They Really Run the Race

So you think training for that upcoming 5K or 10K is tough?

While you’ve been shaving seconds off your time or working on your form, the race directors and event coordinators also have been burning more than a few extra calories getting ready for the big day.

“Race directors are the first ones there--often at 4 a.m. or even the day before--and the last to leave,” says Walt Walston, owner of W2 Promotions in Santa Monica, who serves as event coordinator and race director for many local runs. From an organizational point of view, preparation for a run / walk often begins nine months or even a year before the event. According to Walston and his colleagues, here are a few of their duties, challenges and headaches before the starting gun (or horn) goes off.

Directors convince the organizations hosting the race that they need to offer oomph, entertainment and perks.

“Runners, myself included, like a lot of amenities,” Walston says. That means setting up water stations along the course, calling out times along the course at mile marks and other points, accurate timing and decent trophies (which can easily add up to $2,000).

The Orange County Race for the Cure on Sept. 27 will include a Fitness Fair, with booth space for companies and organizations. The aim is to inspire participants to make a day of it. “We could run a race without all this, but it wouldn’t be as much fun,” says Helen Wilson, executive director of the Susan G. Komen Breast Cancer Foundation’s Orange County affiliate, which hosts the event.

To be sure enough entrants show up, many race directors also oversee advertising, printing of entry fliers, distribution of posters and placement of public service announcements.

They also oversee fund-raising and costs. They generally work with those who host the events to get big names and corporate sponsors. Many celebrities donate their time, names and faces without charge. But corporate sponsors pay, pay, pay. For an average 5K or 10K of about 1,000 participants, according to Walston, sponsors who give $1,000 or more can snag a spot for their name on the race T-shirt. Corporate sponsors who donate $10,000 to $15,000 or more are usually given more exposure, being featured more prominently in ads and other race materials.

Corporate sponsorship is even more crucial as race expenses climb. Entry fees from participants usually cover only 25% to 50% of race costs, directors estimate.

Then, race coordinators must pay attention to details, details, details.

Surely you knew those portable potties don’t just spring from the earth on race day? Your friendly race director likely has negotiated a price. If he or she was lucky, it was about $30 to $50 a potty.

Those start and finish banners? “You can get a basic one for about $400,” says Kathy Kinane, owner of Kinane Events, a consulting firm hired by the Orange County Race for the Cure, among other race organizers. Really jazzy ones? Figure $1,500 each.

And those friendly off-duty policemen and women who smile and encourage you along the course? Bills for such security vary. Kinane has seen police security expenses of $6,000.

Then there’s the cleanup. At the Orange County Race for the Cure, it’s done by volunteers. “The event starts at 7:30 a.m.,” Kinane says, “and you can eat off the sidewalk at 2 p.m.”