CANCELLATION MANAGEMENT: Facing the Ultimate Crisis PRESENTED BY Sean Ryan, Race Director Cellcom Green Bay Marathon ASSISTED BY John Mory, Course Director Toni Jaeckels, Registration Direction

THE NIGHTMARE IS ALWAYS THE SAME…

May 20, 2012 at 7:00 am PROJECT Management

May 20, 2012 at 9:25 am CRISIS Management

May 20, 2012 after Noon PUBLIC RELATIONS Management

A CHANGING INDUSTRY Marathon Running Goes Mainstream

SOURCE: Running USA’s Annual Marathon Report (2012) U.S. MARATHON & HALF MARATHON FINISHERS

SOURCE: Running USA’s Annual Marathon Report (2012) U.S. MARATHON & HALF MARATHON FINISHERS

“THE WALLS OF INTIMIDATION HAVE CRUMBLED!”

A SLOWING AUDIENCE… SOURCE: Running USA’s Annual Marathon Report (2012) AVERAGE MARATHON FINISH TIMES (HRS:MINS)

THE DOWNSIDE What do you call an audience that is …rapidly growing …less experienced …less physically resilient …more pampered …entertainment-focused …bucket list-motivated A House of Cards?

MARATHON CANCELLATIONS HAVE BECOME MORE COMMON

ABOUT THE EVENT WE DIRECT

CELLCOM GREEN BAY MARATHON OVERVIEW Founded in 2000 Non-profit controlled by 15-member board Led by 4-person staff, 50-person Operations Committee

PARTICIPANTS (10,000+) MARATHON STAFF (4) OPERATIONS COMMITTEE (50-60) VOLUNTEERS (2,000+) CELLCOM GREEN BAY MARATHON ORGANIZATIONAL STRUCTURE

CELLCOM GREEN BAY MARATHON OVERVIEW Founded in 2000 Non-profit controlled by 15-member board Led by 4-person staff, 50-person Operations Committee Takes place mid-May each year Five different races over two days Has tripled in size in past 10 years

CELLCOM GREEN BAY MARATHON OVERVIEW Founded in 2000 Non-profit controlled by 15-member board Led by 4-person staff, 50-person Operations Committee Takes place mid-May each year Five different races over two days Has tripled in size in past 10 years $1 million budget; proceeds go to charity partners.

WHAT ARE OUR CONTINGENCY PLANS?

HOW WE VIEW CONTINGENCY PLANNING… CONTINGENCY PLANNING Addressing all foreseeable problems OUTSIDE OF your control in advance EVENT PLANNING Addressing all foreseeable problems WITHIN your control in advance CRISIS MANAGEMENT Dealing with a significant problem which threatens the organization when it occurs

CELLCOM GREEN BAY MARATHON CONTINGENCY PLANNING Joint effort of staff and Public Safety Committee

RACE DIRECTOR COURSE DIRECTOR CHAIR POLICE/SHERIFF’S DEPARTMENTS MEDICAL COORDINATOR & DIRECTOR TRAFFIC ENGINEERS / PUBLIC WORKS DEPARTMENT REPS FIRE & EMS DEPARTMENTS CELLCOM GREEN BAY MARATHON PUBLIC SAFETY COMMITTEE

Typically addresses weather-related contingencies:  Lightning and storms  Heat and humidity CELLCOM GREEN BAY MARATHON CONTINGENCY PLANNING

No industry standards exist. CELLCOM GREEN BAY MARATHON CONTINGENCY PLANNING

Communication—upward and downward—is a major focus of the planning. CELLCOM GREEN BAY MARATHON CONTINGENCY PLANNING

IF HEAT IS FORECASTED: More…  Fluids and cups  Ice  Immersion tanks  Wheelchairs Runner advisories CELLCOM GREEN BAY MARATHON CONTINGENCY PLANNING

IF HEAT IS FORECASTED: More…  Fluids and cups  Ice  Immersion tanks  Wheelchairs Runner advisories Public appeal for sprinklers CELLCOM GREEN BAY MARATHON CONTINGENCY PLANNING

RACE MORNING PROTOCOL: Meeting at 6:00 am (one hour prior to start) Key personnel Medical Director has final say on “Go or No Go” Decision based on Wet Bulb Globe Temp CELLCOM GREEN BAY MARATHON CONTINGENCY PLANNING

WHAT FORCED THE HALTING OF THE RACE?

“The best laid plans of mice and men often go awry.” - Robert Burns

WHAT WE COULD CONTROL Opportunities for fluids Quantity of fluids Additional supplies – ice, sprinklers Number of medical stations on the course

WHAT WE COULD NOT CONTROL Weather Conditioning and pace of the participants Hydration of the participants Medical preparedness

CRISIS TIMELINE 6:00 amRace Director meets with Medical Team (60˚F) 7:00 amRace starts (70˚F) 8:12 amFirst report of ‘runner down’ (80˚F) Next 45 minutesTen runners go down on the course 9:06 amEMS Director declares ‘3 alarm fire’ status Ambulances called in from 7 municipalities 9:25 amMedical Director shuts down course 9:35 amTiming of races ceases (85˚F)

MEDICAL STATS FINISH LINE MEDICAL TENT 120Runners treated 80Heat illness 5Transported via ambulance to hospitals COURSE 47Runners treated 18Transported via ambulance

LESSONS LEARNED

LESSON #1: Protocols often are not as simple as they may seem. FROM THE OPERATIONS MANUAL “The Cellcom Green Bay Marathon will be cancelled if the Wet Bulb Globe Temperature (WBGT) exceeds 20.5 degrees Celcius.”

LESSON #2: Don’t assume key partners are fully prepared.

LESSON #3: You can’t stop a train.

WORDS IN MOST RUNNERS’ VOCABULARY Drive Grit Determination Persevere WORDS NOT IN MOST RUNNERS’ VOCABULARY Surrender Back down Give in STOP

2012 START & FINISH STATS

So why bother stopping the event?...

LESSON #4: If they lack a script, your front line will make stuff up.

LESSON #5: Your audience may form conflicting constituencies.

LESSON #6: Solving one problem can often create another.

LESSON #7: Doing the right thing may make you unpopular.

LESSON #8: If you can’t be popular, at least try to be fair and consistent.

LESSON #9: Communicate, communicate, communicate! IMMEDIATE NEWSLETTER MONITOR FACEBOOK

LESSON #10: Form a crisis management and response team, and remember to GET SOME SLEEP!

LESSON #11: SAFETY TRUMPS SATISFACTION!

Dear Runners, Thank you for the numerous letters complaining about our decision to halt this year’s race. The fact that you’re all still alive to send them confirms that we made the right decision! Sincerely, The Race Staff THE LETTER WE’D LIKE TO SEND…

LESSON #12: MAINTAIN A SENSE OF HUMOR.

LESSON #13: ESTABLISH YOUR REFUND POLICY PRIOR TO HAVING A CANCELLATION.

QUESTION & ANSWER