Rights Holder Spotlight, Mike Wattigny, FRESHJUNKIE Racing

What is your title, and how long have you held the position with FRESHJUNKIE Racing?

I am the Marketing, Creative, and Communications Director. I merged my event company with FJR in 2019, then officially took over Mktg and Creative in 2020.

Where is FRESHJUNKIE Racing based, and how many team members does the company employ?

FRESHJUNKIE Racing is headquartered in Baton Rouge, LA, but we have remote workers across Louisiana and Missouri. We currently have a team of 10 full and part-time employees, with a roster of weekend event staff.

What is the number of events FRESHJUNKIE is producing on an annual basis, and on what sports are you focusing?

We produce 18 events annually. 13 of the events are owned and produced by FJR, while 5 of the events are production contracts.

What have been your biggest challenges thus far in 2022?

The supply chain and shipping have been the most significant challenges. We’ve adapted well by being further ahead than ever; however, designing and ordering so far in advance of an event is hard. As we emerge from the pandemic, participants have waited longer to register, making final order numbers tough to predict.

FRESHJUNKIE Racing events are hosted on a large scale and take place in unique venues. Some allow for opportunities that would never exist otherwise (running on the football field at LSU). What goes into making these venue ideas come to fruition?

A tremendous amount of planning has led to some exceptional venues we can work with. Our work with LSU was years in the making as we navigated through various departments in a university that size. The critical factor has been the relationships we’ve been able to build. Finding a champion who has the final approval or someone willing to advocate for us with that person was integral to getting access.

Your owned events have a history of creating a significant economic impact for the destinations where they occur. What methodology are you using to showcase these numbers?

Data is an area we are continuing to develop. I joined the Sports Events and Tourism Association in the middle of the pandemic (summer of 2020). Without events to produce, I found myself with lots of time on my hands and researched continuing education opportunities. I came across the Sports Tourism Strategist curriculum (previously CSEE) and thought it would give me the insight to be a better tourism partner. That opened a floodgate of opportunities to learn what data sports commissions and convention and visitors bureaus are seeking. As we work with more of these organizations, we are asking better questions of our participants and providing data for our partners that are relevant to their goals.

How do you set your events apart in a competitive endurance sport and running landscape?

Knowing that each participant is signing up for different reasons and goals, we want to ensure they have an exceptional and memorable experience. Focusing on the details is an essential key to setting our events apart. As athletes, we know the little things matter. From how we design the course to the communications and the event day itself, we aim to create a memorable experience for our participants, partners, and communities we impact. Being from Louisiana, we know how to throw a party, and each event features a fabulous post-race party to truly celebrate the participant’s accomplishments.

Are you bidding new event opportunities out in the marketplace, and if so, what sets a destination apart from the rest?

We are actively working towards new event opportunities, but unlike some of the national brands or tournaments, we are not shopping around an event for a market. Our approach is to find a tourism partner who wants to create something unique that highlights the community and drives results. A great example of this is our relationship with Auburn-Opelika Tourism. We connected with them through our association with Tuscaloosa Tourism & Sports. AO Tourism helped to connect with Auburn University, which led to the creation of the War Eagle Run Fest. This Half Marathon, 5K, and Kids Mile finished on the 50- yard line of Jordan-Hare Stadium providing an incredible experience for the participants while driving tremendous tourism impact.

As we push past the coronavirus pandemic, how have FRESHJUNKIE Racing’s expenses fared through the increased costs of producing events ?

Like everyone in the industry, our costs have risen. We’ve adapted by putting an intense focus on eliminating waste. Our ordering is further out, and our calculations on deliverables are dialed in. Driven by closely looking at the data of registration patterns, no-show rates, etc. has allowed us to battle some of the increased costs.

FRESHJUNKIE Racing offers a turnkey product for event creation. What are some of these solutions?

FJR can provide nearly everything for an endurance event: ideation, strategy, planning, sponsorship, marketing, production, and reporting. We own all the event production equipment, which allows us the flexibility to deliver endurance experiences ranging from small to many thousand participants.

Getting to know Mike

Where would you most like to live?

I currently live in the Town of Abita Springs, nestled on the north side of Lake Pontchartrain from New Orleans. I love living here. I’m in the country with easy access to New Orleans and Baton Rouge. If I have the opportunity for a vacation home it would be along the Alabama or Florida gulf coast.

What is the most prized possession you have in your office?

This is boring, but it is my laptop. It provides me the freedom to work wherever I want.

What do you enjoy doing outside of work, what are your hobbies?

I absolutely love to travel. I’ve been blessed with the opportunity to be a race announcer for triathlons and marathons for almost 20 years that’s taken me across the country and to Beijing. I also enjoy working out, swimming, biking, and have recently started to expand my culinary talents.

What is your favorite sporting event annually?

College football is my favorite and the CFB Playoff is always fun. I love the whole atmosphere of college football, the tailgating, the rivalries, the excitement of the games. You can see why I love the Tiger 10K and the War Eagle Run Fest so much!