Marathon organizer sounds off for LWR Business Alliance

LAKEWOOD RANCH — During his career, John Korff organized hot-air balloon festivals, tennis tournaments, triathlons, marathons and other high-profile events.

So, after selling his business in New York in 2013 and settling with his family in Sarasota, Korff, 63, saw an opportunity to create a “go-to” event.

“I wanted to do something that wasn’t being done in the greater Sarasota area,” Korff told members of the Lakewood Ranch Business Alliance April 8, during its Executive Briefing.

His big idea: the Sarasota Music Half Marathon, which garnered 2,000 participants for its inaugural race in February. 

Korff says the numbers aren’t an accident; the concepts he used can be applied to business.

“You always want to think like a consumer,” Korff said. “I wanted it to be a 13.1-mile moving party. I was dubbing myself ‘vice president of fun.’”

Korff wanted to make his race an experience, not just a run. He staged 25 bands along the route, which purposely took runners through residential communities so affected homeowners could sit on their driveways to cheer runners along. He stopped by each residence to notify the owner of the race and give out his personal cell phone number in case of questions. He donated a total of $25,000 to nonprofits that provided volunteers.

“You’ve got to make it personal,” Korff said. “The consumer is really buying your vision of whatever you are doing. You have to be the kind of person people want to do business with.”

“I’m a big believer in the idea that little things count,” he said, adding that when he ran the New York City Triathlon, he and his team personally contacted each participant throughout the year to wish him or her a happy birthday, as well as to check on his training — concepts he’ll apply to the Music Half Marathon, as well.

Korff said the event lost money its first year, but he expected that. It’s the price of making a first-year event look and feel like at 10-year event, he said.

He hopes to grow the race by 500 runners to 2,500 participants in 2016. 

Lakewood Ranch Business Alliance member Hank Progar, of AIM Safe, said Korff’s message applies to every business.

“Be relaxed, have some fun and personalize everything,” he said. “Think about the people, not the business, and the money will come.”

“The consumer is really buying your vision of whatever you are doing. You have to be the kind of person people want to do business with.”

— John Korff, founder of the Sarasota Music Half Marathon