One in an occasional series of features on Charlotte area businesses, nonprofits, and events, and how they are adapting to the “new normal.”
Our Subject: Around the Crown 10k, a landmark race around uptown Charlotte on I-277. In its first run in September 2019, the inaugural event saw nearly 5,000 runners take to the open highway in a first-of-its kind event. The overwhelming success led to immediate planning for future events.
What’s been impacted: The second race, originally scheduled for May 2020, had to be delayed because of COVID-19. This meant that detailed logistical planning had to be halted, sponsors informed, and tangible orders like race shirts and medals had to be put on hold until a new date could be found.
“We really wanted to keep a Sunday date,” says Sponsorship Director, Brittany Yoho. “We love our Saturday expo… and we wanted to share this community of wellness on a day everyone could come and bring their families, too.” But finding a new date also meant coordinating with several city agencies, like police and Charlotte DOT, that are involved in opening up the highway to runners and keeping participants safe and secure.
Innovative pivot: Organizers found their date by working in close cooperation with a partner from their first race: The Charlotte Sports Foundation. Since the inaugural ATC10k had been run the weekend of the Belk College Kickoff Game at Bank of America Stadium, running the second race the weekend of the ACC Championship was a natural fit. The new date has now been set for Sunday, December 6, 2020.
“This is a great opportunity as families get together for the holidays,” says Race Director, Brian Mister, noting that the expo will dovetail nicely with a holiday market at the same venue, Camp North End. “We’ve also checked the weather for that week over the last five years, and it’s always been good.” The extra 6 months with a firm date will also allow Mister and Yoho to line up logistics, while allowing participants extra time to prepare, and allow sponsors extra exposure during the months in between.
Reactions: “Feedback for the new date has been very positive,” says Mister. Runners also like the date, says Mister, because major marathons are over by then and runners can relax and enjoy the fun atmosphere the race inspires. Around the Crown 10k also raises the bar with sustainable practices, and money raised by the race benefits Partners for Parks, and two other local charities.
Forecast for future: Having a date lets organizers get rolling again with planning, with relationships already in place. “The opportunity to work with the ACC two years in a row will be a great sign for the future,” says Mister. A third date is already in the works for Labor Day weekend 2021. The ATC10K is “off and running” to become the kind of annual landmark event Mister and his team always envisioned it could be.
Find out more about Around the Crown 10k at aroundthecrown10k.com