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Now the second largest marathon in the UK and twelfth largest in Europe, the Brighton Marathon takes place each April on the south coast of England.
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Background
The Brighton Marathon is one of the most popular UK marathons and has been
using ACTIVE Network’s event registration and management software since it
started in 2010.
In 2011, after consulting with his account manager at ACTIVE Network, Brighton
Marathon’s Managing Director, Tom Naylor, decided to try something new and
introduce a tiered pricing structure for the 2012 event.
Setting up a tiered pricing structure through ACTIVE’s technology is quick and simple,
where prices change automatically on the registration page as the tiered limit number
of entries is reached. Brighton Marathon opted for the following strategy - early bird
price to the first 2,000 registrants; slightly higher price for the following 9,000 to sign
up and the last 2,000 paid a premium to take part. Once standard entry places were
filled, additional entrants could still register through a charity.
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DOWNLOAD THE CASE STUDY
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How ACTIVE Helped
In 2012, the Brighton Marathon accepted only 3% more standard race entries than
previous years but it achieved a significant 18% increase in overall revenue, thanks
to the tiered pricing strategy.
By encouraging entrants to register earlier it meant that race organisers and sponsors
could engage the audience earlier and over a longer period of time. Additionally, with
all of the standard entry places filled early on, it allowed for an extended window for
charities to fulfil their entries, offering added revenue opportunities for the event and
enhancing the focus of the race as a charity event.
It can be concluded that early registration improves cash flow, encourages registrants
to promote the event to friends over a longer time, and increases the amount of time
charities have to sell their places, once ‘standard’ entries are sold out.
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Pricing and limited spaces for
events are what encourage people
to sign up early. With this new
pricing structure, we have managed
to decrease the sell-out period
for the Brighton Marathon, while
increasing revenue for the event
significantly.
Tom Naylor, Event Director, Brighton Marathon
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