Title: Executive director-sales and marketing, New York Road Runners Club, New York.
Opinion: Good ideas don't have budget restraints.
Insight: Our race keeps growing although we're capped at 30,000 runners. We keep adding to events surrounding the event.
Tip: Think of your event as a brand. Go beyond a one-day event, turning it into a weeklong event or a series of events promoting it a year in advance.
Hot spot: Sponsors seeking international reach through a single event. Many events have untapped international sponsorship potential.
Forecast: Sports centering on extreme personal challenges, contemplation and achievement.