Major overhaul on the way for Coast to Coast
The Coast to Coast's new owners are promising to re-energise the gruelling multisport race as they look to lift falling participation numbers.
Queenstown-based Trojan Holdings Limited bought the event from founder and longtime race director Robin Judkins last May. Trojan Holdings operate several leading adventure and tourism-based businesses including the Milford and Routeburn tracks, the Mt Cook Hermitage, AJ Hackett Bungy and NZ Ski (Coronet Peak, Remarkables and Mt Hutt ski areas).
In their first year owning the race, they have taken on more of an observer's role, getting to know the intricacies of the 243km dash across the South Island and tapping into the mind of Judkins, who has been involved since the inaugural version in 1983. Judkins will serve as race director for the final time today before he takes on a lesser supporting role.
Trojan Holdings director Mike Davies said that since buying the race they had been talking to the multisport fraternity and planning for next year's event. He promised changes, but said the race itself would look virtually identical.
"You've got to get ahead of the pack. It's still got an iconic name. It's probably one of the best multisport events in the world, but over the last four or five years, the numbers have gone backwards. Hopefully we can get numbers back to the 800s and where we used to be seven or eight years ago."
Last year, five-time Longest Day winner Richard Ussher hit out at the state of the race and identified 10 necessary changes to revitalise it. This included a reduction in race fees, more prize money, more official time stations for athletes and sponsors and new blood at race management level.
Ussher saluted the wonderful work done by Judkins and said without him there would be no race, but felt a change in ownership would breathe fresh life into the Coast to Coast.
"They're definitely making some good noises about where they want to see the race go. They're taking a really pragmatic approach to it. They know what it takes to market an event or product and deal with all the people and logistics. I think it's a good fit for them," Ussher said.
Davies believed there was huge scope to increase the competitor base.
The number of Cantabrians competing had dropped away since the February 2011 earthquake and he said the entry fee (which is over $1000) was a barrier to many. Davies said he would love to see more people from the North Island and overseas flocking to the event, which could be made easier by renting bicycles and kayaks and providing support crews.
He was also keen to see live timing on the course, which would be relayed back to social network websites like Facebook and Twitter, making it easier for the public to remain informed.
With the rise of other ironman, triathlon and adventure races in New Zealand and overseas during the past decade, Davies said it was important to have a point of difference.
The new owners would look to market the event on a greater scale, tapping into the "big marketing arm" of the other companies they are involved with.
Judkins said there was no question the diversification of sport had been a major challenge for the Coast to Coast.
"It only used to be rugby and netball and that was that."
The effects of the recession could not be under-estimated, with the biggest drop in numbers coming from the urban centres of Auckland, Wellington and Christchurch.
"Once the cities start to pick up again, which it will this year, I see a huge future for the event," Judkins said.
"You have to have the ambition to do it and the determination to do it. Those things are very money dependent. You can't do them without money or time."
Davies said they expected to announce changes in the coming months, once they had completed a debrief of this year's race.
- The Press
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