NIKE Goddess 5K

**THIS POST IS MAINLY FOR ON BLOG SHARING, PLEASE REFER TO THE ACTUAL REPORT FOR MORE DETAILS AND APPENDIX. THANK YOU.

1.      The characteristics of the event

The Nike Goddess 5K is the first girls only race in Singapore. The race took girls across the marina channel and around the scenic waterfront promenade. The race was held at marina barrage on 7 May 2011, Saturday at 5pm.

This event involves people as participants and the people who came together for a common leisure purpose which is to complete the 5K run. This major event attracted runners from different countries. (For more details,  refer to Para 11 from http://www.citynews.sg/2011/05/it%E2%80%99s-girl-power-at-this-run/ ).

2.   Evaluation of the strengths and weaknesses of the event

I attended this event together with my classmate, Samantha, and hence I will be using “we” or “us” in some of the following parts. We paid $20 each and signed up for the under 25 age group buddy category.

2.1  The environment and venue

2.1.1    Package collection day

The goddess 5K race pack collection was from 30 April 2011 to 1 May 2011 from 11am to 7pm at orchard central. We went on the 1^st day of collection at around 3pm and the crowd was not as bad as what we expected it to be. The package collection was rather quick and the people at service were rather efficient. There were music played and hosts present to make the mall full of the “running” atmosphere.

2.1.2    On the day of run

Shuttle Service

Instead of taking the shuttle bus service provided by the Nike Goddess 5K which is too inaccessible, we chose a more familiar route and went there by MRT and took the marina barrage shuttle bus from Marina Bay station. It was around 3pm when we met and we waited for around 30minutes under the hot sun for the arrival of the bus. It was really hot and the queue was really long.

Location – Marina Barrage

I feel that the location chosen was rather appropriate for the event. The route was really good and I did not feel tired at all during the run because I was having a really enjoyable time with the scenery.

2.2  The programming

Host – Utt and Holly from MTV 

Minutes to the start of the race, DJs Utt and Holly Grabarek bantered to get the participants in a good frame of mind.

Band – Two Face, 53A and Forgetting to Shower

We were guided and told to proceed to the race village after the run and the performances by the 3 bands were really good. It was really enjoyable to hear their music after the sweaty and tiring run.

Stalls – Activities, F&B
Finger food like éclairs and mini sandwiches were provided for us. I think the purpose is to serve the food as recovery food for us after the run. There was also free ice cream from one of the partners, Soyato.

2.3  Manpower allocation

2.3.1        Package collection day

On the day of package collection, I feel that there was an abundance of manpower as most of them were just standing around and created some disorders and inconvenience for the others to get around. After our collection, we had some questions and went to the information counter. We found no one there and went back to the collection booth to seek for help. However, all of them were busy and to save us the waiting, we decided to ask those who were standing around and found out that they were actually volunteers for the event and knew nothing about what was happening.

2.3.2        On the day of run

Staff, volunteers and security guards made up the team of manpower on the day of event. Each of them was allocated different responsibilities to different tasks and location as stated below.

·         Information Counter

The amount of workers stationed at the information counter was rather sufficient. However, because there is 2 main entrances into Marina Barrage and there is only 1 counter, participants who entered from another entrance will not get to see the information counter.

·         Volunteers were distributed in these areas:

1.      Baggage area

     The deposition and collection process was rather organized with proper queues. Deposit and collection process was quite efficient with the very well organized teamwork. During deposit, some volunteers were in charge of collecting the bags from participants and after they were labeled, it was passed on to another volunteer who is in charge of placing the baggage in allocated areas. Vice versa, during collection, some volunteers were in charge of bringing the baggage from the storage area to the counter whereby another volunteer will bring it to the participant.

2.      Ushers on the running route

      Volunteers were distributed throughout the 5K route to guide runners on the right path. Some of them were stationed at the drink stations. Some of the runners used bicycles to travel around between different locations.

3.      Distribution of towels at the Finish line

     There were people giving out towels at the finish line and another group of volunteers held the plastic bags for disposal of used towels at the other end.

4.      Distribution of flowers

      Male volunteers greeted us with flowers while we made our way up to the race village after the run.

5.      At the race village

A volunteer approached to ask if we want food upon stepping into the race village and wanted to show us the way to the F&B stall.

·         Security were rather widely spread

Before the run, they safeguarded the gate area before it was being opened for participants to proceed to the starting point and about 4 security guards were safeguarding the baggage area.

They enforced that we follow the pathway up to the Nike run village after the run, which was part of their programming.

2.4  Logistics

2.4.1         Portable toilet

      To cater to the crowd, rows of 4 to 6 portable toilets were located in marina barrage and 2 toilets designated at the first hydration station.

2.4.2         Hydration Stations and Medical Points

2 hydration stations and 2 medical points were located approximated 1.5km and 3km away from the starting line respectively, providing participants with hydration per approximate 1.5km they cover.

2.4.3         Organization of running route

      I find the distance a little too short but sufficient to just perspire. It is a very good encouragement for the girls as it is less competitive and fun. Organization was very clear, signage were big n prompt.

2.5  Products and services

2.5.1        Before the day of event

            Communication with the participants was made using emails, text messages through mobile phones and online Facebook page.

The race package included a race tee, race bib, a recycling bag, and a shoe bag, a brochure about the event and venue as well as a postcard with the latest Nike shoe advertisement.

2.5.2        On the day of event

Drinks

Before we even reach Marina Barrage, we were already feeling very thirsty because of the hot weather and were hoping that we will be given drinks at the entrance of the venue. Upon arrival, there were no drinks provided at all and we had to get water from the water coolers (which taste warm instead of cold) around.

After we finish the run, we were given bottled drinks which girls prefer better than canned ones  as we usually could not finish it at one go and need it to be capped for later consumption.

Towels

Towels were distributed to all the girls to wipe of our perspiration at the finish line. Some participants were running with their own towels which I found it troublesome.

Mats

Up at the race village where there is a huge grass area, mats were provided at certain areas for participants to settle down at to enjoy the band performances on the stage. Red mats were laid in another enclosed area for the VIPs while those outside the enclosed area for others were in blue. However, there were only limited numbers of mats available.

Massage

A small area was being set up away from the stage area for massage services. I think that it will be able to attract more people to the massage if the area is made enclosed.

Trophy

The trophy was very nicely wrapped in a black box with pink ribbons tied nicely. When I opened and saw the plaque, I was totally surprised to find that it can double as a stand for earrings with small holes punched on it. This allows the plaque to serve as something useful to the girls.

2.5.3        After the day of event

           Timings of the run were posted on the webpage for participants to check their own timing.

3.      Ways to maximize the strengths and minimize the weaknesses

Some existing strengths are their programming, their organization of running route, communication and their thoughtfulness in providing towels, mats massage services and a useful plaque. They have really made the effort to find out what girls really want and catered to us accordingly.

However, they have seemed to be too focused on the mentioned strengths and forget about some other details. Some weaknesses that they have are their manpower allocation on the package collection day, the shuttle services on the day of run and the amount of portable toilets under logistics. A maximization of strengths can be achieved through minimizing the weaknesses. Hence Nike should take into considerations to improve on their weaknesses to make it a better event.

As for the manpower allocation on the package collection day, I think they should educate the volunteers about what they are supposed to do beforehand and allocate tasks for them to do so that they will not be wondering around and look lost when approached. This will enable them to be even more efficient if all the labor available is being fully employed.

The shuttle services should be made more convenient for people staying in other parts Singapore. Hence, they should allocate more shuttle busses to and from more places or negotiate for an increase frequency of shuttle busses to and from Marina Bay Station, which is the most, common and familiar route.

Portable toilets on the race route should be made available at both rehydration stations instead of just the first one.

In summary, this major event is very competent in the experiential component of the 8Ps. Products, place, people and programming was excellent and needs a little more effort in planning the small details in the facilitating components especially in the packaging and distribution of logistics and in the partnership with Marina Barrage.

4.      Future challenges that need to be addressed

I feel that this event brought about a negative environmental impact because of the inappropriate disposal of cups with leftover 100plus by the participants located at the 2 hydration stations. Because it is sweetened, it may cause harm and attract pests like ants to the environment.

Hence, to provide a more convenient means of disposing the distributed cups of drinks, I think the organizers should do more than just placing a sheet over the grass patch for the disposal.

5.      My reflection

Under the economic and tourism roles of events, this event contributed significantly as a catalyst as it stimulates Nike’s business especially the running shoe. I think the main purpose for them to organize this event is to promote and advertise their products, from the evidence that they included a postcard with their latest running shoe advertised on it and the discount of 20% given to all participants. Also, I managed to witness a lady from Nike interviewing a participant to find out how she finds about the latest Nike product that she owns.

Overall, I find that Nike has done a great job in the organization of this event that made it memorable for girls.