How Inflatable Dinosaurs Illustrate the Power of Embedding Communications Into the Core of Your Business

Horse racing is on the decline, according to an article from The Economist last year. In fact, the number of horse races declined by more than 54 percent since 1989. If you owned a horse race track, this may be troubling news, unless you’re actively thinking about your business with a communications lens.

Enter the T-Rex Races at Emerald Downs in Auburn, Washington. This event has become a unique and highly popular event, demonstrating how local, quirky initiatives can achieve national, and even international, attention. Originating as a team-building exercise for a small pest control company, the T-Rex Races now draw hundreds of participants from across the U.S. and throughout the world to capture the media's imagination.

From a PR perspective, these races illustrate that smaller brands have the ability to gain large-scale coverage. The key lies in embracing what makes them stand out. In the case of the T-Rex Races, it's the playful, unexpected nature of the event that resonates with people far beyond the local community.?

What are the T-Rex Races??

The T-Rex Races are an annual event where participants actually wear inflatable dinosaur costumes and race over a 100-yard track. The event brings 200 participants from across the U.S and around the world.?

It’s fun nature led to the rise of many other similar races and now it has been upgraded to the T-Rex World Championships, with multiple categories for the race, including ‘Kid Dinos,’ ‘Dinosaur Dinosaurs’ (age 50 and older), Lady Dinos, and Dino Men, according a recent Facebook post from Emerald Downs.

Here’s a video from The Today Show’s coverage last year.

Emerald Downs should just be your average horse racing track. They have a strong, live thoroughbred racing season that runs from spring to fall. It’s a prominent venue in the Pacific Northwest, and is attractive for its scenic backdrop that features a view of Mount Rainier.

Why journalists cover this event

In my opinion, journalists cover the T-Rex Races at Emerald Downs because the event is a perfect mix of humor, spectacle, and human interest. The absurdity of people racing in inflatable dinosaur costumes creates visually striking and entertaining content that easily captures readers' attention.?

Additionally, the event's growth from a small team-building exercise to a widely recognized national event showcases the power of community and creativity, making it a compelling story that appeals to a broad audience. The unique nature of the event ensures it stands out in news coverage and the inboxes of editors, drawing curiosity and interest from various media outlets.

This year’s event coverage can be found in an article from Fox News, here.

The races tap into a universal sense of fun and creativity, offering a spectacle that is both amusing and memorable. While it is easy to take yourself too seriously at times, the Emerald Downs has figured out when to hold on and when to let go.

Creativity unbound

In addition to the T-Rex Races, Emerald Downs hosts several other unique and entertaining events when the thoroughbred horses are not racing. These include wiener dog races, which are popular with families and draw large crowds. There are also camel and ostrich races! Yes, you read that right. They all give that quirky twist on what’s expected from traditional horse racing.?

These events are designed to create a lively and inclusive atmosphere to attract a diverse audience that may not have otherwise stepped foot in the venue. This has added to the overall entertainment value of the venue, and dare I say, longevity.

The T-Rex Races at Emerald Downs share many similarities with the Savannah Bananas baseball team, which seem to flood my social feeds outside of LinkedIn.

If you haven’t heard of the team, the Savannah Bananas are known for their over-the-top, fun approach to baseball, incorporating dance routines, fan participation, and other unconventional elements into their games. One player even stands on stilts. Their love of the game combined with a playful, unexpected twist makes America’s favorite pastime more accessible and appealing to the masses.

Learn more about the Savannah Bananas in this Bleacher Report article.?

The Savannah Bananas get media attention for their unique and entertaining approach to baseball. They turn traditional games into lively, fan-focused events with numerous on-field antics and a party-like atmosphere. Their games are designed to be as much about entertainment as they are about the sport, which makes them stand out in the crowded sports market. This blend of sports and showmanship resonates with fans and media alike, leading to widespread coverage and a strong following.

Type “Savannah Bananas” into your favorite social network or search engine and you’ll see countless stories.

Ingraining communications into your business

The point of me sharing the T-Rex World Championships and the Savannah Bananas baseball team with you is this: communications needs to be ingrained into the core of your business to get the most attention and stand out from your competitors. This goes for all traditional industries, no matter what you do or sell.?

From my perspective, there are five things that you should do to adopt a communication-first mindset that permeates every aspect of your operations, as follows:?

1. Make Storytelling Central: Every decision and event should be seen as an opportunity to tell a story that aligns with your brand’s values and engages your audience.
2. Empower Employee Advocacy: Encourage employees to share their experiences and be brand ambassadors, much like how Tri-Guard Pest Control’s team-building exercise evolved into the now famous T-Rex Races.
3. Consistent Branding Across Channels: Ensure that every touchpoint, from social media to in-person events, reflects your brand's unique narrative and voice.
4. Engage Directly with Audiences: Use creative, interactive events to foster direct communication with your audience. This makes your target audiences feel more involved and valued.
5. Measure and Adapt: Continuously evaluate the impact of your communications strategy and be flexible enough to adapt and innovate based on feedback and changing trends.

You create a cohesive, communication-driven culture that not only attracts media attention but also builds a loyal community around your brand. Just don’t be afraid to break the mold and be different from your competitors. Challenge industry norms by infusing humor, surprise, or performance into otherwise traditional activities.

The lesson here for businesses is clear: don't shy away from the unconventional.?

When companies dare to be different and commit to pushing boundaries, they create opportunities for widespread media coverage and greater interest in their brand. With the right approach, anything is possible.