How to motivate for early entries

Published on January 13th, 2014

Cowes Week is one of the UK’s longest running sporting events, having first taken place in 1826, and continues to attract between 800 and 1,000 yachts in up to 40 classes. Scuttlebutt is a big fan of this event, mostly because they seem to do so many things right. Like attracting early entries.

Early entries are a blessing for all event organizers, such that many events extend a discount to those that enter by an early deadline. But for the early entries at Aberdeen Asset Management Cowes Week 2014, those entries received before the end of 2013 were provide an added incentive … a fantastic prize draw:

Top Prize:
An entry fee rebate
Free berthing (at either Cowes Yacht Haven, Shepards Wharf Marina, or East Cowes Marina)
Use of a Volvo for a weekend
A 25L Gill dry bag for all the crew
Chatham Marine shoes for all the crew
Laithwaite’s Champagne Brut Premier Cru Magnum NV

First Runner-Up:

A bar tab of £150 at the Spinnaker bar on Cowes Parade
A bottle of Mount Gay Extra Old Rum
An Icom handheld radio
A copy of the Reeds Almanac (courtesy of Aberdeen Asset Management)

Second Runner-Up:
A bar tab of £100 at the main bar at Cowes Yacht Haven
A bottle of Mount Gay Extra Old Rum
Tickets to one of the Britannia Events’ Cowes Week Receptions in the Dream Yacht Charter Hospitality area

Third Runner-Up:
A bar tab of £75 at Shepards Wharf Marina
A bottle of Mount Gay Extra Old Rum
A RIB ride for 2 with Solent Events

The winners were announced during a reception at the London Boat Show on January 11, thus creating a marketing moment to heighten event exposure. Brilliant! The early bird entry fee applies until May 26, after which time the standard entry fee will apply. The 2014 regatta dates are August 2-9.

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