The early birds catch the perks

The most considerable advantage for a race selling out early is cost savings. If we know the quantities and sizes of prizes months before race-day, then we can save money by purchasing it early. For not-for-profit events like Maritime Race Weekend, these cost savings translate into increased money being donated to community groups. It’s a win-win for everyone.

Historically, Maritime Race Weekend has sold out months in advance of race-day – but I cannot assume that this will be the case every year. In the first few weeks of registration, there is always a surge of spots filled. This year, we broke our own record for early registrations by hitting 40 per cent full, eleven months before race day.

Why put off the inevitable? Registered for @MaritimeRaces 2016. #favoriterace #best.swag.ever #TartanTwosome #5and10 #5yranniversary #NS

— Nancy Douglas (@DeereDouglas) October 1, 2015

After the initial surge, it plateaued – which is expected. Registrations will trickle in over the winter and are anticipated to pick-up again in the spring.

Most road races adjust their prices to attract early-bird registrations – we don’t. Instead, we offer incentives. Anyone registering before December 31 will receive extra swag. We will also have hundreds of early bird prizes.

The most original of all the perks we offer is the I.O.U. This gives runners the ability to guarantee their spot by mailing in a paper registration, but defer payment until March.

In this competitive market, being innovative with prizes, contests and event features isn’t enough: it’s also important for race directors to be creative with registration draws too.

This year, Maritime Race Weekend collaborated with the Johnny Miles and Valley Harvest marathons to offer a race series called Super Nova Challenge. We created a new race that is “by invite only” meaning that runners must be in the first 500 registered in order to receive an invite. Within a month, 160 spots were filled. Plus, registering for these three events brings a chance to win a trip for two to Jamaica.

If that’s not incentive, I don’t what is.