Tracktown is the beating heart of track and field
By Kristen Cerney
Track & field has seen an impressive uptick in participation over the past years, appealing to a wide variety of athletes who enjoy sprinting, distance running, jumping and throwing. The diversity and love of this sport allows for unique events to succeed nationwide.
With a sprawling 120 years of history, no city understands track & field better than Eugene, Oregon. Known by its affectionate nickname, TrackTown, Eugene is the beating heart of track & field in the United States. The city’s achievements, events and athletes make it the perfect location to understand the world of track.
“Eugene’s dedication to track & field runs deep. Our investment in world-class facilities, securing major events and building strong community support ensures that the legacy of TrackTown will thrive for generations,” said Philis McLennan, director of Conventions & Sports Marketing at Cascades & Coast Sports Commission.
Historic Hayward Field, located at University of Oregon (UO), has held track & field events since its inception in 1921. In this century, it has hosted NCAA Championships, USA Championships and PAC-10 Championships. Hayward is the only location to host five consecutive U.S. Olympic Trials (2008–2024), as well as hold both the World Athletics Championships (2022) and the World Athletics Diamond League Final (2023). On top of this impressive resume, it was also featured in multiple movies, including National Lampoon’s Animal House (1978).
Eugene and Hayward Field continue to highlight why they have earned their reputation, bringing in millions of dollars each year through track & field events. In 2024, they generated more than $50 million for the region, and 2025’s schedule is packed with unparalleled events—many of which are happening for the first time.
Welcome to TrackTown
Planning a track & field event can be daunting. To help navigate, SPG spoke to some of the leading professionals in the business to gauge what they prioritize to create a successful event.
For the second year, Eugene, Cascades & Coast Sports Commission is using a strategic marketing plan they call ‘Welcome to TrackTown’. The goal is to welcome athletes, fans and residents alike to Eugene and inspire local businesses to get involved, attend events and join in on the fun that this unique sport provides.
“The campaign won multiple national industry awards last year and is even bigger and better this year,” said McLennan.
More than 60 businesses so far in the Eugene-Springfield metro area are involved and wearing Welcome to Tracktown shirts and buttons, as well as decorating their establishments with Welcome to Trackdown collateral, such as hotel door hangers, table tents and–of course–coasters.
The commission’s efforts don’t stop there. They are running advertisements through radio, television and social media, as well as on a billboard facing the major highway into the city, the airport and on all buses in the local transit system. Street poles are donned with banners for all major events, and patrons are given pocket guides and postcards when they attend.
How TrackTown runs
With its packed roster, Eugene has multiple organizations responsible for planning different events. Tracktown USA is the company that leads the promotion and production of the Olympic Trials and USATF events, in addition to the annual Diamond League Prefontaine Classic. Michael Reilly, chief executive officer, broke down the key components to executing a successful event.
The first, and arguably most important step, is to generally know the type of event and who it is for before working on the details. With track being such a diversified sport, nailing down the specifics will clear up any confusion about which direction to go while planning. Reilly clarified that the athletes are the heart of the competition, and starting with a specific vision for the event will ensure they are supported the best way possible.
If the event is to be televised, thinking about what the broadcast audience wants is imperative when trying to reach a broader audience. It is equally important to provide the broadcaster with what they need to create an engaging television experience. Some of the choices Reilly named are the placement of tents, the dressing of the stadium, the location where athletes are going to warm up and what they need to cool down.
TrackTown USA has found the most effective way to increase ticket sales is through email marketing. After years of building up an impressive database filled with interested potential customers, this direct communication gives them all the information they need for upcoming events.
Having an effective social media strategy is a great way to spread awareness about incoming ticket sales, the athletes competing and build your brand–but most importantly, it gets people excited. Reilly encourages partnering with athletes as much as possible, as they are the ones people want to follow and engage with. Additionally, this is a great opportunity to celebrate their accomplishments.
“If you show a clip of Sha’Carri Richardson, I haven’t found a person that doesn’t want to click and watch that. She’s just that special,” said Reilly.
The significance of volunteering
As with most things in life, it takes a village to get things done, and the same can be said for hosting track events. Even TrackTown USA, an organization of 28 employees, seeks out additional help to pull off large events. Not only does this greatly improve the overall experience of all involved, but it makes these events possible to begin with.
“We are absolutely dependent upon volunteers to achieve what we’re trying to achieve,” said Reilly. “They are the lifeblood of what makes it happen.”
When looking at some of the largest events at Hayward, like the Prefontaine Classic, a majority of those involved with ushering, selling merchandise, answering questions or helping people to their seats were volunteers–many of whom recruited a friend to join. Reilly explained how hosting national and international events have volunteers flying in from out of the country just to participate; and while smaller events might not have the same breadth, building a community of individuals passionate about the sport can go a long way.
The volunteers influence the energy of the event as they are doing most of the interactions with spectators. For the U20 Championships, TrackTown is focused on making it about peer-to-peer service and finding volunteers of a similar age to the athletes to create a youthful energy. They hope this encourages young people to get involved with volunteerism and fall in love with track & field.
The tangible love and enthusiasm that event planners have for track & field carries over into the events they create. Not only do they build a supportive environment for athletes to reach new heights, but they also bring fans an experience they can treasure for the rest of their lives.
What’s next for Eugene
TrackTown is heating up as it approaches summertime. Having already hosted a new Oregon Team Invitational, with select NCAA teams, and Spring’s Big Ten Outdoor Track & Field Championship, Hayward will soon hold the Para National Championships alongside the USA Track & Field (USATF) Outdoor Championships from July 31–August 3, 2025. This is the first time able-bodied and para track & field athletes will be competing together in the same championship, marking the beginning of the journey towards the 2028 Los Angeles Olympic and Paralympic games.
Meanwhile, Eugene is preparing to celebrate several decade-long anniversaries. Some of these milestones include the 20th anniversary of the Oregon Relays, the 40th anniversary of the Hayward Classic and the 50th anniversary of the Prefontaine Classic, running as the only annual meet in the states within the professional World Athletics Diamond League Series since its establishment in 2010.
Originally hosted at Hayward Field in 1962, the NCAA D1 Outdoor Track & Field Championships will be coming back for the 20th time. The event will return to Hayward in 2026–2028. The World Athletics U20 Championships will come to Hayward in August 2026 to exhibit the world’s best athletes under the age of 20.
