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Ballparks take the operational challenge, host Spartan Race
Published June 17, 2013, Page 11
The ballpark, however, had never been home to a mass-participant obstacle race before this past November, when the Spartan Race series held its inaugural urban race there — the first of a growing number of visits to big league stadiums for the series.
|Fenway Park (top) brought in the Spartan Race last November; Citi Field had one while the Mets were away.
About 50 Spartan Race officials and five Fenway grounds crew employees worked for a week to erect 25 obstacles, setting up a 2.8-mile course that snaked through the concourses and grandstands. Some of the obstacles required little more effort than stacking picnic tables or tying off ropes. Others were more complex, like the 25-foot A-frame and cargo net that stood in front of the famous Green Monster in right field.
The two-day event sold out its 6,600 spots and attracted approximately 10,000 total visitors, including spectators. Registration fees ranged from $75 to $150 for the event, depending on when registrants signed up.
The race course took participants onto the warning track, but they didn’t run on the outfield grass or dirt infield. Jordan said the impact to the field was a concern, as the stadium has needed to resod grass after hockey games and other non-baseball events.
“We were nervous about damaging grass,” he said. “They agreed, and between five floors and the concourses, we had plenty of room.”
Jordan said the event will look to double registration to about 12,500 when it returns in November.
For the ballparks, the Spartan Race is another way to bring crowds when the team is away. Having hosted the Men’s Health Urbanathlon obstacle course, Citi Field officials promoted their Spartan Race on the stadium’s LED billboards and during games.
Citi Field, however, had a shorter window for its race, as the Mets were on a road trip. Heather Collamore, executive director of Metropolitan Hospitality at Citi Field, said the Spartan Race team set up in three days and then removed the obstacles in 24 hours. The race attracted 10,000 participants.
“We started the first wave [of participants] at 8:30 a.m. and we went until 9 p.m.,” said Collamore, who also attended the Fenway race. “We want to do two days next year.”
The move to ballparks marks a change in focus for Spartan Race, which traditionally holds its events at ski resorts, parklands and other rural venues. With annual revenue in the eight figures, Spartan Race is the second-largest player in the growing “mud run” category behind Tough Mudder.
Desena said the move to an urban environment helps distinguish Spartan Race from its rivals. “I don’t know if people want to constantly be playing in the mud,” he said. “We thought an urban course would be a good way to introduce new people to our sport.”
But Desena said stadium events do not generate profit, as the expenses are about six times greater than a traditional park or ski area race. He said his team spent just under $1 million to build a set of prefabricated obstacles, which can be set up and torn down quickly, allowing Spartan Race to operate at stadiums during the baseball season. But the fee to use ballparks ranges from the low to mid-six figures. Ballpark events also must cap their registration due to size. The rural Spartan Race events regularly attract 15,000 participants.
“It’s about exposure and brand building,” Desena said. “We want to be a mainstream sport.”
Fred Dreier is a writer in Colorado.