MORE THAN JUST MUD: HOW TO SUCCESSFULLY MANAGE A MOB™ EVENT
MORE THAN JUST MUD: HOW TO SUCCESSFULLY MANAGE A MOB™ EVENT Liam Brenner of Ruckus Sports Tim Scrivner of Jailbreak Race Events September 18, 2012 1 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT WEBINAR FORMAT Presentation: How to submit a question: • • Click on the “Q&A” tab on the top right-hand side of your screen and type into the text window 30 - 40 minutes Q&A to follow Audio: • Streaming via your computer speakers, close or minimize other applications for best results • If your computer does not provide sound, dial-in toll-free: 1-866-281-0003 (US) Conference Code: 316 847 3780 2 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT TODAY’S SPEAKER Liam Brenner, Ruckus Events ― Co-Founded The Denver Marathon ⁃ 2006 – 2008 from zero to 10 thousand participants ⁃ 2008 named Runner’s World Top Ten To Do ⁃ Sold in Dec 2009 to Competitor Group ― 2010 Founded Ruckus Sports, LLC ⁃ 6 Events in five states in 2012 Liam Brenner ― 2012 ⁃ Developed and launched The Walking Dead Escape ⁃ First event held during Comic-Con, the largest pop-culture conference in North America www.runruckus.com 3 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT TODAY’S SPEAKER Tim Scrivner, Run the Jailbreak Events Tim Scrivner (right) with partner Craig Laughlin ― Since 2002 owner/manager of health & fitness clubs ― 2006 worked with officials in Dish, TX, to get citizens successfully engaged in activity ⁃ Won the Governor’s prize for Texas’ fittest city ⁃ Gained experience working with media & local gov’t and getting people active for a purpose ⁃ Continued to organize local 5k running events ― 2010 participated in the Warrior Dash ― 2010 first Jailbreak event ⁃ Successful 1st event led to expansion ⁃ Currently 4 events annually, with more in planning www.runthejailbreak.com 4 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT Poll question: Let’s hear from you… 5 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT CURRENT EVENT FORMAT Tim Scrivner ⁃ Jailbreak Events “Get dirty, have fun, do good!” 6 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT CURRENT EVENT FORMAT Liam Brenner ⁃ Ruckus Runs “Exhilaration does not come easy” ⁃ The Walking Dead Escape 7 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT WHY A MOB™ EVENT? 8 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT WHY A MOB™ EVENT? ― Tim Scrivner ⁃ “It’s a blast!” ⁃ If done right, you create a once-in-a-lifetime memory ⁃ It’s not just another mud run when you deliver a unique atmosphere and experience. ― Liam Brenner ⁃ Groups & Fun ⁃ 85%+ participate as groups ⁃ Smiles everywhere 9 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT WHY NOT A MOB™ EVENT? 10 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT WHY NOT A MOB™ EVENT? ― Liam Brenner ⁃ Operational complexity ⁃ Dynamic risk management issues ⁃ Hyper competitive market ― Tim Scrivner ⁃ Events compete on the experience, differentiation is hard to achieve & sustain ⁃ Depending on format, production costs can be very high ⁃ Safety precautions, medical support planning & staffing are more critical ⁃ Charity fundraising campaigns are not as impactful 11 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT IT’S MORE THAN JUST MUD 12 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT WHAT MAKES A MOB™ SO DIFFERENT? ― Liam Brenner ⁃ Marketing - Groups ⁃ Logistics compared to a road race ⁃ Build ⁃ Race Team ⁃ Logistics ⁃ Medical ⁃ Risk management ⁃ Insurance ⁃ Injuries ⁃ Waivers/Legal 13 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT WHAT MAKES A MOB™ SO DIFFERENT? ― Tim Scrivner ⁃ The experience. ⁃ It’s got to be unlike any other event and we carry through on our theme at every touch-point ⁃ High-value experience ⁃ Production costs are higher, so is our price point, & we have to deliver value to our customers ⁃ The course (of course!) ⁃ Safety first, marking every obstacle – natural or manmade ⁃ Planning the sequence of obstacles for optimal flow of participants ⁃ Operations ⁃ Building & maintaining obstacles can be costly and labor-intensive ⁃ Clean-up after events is massive since participants remain on-site after the event 14 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT WHAT MAKES A MOB™ SO DIFFERENT? ― Tim Scrivner ⁃ Medical support planning & staffing ⁃ Professional medical support staff ⁃ Volunteer assignments along course (runners should never go more than ¼ mile without seeing a volunteer) ⁃ Participant communication ⁃ More complex instructions, sent more often ⁃ Social media feedback is immediate & vocal ⁃ Finances & liability ⁃ Don’t look for the best bargain, know your numbers to not overpay yet secure needed coverage 15 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT LESSONS FOR EVERY RACE DIRECTOR 16 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT LESSONS FOR EVERY RACE DIRECTOR ― Tim Scrivner ⁃ Brand your event ⁃ Know what makes your event unique and what you offer ⁃ Make it easy for people to relate to your brand and to share your story with others ⁃ Leverage relationships ⁃ Partnership marketing, charity alliances, local government agencies, etc, can be your best promoters - a lot of “shaking hands and kissing babies” ⁃ Human interest stories that come from event & participants can be leveraged for exposure 17 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT LESSONS FOR EVERY RACE DIRECTOR ― Tim Scrivner ⁃ Deliver value ⁃ To participants, who expect a quality experience that meets or exceeds what they paid ⁃ To partners & sponsors – learn what matters to them and provide the value that makes it worthwhile for them to support you ⁃ Price points are relative to expectations ⁃ Many participants conditioned to a higher price point for a quality event ⁃ Don’t forget your staff & volunteers ⁃ Their attitudes can make or break a participant’s experience, so keep them motivated and make sure they know they are valued 18 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT LESSONS FOR EVERY RACE DIRECTOR ― Liam Brenner ⁃ Planning - What kind of course are you building? ⁃ Mud Run vs Obstacle Course Race ⁃ Differentiation for your product: Who are you selling to? ⁃ Quality, Quality, Quality: Customers are smart ⁃ Always improve & invest 19 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT Poll question: Let’s hear from you… 20 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT WHAT LIES AHEAD FOR MOB-STERS? 21 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT THE FUTURE OF MOB™ EVENTS ― Tim Scrivner ⁃ The only constant is change ⁃ It’s more than just mud. Always looking for the “next thing.” ⁃ Focus now on building our database and community of satisfied customers so we’ll have a base for marketing the next event. ― Liam Brenner ⁃ Industry will further segment into niche products ⁃ Higher regulatory environment ⁃ Significant growth & competition 22 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT Click on the “Q&A” tab & type in the text window 23 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT THANK YOU 24 Endurance | HOW TO SUCCESSFULLY MANAGE A EVENT
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