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Twain helps LV Great Santa Run achieve record

Las Vegas Review-Journal
By Norm Clarke
December 8, 2013

The Las Vegas Great Santa Run shattered its previous record Saturday, and the event founder cited numerous factors.

The turnout jumped from 9,670 last year to 11,221. Liverpool, England, broke that previous mark last week, surpassing 10,000.

It didn’t hurt that country star Shania Twain lent her starpower, said Linda Smith, associate executive director of Opportunity Village and founder of the event.

Returning to downtown after five years at Town Square also might have helped, she said.

An early strategy was to have the Santa Run the same weekend of the Las Vegas Marathon, thinking it would increase participation.

When the marathon moved its date, “we felt we had grown enough that we could stand on our own,” Smith said. That contributed to more media coverage, she added.

Another boost came from corporate competition, mainly The Venetian and Caesars Palace. The Venetian won, with more than 1,000 participants and Caesars was close behind, Smith said.

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