RunSedona
❋ Strategic Planning
❋ Brand Strategy
❋ Event Marketing
❋ Public Relations
❋ Social Media
❋ Web Design & Digital
❋ Creative & Content
❋ Email & SMS
❋ Media & Digital Strategy
THE CHALLENGE
RunSedona has the setting most race directors dream about — winding roads threading through some of the most photographed red rocks in the country — and a community that already loved it. What it didn't have was an identity bold enough to live up to the landscape, or a marketing engine that runs all year instead of waking up the month before race day.
A destination event isn't an impulse registration. It's a trip people plan around. The brand had to inspire that decision year-round, then make committing to it effortless. The barrier to entry needed to be recognized and removed.
Let’s face it—when people sign up for a destination race, they aren't just entering a sporting event. They are committing to a full trip. Because of that, a modern race has to be much more than a single-day event; it needs to be a year-round lifestyle experience that is totally woven into the city itself. We do this by combining unique race programming with a smart mix of organic and paid media to find new runners and keep the community growing. This year, we’re making the experience even better by rolling out tailored training programs and hands-on support to welcome first-time runners, alongside new green sustainability initiatives that protect the beautiful spaces we run in. By teaming up with local hotels for lodging partnerships and setting up local commerce programs, we ensure our runners feel right at home while driving a massive economic boost for the city. From a price ladder that rewards early commits to milestone rewards that bring people back year after year, we are turning a weekend race into an annual tradition that keeps athletes coming back to the city all year long.
INSIGHT
A backdrop this bold needs a brand to match
It started with foundations — a confident logomark, a modern type system, and a full brand guide built on hand-drawn elements and grainy gradient textures pulled straight from the red-rock palette. As the event has grown, the brand has evolved with it, right down to a fresh logo and a clean rollout across every surface.
FOUNDATIONS
RESULTS
Momentum in the Red Rocks
2 year sell out across all events
Participants from all 50 states
+56% registration 2023 vs 2026
Voted Best Half Marathon in Arizona, 2025 & 2026
RECENT ACHIEVEMENTS
An athlete experience — post-race café, cryotherapy wellness booth, running brands and local vendors, Strike-A-Pose — makes the weekend a destination.
A family- and senior-friendly 5K walk widens the field beyond the core distances.
Runner incentives: a 5× loyalty racer patch, Runna training program partnership, expanded runner perks, and a price ladder that rewards early commits.
A show-your-bib Chamber program makes the town itself part of the prize.
A cupless race experience gives the brand a sustainability story that matters.
A cohesive brand — new logo included — runs from website to inbox to finish chute.
“I've worked with Holly and the Facets team on a variety of event brands including The Sea Otter Classic and RunSedona. Their strategic prowess and tactical marketing initiatives truly distinguish Facets. They take initiative, anticipate needs, and consistently execute tasks while carefully considering the outcomes. Facets possesses a keen understanding of effective methods and boasts a proven history of achieving goals.”
— Jeff Frost | Owner | RunSedona