A Great Race Revival
Even popular, iconic local races that have been around for decades sometimes need a shot in the arm. Such was the case with the Great Cow Harbor 10K in Northport, New York. A popular Long Island tradition for locals as well as elite athletes from all over the nation draws crowds in part for its scenic location right on the water as well as a rocking post-event party.
When race director Rich Boziwick noticed a slight drop in registration in 2015, and a rising no-show rate, he reached out to his ACTIVE account manager for help. An ACTIVE customer for more than 15 years, Rich knew it was time to incorporate race marketing into his event management strategy, but his account manager had a lot more to offer.
Together, they implemented a phased approach that included updated strategies for event pricing, race registration windows, merchandising, social media and more.
The results in just the first year exceeded expectations. Even with new race registration growth of 12%, 2016 revenue increased by over $50,000! In 2017, on their 40th anniversary, registrations jumped by another 17% and they signed 34% more registrants on race day for their 2018 race than they had on race day in 2017. Their 41st season is off to a great start!