As marathon popularity continues to increase, competition among race directors can be as fierce as the footrace at the front of the pack.

October, for example, is the busiest month of the racing season, with more than 50 marathons scheduled in North America.

Les Wright, the Lake Tahoe (Calif.) Marathon race director, knows as well as anyone the competition is formidable. But he's also well aware that Lake Tahoe and the area's various attractions serve as his best selling point.

"You're out there running, but it's hard to take your eyes off of the lake," said Wright, two days after the fifth annual event, earlier this month. "We have one outstanding attraction and we all know what it is."

Despite the usual running event "growing pains" (computer result problems and late and no-show shuttles), it's not surprising the Lake Tahoe Marathon and its accompanying 5km, 10km, half-marathon and various race-walk divisions have gained solid reputations.

Held on a warm and sunny weekend, the event escaped the area's first storm and snowfall by less than two days. And although official numbers haven't been tallied, there were more than 2,500 participants, representing seven times the event's 1995 debut total.

The event also provided a perfect example of the fastest-growing attraction of the running masses -- the destination event.

More than 98 percent of Lake Tahoe Marathon registrants drove more than 50 miles to participate and they spent at least one night in Lake Tahoe accommodations.

"I knew that it was a beautiful site," said Wright, a long-time runner who founded the race after retiring from a 30-year teaching career. "The only negatives we have up here is the altitude and the toughness of the course."

"But we are not selling a PR (personal record) course. You come here and have a beautiful Sunday morning run you won't forget. That's what I tell people. You are never going to get a PR here, unless it's your first race."

With Lake Tahoe and the area's pine-scented fresh air omnipresent, all of the events, except Saturday's 5km and kids' fun runs, were held on Sunday.

The 10km and half-marathon were respectively held on the last 6.2 miles and 13.1 miles of the marathon course, which began at Tahoe City at an elevation of more than 6,200 feet.

The marathon and half-marathon included substantial ascents that gave way to serious descents. The lake, majestic rock formations and a tree-lined bike trail in the final two miles to the finish provided welcomed backdrops.

With staggered starts (some delayed by late-arriving shuttle buses), the half-marathon was scheduled at 10 a.m, 30 minutes after the 10km and 90 minutes after the marathon. But the half marathon was unique, scheduled to begin only after the lead marathoners completed half their journey.

After expanding his running pursuits and beginning his marathon career in his mid-50s, Wright has incorporated some of his personal event preferences into the race he owns.

Although there's no designation of event other than the marathon distance, the race's long-sleeve T-shirt is handsomely designed and void of sponsor logos. The finishers' medals, however, designate different race distances.

"I'm tired of scrimping, so I almost succumbed this year, but that's been one of my 'things', " said Wright. "I hate all those advertisements on shirts. I've refused to do it, although it's getting harder and harder."

"Personally, I like to have a good medal, too. I like to put them on the wall, as a good pat on the back to myself. You get to wear it one day from the time you win it, until you go to bed that night. I like to travel to other cities, and it's nice to have a good T-shirt to wear and have that medal around your neck when you drive home."

Beyond the medal and T-shirt, the race's accoutrements were minimal. The sponsoring hotel hosted a small expo and the runners' freebie grab bag was substandard.

But what was lacking in those areas was overshadowed by other offerings, all of which again spotlighted Lake Tahoe.

A two-plus hour carbo-loading cruise, which included a basic pasta dinner, live music and a sunset journey across the lake on the Tahoe Queen paddle boat, was crowded yet relaxing.

Likewise, post-race refreshments near the finish line at Pope Beach were plentiful and gave runners what Wright said he enjoys as a race entrant.

"When I get to a finish, I just don't want to get on the bus and go back to my hotel," he said. "I want to hang around and talk to people. On a warm day, I want the runners to stop, take their shoes off and go into the water, have a beer and a hot dog and talk to their fellow runners. I think that's what's important."

Wright has pending but private-for-now plans for the marathon, and he predicts a 20 percent growth rate for the next several years.

"I don't know where we are going to limit it," he said. "We'll take it year-to-year. We just don't want to grow too fast."

For information on the 2001 Lake Tahoe Marathon, visit the race's Web site at laketahoemarathon.com.

(c) 2000, James Raia. Distributed by Los Angeles Times Syndicate