So the question is. Have we reached saturation point with runDisney? Are prices the issue? Have quality of races decreased? Is it something else?
What could runDisney do to improve their races? Can they reverse this trend?
OK so I'm late to the game so sorry if these points have repeated themselves. I don't think the prices are particularly an issue - they're pricey - but the whole vacation is pricey making the race not a huge portion of it.
I think what we're seeing is a few things all finally coming together - it truly feels like runDisney is not being run by the people who run runDisney events - they really should impose that all runDisney employees run 2 races a year - and have to go through the whole process as if they were not runDisney employees. And that they're not listening to us. The races are almost too industrialized - the weekends aren't different and unique anymore - so why should I do 4 of them a year? And the core group of runners who drove runDisney's popularity via word of mouth in the early days before it was even called runDisney don't feel very valued or excited so more and more of that core group I see or hear about them missing races, or being bored with the experience. It feels that disney would rather have the new customer then the repeat customer (but with the recent email about early registration for marathon weekend I'm hoping thats changing).
1) The main reason Wine and Dine - arguably their most popular race - and one of the most popular in the world - didn't sell out in under an hour like it has every year since it started is that they ruined Wine and Dine for all intents and purposes with the changes they made. Wine and Dine used to have a "grown up fun at disney" kind of experience and atmosphere. The course used to be awesome, its now basically awful. The night race made it very unique, the race served as a natural throttle for the party capacity with runners finishing spread out - and then because you just ran a half marathon, most would leave after a couple hours giving the faster runners an empty early park, and the slower runners an empty later park. The party was more crowded then Epcot was any of the days I was there, basically making it not worth paying for the add on - they WAY oversold the party this year with the addition of the 10k. It was also shorter time span and started earlier.
Now it feels the exact same as all of the other race weekends with the exact same cookie cutter behavior. Wake up, listen to cheesy talk (at least its not scripted any longer), run race. Go about my day. Maybe see my friends later.
2) The timing of the race is during NYC marathon, which also attracts a lot of runners who might not be willing to sign up for Wine and Dine and potentially miss their chance at a NYC entry.
3) All of the race weekends really feel the same. They used to feel quite different. But now its almost too industrial. Marathon weekend is different because of the 4 races, but the others really all feel the same.
Things runDisney should do is bring back the uniqueness. Focus on what your repeat customers would want - as that will drive the longevity of runDisney races and provide that word of mouth groundswell that is now even more important in the days of social media. Every race doesn't need a 5k, 10k, and half marathon if it doesnt fit the theme or organization of the weekend - I loved doing the 5k in the morning and half at night.
Come up with unique and interesting concepts - not just changing the character that is titling the race. Bring back the night race for wine and dine and the adult feel. Make princess as amazingly royal and girl power as you can. Make marathon weekend the largest running festival in the world and really stress a big downtown disney event or something to bring people together. Bring back something like expedition everest. Try a triathlon.
They should also try to do some kind of loyalty program. Lots of great ways to do this. You've run 20 rundisney races, here's guaranteed entries to future races. Or early entry like they did for marathon weekend - that single email made me finally think runDisney was listening. Why not have ranks - every 10 you do you get some kind of level up and a couple interesting perks - maybe a different lanyard, or whatever - doesnt have to be expensive, but its nice to be thought of.