and undistributed medals and t-shirts.
• Race website is hosted by a company using wind power for operations.
• $3 Green Carbon-Offset tickets can be purchased during registration or at the Expo.

“Our green program makes the event more appealing to everyone involved,” notes Kristin. “We definitely get more interest from runners, the city, sponsors, and partners.”

To read more about AMHM’s green initiatives, visit: www.youraustinmarathon.com/recycle

Conclusion

Who wouldn’t want to run along a well-managed course in a fun city, with organizers who are focused on composting and recycling? There’s a reason that AMHM sells out every year and that’s because it leads the industry in efficient event management and innovative features for participants. With such high standards, what’s next? “In 2011, we’ll be using Water Monster tanks for water distribution along the course and as refill stations at our finish line,” says Michelle Sandquist of AMHM. “Use of Water Monster tanks helps us reduce the amount of trash and recyclables considerably. We’ll also be composting 500,000 Gatorade cups and approximately 500,000 water cups. This is a first for us because in the past these cups were trash. Thanks to Gatorade and a local composting company, Organics By Gosh, we are taking the next steps in our sustainable efforts. We’re always trying to do what’s best for the runner and for the environment.” AMHM will be pursuing its recertification with ReSport in 2011 as well.