Sport for Business’ Coverage of Women’s Sport is supported by Liberty Insurance #SupportHerSport
The Affidea Rock ‘n Roll Half Marathon comes to Dublin for the fourth time this August and we caught up with Stacey Campbell, Vice President of International Events with organisers the Competitor Group when she was over in Dublin from San Diego.
Sport for Business: How big is the Rock ‘ n Roll Series around the world?
Stacey Campbell: “The first Rock ‘n Roll Marathon took place in 1998 in San Diego and we are now running in 30 locations around the world.”
“We put on Nashville in 2000 which was an obvious reach given our music theme and in 2001 we went to Virginia Beach.”
“That was a real breakthrough as the city courted us. They’d been having some public order issues around the labour Day weekend. They wanted to bring a music festival in to change the emphasis and we were seen as an important additional element to that. They paid us as well which made a great difference at the time and from there we have gone from strength to strength.”
“We’ve grown from 20 staff to over 200 in Competitor Group, split between our publishing of magazines and digital media on one side and our Rock ‘n Roll and Triathlon series on the other.
“Tim Murphy created the Series under the brand of Elite Racing and then a VC firm from New York purchased the company at the end of 2007 as well as the Competitor Group and combined the two.”
SfB: And outside the US where does Dublin fit in your international planning?
SC: “Edinburgh was the first overseas in 2012 and we came to Dublin one year later so this is our fourth time in Ireland and we love it.”
“It’s our most international event with 50% of the competitors coming in from overseas to take part.”
“Every American always wants to come to Dublin, we all think we are Irish anyway and this really is a great destination for us.”
“We have three events in Mexico, three in Portugal as well as Liverpool and Madrid and we are looking to expand that international footprint in the coming years.”
SfB: Running is a crowded market at the moment, how challenging is it to stay in front of people’s minds?
SC: “Across the series we look at a repeat rate of around 20% so we are always looking for new runners joining us for a first time.”
“We have a core group of runners but the international appeal gives us new people all the time.”
“We hear things at the expo’s we run like Dublin Rock ‘n Roll is on my bucket list.”
“Lots of people decide to run and build a family holiday around being healthy in a different location each year. That might be Liverpool or Madrid one year but Dublin is always one that features right up there.”
“We look to link the events from one year to the next. Our medals are a big draw for runners and we have special loyalty bonuses such as a special medal for running in two different countries.”
“This encourages people to think about us and put a plan in place to take part over a number of events rather than just the one.”
“We also work hard to make sure that the events are fun and the music gives us a unique signature.”
SfB: Does the line up of the bands matter and how are they selected?
SC: “They do matter. Each location selects its own line ups and we do a call out to bands to submit their work for us to make a call on.”
“They are a real motivation for the runners and play a major part in the special buzz that Rock ‘n Roll brings to a city.”
SfB: What have you got that is new for 2016?
SC: “This is first year moving back from the bank holiday weekend.
“We looked at the fact that a lot of people escape the city on the long weekends so we made this move to look to appeal to more local runners.”
“The family run, the 10K and the new 5K on the Saturday will add to the buzz and runners are largely following the same course heading out from the city centre and finishing at the same line in the Phoenix Park.”
“We are changing the way we do our pick ups this year, adding the option of posting out your kit.”
“We’ve also moved the expo out from the RDS this year and bringing it and a new Pasta Party to Trinity College in the heart of the City Centre. We are really excited about how this will add to the sense that we are something special happening in the City.”
“Rock ‘n Roll idol was also a new venture this year. We had six finalists and the winner was selected by public vote live through social media. It was a different way of talking to the audience having been here for four years.”
“The winner goes to Las Vegas, which really is an incredible event with 50,000 runners in the race.”
SfB: What are your ambitions for this year?
“This is the first time we are creating a real festival of running and music. We are looking to attract as many as 13,000 to take part in the race this year.”
“That’s a step up for us but we are confident of making it.”
SfB: Have you built up good commercial relationships around the event?
SC: “We have been working closely with Fáilte Ireland and Dublin City Council since we came and they have really been fantastic. It’s great to be wanted and the City really does give that vibe.”
“We are excited as well this year to be working for the first time with our new naming rights partners Affidea. They are building their business in sports medicine and the audience we attract are always looking to take care of themselves so that’s a good fit.”
Rock ‘n’ Roll Idol voting is closing on July 7th – the winner will take part in Rock ‘n’ Roll Las Vegas in October.
Entries for the races can be made at www.rocknrolldublin.com
Sport for Business’ Coverage of Women’s Sport is supported by Liberty Insurance #SupportHerSport
