F1 Fan - Austin

Q&A: Circuit of the Americas president Jason Dial on F1 year 2 prep

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As Circuit of the Americas in Austin prepares for its second United States Grand Prix, we had the opportunity to speak with new track president Jason Dial. Dial, a veteran of Procter & Gamble for nearly 20 years and most recently chief marketing officer for the Tampa Bay Buccaneers, has hit the ground running in his first month.

MST: Given your background, you see sports in several different contexts. How does a “race fan” compare to a “football fan,” per se?

Jason Dial: You realize going in that in F1, or in NASCAR, the fan is avid for different reasons. For a race, you’re usually backing a driver. NFL allegiance is usually skewed toward where you grew up, and since I grew up in Detroit, I was a Red Wings/Lions/Tigers/Pistons. Here, you’re a driver, and certainly in F1, a team fan.

MST: Last year’s race had the huge buildup, but it was also the first major event for a brand new facility. What were the pressures leading into that which you heard?

JD: I’ve been here a month, so I wasn’t here through the opening. But I heard things as simple as making sure the fences and gates were installed correctly, and making sure things were right from an ingress/egress standpoint.

Easy to forget, but 18 months ago this was fields. That’s when I tell people about seeing this place, that the staff worked around the clock to make it work.

This year it’s more planning, and making sure our transportation plan has sufficient infrastructure. We’re thankful that 94 percent said they’ll come back for another race; that’s the thing we need to see to grow our fan base 3-5 years down the road.

source:  MST: How has having 5-6 additional race weekends this year helped the preparation for this weekend? What are some of the great achievements?

JD: We’re celebrating our millionth fan in one year. And that’s an incredible feat on many levels, not just business operations, but really showcasing Austin. I was at Procter & Gamble for 18 and a half years, and you need time to develop a level of critical reach to justify an investment. We want people to say, “Wow, I’m going to Austin.”

MST: How does this race then avoid the so-called “sophomore slump” to sustain the promotional efforts for year two?

JD: I think first of all, 94 percent said they’d come back, but they didn’t say “come back next year.” What we’ve had to do is continue to build awareness and excitement, and expand the experience. We have the fan fest for instance, which is free, and magnifies the entertainment value of Austin. We’ve also built up our digital marketing fairly heavily.

We’re competing for everyone’s time and treasure. If we’re not compelling enough, people won’t come to Austin. F1 is amazing, but everything is amazing. We are integrating a lot more live music, because that is authentically Austin. It’s very important because this is the “live music capital of the world.”

Between the Longhorns (Texas game on Saturday), live music and entertainment, we need to expand our footprint. But having six stages, 12 blocks, music almost all around the clock all free downtown is great to have.

MST: Any concern about the UT game on Saturday?

JD: I don’t think it’s ideal and we tried to avoid the conflict, but to be honest some others come because they are in for the game and wouldn’t otherwise. The reality is that most hotels require a 4-night minimum. So what do you do for the other 3 days?

We know 55 percent of our fans bought tickets from outside the state of Texas. Over 50 percent are coming for first time. We have all 50 states and more than 40 countries in attendance. We’ve done a good job of creating compelling content.

MST: That will transition nicely into asking about ticket sales. Are they on course to match or exceed the first year?

JD: Yes. We’ll be up 30 percent on general admission this year, and new this year, people can buy just the race day ticket. It’s $129 for a GA and up; for $229, a reserved bleacher seat. Our attendance will be very strong, over 250,000 for the three days.

MST: What’s been your racing integration like?

JD: I think what’s great about our calendar of racing, is that it can be very different for different series. F1 versus vintage for instance? It’s pretty amazing to watch the muscle car era around the 3.4 mile track, where you’ve got a Shelby and a Sting Ray battling for the lead! That’s a different fan than the F1 fan.

We need to continue to appeal to a very diverse consumer. What we’re trying to do is think of Circuit of the Americas as an entertainment destination. And it’s always amazing to have (different generations) because that’s what everyone can relate to.

MST: Do you have a particular favorite part of the track?

JD: I’ve only been here a month to see the vintage race. But I’d say based on all the walkthroughs, I like Turn 1 the most, because you’ve got that hairpin after the rocketing up the hill. That one’s probably my favorite. Otherwise Turns 18/19 are very good if you’re elevated. There are several great general admission places.

The drivers love it. When you get drivers raving about the complexity, the challenge, the design, that’s when you know you’ve hit something special. It’s so amazing to watch them go through here. But then to have to break it down really fast, and put it in layman’s terms, I couldn’t believe how challenging it was with a 40 mph go kart up the hill! That gives you a brief idea of how tough it is.

MST: The USGP has, for several reasons, always struggled to “stick” at a single facility. What’s COTA’s “master plan” to ensuring OK, this is it for the next 5-10-15 years?

JD: We’re very confident and the big difference here is only 9,000 of our seats are permanent fixtures. We build to demand. We’re not bound by concrete. But we’re purpose-built for racing and other events as an entertainment destination.

This year you’ll see more high-end hospitality and GA. We’ll read our consumer reviews. That’s part of our DNA from P&G is asking what the consumer wants, and making sure we’re delighting them. People said they want to bring clients in. We have families that love general admission. We’ll be up 30 percent on that.

The calendar of events helps too. A lot of the places that struggled didn’t have 19 concerts to diversify. It’s a portfolio play.

We’re not just F1. We absolutely want to have F1 for foreseeable future, and it’s very important we do. From an international attraction play, we have to showcase how incredible of a brand F1 is.

But we want to make sure we grow our MotoGP event. We have the X Games coming in June. We’ll have another incredible other festival in May we’re getting ready to announce. And the versatility helps us with our television partners, NBC for F1 in this case, to be one of our strategic advantages.

How do we make sure we do this and market the hell out of it? We make it compelling, and sell it to the people.

Rosberg struggles to P7 in Monaco: ‘I had no confidence out there’

MONTE-CARLO, MONACO - MAY 29: Nico Rosberg of Germany driving the (6) Mercedes AMG Petronas F1 Team Mercedes F1 WO7 Mercedes PU106C Hybrid turbo leads Lewis Hamilton of Great Britain driving the (44) Mercedes AMG Petronas F1 Team Mercedes F1 WO7 Mercedes PU106C Hybrid turbo on track  during the Monaco Formula One Grand Prix at Circuit de Monaco on May 29, 2016 in Monte-Carlo, Monaco.  (Photo by Lars Baron/Getty Images)
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Nico Rosberg claims to have lacked confidence with his car in Sunday’s Monaco Grand Prix after finishing in a lowly seventh for Mercedes.

Rosberg started the race from second place on the grid, but was forced to give his position up to teammate Lewis Hamilton after pole-man Daniel Ricciardo opened up a big lead early on.

Hamilton ultimately went on to win the race, while Rosberg continued to struggle for pace in the wet conditions before the track dried out, dropping behind Sergio Perez and Sebastian Vettel.

Rosberg lost another place in the pits to Fernando Alonso after making the switch to slick tires, and spent the remainder of the race languishing behind the McLaren driver.

On the final lap, Rosberg lost P6 to Nico Hulkenberg on the run to the checkered flag, giving Hamilton a 19-point swing in the championship.

Despite still leading the drivers’ standings by 24 points, Rosberg admitted he was unsure why he was so slow in Monaco.

“I don’t know what the reason was. It was just very difficult out there on the intermediates,” Rosberg told NBCSN after the race.

“I just had no confidence out there, so I had to stay quite far away from the limit.

“Then after that, I had to let Lewis past to give him the chance to win, because with my pace I wouldn’t have had the possibility.

“So gave that a go, and then of course he did win, so good for the team.

“For me, I lost out a lot in the pit stops and everything, so that was disappointing.”

The result ends Rosberg’s record of having won every race he has finished in 2016.

Perez elated by Monaco podium, hails Force India tire calls

MONTE-CARLO, MONACO - MAY 29: Sergio Perez of Mexico and Force India celebrates on the podium during the Monaco Formula One Grand Prix at Circuit de Monaco on May 29, 2016 in Monte-Carlo, Monaco.  (Photo by Lars Baron/Getty Images)
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Sergio Perez produced one of the stand-out performances of Sunday’s Monaco Grand Prix to score his third podium finish for the team and the fourth in its history.

Perez started seventh in Monaco, but rose to third once all of the drivers had made the switch to slick tires after jumping Sebastian Vettel and Nico Rosberg in the pit stops.

The Mexican managed his tires well in the second half of the race and even looked capable of claiming a shock victory at one point.

Ultimately, he had to settle for third behind Lewis Hamilton and Daniel Ricciardo, but was delighted with the result.

“I’m extremely happy because my team has done a tremendous job with the strategy, with the calls, with the pit stops,” Perez said.

“It’s been an amazing day for us, my their podium with the team, a special one to have in Monaco, especially in these race conditions.

“I want to dedicate this podium to our boss, Vijay Mallya. He has been very supportive during these times, and I really want to dedicate this one to him.”

Perez praised the strategy calls made by the Force India pit wall that gave him the chance to keep the faster Ferrari back.

“I think we did the right calls, I think the best tire for us was the softs at the end,” Perez said.

“I was controlling the pace in the beginning. Seb had a lot of pace, he was a lot faster than us.

“I think I was saving my tires. When I needed to push I had the tire left.

“It was an amazing race with all the calls and everything. I’m extremely happy.”

Ricciardo feels “screwed” after Red Bull pit error costs him Monaco win

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Daniel Ricciardo felt “screwed” after a pit stop error from his Red Bull team cost him a likely victory in Sunday’s Monaco Grand Prix.

Ricciardo led the field away from pole position after the start behind the safety car, building a 13 second buffer to Mercedes’ Lewis Hamilton in the early stages.

Hamilton took the lead thanks to a long first stint, but was due to run behind Ricciardo once all of the drivers had made the switch to slick tires just before half-distance.

However, Ricciardo was left stranded in his pit box for a number of seconds after a communication error by Red Bull meant his slick tires were not ready in time.

Ricciardo spent most of the remaining laps less than a second behind Hamilton, trying time and time again to pass before eventually dropping back in the final laps.

After a strategy error cost him victory in Spain two weeks ago, the usually-amiable Ricciardo was full of frustration on the podium after the race.

“I don’t even want to comment on the race to be honest,” Ricciardo said.

“Thanks to the fans, thanks for sticking out in this weather. From the outside we put on a show. Shouldn’t have been as exciting as it was to be honest.

“Two weeks in a row now I’ve been screwed, so it sucks. It hurts.”

Ricciardo revealed that it was Red Bull’s call for him to pit at the end of lap 32 and make the switch to super-soft tires

“I was called in the box, I didn’t make the call. I was called,” Ricciardo said.

“They should have been ready. It hurts, it hurts. I don’t have anything else to say to be honest.

“We had the speed in the wet on the start. We pulled away, pitted for inters, and we put ourself in a race with Lewis that we didn’t need to be in.

“Then the pit stop was the pit stop. I felt I was the quickest in all conditions. Second place doesn’t show much for it.”

Hamilton lost for words after second Monaco victory, 44th of career

MONTE-CARLO, MONACO - MAY 29: Lewis Hamilton of Great Britain and Mercedes GP celebrates his win on the podium during the Monaco Formula One Grand Prix at Circuit de Monaco on May 29, 2016 in Monte-Carlo, Monaco.  (Photo by Mark Thompson/Getty Images)
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Lewis Hamilton was lost for words on the podium after scoring his second victory in Monaco on Sunday and the 44th of his Formula 1 career.

Hamilton made a risky strategy work in difficult conditions to edge out Daniel Ricciardo in a classic race around the tight streets of Monaco.

The result not only marked the first victory of the season for Hamilton and his 44th in F1 (44 being his car number), but also cut the gap to Mercedes teammate Nico Rosberg in the drivers’ championship down to 24 points.

“Thank God that today went the way that I hoped,” Hamilton said on the podium after the race.

“Big thank you to all the fans that came out today, really made the weekend, big thank you to my team for providing me with a great car to see it through to the end.

“Honestly, I’m lost for words really. I prayed for a day like this and it came true. I feel truly blessed.”

Hamilton made his ultra-soft tires last 47 laps – almost double the expected life of the compound – to eventually finish seven seconds clear of Ricciardo at the checkered flag.

“I’m telling you that was the longest run, particularly after I stopped for those tires,” Hamilton said.

“It was crazy how long that was and to understand how much you can use the tires, because you don’t know what end they’re going to go.

“I think the last lap was the time they were literally about to drop off, but thank god they stayed on.”

Hamilton took the lead of the race on lap 33 when a communication error at Red Bull left Ricciardo stranded in the pit lane waiting for his slick tires, costing him first place.

Hamilton was full of praise for Ricciardo, who was left bitterly disappointed after seeing the chance for his first Monaco victory pass by.

“Firstly a big congratulations to this guy, he drove phenomenally all weekend,” Hamilton said of Ricciardo.

“Just one of the best drivers I’ve raced against. He did a fantastic job today.

“That was a lot of pressure I was under, it was incredibly close, particularly on the restarts. He did a phenomenal job. I’m looking forward to many more battles with him.

“I’m sure he’s not the happiest because he started on pole, and it’s never good to start on pole and finish second. But he should feel proud of the way he drove.”

Rosberg endured a difficult race, finishing down in seventh place and losing 19 points to Hamilton in the title race as a result.

Although Hamilton is not thinking about the championship race, he admitted that after so many setbacks in 2016, it was nice for things to take a turn for the better.

“I haven’t even thought about that just yet,” Hamilton said when asked about the championship.

“Of course, we’re in the battle, we’re still going. There’s a long, long way to go.

“Just when you feel like it couldn’t get any worse, it gets better.

“I think really the message from today for everyone is never give up.”