Destination Races, creator of the Wine Country Half Marathon Series, has partnered with a number of brands across a variety of categories to expand its on-course and off-course consumer experience.
Newton Running is back for the second year as the series Presenting Sponsor; Alaska Airlines has become the Presenting Sponsor of the Wine and Music Festival; Fitbit as a market leader in connected health and fitness. Meanwhile, CamelBak hydration systems, GU Energy Labs athlete nutrition and SOLS’ custom 3D printed insoles are also new to the series this year and will extend their partnerships to 2016 and 2017.
Each sponsor will offer a ‘unique and captivating experience to the Wine Country Half Marathon Series.’
Destination Races notes that it has attracted a complementary and collaborative sponsor portfolio that will be instrumental to helping heighten the race weekend experience for all participants. The sponsor portfolio reflects the Destination Races brand mission: ‘To deliver unforgettable race experiences celebrating why we run – capturing imaginations, encouraging camaraderie, inspiring courage and fueling passions.’
The event organiser notes that today’s race event landscape and half marathon calendars are booming, and consumers face a flood of race choices. As a result, sponsor brands can get lost in the noise. According to Running USA, nearly two million people finished a half-marathon in the US last year, an all-time high and a fourfold increase from 2000.
Yet, Destination Races feels that there are few ‘destination’ races that really capitalize on the local experience around the half marathon event while also creating several intimate opportunities for the racers to interact with multiple supporting brands.
Sponsors are rethinking their strategies and seeking higher-quality events that offer more than just a start, finish and medal. Destination Races aims to offer sponsors multiple intimate events, receptions and activities in which to interact with key active consumers.
The seven wine country half marathons, spanning across prominent wine regions in North America, offer signature, hand-selected settings and tastefully planned schedules that can be experienced over an unforgettable three-day weekend. Destination Races aims to offer a perfect race weekend for runners and food and wine enthusiasts alike, complete with scenic courses, post-race Wine and Music festivals, and exclusive access to renowned wineries, gourmet tastings and local personalities.
Each individual race within the series is set apart and unique to the local region. Destination Races works with the tourism boards and winery associations along with the wine makers themselves to offer the very best of the different wine regions. This also gives participants access to exclusive local hotels and B&Bs during the weekend, often at special rates.
“Destination Races offers a first-class, memorable lifestyle experience that is relatively unique to the endurance industry,” said Destination Races founder and President Matt Dockstader. “We feel it’s important to partner with brands that share our goals and have a passion not only for running, but also the high-touch, wine country experience. We are extremely excited to showcase all these fantastic brands and their creative activations in our series this year!”
Other noteworthy partners of Destination Races include Clif Bar, Kicking Horse Organic Fair Trade Coffee, Purity Organic Juices, Calistoga Olive Oil, RedFox Wireless Headphones, Krave Jerky, Hint Water, ElliptiGO, Zim’s Max-Freeze Muscle and Joint Pain Reliever, Enduropacks Nutrition System, Scharffen Berger Chocolates, Stance Socks, and Lagunitas Brewing.
Destination Races, based in Sonoma, California, is the pioneer producer of the Wine Country Half Marathon Series. Founded in 2004, the Wine Country Half Marathon Series consists of seven races across prestigious wine regions in North America. Offering unforgettable experiences on and off the course, including the popular post-race wine and music festival, runners travel far and wide for these boutique destination races.
The race series attracts elite runners as well as food and wine enthusiasts who share their common bond of running and celebration. The Wine Country Half Marathon Series has limited fields in each event to ensure the participants and their guests can enjoy all the race weekends have to offer, including exclusive winery tours, plus receptions and dinners featuring the local bounty at esteemed wineries and other unique venues.
Current races include: Santa Barbara; Northern Virginia; Napa-to-Sonoma; Oregon (Willamette Valley); Kelowna, British Columbia; Healdsburg; and Temecula Valley, California.
