NorCal’s Superpro Racing and promoter Murphy Mack has announced via their newsletter a “Women’s Empowerment Option” for their afternoon/evening race at Vallejo today that encourages racers to bring a first-time woman racer to the race to try cyclocross racing for free.
It’s a creative implementation of a tried-and-true marketing technique, with a no-risk free (or low cost) trial, one that we’ve long thought USA Cycling should attempt by providing incentives for promoters to try, instead of increasing one-day licenses with its new fee structure that 70% of readers were against.
Fifteen dollar one-day license fees make for a $40-55 first-time experience, raising the barrier to racers who may either be on the fence or budget constrained. Mack is doing what he can to remove such a barrier.
Superpro Racing events are not USA Cycling sanctioned but were using NABRA sanctioning and insurance in past seasons. The promoter must still pay insurance for the free racers, but hopefully by bringing in a new group of satisfied customers, it will bring a good return on investment through hooked-on-’cross racers who return for more full-price excitement.