Fourth of July – Peachtree “Community” Road Race
07/04/2014
In the wee hours of the morning traffic challenged Peachtree Street in Buckhead (Atlanta) experiences a few quiet hours before the mad rush hour/s begin.
But not on the Fourth of July.
Today the 45th Peachtree Road Race brought out more than 250,000 (60k official runners) people who woke up the city to take part in the world’s largest 10K race.
Unlike it’s cousin the Boston Marathon, The Peachtree, as it’s fondly called, is not just a race for runners or even joggers. It’s a community experience where generations of family and friends often walk together to celebrate life. Even for the people on the sidewalks who cheer on the runners, The Peachtree takes on a carnival atmosphere.
For many, like my pal Joe Koufman, founder of AgencySparks, it’s become a tradition. With race number 12 completed (note Joe’s 1-2 fingers!), I asked Joe Why he continues to run The Peachtree.
“The Peachtree Road Race is more of an experience than a race. The sights, sounds, smells, and feel of the race make it spectacular.
Some of the highlights for me are walking to the MARTA station when there are few people setting up and the police are patrolling the course, then packing into the train like sardines with sticky runners, the costumes (this year I saw Hulk Hogan, Beer Maid, a banana, marching band in Speedos, and others), the official (and unofficial) bands every mile, and the thousands of spectators each celebrating the day with their unique styles.
I am never really trying to get a personal record (though I do train and run hard for the Peachtree). I like to soak in the entire experience.”
A much anticipated part of The Peachtree tradition is the t-shirt that goes to all official runners who complete the race. The t-shirt design is a ‘crowd sourced’ voting competition.
The 2014 Peachtree Road Race t-shirt was created by James Balke. James is a two-time winner; his first was for the 1997 race. By the way, did you know there is even a book about the history of the Peachtree Road Race T-shirt?
Take a look at both of James’ designs.
Notice any similarities? The 1997 t-shirt includes multiple Peachtree street signs while 2014 is a detailed map of the race. Although very different styles both represent maps and direction of Atlanta. Both represent the values of the race.
4 Lessons learned From The Peachtree Road Race
1. The brand can create a framework but it is the community who builds community. The Atlanta Track Club set the rules and the course for the Peachtree Road Race.
2. Execution of similar concepts e.g. tactics can take on very different results .. and that can be a good thing. James Balke’s designs demonstrate foundational concepts can produce distinctive outcomes.
3. Tradition plays a role in setting expectations and repeat ‘buy.’ People look forward to running the race year after year often with the same friends and family.
4. Little things make a BIG difference and become a customer thank you/reward. The Peachtree Road Race T-shirt is a treasured prize for finishing the race.
Happy 4th of July!
