A female mountain bike racer at McDowell Mountain Regional Park.
I’ve never raced the Dawn to Dusk mountain bike race at McDowell Mountain Regional Park. I really wanted to this year. I planned to return from Scandinavia, get on my Santa Cruz and train for the fun at my favorite local mountain biking venue.
The aftermath of my flooded house scuttled my training plans; two months of living in a hotel 25 minutes from my mountain bike made riding pretty tough. The biggest disappointments – not being ready for the Prescott Sixer or Dawn to Dusk.
I’d all but forgotten Dawn to Dusk for this year. Then I got a message from a PR firm for Chipotle Mexican Grill, the title sponsor. The firm wanted me to write about a promotion: Text to win free entry for a 4-person team to the race, plus Chipotle Mexican Grill food and swag.
Specialized made its mark by putting its money into new trails at McDowell Mountain Regional Park – a far better investment in corporate dollars than a giveaway.
From the word “go”, this promo felt like being jabbed in the armpit with a rusty nail. I like Chipotle Mexican Grill (though it needs to cut portion size by a third), but I told the PR firm, “No, I’ll sit this one out.”
Then I figured out what pissed me off about this promotion.
Chipotle is an outsider to mountain biking. There’s nothing wrong with that. But it acts like an outsider that expects to cut a check, slather logos everywhere, drape a few people in swag and bask in accolades from the mountain biking crowd. Chipotle Mexican Grill (NYSE:CMG, $215 million in 2011, nearly 32,000 employees) doesn’t get it. Its PR firm doesn’t get it. And promoter DCB Adventures isn’t in a position to say “Guys, you just don’t get it.”
Chipotle Mexican Grill could’ve invested in the mountain biking community. Tally the cost for the entry fees, food and swag. Then talk to the Mountain Bike Association of Arizona. I’d bet it could use that booty for something that would benefit mountain bikers permanently (like maybe its $10,000 fundraising goal for trail projects). Think Specialized Bicycles and its investment in building the new trails at McDowell Mountain Regional Park for the Cactus Cup.
Instead, Chipotle Mexican Grill treated mountain bikers like any other “consumer.” It didn’t figure out what motivates and unites mountain bikers.
Chipotle is a young company – new enough to make some mistakes like this. My advice: Get to know the market you want to tap. Exist as part of it. Be real. And then, you can count me me to get out and push.
Love it!!
um…They sponsored a USA based team (known for it’s anti doping stance) in the Tour de France for a couple years…how do they “not get it”
Not sure I understand the link, dirtybiker. Sponsoring pros and supporting mountain biking are two different things. And “anti-doping stance”? Please. Show me one team that said “We LOVE doping” and that will mean just slightly more than jack squat.
If Chipotle’s approach is okay with you, fine. Get behind it. My opinion: Chipotle could’ve done a lot better.
Well, I think actually you made a good point in your rant, but then missed the importance. “Its PR firm doesn’t get it.” Although CMG should be, and is directly accountable for what it’s PR firm does…let’s make sure we understand that there is a demarcation between the actual Chipotle restaurant and food and what a PR firm does to try and break it’s client into a new market. Let’s also remember that MTB isn’t all that mature either – comparatively to other well-marketed sports.
I get what you’re saying and agree – there’s often a disconnect between the intent and reaction, as is/was here. But, I’m just a little willing to cut ‘em some slack while they cut their teeth. Really, how painful would it have been to just send the TXT? If for no other reason to tell a $215M company that we want their support in our beloved sport.
I spent five years working for a PR firm (and another five getting pitched as a news reporter) – and no PR firm acts without its client’s blessing. So I can’t pin it all on the PR firm. Chipotle knew the score and approved.
I’m willing to let them take chances that don’t pan out … without hating on them too much. But if we all march along as expected and don’t speak, nothing changes. And bottom line: Wouldn’t you rather that, as a cycling community, we lead the way and show the outside money what it can really do to make cycling better? BTW, I asked the PR firm if they had an interesting story angle about the race – if they did, I’d include the text info. The answer was “no.” That didn’t impress me – I’m always happy to write about mountain biking and people doing cool things for it – but I want it to be more interesting than “Company X threw some money our way.” My favorite races are the ones that DON’T have big-name sponsors. Tour of the White Mountains, for example.
Thanks for stopping by!
I definitely don’t disagree with the sentiment. But I can’t help but believe that there’s a way to groom the relationship rather than bagging on the PR firm. For the money that was dropped, I really doubt that Chipotle gave it much thought and would be willing to bet the PR firm was “authorized” a budget and a scope (as the blessing). Please don’t mistake my position as justifying Chipotle as a sponsor though or the PR firms tactics, which obviously are blind.