If you’ve been following the podcast for a while, you’ll know that what we try to do at Head Start is bring you actionable, expert advice you can learn from to grow and improve your race - hopefully, with a bit of entertainment on the side. Today marks the first episode in a new way of helping you on your race director journey. Spotlight is a new type of episode where we go inside some of the most innovative, best run races and race concepts to learn how the things we touch on in other episodes, like building a sponsorship portfolio, developing a grassroots marketing strategy or elevating the race experience, actually work in practice when executed by some of the brightest leaders in the industry. And in our first Spotlight episode, we travel to Charlotte, NC to see how race director Brian Mister has been re-imagining the urban 10K with his hugely successful Around the Crown 10K. In the short history of that event, Brian and his team have managed to build an event that is a masterclass in community engagement, practical inclusivity, sponsorship development and grassroots marketing. And I hope you’ll be as inspired by some of the initiatives undertaken by this amazing race as I have been getting to know more about it. In this episode: Putting on a race on the Charlotte inner beltwayDefining your mission statement - and staying true to it for the long runPractical inclusivity: making your start line look like your community ATC's First Timers Club, Pay What You Can, Stroller DivisionRunning a large paper-cupless road raceRethinking offline marketingEngaging a specialist marketing agency that understands runningThe importance of Public Relations (PR)Growing a diverse sponsorship portfolio Valuing in-kind sponsorshipsAuction-based marketing (made the term up, but it's an interesting concept)The future of ATC10KThanks to RunSignup for supporting quality content for race directors by sponsoring this episode. More than 26,000 in-person, virtual, and hybrid events use RunSignup's free and integrated solution to save time, grow their events, and raise more. If you'd like to learn more about RunSignup's all-in-one technology solution for endurance and fundraising events visit runsignup.com. You can find more resources on anything and everything related to race directing on our website RaceDirectorsHQ.com. You can also share your questions about public relations, earned media or anything else in our Facebook group, Race Directors Hub.