Event Southwest Celebrates 14th Year Producing BMW Dallas Marathon Weekend: Delivering Logistics for 31,000 Runners and 40+ On-Course Activations

December 18, 2025

DALLAS, TEXAS (December 18, 2025) /ENDURANCE SPORTSWIRE/ – Event Southwest, a leading event production and logistics firm, today announced the highly successful management and production of the 54th running of the BMW Dallas Marathon Weekend. Marking the company’s 14th consecutive year producing the iconic event, the weekend mobilized all aspects of Dallas to safely host over 31,000 registered runners across a diverse schedule of races held from December 12th to December 14th.

The BMW Dallas Marathon is Texas’ longest-running marathon, and the 2025 event was its most ambitious yet, featuring 12 unique running and walking events spread across three days. The schedule included the Friday Night Lights Mile, the 5K, 10K, and Kids Races on Saturday, and culminated with the Half Marathon, Full Marathon, 50K Ultra, and Relays on Sunday.

Managing an event of this magnitude requires deep civic partnership and precision logistics. Event Southwest oversaw the complex coordination required to route the course throughout Dallas, including the deployment and management of more than 40 on-course activations. These activations—including live musical talents, sponsored cheer zones, and neighborhood engagement—created a high-energy environment for both athletes and spectators while ensuring seamless traffic and crowd control for all 31,000 participants.

“Our 14-year relationship with The Dallas White Rock Marathon is built on trust and a shared commitment to excellence.” said Michael Luchsinger, President of Event Southwest. “We are proud to deliver an event that not only meets the logistical demands of a multi-day, city-wide race but also elevates the participant and spectator experience through innovative course management and activation support.”

The successful production reinforced the BMW Dallas Marathon’s position as Dallas’ largest single-day sporting event and underscored Event Southwest’s expertise in long-term, high-stakes event execution.

About The Dallas White Rock Marathon: The Dallas White Rock Marathon (DWRM) is a nonprofit organization with a focus on promoting health and physical fitness through running events and related activities. The organization is composed of 15 volunteer board members and a full-time staff with various backgrounds and running experiences that help carry out the mission of the DWRM as well as support the growth and impact of the DWRM portfolio of events in the Dallas-Fort Worth community. Dating back to 1971, the organization hosts year-round events culminating with Dallas’ largest and Texas’ longest running marathon: the BMW Dallas Marathon. Now in its 54th running, the marquee event, with 12 running and walking events for all ages, will attract runners from across the globe and hundreds of thousands of spectators to Dallas’ largest single-day sporting event. The BMW Dallas Marathon course highlights iconic Dallas landmarks and is recognized as the official marathon of the City of Dallas. Since naming a primary beneficiary in 1997, DWRM has donated more than $4.5 million to Scottish Rite for Children. For more information, visit www.dallasmarathon.com.

About Event Southwest: Event Southwest, founded in 2012 by Michael Luchsinger and Lear Johnson, produces running events, walks, bike rides, and community festivals with a focus on seamless execution and risk mitigation. The company’s team brings over 80 years of cumulative experience in the running industry, having helped over 4 million participants cross the finish line at over 250 events since inception.

Contact: Matt Bannon, VP of Operations, Matt@eventsouthwest.com, 214-616-7503