“Entry fees? Why charge people?”, “...will people be willing to pay?” “How much!?...I only want to pay a fiver” were some of the considered responses in our initial discussions on the thorny subject of entry fees for Sportive Kinross. If you are reading this and have indeed entered the event you may well be thinking a fiver would have been rather good. Indeed it would have, but sadly were not part of a Marxist-Leninist state where there is a state subsidy available to enable the proletariat to enter mass participation events at a low, low cost. Neither are their subsidies available for the bourgeoisie aristocracy or even members of the organising cycle club. At the same time I did not want to be like Gordon Gekko from the movie Wall Street and use the famous line to my colleagues in this most sensitive of discussions “The point is ladies and gentlemen that greed, for lack of a better word, is good”. Add to the equation the odd the fact that we were sitting in a bar less than 17 miles from home of Scotlands most famous economist and advocate of capitalism the very late but most venerable Adam Smith. Being a capitalist I guess he would not have approved of a subsidy either. However the fact the event had to cover its own costs, ideally return a small profit for the club and that value for money for the participant was an issue meant the discussion of the level of the entry fee had only one route on the opening suggestion of £5.00 and that was upwards. All that said entry fees alone would not be enough for the event to be viable unless we charged £30 - £40.00 an entrant. Which in itself would kill the event as it would not be attractive to people to enter something that was unproven and quite possibly not very good (it will be good by the way unless the weather is absolutely horrific). So we had to budget on revenues from other sources, subsidies if you like for the proletariat, bourgeoisie and aristocracy.
The exercise of organising a sportive is however one the Fife based Mr Adam Smith would have most definitely approved despite the need for subsidy. It is both capitalist (it’s designed to run at a profit) and moral (in that it helps people in many different ways). Although when I think of economists I always think of the American economist J.K. Galbraith who said and I quote “There are two kinds of economists - those who don't know the future and those who don't know they don't know.” I guess with us sitting in the bar discussing in essence the economics of the event we would have met with the much celebrated Mr Smiths approval and at the same time if we were indeed being economists of any kind we had no idea of the future especially on the subject of team entry fees which we would agree and subsequently change after we had opened the event for entries.
The other element I was very keen to agree with my peers was a charity partner. The response to this concept was once again a mixed one. The initial concern being “...why does everything have to be a charity ride?” ...“It’s not a charity ride were organising, it’s a sportive” was another observation. Further comments were “...if we must have a charity, can we help the XYZ charity”. My view on which charity was a predetermined one, we would work with Childrens Hospice Association Scotland or CHAS. They were local to Kinross, helped children and young people and were as a deserving a cause as any. A view that was reinforced when we visited Rachel House one of the two centres operated by the charity to learn a little more about the support that CHAS provides to the children, young people and families who use Rachel House, Robin House and their CHAS at Home service. On that visit we heard some very moving stories that made you want to weep and some very happy stories that had you laughing with joy at the evident delight the children and families gained from their staying at Rachel House. It is a truly remarkable and beautiful place that gives a lot to a lot of families with children of all ages who live in very difficult health circumstances. On that visit we had been asked to bring bikes and kit for a photo shoot to promote Sportive Kinross and the association between CHAS and Sportive Kinross. I have to confess I did not, I could not find my kit and it was too wet to cycle. However, Ken Ogilvie the KCC time trial champion turned out with a bike and in full KCC kit shorts and all, under his regular clothing. As he stripped in a corner of the entrance hall it brought much excitement and more than a little pleasure to a large group of ladies waiting on their tour. I overheard one say, as she watched Ken changing with an eager excitement "...wait until we tell the church what we have seen today!" and one other chipped in “...oh yes, a man in lycra!”
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| Alison Rennie CHAS fund raiser poses with Ken Ogilvie and the Blogger |
My motivation as I explained to CHAS when we met their fund raising people prior to the visit I just described; was not entirely altruistic it was to a degree Machiavellian. The association with a good charity helps raise the profile of an event. Fortunately, when I made this admission which I felt was a necessary one, the charity representative commented with an amused smile that all the best partnerships worked in this way. The model we would adopt would avoid the event becoming 'a charity ride' and it would at the same time raise a reasonable sum of money for the charity, help publicise the charity and give them the opportunity to enter a number of riders without charge who in turn would ride the event for the charity.
So deep breath, pause consider, we had a charity, we had a mechanism to support that charity which was transparent and easily managed. The next question was how much do we charge? Various prices were batted about, as I said they started at £5.00 and by now we were up to £15.00. Once £15.00 was set against a provisional budget it became very clear (without heavy subsidy or substantial sponsorship) it would not work at that level once we deducted a donation; paid for the insurance, the event HQ, the timing people, the event memento, stocked the feeding stations, the sign writers, the printers, the website, event registration fees, etc. The problem came into sharp focus if we only achieved a relatively small number of entries. So how much would people pay? Once again the club president came to the rescue and stated in simple terms £25.00, with £5.00 to charity, problem solved? But no, what about teams? What about a discount for early entry? It is agreed entering a team should attract a discount, so a figure is set at £60.00 for a team of three, £25.00 for the individual. Initial discussion was first 50 riders to get discounted entry to £20.00, I later changed this to a calendar cut off of 1st December as were unclear of the likely uptake and give more urgency to potential entrants looking for best value. Infact we sold the first 50 rides before the middle of October and as I write this more than a 100 entries have been taken! Once we had set the event launch we had agreed £65.00 (moved up from £60.00) for a team of three and £20.00 for an individual. It was after the launch when no team entries came in we revisited the pricing and the incongruity of our pricing plan for Team entries became quite clear, so the price was revised back to £60.00! Mind it goes up to £65.00 from December 1st 2010.
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