As work through our data for the upcoming 2021 RaceTrends report (coming soon!), we noticed one decidedly consistent trend: December, January, and February always have the fewest number of events. We know, it’s cold, there’s weather, holiday travel takes over, and it’s hard to get people out for a 5K. But that doesn’t mean you need to abandon events entirely − you just need to get a little creative. Check out some customers below who have done just that.
Embrace Winter: Abominable Snow Race
How They Win:
This sold out January event goes all in on winter, with a winter-themed obstacle course thrives by giving participants the opportunity to challenge themselves (and feel a little hardcore). Their course is 4-6 miles with 20+ winter-themed obstacles. Bonus: they have categories for one or two laps of their course, with an option to continue onto a 3rd lap if the first two are completed in time − ensuring a challenge for participants of all fitness levels.
How They Give Back:
The event partnered with the Lake Geneva Food Pantry to “Stomp Out Hunger”, adding a request for donations during registration and allowing people to become fundraisers. The event has exceeded their goal of $3,000 raised with more than a week to race day.
How They Make it Fun:
The Abominable Snow Race took the concept of groups/teams and made them sound much cooler: they call their team options “Yeti Squads”. Participants responded enthusiastically, with 51% of all participants opting to register as a part of a squad, and the largest squad gathering a whopping 40 members.
Celebrate the Holidays: Running of the Lights
How They Win:
Don’t think you can compete with holiday celebrations? The Running of the Lights in Clemmons, NC, becomes the holiday celebration. The event is run (or walked) through the Tanglewood Festival of Lights at midnight on New Years Eve, complete with a live feed of the Times Square ball drop and post-race hot chocolate. While the experience (AKA, the lights) are a major draw for the event, they did keep a virtual option this year, allowing those who could not attend in person to keep their family tradition.
How They Give Back:
The event supports the St Peter’s Outreach Center through both a food drive and an optional donation during registration. They nearly doubled their donations in 2021, with 10% of all registrations including an additional donation.
How They Make it Fun:
The event eschews standard distances with options for a 3.2 or 1.75 mile run/walk. Why? They understand the point is seeing the MOST lights, not setting a PR, and their unconventional courses ensure the most spirited course for their participants.
Focus on the Cause: Steps for Students
How They Win:
In 2020, Steps for Students hosted a widely successful virtual-only option (discussed on our Fundraising Events Podcast and in this case study). This year, they’re bringing people back in-person while maintaining their popular virtual option. What really makes it special though is the way their cause (raising money for Catholic Schools in the Galveston/Houston area) is tied into every aspect of the event. They take traditional team fundraisers a step further, naming each team for the various schools in their area and using team sign-ups to help determine how much of the funds raised go to each school.
How They Give Back:
As noted, everything about the event is focused on their fundraising for Catholic Education in the Archdiocese of Galveston/Houston. They make it east on schools and fundraisers, with dedicated webpages for resources for schools and a how-to for fundraisers.
How They Make it Fun:
The event options for Steps for Students are tailer-made for family participation, including both a timed and untimed 5K, a 1 mile fun run, and the creatively named “Hit Snooze for Students” virtual option. The flexibility is appreciated, with 30% currently opting for the virtual race and a relatively even split between the three in-person options. Best practice: they included short, descriptive event highlights to their event tiles to call attention to the flexibility within their event choices.
Switch to Winter Sports: SISU Ski Fest
How They Win:
Too cold for running? Host a more traditional winter event! The SISU Ski Fest in Ironwood, Michigan honors their local Finnish heritage by building an event with the same values as the Finnish word Sisu: a combination of stamina, perseverance, courage, and determination held in reserve for hard times. In 2021, they triumphed, with 613 racers (out of 777 registrants) braving taking to the course despite 20 inches of pre-event snow fall and additional safety protocols for COVID-19.
How They Give Back:
The SISU Ski Fest gives community grants each year, promoting silent sports, especially youth-oriented or community-wide cross country skiing programs or projects. They keep donations simple, with a soft ask during registration, but the impact community support for the grants is clear, with 17% of all registrants opting to make a donation. How big is the community support? SISU Ski Fest opened registration for their 2023 event after the completion of the January, 2022 iteration, and have already raised $1260 towards next year.
How They Make it Fun:
What do you really want in the middle of a freezing and difficult winter endurance event? Friendly faces and a little cheer. SISU Ski Fest provided that (and more) in the form of enthusiastic (and hardy) event volunteers, including one very happy snowman.
The Takeaway?
Winter may be cold, but that doesn’t mean you have to put away your event equipment and stay inside. Competition is light and people are eager for a reason to leave their houses (and see their friends). To succeed, get creative with a concept that makes winter a benefit not a liability.