From finish line to menu: Jakobs Café og Bar has supported Skagen Marathon from day one

Sponsoring the Skagen Marathon is also not a new idea for Jakob Sund, who is behind the iconic café in the centre of Skagen. In fact, he has been involved right from the very beginning in 2010, when a number of local enthusiasts came up with the idea of getting a marathon off the ground. Jakob previously had a stall at the marathon grounds selling hot dogs, draught beer and soft drinks – something he is working on getting staff for, so he can set it up again during the busy weekend.  

No black holes in the turnover

For local businesses, including Jakobs Café og Bar, the weeks between late summer and the autumn half-term used to feel like a black hole in revenue. However, with Skagen Marathon being strategically placed during this period, an important shoulder season is secured that keeps the town going.

• The marathon helps bridge late summer and early autumn nicely, because there is no longer the huge gap that used to be there before the autumn half-term, says Jakob Sund.

Once the October weekend was all about drawing in guests, but now it is about careful planning and full staffing to keep up with demand as hungry and thirsty runners, spectators and family members flock to the town. This is where the marathon makes a real difference to revenue outside the high season – just like the city's other strong initiatives such as the Winter Bathing Festival and the upcoming Skagen Food Festival.

An authentic taste of Skagen – even outside the peak season

In fact, it is far from only local Skagen residents who cross the finish line on marathon day. On the contrary, it is predominantly tourists and visitors who fill the routes, the townscape and the café tables – and that is one of the race's greatest strengths.

When the participants head out onto the routes, they get a completely different experience of Skagen than the classic sunny day in July. The running route takes them through parts of the town they might never have discovered on their own.

• You get out on the routes in places you might not otherwise go as a summer visitor. It is the light, the harbour and the trip to Grenen. I think and hope that the runners take the completely authentic Skagen atmosphere home with them, says Jakob.

Strong forces and festive evenings

A marathon of the size we have in Skagen does not, however, happen by itself. It requires helpers – and lots of them. Whether it is a matter of setup, clearing up or handing out water on the routes, the helpers are the glue that holds everything together. 

• Such an event requires volunteers to man the routes, hand out water and clear up afterwards. And I actually think we're really good at that here in Skagen.

Jakob also tries to make the weekend a great overall experience for the guests. Although his experience shows that the marathon runners are rarely the first to take to the dance floor after a whole day in running shoes, this does not deter him from trying again – and therefore he is once again aiming to create a festive evening with live music after the race.  

• All things considered, there must be someone on the short routes who fancies going out to party afterwards, he says with a smile.

In other words, the Skagen Marathon has become much more than just a race – it is living proof of what happens when local forces and a committed business community join forces to keep the atmosphere in the town high, all year round.