The Crim as "The Coolest Race in Michigan"? That's the slogan director Sherlynn Everly is promoting for Flint's famous festival of races. So what if Flint's August weather is more Saharan than Siberian? That's a fun thing she can play on. Crim is "cool" in a more-important way - a terrific time, A to Z - thanks in part to Everly's ability to tranform by imagination. She can conceptualize, then oversee details needed to make dreams real. So it's no surprise that Running USA, the industry council devoted to building U.S. distance running and road racing, named her to its board recently. What's surprising is Everly had no running experience when she took over Crim three years ago. A quick study, one might say. Everly came to the Flint event after two years directing the Michigan Renaissance Festival. This followed 20 years of working for the state, starting as a secretary and rising to an administrative manager. "Welfare reform was gonna kill me," she says of deciding to lead the Renaissance instead.

Working for the government didn't kill Everly's ability as a manager. She has strong people and organizational skills, is good with deadlines and contracts, and can handle all the minute details necessary for a successful event. During her short stint as Crim director, she has learned the sport (no small task) and improved the festival. She has a creative mind and great marketing skills as well. Despite Crim's world-class elite field, Everly knows that, "not everyone wants to compete, but they want to be part of the big event. Many run the race as a 'graduation' after training for it. To finish is to win." She herself took a Crim training program, then completed her first 5K. Way to go! Everly is proud to be associated with running. "Runners are honest people, hard-working and concerned about their environment," she says. Her fresh perspective should be a boon for the three-year-old Running USA. According to past CEO Steve Edwards, "Road racing loses ground every day to the aggressive marketing of other sports, and corporate America is not investing in us." USA Track and Field CEO Craig Masback feels that, "Running has incredible but largely-unrecognized economic impact, locally and nationally." Altering these conceptions is no small task. There have been some successes. RUSA press releases are sent weekly to 36 national periodicals, including Sports Illustrated and USA Today. Some have gone unread, but others have found their way into prestigious publications, including a front-page story in the Wall Street Journal. RUSA is also working to boost the competitive status of U.S. runners. After last fall's New York City Marathon, Deena Drossin (a race director's dream) gave an articulate, thankful interview, stating her "ability to work hard and pursue competitive running is only because of RUSA." The organization wants to rekindle the fervor of the late-1970s running craze, in part by developing new U.S. heroes in our sport. Through a program launched in July 2000, it has opened training centers in Rochester Hills, Mich., Rochester, N.Y., and San Diego. Currently 25 athletes, including Drossin and Meb Keflezighi, participate. RUSA will also recruit recent college graduates, offering future stars coaching, stipends and environments that will help them compete with the best runners in the world. Team USA, through a joint venture with USAT&F, plans to open new training centers and recruit 60 more athletes by the end of 2003. Everly's role in this? She plans to champion a marketing effort, perhaps grouping races, to bring in a major sponsor. "Working together for the benefit of a sponsor, could kick the door open for a lot of us," says Everly. "With major sponsors comes the media. It's a win-win situation. "Runners' average spendable income is high," she continues. "We have the exact demographics that sponsors look for. It's a matter of packaging and getting out in the headlines. "Thirty years ago, NASCAR was just car dealers, and look at them now. There's a lot of room to promote our sport, and we have to start moving in that direction." Through the Crim, she has seen how role models reach communities. "Kids want to emulate heroes," she says. "When we can see them at Crim, in our own backyard, it's inspiring. It helps us think we can be heroes too." For more information about RUSA, please visit its website at www.runningusa.com. MR