It’s been an interesting time for events throughout the region over the last 18 or so months. For just about all organisers, small or big, charity, not for profit or professionally organized, it has resulted in multiple date changes, cancellations, and re-formatting of events.
Virtual events have been a dynamic shift for the industry and enabled organisers to connect with their audiences, build new ones and drive much needed revenue. However, it’s a far cry from the benefits associated from physical events and operations.
We caught up with CEO of DTE Endurance James Matthews for good old-fashioned Q &A. James Leads DTE Endurance who have the rights to Race Roster through ASIA Pacific and who have within just under a year now supported a staggering 450 events including the likes of Sydney Running Festival, Spring Cycle, Run Rio and many others.
You have spent many years in the industry. First as an elite junior runner and triathlete representing Australia, then through working for Athletics NSW, Athletics’ Australia as the General Manger and now DTE Endurance. How have you found this period?
Haha that makes me sound older than a 33. Look it’s been a serious challenge for the whole industry. Organisers, charities, tourism bodies, participants, government agencies, councils, suppliers, technology solutions, timers, and many many others. Like all areas in the industry, you must be so nimble, think outside the box, adapt and have second, third and fourth contingency plans. You then need to sprinkle a little bit of luck on top.
It’s certainly an interesting time to bring a new registration solution to the market in Race Roster?
That’s a question or a statement a lot of people put forth. Look in some ways yes, it is. However, it’s also been very rewarding. Race Roster is one of the largest and fastest growing platforms in the world and there is no secret to their success.; Highly sophisticated technology, is easy to use, amazing customer service and a technical architecture that allows it to adapt and innovate to new societal trends and technology.
We knew that there was just a couple of things missing for them to have the same success in the region. That was very strong and robust customer service stuff, adapt it to each nation and don’t underestimate the nuances in the different cultural and behavioral habits of that region.
DTE Endurance became that vehicle?
Yeah, that’s right. We were 100 % owned and operated in the region and made a commitment to have local resources and adapt technology for each nation we move to. Moreover, we didn’t just want local customer service but the most experienced and best. We have the greatest team who have operated many events from Sydney Running Festival, Gold Coast Marathon, been the head of Athletics at the Commonwealth Games as well as in Sponsorship for global brands that sponsor the industry and many others.
We are event organisers at heart who love technology and support our fellow colleagues around the region and love it more than anything else!
You sound generally excited about this. How many nations are you now in?
We are now in 14 nations throughout the ASIA Pacific and work with over 400 events.
The model is working.
It’s getting there. We still have many things we want to change and improve and I am little OCD, so I like perfection. But I think we have been able to blend a good model of very sophsictaed technology that is adapting, (Race Roster are currently working on over 250 new projects which is just staggering to think), with a very very good local team.
That makes sense. When looking at the offering, it appears that you have brought something that is beyond a traditional registration or ticketing system?
It’s not about having some basic system that collects registration anymore. That needs to be done but to be competitive I think you need to have the best technology and interactive solutions for consumers.
It needs to encourage ‘socialisation’ of experience, connectivity into social channels, gamification, communications, and rewards. Registration systems should integrate marketing elements that allow us to use the registration system to drive participation. This is very different to traditional registration systems where we thought all we needed to do was collect name and email.
Furthermore, sponsorships have become difficult, and sponsors are looking for multiple ‘touch points’ before, during and after the event where they can drive brand outcomes. Race Roster provides this opportunity along with sophisticated data and analytics to use this to support and attract new sponsors or add additional value to existing sponsors. The beauty of the system is that it provides these solutions in the most intuitive format that’s relevant for organisers that have 50,000 entrants of 100.
What are your thoughts about next 3, 6 and 12 months?
The million-dollar question. I think the best place to start is what we know. We know that those vaccinated reduce spread and severity. We know that boosters are coming soon and experts are starting to say each ‘season’ the strain is becoming less dangerous.
We know that markets overseas have opened events again and put good measures in control with Chicago and Boston recently having over 35,000 people take part. I think there is simply a growing desire for policies, businesses, and event organisers to just get back out there.
Therefore, I think we will start to see a return over the next few months with tighter restrictions and some controls with the end of 2022 hopefully feeling a lot more like 2019. We will definitely have some confidence planning around that.
Fingers crossed! Thanks for your time and congratulations on the success.
No problem. Thank you for your time.
ENDS
Sarah Miles
Sarah has been an editor for Endurance Weekly for over 10 years, working with many endurance industry experts.
