Brews, Cheers, and Running Gears: Our Journey to Hosting the Beer Mile
- Michelle Leduc
- Jul 4, 2024
- 7 min read
Updated: Dec 2, 2024
The Russell Run Club members love a challenge. Most of the time, it's pushing the pace or distance at a race or run. Sometimes, it's holding a race that is out of our comfort zone.
"What the heck is a Beer Mile?"
One Friday evening in April, I opened my computer to find an email titled "Beer Mile - Rockland June 29th." Here's what ran through my mind:
Another random event promotion? At least it's local.
Did they address us personally or send out a mass email?
It turns out it wasn't just a promotion. The Summer Spirits Festival wanted us to host the Beer Mile. Intrigued, I forwarded the email to our key members with one simple word: "Yves!?" The one person that'd be all in on this.
What is a Beer Mile? Drink a beer (5%, 355 ml), run/walk/jog (or skip, crawl, whatever you want) your way a quarter mile around the track, and repeat three more times. Of course, there are non-alcoholic options.
The following day, we discussed it at parkrun while waiting for everyone to finish their 5km. Hosting the event was a cool idea, and the potential revenue was enticing. We met with Brad from Summer Spirits to discuss the event, and he gave us an estimated number of participants (200+). The stress level went up. But after a quick budget calculation, the profit was enough to cover a couple of months of Dome rental for our kid's programs. This was a huge expense for us, which impacted our fees to parents.
I recently worked on creating our Club's mission statement, vision, and values. These help guide our decisions, and I was adamant this event needed to fit within them, though I didn't specify which ones. Maybe I was talking to hear myself talk.
My biggest concern was the alcohol. Consuming four beers in a short period seemed extreme. Our mission is to promote running as a way to maintain a healthy lifestyle, both physically and mentally. I didn't want our Club to be known for hosting a drunk fest at the Rockland YMCA. However, the Summer Spirits Festival likely didn't want that reputation either.
Talking to my circle of runners and peers reassured me. Checking out the Been Mile website and their videos helped. Anything with a world record is legit, right? Runners are usually serious about their health. Also, beer and running often go hand-in-hand, according to the local running groups I follow on Instagram.
The event posed several challenges, with ticket sales being a major one. We were organizing a niche event on a long weekend, hoping to attract runners who enjoy beer to join us in Rockland ("a long way to travel for beer" mentioned by some) on Canada Day weekend. I might as well have asked for them to be medieval role-players.
I posted on social media, paid for advertising, and contacted local run clubs and community groups. The running community was great. "Cool idea," they replied, and they shared our event on their socials. Despite these efforts, ticket sales were low. When the Summer Spirits organizers asked how sales were going, I hesitated and said, "Slow." I didn't want to admit we had only 10 registrations a few weeks before the event.
A week before the event, when asked about how much beer do we need:
"We had 15. We expect a few last-minute registrations." Usually, fair-weather runnrs wait for the last minute and see what the weatherman brings. Maybe beer milers are not as tough as regular runners?
"Decent traction," they replied. Phew.
One month before the event, we met Dave from Brokenstick during our track workout for a promotional video. He "stumbled" through it, creating great footage. We got to be "extras" in his reel. It was a miserable rainy day to train, but we didn't notice it as we ran back and forth along the track, doing sprints and drills in front of his camera and tripod. It was a fun evening.
Two weeks before the event, we held a test run. The Race Director (me) is a stickler for the rules - no alcohol on school property. We held our Beer Mile with a case of Bubly, which fizzled and burned going down the throat and bloated our belly. Lord, help the participants who are doing the real thing. We ironed out the kinks and had a few laughs along the way.
Finally, the big day arrived—with rain. We had 21 registrants and two relay teams, just enough to hold the event for an hour or two. We may have decreased the sizes of the heats to ensure the competition lasted for at least an hour. The original plan was 20 people per heat.
At 11:00 AM, we waited behind the YMCA for the runners to show up. We watched people roll in and out of the building dressed in workout wear. We kept wondering, "Are they registered?" Then our first set of runners rolled in and pretty much set the tone for the day. Six friends. Four of them were in costumes—Sir Lancelot, a ballerina, a hot dog, and an 80s tracksuit. The other two were poncho and headband guys.
It looks like Beer Milers are not as serious as marathon runners. We found our people.
If I had to describe the characteristics of a typical Russell Run Club member, it would be that we are a pretty chill group. We don't get too serious about anything—even our training. We focus on creating a supportive and encouraging environment for all ages and abilities. Over the years, we have become friends who like to hang out over a few miles.
To hold a Beer Mile or any similar event, you need members who embody this. However, our beverage of choice is coffee at a local cafe.
The first heat featured our fabulous six. I might have heard "we are not runners" from some of them. They chugged their beer and jogged the track. They were not really competing, as I noticed that half of them were running together. That heat took at least 20 minutes, but it didn't feel like it. This group entertained all the runners and volunteers on the sideline.
The second heat was quicker - the more experienced runners toed the start line. Our member Julie brought her husband - the bodybuilder (Mr. Clean, as our ballerina called him). He kept saying, "I love my wife." Both opted for the non-alcoholic version - carbonated Montpellier. Watching the way it went down, beer may have been the better option.
The third and last heat had stronger runners based on their 5km and 10km times. Surprisingly, the best chuggers performed the best. Carl, who had an impressive 10km time, struggled with chugging, while Bill dominated with his refined technique. Bill's method: enter the transition area, grab the beer, focus, slowly walk, pause, slam the beer, and run.
What about the spewing? It was inevitable. The first heat was slow and steady, but the beer didn't stay down as the pace picked up. For some, it came up as quickly as it went down. No last night spaghetti supper or this group. The rain and gravel track hid most of the mess.
Of the 19 participants (two no-shows), thirteen completed the challenge. Those who didn't finish enjoyed the rest of their beer while watching the festivities.
Congratulations to our Beer Mile winners:
Open Men: Bill Shaw 7:48.3
Open Women: Alison Carter 17:49.1
The relay began after a little break—actually, it was long. I was banking on some last-minute registrants to fill in the gap, but the rain kept them away.
I was a little nervous that the fun and energy of the first group would not be there with the two teams of four showing up. But again, they did not disappoint. They matched the previous group even without the costume.
Congratulations to our Beer Mile Relay Team:
Alex Davies, Tyler Forkes, Daniel Giacca and Matt Scott in a time of 6:57.2
We treated the relay team with the Volunteer Competition. Four of us stepped up to the plate for the Beer Mile. Two troopers came out of a drinking dry spell to drink the 4 beers. One did one with three Montpellier's. I stayed 100% non-alcoholic.
Did I have any regrets about holding this event? No.
Did this event hold to our values? After a bit of reflection - yes. One of the most important ones for success in a Running Club - we had "Fun."
Anybody that does 400 m repeats know it sucks. But throw in some beer, carbonated water and costumes. It made the leg burn more bearable. Although, the gassy belly was probably just as bad.
As the runners departed the event - they said, "See you next year."
"Yes," we said, "We'll be doing it again." After holding the Russell Run for the past five years, I know this event will grow because those runners will tell their friends and so on.
Our volunteers enjoyed the process, from the videos to the rehearsal to the actual event. Even though we did not get the attendance we hoped for, we had a blast with the small and intimate group. It made the experience enjoyable instead of stressful. We created some stories to tell to our members and friends.
Thank you to the Summer Spirits Festival and Brokenstick Brewery for inviting us to your event.
Thanks to our volunteers who took the time out of their Canada Day weekend to bring this event to life.
Will we hold it again? Absolutely. Next year, we are creating a costumed division because nothing beats watching Sir Lancelot race a hot dog.
If you want to get all the updates in real time, follow us on Social Media or sign up for weekly emails.
Join the Russell Run Club Community Facebook Group to see what’s happening with our Members
Comentarios