Building brand awareness through community sporting events

I staked out a warm coffee shop on a recent Sunday morning as the rain pummeled the streets of Los Angeles. Crowds were just beginning to arrive and there was electricity in the air as everyone seemed to sense the excitement ahead. We waited with anticipation until it happened – Markos Genetti of Ethiopia, the lead runner of the Los Angeles Marathon, breezed by like a casual jogger.

Despite the rain, residents of L.A., Beverly Hills and Santa Monica came out to view the spectacle of 25,000 people on a 26-mile run. Communities welcomed the marathoners with music and Gatorade stations. Major cities around the world host such events. It is a fantastic way to showcase a location. I thought it a shame that The Heart of Screenland was not a part of the route. There are historic streets in Culver City that deserve to be trod in such a manner.

So, I just thought I’d float the idea that if the L.A. Marathon was going to bypass Culver City, then Culver City ought to consider hosting its own marathon. Of course, I doubt there are 26 miles of road in this city. But what about a 5K? I’m sure the idea has come up and I haven’t heard all the pros and cons, so I just wanted to raise the issue and see what sort of feedback it would invite. What would such a venture cost? Would there be participation? How about sponsors? These are valid questions. But if the idea is not dead on arrival, it seems a discussion worth having.

And to be clear, if there were to be such an event, it wouldn’t necessarily have to involve running. What about a bicycling event along the Ballona Creek Bike Path and around town? Or maybe there’s a way to incorporate the steep inclines of the Baldwin Hills. Just consider the cheese wheel that they chase on Cooper’s Hill in Gloucestershire, England. Sports networks run highlights of that event.

There are great neighborhoods in Culver City that warrant attention. The city itself deserves a day to be recognized. A sporting event that brings the community together while attracting visitors seems a good start.