FOR IMMEDIATE RELEASE
International Presence on The Rise at Miami Marathon
Runners From 80 Countries Registered for 13th Annual Event
MIAMI, Fl., (January 12, 2015) - Miami Marathon Race Director Javier
Sanchez and Director of Running Frankie Ruiz went to the Medio Maraton de
Bogata in Colombia last July to continue building the blossoming
relationship between Miami's premier running event and the increasing
number of runners from the Latin American country. They signed a great
number of new runners on the spot and came home with an exchange
relationship with Colombia's largest running event, which will promote
itself at the Health & Fitness Expo which precedes the Miami race.
In 2014, Colombia sent more than 600 runners in the field of 25,000 to the
Miami Marathon and Half Marathon, produced by Life Time - The Healthy Way
of Life Company (NYSE: LTM), a number that will increase by nearly 20% on
January 25 when the 2015 edition of the race is run.
Sanchez and Ruiz found interest in the Miami Marathon to be enormous once
their presence in Bogota was recognized. Miami has become a destination
race in Central and South America and the Latin American running community
in general. Sanchez and Ruiz did a series of newspaper, television and
radio interviews over three days in Bogota.
The buzz has built to the point where the 2012 Miss Columbia, Lucia Aldana,
is coming to Miami along with her famous actor husband Pedro Pallares to
run the race. Local travel agencies in Bogota are now set up to process
Miami Marathon registrations as part of travel packages. And some of the
personalities at Miami-based Radio Caracol are also training for this
year's race.
"Our Miami Marathon has become a destination race for runners all over the
world, and it was an honor to be so well received by the more than 40,000
half marathon participants in Bogota," Sanchez said. "They produce an
incredible race experience and we hope to introduce more and more of those
runners to the special Miami Marathon experience. We have our eyes set on
future cross-promotional growth between the two markets. Miami in January
and Colombia in July is a good dual-race partnership."
About 60 percent of the runners who participate in the race through the
streets of Miami, Miami Beach and Coconut Grove will be from the United
States. But in addition to Colombia and Mexico, two countries with more
than 600 entrants each, several other countries will send runners in large
numbers such as Costa Rica (estimated 310), Canada (estimated 305), Brazil
(estimated 300), Guatemala (estimated 250), Ecuador (estimated 152) and
Puerto Rico (estimated 140).
As a tribute to the growing international contingent of runners, the Miami
Marathon will give each runner bibs that show the flag of the country from
which they are traveling.
"People have an incredible pride for the countries where they come from,"
Sanchez said. "It is one slight way that we can honor our international
participants and their homwtown roots. Everyone comes with a common goal
and that is to run Miami. Colombia runs Miami. Mexico runs Miami. Canada
runs Miami. That is a marketing experience we will continue to emphasize."
The influx of runners from South and Central America and the Caribbean is a
huge boost to tourism in South Florida. The Miami Marathon and Half
Marathon had an economic impact of almost $65 million last year, a number
that increased 13% from 2013 and should rise again this year. The event
also generated 26,736 hotel room nights. An Economic Impact Study by the
Sports Industry Research Center at Temple University also found that each
International participant spent an average of $2,659 on the trip and that
more than half of the runners who came to Miami for the race planned to
return again within 12 months.
"Miami is the most global U.S. destination with more than half of all its
tourists coming from international markets," said Rolando Aedo, Executive
Vice President and Chief Marketing Officer of the Greater Miami Convention
& Visitors Bureau."Much of this success is due to the many world-class
events that call Miami home including the Miami Marathon. Participants in
this race mirror our top feeder markets and greatly contribute to the
economic impact of the tourism industry.
"We are especially proud of how this home-grown event has grown over the
years and how it creatively showcases the many communities that make up
this tropical, cosmopolitan paradise."
Marcela Todd, a Fort Lauderdale resident and runner who grew up in Colombia
and now runs the wellness program at Motorola headquarters in Fort
Lauderdale, has volunteered to serve as the Miami Marathon's "Ambassador"
to the Colombian running delegation. It's a model the race may ultimately
incorporate for other countries. Todd interacts with runners and races back
home in Colombia in an attempt to grow participation in Miami.
"I have lived here 26 years, love the race, love the sport and I want to
help bring it back to Colombia," said Todd, who has run 52 marathons
herself. "Colombia is a beautiful country with a lot of athletes and
runners. I want them to have the opportunity to come here and experience a
beautiful Miami Marathon. We have the Colombian community engaged not just
from Colombia, but from here as well."
Ruiz has no doubt that the future growth of the race is going to come more
from Latin America than the United States and South Florida in particular.
He and Sanchez hope to return to Bogota next summer and continue to expand
the international marketing effort into new markets.
"Much like Miami's business future will depend on how well it serves and
markets to Latin America, the Miami Marathon is also focused on that same
formula for its success," Ruiz said. "I am a firm believer that we will
have more than 50% of our participants coming from outside the US in the
near future. The ease of travel and the cultural familiarity of Miami make
it extremely attractive to the Latin American runner."
There's still time to register for the Miami Marathon and Half Marathon at
themiamimarathon.com.
Marathon Registration is $155 through January 18 and then $175. Half
Marathon registration is $130 through January 18 and then $150.
About the Miami Marathon
The Miami Marathon is Florida's elite distance race with 25,000 runners
representing all 50 states and over 105 countries converging on Miami and
South Beach to experience one of the most unique courses in the world. The
race has come a long way since 3,400 runners participated in the first
Miami Marathon in 2003. Participants include elite runners, top age-group
competitors, and many thousands who run for charity and to achieve their
own personal goals. Together they enjoy the tropical views and the sounds
of South Florida, with a diverse array of entertainment blended into the
experience, and generate more than $50 million in total economic impact for
the city of Miami and Miami-Dade County.
About Life Time Fitness, Inc.
As The Healthy Way of Life Company, Life Time Fitness (NYSE:LTM) helps
organizations, communities and individuals achieve their total health
objectives, athletic aspirations and fitness goals by engaging in their
areas of interest - or discovering new passions - both inside and outside
of Life Time's distinctive and large sports, professional fitness, family
recreation and spa destinations, most of which operate 24 hours a day,
seven days a week. The Company's Healthy Way of Life approach enables
customers to achieve this by providing the best programs, people and places
of uncompromising quality and value. As of January 6, 2015, the Company
operated 113 centers under the LIFE TIME FITNESS® and LIFE TIME ATHLETIC®
brands in the United States and Canada. Additional information about Life
Time centers, programs and services is available at lifetimefitness.com.
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