Mother’s Day Whitewater Races

Client: Mother’s Day Whitewater Races

The Mother’s Day Whitewater Races (MDWR) is an annual event that takes place in Pilar, New Mexico on the 4.5 mile, Class III section of the Rio Grande, known as the “Racecourse”.  It is home to some of the best river experiences in the west and the most popular rafting in New Mexico. The second oldest organized river race in America, MDWR is a 3-day, family-friendly event open to kayakers, rafters, canoers, spectators and campers that features annual staples like stand up paddle boarding races, rafting and kayaking races, camping, a Dutch oven cook-off and more.

Because of the event’s long and rich history, planning responsibilities for MDWR changed hands many times over the years. Changes in event leadership year after year created a barrier in the event getting off the ground and being promoted to its full potential. However, in 2017, whitewater enthusiasts The Waite Company (TWC) helped with the planning and promotions execution for the 61st annual MDWR as a pro bono project alongside the Adobe Whitewater Club, the New Mexico River Outfitters Association, the American Whitewater Association and the American Canoe Association.

A small budget and exceptionally low river levels made planning for the event a challenge, but TWC, eager to grow the event from a local favorite to a full-fledged must-do experience, was ready to take it on and provide marketing, design and PR support and expertise to the event committee.

TWC developed a new logo, branding set, website and Instagram account for MDWR and utilized paid and organic social media, earned media placements and existing relationships and assets from the Town of Taos Tourism Department (an existing client of TWC’s in the same county as MDWR) to promote the event to a larger audience than ever before.

The 61st annual Mother’s Day Whitewater Races took place on May 11 -13, 2018 and was a huge success with an event attendance twice as large as the previous year.


Services Provided:

  • Branding
  • Logo Design
  • Advertising
  • Web Design
  • Event Planning