Cohesion, brand messaging improvement key for Hulman’s new hires

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Consider Mark Miles the head coach of the Hulman & Co. organization, and this football analogy describing IndyCar’s future strategy will work.

Miles, the head of IndyCar’s parent company, finalized his leadership team on Thursday with the hires of C.J. O’Donnell as Hulman Motorsports chief marketing officer, and Jay Frye as chief revenue officer. So consider these two part of the coaching staff: maybe your offensive (pushing the product) and defensive (protecting the financial bottom line) coordinators.

The rest of the coaching staff, as it were, are Derrick Walker (INDYCAR president of competition and operations), Doug Boles (president, Indianapolis Motor Speedway), Robby Greene (president, IMS Productions) Gretchen Snelling (general counsel) and Jeff Belskus (president, Hulman & Co.).

“We believe that that separateness led to a less than effective, than maximally effective way to deal with our stakeholders,” Miles explained during a teleconference on Thursday. “It doesn’t make sense to us optimally to segregate based on kind of the location. Really the businesses are part of the same industry, same ownership, and largely the same stakeholders and customers.”

Collectively, they’re the new administration working together for the first time as a group, to bring about change to a struggling organization.

IndyCar is the opposite of a bad football team, for example. It has a great product, but remains largely invisible to the general public. Whereas a bad football team, i.e. the Jacksonville Jaguars this year, puts out a bad product but still gets a decent ratings number both on local and national levels.

The task for Frye and O’Donnell, who have each turned around organizations and brands in the past, is to do likewise for IndyCar. You might be thinking, “Well, aren’t these two just the latest to try?” The initial message from the conference call was positive that changes seem legitimate in coming.

“It’s been really kind of unique since this was announced today, my phone has been blowing up, and a lot of them have been from friends of mine who are prospective sponsors,” Frye said. “So I think the opportunity is definitely there to do some really good things actually relatively quickly.”

The biggest task on the sponsor standpoint is finding a replacement for departed title sponsor IZOD.

“Once that partner is identified, that actually helps address a lot of the things we’ve talked about,” Frye explained. “One is activating the sport, one is promoting the sport, one is getting the fan engagement together, which is very important to the overall health of the sport. Really the first week we’re going to kind of figure out where we’re at, try to get the groups blended together, get a nice plan and goals and direction, and then once that’s done we’re going to hit it hard to go out and find a great title sponsor partner.”

O’Donnell added that beyond the partner activation, an the PR and marketing effort will be improved and enhanced.

“I’ve got definitive assurances of that,” he said. “In fact Mark and I have had several conversations about adding capacity to the organization to really develop it into a world‑class marketing and PR team.”

For O’Donnell, the chance to come full circle to Indianapolis is a dream come true after 20 years with Ford and associated brands.

“I have to add a passionate sort of personal note to this,” he said. “At one point in time in my life I had an aspiration of actually driving at Indianapolis, and I knew someday somewhere I’d get a chance to participate in the business.”

NHRA: Schumacher, C. Force, Kramer No. 1 qualifiers at Phoenix

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NHRA press release

The 2018 NHRA Mello Yello Drag Racing Series season continued Saturday as Courtney Force set both ends of the Funny Car track record at the 34th annual NHRA Arizona Nationals at Wild Horse Pass Motorsports Park.

Tony Schumacher (Top Fuel) and Deric Kramer (Pro Stock) are also No. 1 qualifiers in their respective categories at the second of 24 events on the 2018 NHRA Mello Yello Drag Racing Series schedule.

Force took over the top spot in the category with a record run of 3.826 seconds at 335.98 mph in her Advance Auto Parts Chevrolet Camaro during her second pass of the day. After recording seven No. 1 qualifiers in 2017, she is aiming for her first event victory since Houston 2016.

“That last pass today was pretty incredible, we have run well here in the past and I’m excited to be back in that top spot,” Force said. “We are hoping to turn this consistency into a win, we just have to keep being consistent on race day.”

Force is set to face off against Del Worsham in round one of eliminations on Sunday. Ron Capps sits second after a 3.844 at 330.80 in his Napa Auto Parts Dodge Charger R/T during the final pass of qualifying on Saturday. The defending Funny Car champion Robert Hight qualified 11th after a 3.927 at 329.26.

Schumacher led the category with a run of 3.649 at 334.65 in his U.S. Army dragster posted during the first qualifying session on Friday. Schumacher also set the Top Fuel national speed record at 336.57 with a time of 3.667 seconds during his second pass on Friday. After securing four No. 1 qualifiers in the 2017 season, Schumacher locked in his first of the year in day two of qualifying.

“We earned our three points and kept the top spot so it’s been a great weekend for us so far,” Schumacher said. “The car continues to be great and [crew chief] Mike Neff is comfortable and knows what the car is doing, so I think tomorrow is going to be great day.”

He will go head-to-head against Greg Carrillo in round one of eliminations on Sunday. Steve Torrence qualified second after a 3.665 at 331.45 in his Capco Contractors dragster, while the defending world champion Brittany Force qualified in the 14th spot.

In Pro Stock, Kramer took over the top spot after driving to a 6.522 at 210.80 run in his American Ethanol Dodge Dart during the fourth qualifying session of the weekend. He secured the first No. 1 qualifying position of his career as Kramer also chases his first-ever victory in the class.

“It feels great to get that first No. 1 qualifier, and we had a great package put together this weekend and that was able to move us to the top,” Kramer said. “There were definitely some tuning adjustments from Pomona, but we went back to our old game plan with that KB power and it was a great combination.”

Kramer matches up against Alan Prusiensky in the first round of eliminations. Erica Enders is second in the qualifying order after a 6.527 at 209.98, while Alex Laughlin sits in the third spot.

Eliminations begin at 1 p.m. ET on Sunday.

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Sunday’s first-round pairings for eliminations.

TOP FUEL: 1. Tony Schumacher, 3.649 seconds, 336.57 mph vs. 16. Greg Carrillo, 4.227, 220.91; 2. Steve Torrence, 3.655, 331.85 vs. 15. Steven Chrisman, 4.089, 281.30; 3. Clay Millican, 3.664, 335.23 vs. 14. Brittany Force, 3.828, 253.52; 4. Leah Pritchett, 3.679, 334.15 vs. 13. Troy Buff, 3.809, 318.77; 5. Richie Crampton, 3.683, 325.30 vs. 12. Scott Palmer, 3.788, 326.63; 6. Billy Torrence, 3.697, 331.45  vs. 11. Doug Kalitta, 3.742, 328.78; 7. Blake Alexander, 3.705, 332.59 vs. 10. Terry McMillen, 3.740, 325.85; 8. Antron Brown, 3.712, 333.66 vs. 9. Mike Salinas, 3.737, 326.32.

Did Not Qualify: 17. Kebin Kinsley, 5.118, 136.79; 18. Terry Totten, 8.158, 69.73; 19. Terry Haddock, 10.095, 91.23.

FUNNY CAR: 1. Courtney Force, Chevy Camaro, 3.826, 335.98 vs. 16. Del Worsham, Toyota Camry, 5.089, 173.99; 2. Ron Capps, Dodge Charger, 3.844, 330.80 vs. 15. Tim Wilkerson, Ford Mustang, 4.551, 182.82; 3. Jack Beckman, Charger, 3.845, 332.43 vs. 14. Richard Townsend, Camry, 4.244, 235.27; 4. John Force, Camaro, 3.864, 332.51 vs. 13. Jeff Diehl, Camry, 4.120, 307.79; 5. Jonnie Lindberg, Camry, 3.866, 317.27 vs. 12. Bob Tasca III, Mustang, 3.971, 316.75; 6. Tommy Johnson Jr., Charger, 3.879, 329.91 vs. 11. Robert Hight, Camaro, 3.927, 329.26; 7. Cruz Pedregon, Camry, 3.888, 333.25 vs. 10. Shawn Langdon, Camry, 3.927, 329.42; 8. J.R. Todd, Camry, 3.919, 324.20 vs. 9. Matt Hagan, Charger, 3.926, 330.88.

Did Not Qualify: 17. Jim Campbell, 7.402, 91.58.

PRO STOCK: 1. Deric Kramer, Chevy Camaro, 6.522, 211.00 vs. 16. Alan Prusiensky, Dodge Dart, 6.663, 207.94; 2. Erica Enders, Camaro, 6.527, 209.98 vs. 15. Steve Graham, Camaro, 6.659, 208.55; 3. Alex Laughlin, Camaro, 6.529, 209.59 vs. 14. Val Smeland, Camaro, 6.640, 209.69; 4. Greg Anderson, Camaro, 6.530, 211.66 vs. 13. Kenny Delco, Camaro, 6.581, 209.82; 5. Jason Line, Camaro, 6.531, 211.03 vs. 12. Vincent Nobile, Camaro, 6.567, 210.08; 6. Bo Butner, Camaro, 6.532, 210.60 vs. 11. Jeg Coughlin, Camaro, 6.553, 210.14; 7. Chris McGaha, Camaro, 6.534, 211.63 vs. 10. Tanner Gray, Camaro, 6.550, 210.41; 8. Matt Hartford, Camaro, 6.542, 210.05 vs. 9. Drew Skillman, Camaro, 6.550, 211.39.

Did Not Qualify: 17. Joey Grose, 6.720, 206.64.