Behind the Balloons: The committee that illuminates Reno’s biggest little sky
The Great Reno Balloon Race has become a world renowned event in Northern Nevada. In the beginning of September, Reno’s skies are colorfully filled with hot-air balloons but this year the race is taking on a new marketing strategy, but don’t worry, the event will still remain free to the public.
Taking Flight in 1981
If you look up into the sky on an early September weekend, chances are you’ll see an array of a hundred hot-air balloons filling the Reno sky. This event has been a Northern Nevada tradition for over 40 years. The Great Reno Balloon Race prides itself in being the world’s largest free hot-air balloon event at Reno’s Rancho San Rafael Park.
“The event was designed to help fill up our local events calendar during the weekend between the State Fair and the Reno Air Races,” Pete Copeland, Executive Director for the Great Reno Balloon Race says. “Now, it’s become a great community tradition and we hope that it will continue to take flight for years to come.”
In 1981, the race had 20 balloons. Flash forward, the event is more successful than ever with 100 balloons each year. Standout balloons include Darth Vader who debuted in 2011, Smokey Bear, the Wells Fargo Wagon, and a cowboy! The Glow Show is for the early birds, starting at 5a.m. and goes way back, debuting in 1998. The Dawn Patrol follows the Glow Show where only certain balloons and qualified pilots take flight just before sunrise, lighting up the night sky. What originally started to keep people around between events, now has become an event that people travel from all over for.
No FOMO Here
If you don’t take a picture at the race, did you even go? This is the motto GRBR is heavily relying on to spread the word. If you’ve ever taken a picture of the balloons, you are helping advertise the event. With an event so visually-oriented, it only makes sense to advertise visually. The Great Reno Balloon Races are looking into modern forms of advertising this year with social media and influencers. As the event develops and advances, the marketing strategy has to quickly follow.
“We feel it’s time to focus on more modern mediums of advertising,” Copeland says. “Influencer marketing, in combination with our traditional media focus, is going to be our bread and butter this year. Many people are more inclined to check out an event if they see someone else post about it on social media. We hope to gather some great influencers from our region to help spread the word of our event.”
Marketing is constantly adapting and companies must follow to remain successful and keep growing their crowd. The Reno balloon race is no exception. There is no question this world has become very technologically advanced and an event as large as GRBR has to follow. It is common knowledge that pictures can cause a sense of FOMO (fear of missing out) which in a way is how GRBR plans to advertise. Seeing a picture of glowing hot-air balloons at dawn while sitting on a blanket with friends, creates the feeling of wanting to be there in that experience.
“Those who attend are always taking photos, sharing them with family and friends, and telling those people to come to the event with them the following year,” Copeland says. “The Great Reno Balloon Race almost sells itself. Being at Rancho San Rafael Park, in the middle of all of these balloons dancing around in the air, it’s just magical.”
Today’s Volunteers keep the Future of GRBR Alive
A unique aspect that keeps people coming back is that the event is free to the community. This is made possible by the sponsors. The races average around 120,000 spectators per year. Although this may seem like a lot, the committee is dedicated to making it bigger and better next year and many years to follow. This includes keeping the event free, bringing in more shapes, and enhancing the spectator experience.
When asked what the event would look like in 5 to 10 years, Copeland said “We would like to go from a three-day event to a four-day event in the future. The plan is to expand to a Thursday through Sunday schedule because our event is growing year over year. Lastly, we would like to just do everything better!”
In order to keep the event free, volunteers come together to make the event possible. Tasks range from field set-up to break-down and pilot crewing.
“The Great Reno Balloon Race would be very difficult to put on without our volunteers,” Copeland describes. “They do a lot for the event, especially when it comes to launching balloons. Pilots can’t afford to bring their own balloon crews, so volunteers are always on the ground assisting our participants. Volunteers are also critical to merchandise sales and running our VIP tents.”
GRBR wants the community to know they are more than just a ballooning event. The Great Reno Balloon Race has won awards including ‘Best Special Event in Reno’ and ‘Best Special Event in Northern Nevada.’ They find the value and importance of giving back to the 120,000 people that show them support every September.
“We work with a multitude of charities in the community,” Copeland explains. “For example, we have a 30-year relationship with Washoe County Schools and The Children’s Cabinet. We like to give back to the community.”
This years balloon race will take place September 9–11 at Rancho San Rafael Park and will remain free just as it has been for the past 41 years. Bring your family, friends, and cameras and tag @renoballoon on Instagram and Twitter!
Reporting and story by Cayley Dishion for Reno Tahoe Business Report
