In a recent study that I conducted with David Maralack of the University of Cape Town, we examined the cancellation of the popular Two Oceans Marathon scheduled for 2020 in Cape Town on the south-western coastline of South Africa. We were interested in learning what lessons could be drawn from the cancellation of the popular Two Oceans Marathon, which takes place on Cape Town’s south-western coast.
We interviewed the race director and previous board members, as well as other stakeholders such as members of regional and province athletics bodies and the provincial government.
It was a good cancellation, given the circumstances. However, it did highlight some areas where improvements could be made. The cancellation of the event was handled well, but it also highlighted some areas that could be improved.
The Marathon
South Africa is a country where people of all backgrounds participate in the many races that are offered. Ultramarathons are longer than the traditional 42km marathon. Two Oceans is 56km long. This ultramarathon is considered to be one of the world’s most scenic, with Table Mountain and both the Indian and Atlantic Oceans as backdrops.
Two Oceans, which began in 1970 as an ultramarathon training run to prepare for the 90km Comrades marathon (the other country’s premier ultramarathon), is now a weekend festival of races. In 2019, the event celebrated its 50th anniversary and welcomed 34,000 participants, from ultra-marathons to family fun runs.
The event is worth R672million to Cape Town and Western Cape. The Cape Town International Convention Centre hosts a running Expo three days before the races. This attracts over 55,000 visitors. The race is an R30 million event that attracts extensive media coverage.
The 51st Two Oceans Marathon, which will be held between 8-11 April 2020, was the first South African marathon to be canceled due to COVID-19’s rapid spread worldwide. This was one of the very first global marathons that were affected by COVID-19.
The cancellation
It is never easy to decide to cancel an event. The decision was not popular either, as the board of the marathon made it just three weeks prior to the start date. As the majority of planning, logistics, and preparation was complete, significant funding had already been spent.
The board was forced to balance the costs, economic benefits, and health risks. The event’s sustainability and reputation were also at stake, along with the athletes’ right to a refund.
The economic impact of losing these sports tourists was a major concern. Three thousand international athletes were expected, and more than half came from outside Cape Town.
Friends and family who travel to the region to cheer on the runners will spend between three to six days there, and others may stay up to three weeks. Sport tourism events like this are a major economic driver and also serve to market Cape Town.
There are many stakeholders.
The data was analyzed to identify key themes that emerged from our interviews. Many lessons were learned. It was a complex decision, considering all the parties involved.
Organizers kept track of global advisories and consulted with other events that were in similar situations. Consultations were held with the government, agencies of approval, universities, and health institutions. The race medical team was a particularly important stakeholder, as were the city events office and the provincial authorities. Before the cancellation decision was made, sponsors and event partners had been consulted.
The medical team warned that the marathon could not guarantee the safety of the participants. The University of Cape Town that hosts the race finish village informed them they would be closed for the event. The University of Cape Town, which hosts the race finish village, told them that they would be closed and not accessible for the event.
Gerda Styn of South Africa wins 2019 Two Oceans. RODGER BOSCH/AFP via Getty Images
Western Province Athletics played an important part in liaising between the sports ministry and the national athletics organization, Athletics South Africa. The sports minister was a member of the national COVID-19 Command Council. The tourism and investment agencies, as well as sponsors and service providers, who stood to lose a lot, had to be considered. This information was vital to the board’s decision to cancel the event.
Two Oceans decided to cancel the race even before South Africa declared that it was in a state of COVID-19 disaster. The risks of continuing outweigh the benefits. The race was canceled 12 days after South Africa’s first case of COVID-19 was discovered.
The cancellation highlights the importance of brand reputation and the fact that an event can only be as successful as it is due to the support from stakeholders, such as sponsors, runners, clubs, and suppliers, as well as approval agencies.
Lessons learned
The cancellation process was successful in protecting public health, honoring legal obligations, and protecting the brand. The organization accepted the final decision but acknowledged that it needed to improve its communication and decision-making.
Social media was flooded with criticism as runners demanded refunds or deferred entry fees. Suppliers contractually committed the funding. The stakeholders stressed the importance of making the communication more runner-centric.
The race’s failure to adequately protect against disasters went beyond financial concerns. They could include travel and health advisories that would complement security and race operations.
The cancellation was unavoidable due to health and safety concerns. It was the best outcome that could have been achieved under the circumstances. Race managers and stakeholders discussed what they could have done differently.