How to turn the finish line into a post-race experience

Your race doesn’t have to end at the finish line. In fact, with more and more races for runners to choose from, a great course isn’t always enough to stand out. That’s why what happens after the race can be almost as important as the race itself to get runners to come back year after year.

To explore this trend, Eventbrite surveyed 1,900 race participants to learn what makes an unforgettable event experience. Next, we hosted a webinar with lululemon athletica event specialists Lindsay Blaxland and Travis McKenzie to discuss the findings. In the process, we learned that continuing to delight participants after they cross the finish line is crucial to the success of your race.

This is the first of an article series wrapping up the key findings from our webinar and survey, with lessons on how to apply the learnings to your race. Read on to find out how to inspire participants to remember and return to your race.

Beyond the course, what can a race do to appeal to participants?

Races aren’t just for hardcore athletes anymore – there are lots of casual participants who are there for the experience. And they want the experience to continue after the race is over. In our survey, 74% of participants said they typically celebrate finishing a race in some way. Organizers have a huge opportunity if they provide the outlet for that celebration.

For example, look how successful lululemon has been with their SeaWheeze Half Marathon in Vancouver. They sold out in 35 minutes last year, and part of the reason is that they focus on making their event a true experience. From their day-before yoga and post-race runner’s brunch to the sunset festival that night, they prolong participant engagement in fun and rewarding ways.

For organizers who are incorporating a post-race element for the first time, what would excite participants most?

It doesn’t take a big budget to make a big impact with your runners. All you really need is something to fulfill their post-race appetite. 86% of participants we surveyed told us they would be more likely to stick around after the finish line if there was food, drink, or an element of celebration. Think brunch, beer, or music that makes people want to hang out on-site.

If you want to stay more focused on athletics, incorporate a cool-down stretch into the schedule. For example, lululemon provides post-race massages and yoga for runners. People spend a long time training for the race, and this provides the opportunity to stick around and share their war stories with the other runners.

What’s the benefit to race organizers who put in the extra energy to plan post-race activities?

To put it simply, more attendees. In our survey, almost half of participants said they would be more likely to register for a race if there was complimentary food or drinks at the finish line. That’s a big bump in potential racers, which more than compensates for the extra effort and expense.