| EVENT REPORT 02.11.04 12:00 AM |
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| Running the New-and-Improved Millrose Games |
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The Verizon Millrose Games are considered the nation's oldest and most prestigious indoor track and field event in the U.S. But for all of Millrose's 97-year history, the big story of this year's event how much was new.
For starters, last year Los Angeles–based Pro Sports and Entertainment became the event's owner and operator. Because of the late date of the purchase, the company had just 16 weeks to plan the games at Madison Square Garden. "We were under significant time constraints," said Andy Roundtree, Pro Sports' chief operating officer. |
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PHOTO GALLERY |
 | | Olympic champion Marion Jones competed in the Verizon Millrose Games inside Madison Square Garden. |
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 | | The Madison Square Garden crew assembled the games' 160-foot track in two days, after melting the ice rink from the Rangers' hockey game. |
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Still, it was enough time to make some significant changes designed "to improve the product and improve what you see on the track," Roundtree said. The first part of that effort involved getting the best athletes available to compete—including Olympic champion Marion Jones. The second goal was to involve the local community. To do that, Pro Sports staged a "Fastest Kid in New York City" competition, and added more high school and collegiate events to the schedule. And for the first time, the Garden's upper level was sold for the event, and ticket sales served as a fund-raiser for local youth track and field programs. The sales added $16,000 back to the New York track community.
Also for the first time, a Hall of Fame induction ceremony and a Parade of Olympians—which featured introductions of 22 past Olympic competitors—took place during the event. Los Angeles-based Loroc Entertainment coordinated both events. Finally, the event's length went from an average of six hours to just under four.
The changes paid off, as attendance for the event exceeded 14,000. While not a record-breaking crowd, it was a significant increase over last year's 11,000 spectators.
Behind the scenes, Malcolm Shaw, the Garden's chief carpenter, and a team of 100 workers assembled the 160-foot track and other meet equipment in the Garden over the course of two days. It's a task easier contemplated than completed, considering that the crew had to melt the ice rink from Wednesday night's Rangers hockey game before they could assemble the track.
More than 200 volunteers served as race officials and timers, and David Katz, Pro Sports' technical director, was in charge of overseeing the event, including making sure the races got off on time.
Yet, for all of the changes, Roundtree isn't satisfied. Next year, he plans to start promoting the games earlier in the year with more events. One idea: a demonstration of the hammer throw in Times Square—something he didn't have time to pull off this year. "We've proven it's a great event," he says. "Now we have to promote it. We want to make it cool again."
—Erika Rasmusson Janes
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