Rock 'n' run? Marathon organizers courting tuneful Elite Racing
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By HAL HABIB

Palm Beach Post Staff Writer

Friday, December 05, 2008

WEST PALM BEACH — Chris Isaak, Brad Paisley or Huey Lewis rocking the Meyer. Two dozen other acts reverberating up and down Flagler Drive. A 100,000-square-foot health and fitness expo. And 15,000 to 20,000 runners.

Those are the visions dancing in the minds of officials for the Marathon of the Palm Beaches, circa 2010.

Although no runner has taken even the first step for this weekend's fifth annual event, organizers are quietly courting San Diego-based Elite Racing, a race-production company known for its national series of Rock 'n' Roll Marathons. Elizabeth Cox, Elite's director of business development, is in Palm Beach to "observe" today's 5K and Sunday's marathon and half-marathon, she said, after Palm Beach officials scouted Elite marathons earlier this year.

No agreement is in place, and even if one is consummated soon, Elite prefers 15 to 18 months of lead time to prepare for an event, Cox said, which means a facelift might not take place for December 2009.

"There are a lot of details that still need to be put to paper," Cox said, "... a lot of moving pieces until that puzzle comes together."

A non-disclosure agreement prevents the sides from discussing the negotiations in detail.

How significant would it be? Elite's marathon in San Antonio, held three weeks ago, drew nearly 25,000 entries. That's 19,000 more than before the company took over.

Organizer wants to stay on

As has been the case since the Palm Beach marathon's inception, this year's race is being organized by Dave McGillivray, who also directs the Boston Marathon.

His contract with the Chamber of Commerce's Dennis and Iva Grady, who founded the race, renews each year unless either side opts out shortly after each race weekend.

"I'm just here doing my job," McGillivray said. "I just want to be involved in this race for as long as whoever is overseeing it wants me. That's all I can say. I know other people want to own the event. It's up to them to determine what the future of it is."

With registration for this weekend's races ongoing, McGillivray said during Friday morning's kickoff breakfast that more than 7,000 participants are expected, a figure that includes nearly 3,000 kids running a mile to complete an incremental marathon through their schools.

He expects about 750 marathon entries - up slightly from 719 last year - and 3,500 in the half-marathon - up significantly from 2,779 in '07.

Taking it 'to the next level'

Regardless of how many reach the starting line and how many divisions are included in participation figures, the numbers have held fairly steady over the years when compared to what Elite hopes to bring.

"I think what Dennis and Iva really want to do is take this event to the next level, and I think they realize with their resources at the chamber, they really need a company that has the resources and connections and the capability to do that," said Cox, whose organization has 10 events planned for 2009 but none in December and none in the Southeast.

"When I say take it to the next level, we're talking about 15,000 to 20,000 people - and we certainly hope to grow from there."

At the breakfast, Cox sat with Jorge Pesquera, president and CEO of the Palm Beach County Convention and Visitors Bureau, who said that with 15,000 hotel rooms, the county could handle such growth. Pesquera also praised Elite's reputation.

"I've spoken to my counterparts in San Antonio, in San Diego, in Phoenix, and without exception, all of them have encouraged us to continue our dialogue," Pesquera said, citing areas that have Rock 'n' Roll Marathons.

Musicians at every mile

Such growth wouldn't be automatic. Walt Disney World and Miami hold established, well-attended January marathons, and Fort Lauderdale has a fledgling event in February. Cox compared the landscape to Texas, where major marathons in four consecutive months succeed because they feed off one another.

Elite uses entertainment to help runners overcome the barriers (and occasional misery) of running 26.2 miles. Bands are positioned at every mile along the course. There are themed water stations (which Palm Beach has) and cheerleaders to further break the monotony.

A post-race concert is free for runners and have included Isaak, Paisley, Lewis, The Goo Goo Dolls, Sara Evans and Chicago. Despite the events' name, the music can transcend genres and be "indigenous" to the local community, Cox said. So whether it's Palm Beach's Jimmy Buffett doing the singing or a cover artist, perhaps the suggestion of a Cheeseburger in Paradise someday will inspire weary Palm Beach marathoners to reach the finish line.

Pembroke Pines' Mary Patch, who will compete on a relay Sunday, ran Rock 'n' Roll Marathons in San Diego and Phoenix and endorsed the idea of one in South Florida.

"I really enjoyed it," she said. "I like the fact they have diverse styles of music and it's not just geared to one age group. It makes it really fun for spectators also. At least momentarily, you pick up your stride."