That said, why event fees are on a tiered ladder has always confounded me. Originally, Yishai did it because “Everyone does it,” but since that’s not how All Out likes to work, we’ve been taking a closer look at  everything we do, “Just because.”

Rate laddering stayed. And here’s why.

Back in January, we were plumb out of money. We wanted to do some lead-up promotions now that our calendar was set, but putting it on a line of credit wasn’t the most brilliant thing to do, so we have a New Year’s sale. More specifically, we realized we were under charging for the events and we had to raise the rates. As compensation, we offered those who were used to a certain fee the opportunity to pay that – right now – if they did so in the beginning of the year.

This sale gave us our feeder money.

Then we opened up registration for everything once all the sites and spreadsheets had been developed and we knew what fair break-even numbers would be. And then we laddered the fee.

So let’s use the Mud Mash 4-Mile reg fee as an example.

Until April 1, Mud Mash was $60 to register for. We’ve had people balk at this price, but when you consider that it’s taking us six months of work with no money for that;  we’re including a band, beer, and barbeque; and that it’s going to take us a ton of time and money to physically build all these obstacles, yeah, that’s a steal. Competing organizations charge way more for so much less.

Then, in April, we raised the rate $10. Why? Because, since so many of you haven’t registered, and the bills are due, that money comes from somewhere. And here’s a hint: it comes from credit cards. Every day you wait to register, you cost us more to put on the event.

And those of you who waited until the last minute to sign up (day of)? You’ll get hit worse of all. You’re the people we had to request more beer and catering for, hoping you’d show up. We also have to hire more staff to process you, make last minute changes and additions, etc, etc. But yeah, we’ll accomodate you because even though you showing up on that late date costs us a lot more money than someone that registered in February – we still want you there. So, well, you pay a penalty.

And now you know. Register early – save money and save event producers the stress!

We spent how much money on marketing and we have HOW many racers?

That's a lotta money. Too bad it's just to pay the bills . . .

Last weekend, the inaugural SLO Marathon ran through town (literally). Hosted by Get Off the Couch, Potato (not us, I know, you always ask), it was a very successful event. They also spent a huge amount of money putting it on. From road closures (done with hired people – amazing! We just torture our friends!) to gorgeous venue buildout . . . there was no expense spared on the actual day, much less the marketing efforts leading up to the event.

So, as I was reading the local coverage of the marathon online, I got to the comments, curious to see what they would say. And there it was. My eyes widened and whatever else was going on screeched to a halt:

“They’re just money grubbers doing this FOR PROFIT.”

So, dear readers, I’ve got to ask you . . . why do you think a professional production, drawing thousands of people, closing down half of town, needs to be done by a non-profit? Yes, we all think about Livestrong and the Cancer Foundation and . . . whatever else. But, well, did it ever occur to you that someone makes some money off that, somewhere?

Let’s start with a non-profit putting on a race. If it’s a small non-profit, it’s likely a team of volunteer supporters and if you’re expecting things to look awesome and run smoothly, well, good luck. Those people have other stuff to do. Larger non-profits may say they’re putting it on, but this is the truth: THEY HIRED SOMEONE TO PUT THAT EVENT ON. I know, gasp. Maybe the team works internally, maybe it’s contracted out, but if you want your shirts there on time, with well designed prizes, a fancy website, and efficient course marking and registration, baby, you have to hire a professional.

I have no idea why people don’t raise a big stink when a pastor takes home millions off of a congregation . . . that’s a non-profit corporation paying him or her the big bucks. Why aren’t you demanding all the folks working down at the big alternative grocery store do that for free? After all, isn’t it about community and personal satisfaction?

All Out Events is also a for-profit business. The funny thing is that in all the years, in all of the years Y has had an event business (even when it wasn’t All Out), the total take home for a full time job hasn’t even come out to minimum wage. And yet, we’re villified for trying to become professional at this? What kind of a racket is that?

Of course, while we’re at it, all of our events do benefit a non-profit. And, while other companies claim to benefit a non-profit, then demand a certain sum to take home to feed the dog, our deal is that no matter what, the non-profit takes home a percent of our net profit. You know, that same profit we use to put the event on, and the next one. And sometimes writing that check hurts; hurts a lot. When our day of staff take home more than we do for months and months of work and fear, we sleep at night knowing that when we claim to benefit a non-profit, we do it.

Now, why is it some sort of obligation to do so, though? I like that it’s built into our corporate culture to always give back, but when you put on an event, you’re already giving something back to your community in the tourists you bring, the dollars they spend, the feeling your participants take home at the end of the day, and the money in your employees’ pockets.

So, next time you hear about an event, maybe you’ll think twice about that knee jerk question that’s laden with judgment, “What’s it benefit?”

It benefits everyone. The end.

Dual Slalom Under Construction. Photo by Kevin Pabisquit

It’s the beginning of May and the amount of work we’ve put in from January to now seems monumental. I can’t believe it’s almost over and event season is upon us. So much planning, computer work, digging, and hauling . . .

All Out Events is officially a two person operation, but it is so much more than that. We literally could not do this if we didn’t have the enthusiastic support of the people we do.

The dual slalom is coming into its own, with almost none of our own involvement. And we have these amazing construction photos and videos to show for it. (You can see more at our Facebook page gallery.)

Cross Country course

Our cross country trail has been cut, thanks to an unending crew of volunteers.

The obstacles are going up, and they’re going t be awesome because of the professionals that have donated their time, simply because they want us to succeed.

Yishai on one of the Mud Mash X obstacles.

We’ve been to Sea Otter, thanks to Team Duke and our mountain bike pals. We’ve been to Hollywood with surfboards and spandex shorts.

the All Out Interns at the Hollywood Half Marathon

And we dearly hope that this is the year. The year that clicks, that draws the crowds and the interest and makes us able to pay back all the people that believe in us. Who ask for business cards and posters. Who drive to Fresno, San Diego, and Bakersfield or stalk their friends on Facebook and get the word out.

And, there are times when we wonder how this happened, or what we did to deserve it. I mean, we’re just putting on races, right?

And then Y and I spent last weekend working at races emceeing and timing and I spent two solid, early mornings, screaming my head off to encourage people running up a hill, giving it their all, while everyone else in town slept soundly in their beds. And that’s it, isn’t it? We do this to get people to try. To exceed their boundaries that the world and they themselves put on them. To see what they can do and elevate them to new heights – so that they might do the same.

And that’s what our friends do. But they say that working with us does it for them, too.

And isn’t that was entrepreneurship is all about? Bringing value to your community.

So, while we enter the final push for an intense May, we say, hello! And can’t wait to see you soon!

Most of the 2012 All Out Staff, Interns, and Volunteers

]]> http://www.all-outevents.com/?feed=rss2&p=480 0 http://www.all-outevents.com/?p=475 http://www.all-outevents.com/?p=475#comments Mon, 23 Apr 2012 16:55:04 +0000 All Out Events http://www.all-outevents.com/?p=475 In the last month or so, we’ve been contacted frequently about putting on mud runs to raise money or awareness for whatever organization. I realized the whole concept had jumped the shark when we got contacted by a church wanting us to produce one for a fundraiser.

If you don’t know what “jumped the shark” means – it’s an old Internet phrase that refers to when Fonzie was water skiing and jumped a shark and Happy Days went downhill from there.

When your local church is trying to put on a mud run, yes, my good people, the sport has jumped the shark, in my opinion.

Why? Because athletic events are successful for one of two reasons: creative innovation or indoctrinating people into a tribe. The latter occurs when you produce something already popular that has a universal understanding behind it:

“I am an Ironman.”

“I am a marathoner.”

“I did a 5k.”

We’ve always had a bit of a problem with this because we’re a small, mostly local, company that offers innovative ideas that are hard to explain. I mean, what the heck is an adventure racer? What’s a climbing festival? Etc.

People with big budgets and scalable operations that are putting on races nationally and worldwide have an edge here – they’re a brand. You know the brand, and when you say, “I’m a Tough Mudder,” people who are initiated into the tribe know what you’re talking about. Then they give you that knowing look and a fist bump.

If you’re putting on an event yourself, without the assistance of a big name brand behind it, you’ve got to be different – plain and simple.

You have to innovate. You have to bring something no one else is. If you want your 5k to be successful, it better have a real draw. It either needs to be different and intriguing, or you need a name behind it. The rest is up to you.

So why are we putting on mud runs? To be fair, we actually had intended to start doing it a few years ago, before the trend took off, but we didn’t have the time and resources to get it done. We put one together two years ago in a couple months because we had a standing permit to do it and finally did. With an adventure race background, we knew we could bring the same beauty and innovation we bring to all our events (putting course and nature first, and fun most firmly in second place) and put on a race superior to the cookie cutter, big name ones.

We’ve gotten some pushback from people who’ve never run with us – that it has to be amateur, poorly staffed, and poorly executed – and that is why mud runs have jumped the shark. Other people, lacking experience and innovation, are trying to cash in on a trend and ruining the pool for the rest of us.

I honestly think this is also what hurt adventure racing, resulting in something like 70% less races offered this year than in years past. If someone puts on a race, and every aspect of it is not quality that comes from experience and innovation, the concept suffers.

But what if we could take the beautiful things about adventure race and put it into a more accessible event? Voila – mud runs.

Will they last? We’ll see. Will we ride the coattails of the marketing machines behind bigger events. No. Innovate and inspire or go home.

Adventure races are tricky. You want to make sure you sell them as hard core, but they have to be a little less hard core than some adventures you yourself might go on. What am I talking about?

The intrepid owners of All Out Events have:

• Broken a foot ten miles from civilization and run back to a mountain bike, riding five miles more to civilization and help
• Taken a concussion while riding alone, only to wake up in the hospital after being told that said person walked a couple miles from the accident to an organization and asked for help (totally unconscious of this)
• Solo’d the mountaineer’s route of Mount Whitney (ie, without protection) with a friend, also without protection or emergency supplies
• Been caught out numerous times in the dark with no headlamp on technical rock climbs without knowing the way off.
• Caught someone’s 80 foot fall on a first ascent, 20 miles from civilization or cell service with no one knowing where they are
• Hiked around in the sierra for miles, alone, no emergency supplies
• Gotten lost with no food or water for eight hours.
• Solo climbed technical rock to reset an anchor and supply a rappel for a newbie stranded and with no help in sight.
• Etc
  

  Etc: seeing a broken bridge all rusted out and poorly anchored in a third world country and having fun with its burma bridge qualities.

We have had our fair share of dangerous calls without support in the backcountry. As event organizers, it’s not our philosophy that we recreate that for you. But what we do recreate is the feeling that you’re in the same situation. What you’re doing is pretty core. No doubt about it. You have to be smart, wilderness savvy, and have some technical skills. But what you should not have to worry about are future hospital bills or life insurance payouts.

While we are willing to put ourselves in risky situations on our own time, we will not do this to you.

Here’s what you should expect from All Out Events when you sign up:

• A skilled team of volunteers and staff with clipboards and radios in strategic locations checking you in and out of sections we have personally scouted. If a team takes longer than expected, we know exactly where to look. Whether by foot, bike, ATV, or, yes, helicopter, we WILL find you.
• If there is any question about location on course, we supply SPOT units - satellite GPS trackers that have call buttons that relay your coordinates to us immediately.
• Trained and certified Search and Rescue staff on call.
• Sometimes we have CALSTAR, a medical helicopter.
• Trained and certified emergency medical staff in strategic locations.
• First aid kits throughout the course with staff and a tent at the end.
• Availability of staff to do pickup/rescue should the situation need it.
• Trained and knowledgeable staff overseeing ropes and other technical challenge sections ensuring safety of equipment and performance.
• Redundant and well-built challenges based on science and engineering, paired with our experience building such things.

During the event, we’re specifically spending the entire time you’re out there wondering where you are. We track your every move. We’re worse than your mother!

So if you’re worried about your safety or ability to bail if you’re in over your head, rest assured we’ve all been there and we’ll be there for you.

I did this on the recommendation of a friend I trust, who happens to be proprietor of Fluid, and with whom we share warehouse space. (Yes, we need a warehouse for the assorted cables and wood structures and the like.) He is a certified PT, but obviously spends his time in other ways, but recommended Gymnazo for getting back what I was severely missing.

I started there with personal training and learned so much about my body . . . like why my feet ache when I twist and that it’s not normal. And then I joined the group classes, which started out really hard and uncomfortable, but I had dropped a lot of money on them and I wasn’t going to quit (that’s how it works with me – make me spend money I don’t have and watch me work hard to earn what I’ve paid for). Have you been injured for a long time? Working out sucks. There’s a reason so many people would rather just sit around and watch TV. The energy isn’t there. The function isn’t there. It just isn’t easy, especially if you used to do it.  The first week I got kind of injured from overstraining already weak muscles, but I healed up and by week four, I was starting to rock out. Some workouts are hard, others I feel like a champion, ready to solve the problems of the world ninja-style.

And I cannot say enough for the philosophies I’ve been taught there as a result. I grew up doing weights, learning how to exercise from a jock father who played football, basketball, and basketball. From football coaches teaching tai chi our of a Dummies book. So I am used to a routine and in increase in weights in which I record each workout and see real measurable status.

But there is something different about applied functional science that I appreciate immensely, and I don’t think you can until you’ve not just tried it once, but committed to at least a month of daily routines involving it.  You’re going to be uncomfortable, I promise you. You’re going to do things that seem stupid. You are going to learn words like “skippioke” and “jop” and never mind being able to figure out how the heck to do them. But the key is that you’re training mentally as well as physically. And you’re not training for common movements, but every movement. You’re teaching your whole body to be involved with what you do. And that, my fellow athletes, is precisely what helps stave off injuries.

I’ve learned some pretty fun and useful warm up techniques (and yeah, I know, who warms up? but it’s GOOD for you), the glory of the foam roller, and simply how to make the most out of what I’ve got.

So that is why I am so excited to have the Gymnazo fitness plan for the Mud Mash X in my hot little hands. To be able to give to all of you, for free, a taste of what’s in store. It’s a new way of working out, it’s a fun way of working out, and it’s efficient. Coming up on a year later, I am finally starting to feel like myself again, ready to tackle the same kinds of athletic pursuits that you all do and not let my shoulder, my fitness, and most importantly, my mind, stop me. Give it a try. It’s free, and it’s value is beyond anything I can communicate.

We already have a number of videos up online, and will continue to add more as we get closer to May 19th. The training plan is there. It’s just up to you to make it all come together. And that’s why Gymnazo‘s motto is “Exercise so as to discipline oneself.”

Find out more by visiting the Gymnazo Training page for Mud Mash X.

But thanks to a week spent doing data entry for a nonprofit I was once on the board of, I learned that it was actually a lot more important to design a form properly, the right way, and consult the stakeholders while you do it. Form design isn’t just a means to getting info – it is a means to designing information flow.

Our original entry forms were spartan – maybe a logo, some non-fancy word formatting, and we had a separate waiver form, resulting in a LOT of extra paper being wasted (that we had to pay for).

So last year, I designed a really simple mail in entry form for a nonprofit event and realized over the course of the year (especially after having to take day of entries and then later input the data) that I needed to do it for all of our events as well.

I submit to you our basic event form template:

Some elements to note:

1. Since the western eye moves left to right, I put the waiver on the right side of the form. This single-sided method saves us so much money in copies, it’s not funny. Yes, the waiver text is small, but people barely read it anyway.

2. Clear logo header with date and location as bold as can be – if we give you one or you download and print it, then forget about it, this is one way to ensure that when you’re going through your piles, you remember what it is.

3. Quick summary of the event for easy memory jogging with check marks for attention grabbing.

4. Category selection with check boxes. Circling things can get pretty confusing.  Handwriting is sometimes atrociousness. This keeps it simple and clear.

5. Team name: since our registration and timing is grouped by team name, not individual name, it makes sense for this to go first. Anyone doing data entry will have an easier time.

6. It’s important to check with the stakeholders who touch this form: your registration people who NEED people to give contact info,but not necessarily optional stuff like “where did you hear about us” are going to want the neccesary stuff up ahead when people are still engaged. Your timer may have his/her own software and the order of entry could be easier if you follow his/her software.

7. Clearly state rates with discounts and where to mail it to.

8. The most important addition this year is the credit card payment info. I cannot tell you how many times confusion sets in at this stage – we don’t have a credit card machine that’s efficient for day-of events so this has to do. When we write the info on the form, on the fly, it ends up somewhere inconsistent and missing key information for us to enter later – this way I don’t have to make a jillion calls to get the info and hope everyone is on the up and up. (They always are, by the way, which is cool.)

9. While this method makes it aesthetic, more importantly, it also makes it more simple to find what you need. At the end of the event, I often enter 500 or more of these into a spreadsheet. Shaving a couple seconds off each form’s processing time makes a huge difference not just in time but in energy and enthusiasm.

So there you have it.

These Tuesday night presentations will go throughout the month of March, starting next week on the 6th. It’s a fusion of four companies in SLO whose mission it is to come together and support the whole person with each business’ expertise.

Each event is FREE and will be from 6:30-8 pm at SLO’s Kennedy Club Fitness Multiplex clubhouse.

3/06 – Affirmative Action – Has your body been de-prioritized? Put on the back burner? Does it deserve its due . . . some long needed reverse discrimination .. . Affirmative action. The time is now.

3/13 – Your Core Values – What are they? Are you living true tot hem? How could you be more aligned with your core values? What is the cost of not living congruent with them?

3/20 – Your Inner Wisdom vs Your Inner Critics – Who is winning? Do you have a battle strategy? Is it working? Can you name your critics or are they so sneaky and embedded that they are like wallpaper of your inner being? Power of awareness to combat limiting beliefs.

3/27 – Conscious Decision Making – Are you running your life by design, or is it running you? Learn to clarify and prioritize what’s important and make your life decisions with conscious purpose.

The collective features: YAlign ~ Gymnazo ~ PowerSource Chiropractic ~ Lose It For Life

Covering this with barbed wire and making you crawl through it? Yup.

This year, All Out Events is trying to do it differently. We’ve scaled back our offerings to focus on the quality of the event, and that includes putting in a ton of work on marketing and reaching out to the media. We’re working with great people in the community, from MoonCatcher who has been so successful with helping promote our zipline/ranch tours to Gymnazo and Pinnacle Fitness for providing content and help for our athletes as events draw closer.

You realize that we’re only a few months away from our first event? You better be training!

We released a crazy epic adventure race (zipline? waterslide?) at the beginning of the month that will go on, only if it sells 200 spots by March. Unfortunately it does look like support for this kind of race is pretty dead and we don’t think it will be going forward.

But that’s okay, because the big name in athletic pursuits is “mud runs!”  And it turns out, there’s a good reason for it. Take everything we love about AR – beautiful places, epic challenges . . . and then mix in a little play time to boot. Weird stuff around the corner? All good. Make them scale that ugly mountain? Why yes. Gee, I’ve always wanted to tromp in a cow pond. Let’s do it! This year should be a lot of fun. Can’t wait to see you here for whatever draws you.