A marathon of events and promotions this week at San Francisco restaurants, bars, nightclubs, and other businesses will lead up to the 100th running of Bay to Breakers on Sunday.
ZOMG is a weeklong celebration that kicked off Monday featuring more than 20 local businesses and venues offering discounts to race participants and costumed revelers to showcase the history and spirit of San Francisco.
"This is the 100th year ... We think that's awesome and that deserves to be celebrated in true San Francisco form," said Mike Karns, director of marketing for Zazzle -- one of the event's main sponsors.
This is the first year organizers planned a week of events before the race.
"Our idea was to make Bay to Breakers more than just the footrace on Sunday," Karns said.
Rico Avila, the founder of Essential Nightlife -- an events company that works with venue owners, promoters and bands -- approached Zazzle organizers asking for a way for local businesses to get involved with Bay to Breakers.
"It's something that lacked with Bay to Breakers in the past," Avila said. "They forget the small business owners -- the locals."
ZOMG events will showcase different decades every day of the week to celebrate the history of Bay to Breakers.
Dressing in neon leg warmers, off-the-shoulder shirts, acid-wash jeans and fingerless gloves will garner free admission for Friday night's "Radical 80s" party at Roe Nightclub.
The events, which run through Sunday night, are designed to get participants and onlookers excited for the Bay to Breakers race, Karns said.
Several notable runners will be competing in the event, which begins at 7 a.m. near the Embarcadero.
Olympic silver medallist runner Meb Keflezighi will be racing to attempt to become the first American man to win Bay to Breakers since 1986.
"The Bay to Breakers race is one I have wanted to run for a long time," Keflezighi said in a statement. "It will be very special to be a part of the 100th anniversary of this historic running event and lead tens of thousands of runners to the finish line."
The defending women's champion, Lineth Chepkurui, of Kenya, is hoping to score her third Bay to Breakers victory.
Oakland resident and the fifth fastest American woman of all time in the marathon, Magdalena Boulet, will also be among the 55,000 registered runners.
"It's very special. Being an Oakland resident, it's such a great opportunity to be in a local event that's so well known."
Boulet, who has finished in the top ten in Bay to Breakers before, is aiming to improve in this year's challenge.
"I (will) try to be in the top three and squeeze in the podium," she said.
She urges those not running in the race to come out and take part in the 100th anniversary celebration.
"It's a wonderful event to be involved with whether you're racing or living in the Bay Area," Boulet said.
Those looking to get a head start on the action can opt to use public transportation because many agencies are offering earlier service on Sunday morning.
Four special northbound express trains will be available to Caltrain riders -- departing at 5:10 a.m. at the Mountain View station and 5:20 a.m., 5:25 a.m., and 5:30 a.m. at the San Jose Diridon station. All of the special trains will make limited stops and arrive by 6:40 a.m., officials said.
BART has also scheduled service starting at 5 a.m., with Millbrae, Daly City and East Bay stations opening at about 4:40 a.m. for passengers to purchase tickets. The trains will be running at 20-minute intervals until 8 a.m., officials said.
Those taking BART from the Peninsula or San Francisco stations are encouraged to exit at the Montgomery Street station. Riders coming from the East Bay should use the Embarcadero station.
Four trips from Larkspur starting at 5:30 a.m. have been added for the Golden Gate Ferry to accommodate Bay to Breakers runners, officials said. Participants are advised to arrive early as tickets are not sold for a scheduled departure, and vessels will be boarded on a first come, first serve basis.
The Alameda/Oakland Ferry will also be running special service from Jack London Square in Oakland at 5:45 a.m., departing from the Main Street Ferry Terminal in Alameda at 6 a.m., and arriving at the San Francisco Ferry Building at 6:25 a.m., officials said.
For a complete list of transportation and parking information, visit www.zazzlebaytobreakers.com and check out the "Helpful Resources" section.
Visit www.zazzle.com/ZOMG for more information about ZOMG and events scheduled throughout the week.