Last summer I started working with Erica MacVittie to reinvent the Malibu Half Marathon. Erica and her husband David had purchased the event and relaunched it with a new ownership group. The event had been around for seven years, but it had never achieved critical mass. Although the route, along the ocean on Pacific Coast Highway, was beautiful, the runner experience, sponsors, and marketing hadn’t kept up with best practices. Erica hired me to increase participation, and to do that I chose to rebrand the event, get the marketing in shape, and secure new brand partners.