County’s Marathon Plan Runs Out of Gas

The Board of Supervisors is expected today to drop its two-year plans for a world-class marathon along the Orange County waterfront because county officials have been unable to attract enough financial support from area corporations.

“There was no interest among Orange County companies to assist in the conduct of a county marathon for purely community support reasons,” supervisors were told in a report from the county Environmental Management Agency.

“Even a suggestion to hold an extremely modest marathon event in December did not find adequate corporate financial support,” the report said.

Today, the five-member board is expected to end its contract with a private Orange County sporting-events promoter hired in 1986 to prepare the race.

The promoter, Sports Directions Inc. of Dana Point, is still trying to raise money for a race this year, possibly in December. But although county officials say they would like to see it succeed, they are not planning to participate.

“There were hopes that, over the course of a few years, it would grow in stature and become a nationally recognized marathon,” said Bob Hamilton, program planning manager for EMA. “At this point, it will depend on the interest of the private community.”

In 1985, Sports Directions Inc. prepared a successful marathon in Orange County that drew about 900 participants and included representatives from four foreign countries. The race cost about $160,000, about half of which was donated by the Irvine Co.

The race captured the attention of county officials, who thought that such an event could draw national attention to Orange County and its coastline.

“There was post-successful-event euphoria,” Hamilton said. “It clearly was something that could promote Orange County and, specifically, its recreational facilities.”

At the time, county officials figured that gaining corporate sponsors for such a high-profile event would not be difficult. So in January, 1986, they hired Sports Directions for $46,000 to solicit donations and conduct an event later that year. But after a few months, the Irvine Co. withdrew its financial support, citing a change in company policies.

“The company was really supportive of the marathon,” said Dawn Bouzeous, spokeswoman for the Irvine Co. “But we had a one-year commitment, and when it came up (again), we were focusing our gifts in other areas, like culture and the arts.”

The fund-raising effort was then taken door-to-door and to convention-room presentations. More than 40 companies answered invitations to hear about the marathon proposal, but the only support they would offer was in the form of products or services, Hamilton said.

At the end of 1986, the county extended its contract with Sports Directions for one year in the hopes of staging an event in late 1987. But recently, it became clear that there was no chance of pulling together the money and organization for a race.

County officials estimated that a high-quality marathon--with prize money for winners to attract top-names from around the world--would cost about $269,000 in 1987. But last year, donations were practically zero, Hamilton said.

“It appears that corporate interest in any marathon involvement has to be justified to them as a clear advertising and marketing investment . . . measurable against other marketing programs which might reach a greater audience for the same investment,” Hamilton said in his report to the supervisors.

Yet despite those previous difficulties, Scott Johnson of Sports Directions said the company remains optimistic that a race will be held this year.

It has been officially recognized as part of this year’s Orange County Centennial celebration, which means it could be included in the promotional material for the event, and donors to the celebration might be alerted to a possible marathon.

There are also two companies that have expressed interest in supporting such a marathon this year, Johnson said, adding that the company is still in the process of raising money for a race that could take place possibly in December.

“We’re not just optimistic, we’re very high on it,” Johnson said. “We want to bring a world-class event to Orange County.”