Sandy Feet Events
Sandy Feet Events is a small private event management company producing destination running races — half marathon, 10K, 5K, and 1K — at Wilson Creek Winery & Vineyards in Temecula, California, serving recreational runners, families, and wine country tourists.
- Company typePrivate
- Founded2010
- HeadquartersSan Diego, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Sandy Feet Events does
Sandy Feet Events is a small private event management company founded in 2010 and headquartered in San Diego, California. The company produces destination running events in Southern California wine country, with its flagship product being the Temecula Half Marathon, supplemented by 10K, 5K, and 1K Run for Kids distances. All races are co-located at Wilson Creek Winery & Vineyards in Temecula and operate as a single annual race weekend (next event scheduled for November 8, 2026), positioned by the company as one of the most popular half marathon events in Southern California wine country. The firm employs 1-10 people and operates under two DBAs: Temecula Half Marathon and Wine Country Half Marathon.
The company does not build proprietary technology. Its operational backbone is assembled from third-party SaaS providers: RunSignUp for registration and payment processing, Gemini Race Results for course maps, Athlinks for official results publication, and SCS Photoworks for free finisher photography. Revenue is generated through two streams: per-registrant race fees across four distance tiers and corporate sponsorship. Pricing is not publicly disclosed on the website; registration is unit-priced per distance. Marketing relies on organic social (Facebook, Instagram), website content, and an Ambassador Program that drives word-of-mouth promotion within local running communities.
The customer base is entirely consumer-facing and segmented across three personas: recreational runners of all skill levels seeking a scenic destination race, families with children participating in the 1K Run for Kids, and wine country enthusiasts combining fitness with wine tourism. There are no enterprise customers, no disclosed sponsors named, no funding rounds, no parent company, and no disclosed ownership or financial information. The business model is essentially a lean, single-event operation whose economics are anchored to one venue partnership and one execution window per year.
Sandy Feet Events firmographics
Firmographics- Name
- Sandy Feet Events
- Legal name
- Sandy Feet Events
- Website
- https://sandyfeetevents.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sandy Feet Events is a small private event management company producing destination running races — half marathon, 10K, 5K, and 1K — at Wilson Creek Winery & Vineyards in Temecula, California, serving recreational runners, families, and wine country tourists.
- Ownership category
- akta.pro rank
Sandy Feet Events industry classification
Industry- Product category
- Race Event Management
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events (7113)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA)
- akta.pro secondary industry
- Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)
Keywords
Where Sandy Feet Events is headquartered
LocationHeadquarters
- HQ city
- San Diego
- HQ country
- United States
- HQ region
- North America
Markets served
Sandy Feet Events business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Marketing or Sales, Personnel, Others
Revenue model
- Race Registration Fees: One-time registration fees from participants for the half marathon, 10K, 5K, and 1K kids run events. Multiple race distances offered at various price points.
- Sponsorship: Corporate sponsors partner with the event for visibility to participants and attendees. Sponsorship opportunities are available through the website.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Race registration fees for various distances |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Sandy Feet Events product offering
Product offeringCore offering
Sandy Feet Events organizes and operates a series of annual destination running races at Wilson Creek Winery & Vineyards in Temecula Valley, Southern California. The portfolio includes a half marathon, a 10K, a 5K, and a 1K Run for Kids, all staged on a single race day with chip timing, finisher perks (premium shirt, wine glass, medal), and a post-race celebration with complimentary wine. Registration and event logistics are delivered through the company's website integrated with third-party platforms such as RunSignUp, Gemiri, Athlinks, and SCS Photoworks.
Product overview
Sandy Feet Events organizes a portfolio of destination running events centered around the Temecula Valley wine country in Southern California. The primary offering is the Temecula Half Marathon, supplemented by 10K, 5K, and 1K Run for Kids distances. All events share a common venue (Wilson Creek Winery & Vineyards), race date (November 8, 2026), and post-race celebration amenities, creating a tiered race experience that accommodates runners of all skill levels from elite athletes to children. The events are managed through external platforms for registration, results, photography, and course mapping.
Differentiator
Problem solved
Functional benefit
Products and services
- Temecula Half Marathon A 21.1-kilometer destination race through Temecula Valley wine country vineyards, hills, and scenic vistas, featuring chip timing, a finisher medal, complimentary wine glass, and post-race celebration at Wilson Creek Winery & Vineyards. Targeted at runners of all skill levels from professional athletes to beginners seeking a destination race experience.
- Temecula 10K Run A 10-kilometer running race through Temecula wine country that offers a shorter-distance option for runners of varying experience levels. Includes chip timing, finisher medal, and post-race amenities at Wilson Creek Winery & Vineyards.
- Temecula 5K Run A 5-kilometer running race suitable for beginners and families. Includes chip timing, finisher medal, and post-race celebration with wine and refreshments at Wilson Creek Winery & Vineyards.
- 1K Run for Kids A one-kilometer running event designed for young participants, providing a family-friendly addition to the race weekend at Wilson Creek Winery & Vineyards. Targeted at children with parental registration through the standard event website.
- Race Sponsorship Program A sponsorship offering through which corporate partners secure visibility to race participants and attendees of the Temecula running event portfolio, marketed via the event website's sponsor page. Targeted at corporate brands seeking exposure to the Southern California wine country running audience.
Companies that use Sandy Feet Events
Customer profileSegments3 records
Ideal customer profiles3 records
Sandy Feet Events technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Sandy Feet Events partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Wilson Creek Winery & VineyardscoreThe winery serves as the primary event venue and host location for the Temecula Half Marathon, 10K, 5K, and 1K Run for Kids. Participants receive a complimentary glass of wine as part of finisher perks. The partnership provides the scenic wine country setting that differentiates this race.
- RunSignUpcoreRegistration technology platform used for race sign-ups. Provides integrated registration, payment processing, and participant management capabilities.
Scale indicators2 records
Recent moves6 records
Expansion highlights3 records
Sandy Feet Events competitors and assessment
Company assessmentDirect peers
- Destination Races: Operates a portfolio of wine country half marathons (Healdsburg, Santa Barbara, others) using the same destination-race + post-race wine celebration format as Sandy Feet Events. This is the closest direct peer — Sandy Feet's website even links to 'Destination Races' imagery, suggesting either affiliation or template adoption.
- Napa Valley Marathon: Iconic wine country destination marathon in Napa Valley, California. Closely comparable to Sandy Feet's Temecula offering in that both are scenic Northern/Southern California wine-region road races marketed to destination runners seeking an experience beyond a standard road race.
- Big Sur International Marathon: California destination marathon renowned for its scenic course (Big Sur coastline). Comparable to Sandy Feet as a California-based destination race that markets the course scenery and experience rather than competing on size or prize purse.
- REVEL Race Series: Operates destination half marathons and marathons across multiple U.S. cities (REVEL Big Bear, REVEL Mt. Charleston, etc.). Comparable in that REVEL is a multi-event destination-race operator using the same RunSignUp-style platform ecosystem; the difference is geographic scale.
- Santa Rosa Marathon: Wine country marathon and half marathon held in Santa Rosa / Sonoma County, California. Closely comparable as a Northern California wine-region destination race experience competing for the same wine-country destination runner segment.
- Healdsburg Half Marathon: Wine country half marathon in Healdsburg, Sonoma, operated under the Destination Races umbrella. Directly comparable wine-country half marathon format and likely shares operator DNA with Sandy Feet Events given the destination-races reference.
Broad incumbents
- Rock 'n' Roll Marathon Series: Large, established destination race series (now owned by the IRONMAN Group) with events across many U.S. cities and an integrated concert + race format. Comparable in that it is a destination-race product but operates at a much larger scale and broader portfolio than Sandy Feet's single-venue model.
Regional players
- Carlsbad 5000: Iconic Southern California road running event (5K and half marathon) based in Carlsbad, San Diego County. Comparable as a Southern California destination running event competing for the same regional recreational runner base as Sandy Feet's Temecula race.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks6 records
Key highlights6 records
Customer concentration
Sandy Feet Events social profiles
Digital presenceSandy Feet Events financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sandy Feet Events leadership team
Management profileNumber of profiles
Sandy Feet Events funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sandy Feet Events M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sandy Feet Events
What does Sandy Feet Events do?
Sandy Feet Events organizes and operates a series of annual destination running races at Wilson Creek Winery & Vineyards in Temecula Valley, Southern California. The portfolio includes a half marathon, a 10K, a 5K, and a 1K Run for Kids, all staged on a single race day with chip timing, finisher perks (premium shirt, wine glass, medal), and a post-race celebration with complimentary wine. Registration and event logistics are delivered through the company's website integrated with third-party platforms such as RunSignUp, Gemiri, Athlinks, and SCS Photoworks.
When was Sandy Feet Events founded?
Sandy Feet Events was founded in 2010. It employs 1 to 10 people.
Where is Sandy Feet Events based?
Sandy Feet Events is headquartered in San Diego, United States, in the North America region.
How does Sandy Feet Events make money?
Two revenue lines are on record. Race Registration Fees are the primary driver. The others are sponsorship.
Who are Sandy Feet Events's main competitors?
Direct peers on record are Destination Races, Napa Valley Marathon, Big Sur International Marathon, REVEL Race Series, Santa Rosa Marathon and Healdsburg Half Marathon. Rock 'n' Roll Marathon Series is listed as a broad incumbent. Carlsbad 5000 is listed as a regional player.
Does Sandy Feet Events have an API?
No public API is recorded for Sandy Feet Events.
What industry is Sandy Feet Events in?
Sandy Feet Events's product category is Race Event Management. Its primary akta.pro industry code is MPAKAIAA, Road Running Events (Marathons, Half Marathons, 10K/5K), with a secondary code of MPAKADAD, Mass Participation Race Organizers (Runs, Triathlons, Cycling). Its NAICS code is 711320 and its SIC code is 7900.