For $220, you can get a massage and mimosa at the Richmond marathon - Richmond Times-Dispatch

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On Saturday morning, thousands of marathon runners will scramble for parking spots, hold their breath as they use the porta-potties lining East Broad Street or wait in line for the bathroom at the Richmond Marriott hotel.


Not Paul Layne. The 54-year-old software developer from Raleigh will park his car in a reserved spot, and he'll use a private restroom in a warm, heated building. Then he'll sit and sip on coffee until the race begins.


"Having that private bathroom is amazing," Layne said.


Layne is one of roughly 125 runners who purchased the premium package for Saturday's Richmond marathon, half-marathon and 8k. For $220, participants get their own parking, bathrooms and private breakfast before the race begins.

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And once they cross the finish line, that's when the fun really begins. The VIP experience includes an omelet bar with mimosas, lemonade with Tito's Handmade Vodka, beer from Hardywood Park Craft Brewery and a massage — all inside a heated tent. There are tables, chairs and rooms to change clothes. When the VIPs are all partied out, they can ride a shuttle back to their cars. They take with them a special gift, a Hydro Flask coffee mug.


Meanwhile, regular runners have to sit on the grass eating pizza and warming themselves with blankets.



Layne

Courtesy of Paul Layne


The premium package is yet another way Americans have prioritized experiences over products. And it's a mechanism for Richmond Sports Backers, the nonprofit that operates the marathon, to maximize revenue from one of its largest events.


For years, Layne figured the hospitality suite was too expensive. He'd cross the finish line, walk straight to his car and drive back to Raleigh. Then last year, to celebrate his 10th consecutive Richmond marathon, he decided to cut the check. He left a changed man, realizing he could have been drinking post-race mimosas for years.


"You really don't know until you've experienced it," Layne said.


Big-city marathons have offered exclusive experiences for years. Richmond's event, a mid-sized race, added its own around 2018. The river city already has America's friendliest marathon, said Megan Schultz, chief operating officer for Sports Backers. The premium package "takes it to the next level."


A decade ago, there were few upgrades available. Runners paid their entry free, which now starts around $85, and maybe bought a hoodie with the race logo.


Now, for $40, you can pick up your bib on race day and skip the pre-race expo. For $20, you can get your name and time engraved on your medal. For $10 more, the engraving will feature a personalized message.


"It's a special day. Big goals are achieved," Schultz said. "To be able to commemorate that further is something we're always looking for."


Fueled in large part by millennials, Americans are shifting spending from possessions to live experiences, whether it's $10,000 for Taylor Swift tickets or a plane ride to Europe. It's being called the Experience Economy, and experts say it's a part of today's Instagram culture.


Add-ons also boost Sports Backers' revenue, which depends on turnout at events. There will be roughly 21,000 participants across the three races on Saturday, a Richmond record. That makes the marathon event slightly smaller than the Monument Avenue 10k, Sports Backers' biggest race. Revenue from programs accounted for about 75% of Sports Backers' $7 million in revenue last year, according to a federal filing.



Carleton

Courtesy of Kristine Carleton


For Kristine Carleton, having the premium package means peace of mind — there's less to worry about before the race starts. She skips the pre-race meal in exchange for her own breakfast of a bagel with almond butter, coffee, a multivitamin and hydration fluids.


The warm, indoor waiting room is clutch for Carleton, 51, who lives in Tampa. She is a full-time athlete, sponsored by a handful of nutrition, hydration and clothing companies. But she pays for the premium experience out of her own pocket, and she buys it whenever she travels for a race.


"It's not cheap," she said. "It's not for everybody, but if you can do it, I highly encourage it."


For $80, marathon participants can bring companions to the hospitality suite. Carleton's husband, Jeff, who is from Midlothian, will tag along on Saturday to enjoy the coffee and bagels.


Carleton will run the half marathon, which she said is already a great event, even without the heated breakfast room.


"It's low drama," she said. "It's very well-organized."


The premium experience tends to draw an older crowd of runners, said Layne, the software developer from Raleigh. It caters to runners who do not enjoy wearing running shorts in 50-degree weather or climbing the hill from Brown's Island on sore feet.


At the pre-race meal, Layne takes a few doughnuts and protein bars in an effort to load calories. He skipped the post-race massage last year but hasn't ruled it out for Saturday. His wife, Raene Wang, purchased the companion package, so he won't celebrate alone.


Layne has run 40-plus marathons, and Saturday will be his 12th straight in Richmond. Not only is Richmond an easy drive from his home in Raleigh, there are always plenty of spectators and kids sticking out their hands for high-fives. At other races, you can go miles seeing without seeing a human observer.


"It's like returning home," he said of running Richmond.


He loves the marathon so much, he pays his entry fee the day the race goes on sale. That means on Monday, he expects to get on his computer and sign up for the 2025 race and secure his private bathroom.

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From the Archives: Richmond Marathon through the years​

Richmond Newspapers Marathon​

10-25-1982 (cutline): Dr. Isador S. Zfass' number matches his age. But he wasn't the oldest runner; the oldest was 72.

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Richmond Newspapers Marathon​

10-24-1982 (cutline): Ken Archer of Bowie, Md. He was escorted on Boulevard Bridge.

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Richmond Newspapers Marathon​

10-25-1981 (cutline): A runner grimances and tries to relieve leg cramps at the 5-mile point.

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Richmond Newspapers Marathon​

10-24-1982 (cutline): These Virginia Commonwealth University students didn't bug out till midway mark.

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Richmond Newspapers Marathon​

11-01-1981: Ali Salaam in front followed by Robert Adkins and Mark Miller in running of RNI marathon at State Pen yesterday.

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Richmond Newspapers Marathon​

Richmond Marathon 1981

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Richmond Newspapers Marathon​

Richmond Marathon 1981

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Richmond Newspapers Marathon​

Richmond Marathon 1981

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Richmond Newspapers Marathon​

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Richmond Newspapers Marathon​

10-26-1980 (cutline): Runners cross Boulevard Bridge.

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Richmond Newspapers Marathon​

10-25-1981 (cutline): Neither wind, not rain kept these two from their task. Nelda Casper and Ray Hartenstein used trash can liners as rain gear during yesterday's marathon.

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Richmond Newspapers Marathon​

Richmond Marathon 1980

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Richmond Newspapers Marathon​

Richmond Marathon 1991.

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Richmond Newspapers Marathon​

10-21-1991 (cutline): Richmonder John Luginbuhi had a painful finish to his 3:54 run.

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Richmond Newspapers Marathon​

10-21-1991 (cutline): Richmonder Kurt Link looked fresh after his 4:01 marathon.

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Richmond Newspapers Marathon​

10-15-1990: John F. Bays of Waynesboro

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Richmond Newspapers Marathon​

10-21-1990 (cutline): David "Dack" Axselle watches others finish the marathon after he came in second on his first attempt in the wheelchair division.

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Richmond Newspapers Marathon​

10-21-1990 (cutline): Parvaneh Borek celebrates her completion of the course by kissing the ground at the finish line.

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Richmond Marathon​

Richmond Marathon 1992

Richmond Marathon​

Richmond Marathon 1992

Richmond Marathon​

Richmond Marathon 1992

Richmond Marathon​

Richmond Marathon 1992

Richmond Marathon​

Richmond Marathon 1993

Richmond Marathon​

Richmond Marathon 1993

Richmond Newspapers Marathon​

10-18-1985 (cutline): Enthusiasm marked the first Richmond Newspapers Marathon in 1978.

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Richmond Marathon​

Richmond Marathon 1993

Richmond Newspapers Marathon​

Richmond Marathon 1978--Reporter Bill McKelway raised hands in excitement as he ran by photographer.

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Richmond Marathon​

Richmond Marathon 1993

Richmond Newspapers Marathon​

Richmond Marathon 1978

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Richmond Newspapers Marathon​

Richmond Marathon logo 1977

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Richmond Marathon​

Richmond Marathon 1993

Richmond Newspapers Marathon​

10-08-1978 (cutline): Finish line personnel aid runner beset by punishing cramps.

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Richmond Marathon​

Richmond Marathon 1993

Richmond Newspapers Marathon​

10-08-1978: Line up for start of Richmond Marathon.

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Richmond Newspapers Marathon​

10-08-1978: Mike Meton and Gloria Grittender proudly show their 5-mile certificate.

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Richmond Marathon​

Richmond Marathon 1993

Richmond Newspapers Marathon​

10-08-1978 (cutline): Blisters and soggy feet are sometimes the byproducts of running a marathon.

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Richmond Marathon​

Richmond Marathon 1993

Richmond Newspapers Marathon​

10-09-1978 (cutline): Besides bringing the thrill of finishing, yesterday's marathon also meant the agony of hurting. One finisher sprawled on the steps of the F&M Center.

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Richmond Marathon​

Richmond Marathon 1993

Richmond Newspapers Marathon​

10-09-1978 (cutline): Youngest finisher, Eric Davis, nears line.

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Richmond Marathon​

Richmond Marathon 1996

Richmond Newspapers Marathon​

10-21-1979 (cutline): Last-minute runners registered for the marathon last night at VCU's gymanisum.

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Richmond Marathon​

Richmond Marathon 1993

Richmond Newspapers Marathon​

Richmond Marathon 1979.

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Richmond Newspapers Marathon​

Richmond Marathon 1979.

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Richmond Marathon​

Richmond Marathon 1996

Richmond Newspapers Marathon​

Richmond Marathon patch 1980.

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Richmond Newspapers Marathon​

10-22-1979 (cutline): One marathon runner shows his jubilation as he nears the finish line to cheers of spectators.

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Richmond Marathon​

Richmond Marathon 1996

Richmond Newspapers Marathon​

10-20-1986 (cutline): Bob Duffy (254) leads a thirsty group of runners through a water stop on the 26.2-mile course.

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Richmond Newspapers Marathon​

10-21-1985 (cutline): Broken ankle and all, Kerri Bramos, 10, finished the five-mile race yesterday on crutches.

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Richmond Newspapers Marathon​

Richmond Marathon 1984.

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Richmond Newspapers Marathon​

10-22-1984 (cutline): Gwen Davidson (right) also gets some relief.

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Richmond Newspapers Marathon​

10-20-1985 (cutline): David Swaim's chair overturned on hill at finish.

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Richmond Newspapers Marathon​

Richmond Marathon 1984

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Richmond Newspapers Marathon​

Richmond Marathon 1984

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Richmond Newspapers Marathon​

Richmond Marathon 1983.

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Richmond Newspapers Marathon​

Richmond Marathon 1983.

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Richmond Newspapers Marathon​

10-23-1983 (cutline): Williamsburg's Venon Geary. He won in the oldest age category.

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Richmond Newspapers Marathon​

10-24-1983 (cutline): Linda P. and James C. Tebault of 2800 New Kent Ave. have a hitchhiker along as they run in the five-mile competition.

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Richmond Newspapers Marathon​

Richmond Marathon 1983

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Richmond Newspapers Marathon​

10-24-1982 (cutline): Butch Hughey (he's the dog) sets his pace with several humans. Owner Steve Hughey (far right) said Burch got sore paws from running more than the prescribed 26 miles.

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Richmond Newspapers Marathon​

10-24-1982 (cutline): Dack Axselle (right), 8, nears five-mile finish. David Axselle (left) accompanied son, who has spina bifida.

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Richmond Newspapers Marathon​

10-24-1982 (cutline): Kathy Heckman of Richmond was the first woman to cross the finish line. She acknowledged the crowd's cheers with a wave; her time was 2:54:43.5

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Richmond Newspapers Marathon​

10-24-1982 (cutline): Raymond Hartenstein of Lanham, MD., hangs on. Workers at finish line helped to support exhausted runners.

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Richmond Newspapers Marathon​

10-25-1982 (cutline): Dax Axselle, 8, was a winner in more ways than one. His grandmother, Alma Axselle, gave him a hug.

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Richmond Newspapers Marathon​

10-22-1979 (cutline): Brenda Thornhill watered down runners on Forest Hill Avenue. Heat proved one of the biggest problems for most marathoners.

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Richmond Newspapers Marathon​

10-22-1979 (cutline): Many of the swarm of about 3,000 runners who took part in marathon start ascent up East Main Street just after race start.

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Richmond Marathon​

Richmond Marathon 1993

Richmond Newspapers Marathon​

10-22-1979: Forest Hill resident offered water from hose to runners.

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Richmond Marathon​

Richmond Marathon 1996

Richmond Newspapers Marathon​

10-23-1989 (cutline): Inge Schuurmans streaks across the 5-mile finish as first woman, fifth runner overall.

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Richmond Newspapers Marathon​

10-23-1989 (cutline): Don Bridges, who was pushed over most of the marathon course by friends, says he'll be back for next year's race.

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Richmond Marathon​

Richmond Marathon 1996

Richmond Newspapers Marathon​

Richmond Marathon 1990, Cecil Astrop

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Richmond Marathon​

Richmond Marathon 1996

Richmond Newspapers Marathon​

Richmond Marathon race map 1989

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Richmond Marathon​

Richmond Marathon 1996

Richmond Newspapers Marathon​

10-23-1988 (cutline): There is a price--Marathon volunteers helped some runners--and checked others--as they came exhausted and aching, thirsty and hungry, across the finish.

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Richmond Newspapers Marathon​

Richmond Marathon 1988

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Richmond Marathon​

Richmond Marathon 1996

Richmond Newspapers Marathon​

10-24-1988 (cutline): Eighth Victory--Wannie Cook rolled to his eigth victory in the wheelchair marathon as hundreds of spectators gathered at the finish line cheered the veteran racer on.

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Richmond Marathon​

Richmond Marathon 1996

Richmond Newspapers Marathon​

10-18-1987 (cutline): Marathon winner Walt Adams, 27, congratulates 10-year-participant Dr. Isadore Zfass, 76, after yesterday's grueling race.

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Richmond Marathon​

Richmond Marathon 1996

Richmond Newspapers Marathon​

Richmond Marathon 1987

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Richmond Newspapers Marathon​

10-18-1987 (cutline): Massing for Marathon--The 12th Annual Richmond Newspapers Marathon starts at noon today at 12th and Cary streets in Shockoe Slip. Featured are 26.2 mile, 13.1-mile and 5-mile courses. In addition to individuals ther ewill be corporate and relay teams.

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Richmond Marathon​

Richmond Marathon 1996

Richmond Newspapers Marathon​

10-20-1986 (cutline): Fans of Sally Glaze gave her a boost at end of the half-marathon.

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Richmond Newspapers Marathon​

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Richmond Newspapers Marathon​

10-18-1985: Lauri Shea

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Eric Kolenich (804) 649-6109

ekolenich@timesdispatch.com

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