The Publix Georgia Marathon and Half Marathon is on its second title sponsor and third race director. But, in its fifth year, race officials believe it has stability.
US Road Sports CEO Greg Laird, whose company bought the race in June 2008 from race founder Victoria Seahorn, said that a road race in its fifth year is on its way to becoming a franchise.
Laird would not say the race has become profitable, but stated that "we've invested a lot in the race. It is stable and solid. We're not going anywhere."
Registered runners in both races are up about 10 percent, to 15,940. About 80 percent of them will be in the 13.1-mile half marathon. Last year, its second time in charge of the race, US Road Sports made several operational changes to improve the experience for runners after organizers received stacks of complaints from past participants. Race director Jeff Graves improved signage, lighting, prerace corrals, race-course management and postrace organization. Response was highly positive.
Though riddled with hills, runners have praised the course, which starts downtown next to the CNN Center, winds through Sweet Auburn, Inman Park, Decatur, Virginia-Highland, Piedmont Park, Midtown and Georgia Tech before returning to Centennial Olympic Park. Despite a slight rain, thousands of fans also turned out along the course.
It's noteworthy that, after getting dropped by title sponsor ING last year, the race was able to sign a two-year deal with Publix at a time when title sponsorships are difficult to come by.
The biggest gaffe from 2010, though, was a doozy. When the elite runners ran through Piedmont Park with about four miles to go, the police officer leading the first-place runner took a wrong turn, cutting off a small loop of the course and causing Tesfaye Sendeku to be disqualified. Race officials have changed the procedure in the park.
"That will hopefully never happen again," Laird said.
The finish line set-up also has changed. Runners and supporters will be able to watch the finish line on a video board in Centennial Olympic Park. There will be more food for runners in the park.
Runners who have competed all five years have been given special T-shirts identifying them as "streakers" and will receive special perks at the race. Along with the top overall winners, prize money will be awarded to the top finishers from Georgia and the Southeast.
"We're trying to help the event feel bigger," Laird said.
The intent is to expand the race. While growth has been incremental -- participation has been about 15,000 the first four years -- Laird said US Road Sports' goal is to reach 30,000 runners in the full and half marathons over the next five years. The largest marathon/half marathon event in the Southeast is the Country Music Marathon and Half Marathon in Nashville, which draws about 30,000 annually.
Laird said the plan is to reach out to more charity running groups, such as the Leukemia & Lymphoma Society's Team in Training, that send thousands of runners to races and also market the race to international running programs.
"We're going to let Atlanta take center stage," Laird said.
