Happy New Year from Chicago.CX. Picking up where we left of on Tuesday last week, we continue our interview with Lyne Lamoureux of Podium Insight:
Chicago.CX: What, in your opinion, is the best CX event for spectating, and what can we all learn from that to improve our own courses?
Lyne Lamoureux: I would have to say Nationals in Bend, as you could see and hear most of it, from one spot. You have easy access to food, beverage, toilets. Its noisy and raucous – yet family friendly. I think course designers need to also think of the crowd movement, not just what the best course is for the racers but for the fans. How will they move from the start to a spot on course to see the race to the food, the beverages, facilities and finally to the finish line. How do you want them to cross the course? If you don’t make it somewhat easy to navigate, they will jump the tape or just grumble. And having the drum line at Bend last year was great, it brought the energy up to another level. It’s about flow.
(CX footnote – I think CCCNYR had a lot of above covered – great event!)
CX: Is there one particular interview that stands out, or most memorable?
LL: Wow – that’s another tough one – again, it would have to be the “firsts”. I have fond memories of my first real sit-down interview with with Ivan Dominguez at Redlands – I was so nervous. Then there was Sven Nys – the set up, the tap on the window to invite me into his bus and then our chat. I love doing interviews where I get to know a bit more about the person, I’m all about trying to figure out what makes people tick. One series that I love doing was with Jeremy Powers on his preparation to go to Worlds two years ago, especially the Christmas Eve episode from Belgium. The thing is I interview people that truly interest me, or it’s about a situation that I’m curious about and want to know more.
CX: What challenges do you face with your own business model – I mean, how do you generate revenue?
LL: I generate revenue from multiple sources, including photography and moving forwards, from advertising, As we saw with CNN laying off may of their photographers, the one part of the business that is extremely challenging right now in the digital age is photography. You actually have some teams, federations and sponsors beginning to receive, or expect to receive photography for free. Also, look at social media. One of my founding tenets is that I provide, as much as possible, immediate information about a race via twitter – my rule is simple, if I’m at an event, I will provide information, Yet, there are media outlets that will simply follow someones real-time tweets, then reports the results of an event, getting the clicks before the folks on site, and those clicks are important for sponsors. Like many, monetizing twitter and social media is a question that I’m wrestling with.

- Ben Popper photo
CX: What do you think of the explosive growth that cx has seen in the past 3 years?
LL: It has grown in the past three years and I think it’s great, but this year it has seemed to plateau for me as far as attendance, or even maybe decrease. I assume it is because of the economy, folks will just not travel to the bigger events and maybe stay local to race and spectate. I’m hoping that it’s only a temporary glitch but it does highlight the need to focus on ways to bring the events to the people, or the people to the events.
CX: What do you think of the extended US season? Pros/cons?
LL: I think its great for the Elite riders but I’m not sure for the non-elite racers, we’ll have to see what happens this year and the next. Obviously, the weather in Madison, WI. will be a factor for Nationals, as will the timing of Masters Worlds in Louisville. Will people travel to both with this economy and concerns about the cold in Madison? Obviously that much travel around the Holidays will force some people to make choices.
CX: What photo is your most prized photo of all – and why?
LL: I can’t pinpoint a photo right now – maybe because I’m still in the middle of it. I typically have about 10 to 20 favorites each year. I like my photos to tell a story and when that does happen, well it feels like a gift to me and I cherish it
CX: Lyne – Thank you for your time with us, we truly appreciate it, but one last question – What is your favorite My Wife Inc. cupcake?
LL: That one’s easy – Chocolate Cookie Dough!