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.

‘Very possible’ Frijns will make IndyCar debut with Andretti

PUNTA DEL ESTE, URUGUAY - DECEMBER 19:  In this handout image supplied by Formula E, Robin Frijns (NLD), Andretti - Spark SRT_01E during the Julius Baer Punta del Este Formula E race at Playa Brava Beach street circuit on December 19, 2015 in Punta Del Este, Uruguay. (Photo by Adam Warner/LAT/Formula E via Getty Images)
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BUENOS AIRES – Michael Andretti has said that it is “possible” Formula E driver Robin Frijns will make his Verizon IndyCar Series debut with Andretti Autosport in 2016.

Frijns enjoyed a successful junior career in Europe, beating Jules Bianchi to the Formula Renault 3.5 title in 2012, but was never able to make the step up to Formula 1.

Frijns joined Andretti’s Formula E team for the 2015-2016 season, and scored its first podium of the campaign in Putrajaya.

Speaking to MotorSportsTalk in Buenos Aires, Andretti confirmed that the team was still considering its options for a fourth car in the 2016 Verizon IndyCar Series season.

“Right now we’re still a three car team. There are still a couple of irons in the fire for the fourth car,” Andretti said.

“We also have a couple of irons in the fire for the fourth car for maybe doing certain races, not the whole season. So we’re still trying.”

When asked if either of his Formula E drivers could possible fill this seat, Andretti said that it was possible Frijns could step up for a few races.

“It’s very possible that he could, one or two races, but we’ll see,” Andretti said. “It’s possible, yeah.”

When asked by MotorSportsTalk if an opportunity to race in IndyCar with Andretti was on the cards, Frijns remained coy, saying: “That’s not a question I have to answer.”

However, he did admit that he would jump at the chance to do race if offered: “Oh yeah definitely!”

Honda has hinted it could supply a 12th engine at multiple races this year, not necessarily for the same team. Spencer Pigot is already confirmed to a three-race program with Rahal Letterman Lanigan Racing at St. Petersburg and the month of May.

Sam Bird flies to maiden Formula E pole in Buenos Aires

FIA Formula E Championship 2015/16.
Beijing ePrix, Beijing, China.
Race.
Sam Bird (GBR), DS Virgin Racing DSV-01 
Beijing, China, Asia.
Saturday 24 October 2015
Photo: Adam Warner / LAT / FE
ref: Digital Image _A8C5210
© Formula E
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BUENOS AIRES – Sam Bird stormed to his first pole position in Formula E in qualifying for the Buenos Aires ePrix on Saturday at Puerto Madero.

Bird had finished fourth in the initial qualifying standings, securing himself a place in the Super Pole shootout alongside Stephane Sarrazin, Nicolas Prost, Mike Conway and Antonio Felix da Costa.

Despite expressing concerns about the extra weight of the DS Virgin Racing car earlier in the weekend, Bird squeezed every tenth out of it to post a fastest time of 1:09.420 and shoot to the top of the timesheets.

Neither da Costa or Sarrazin were able to better Bird’s time despite beating him in the first stage of qualifying and heading out on track after him, handing the Briton his first pole in Formula E.

Prost led Renault e.dams’ charge by qualifying second as teammate and championship leader Sebastien Buemi spun on his fast lap, leaving him at the very back of the grid for the race in Buenos Aires.

Despite running with a season one car, da Costa managed to qualify an excellent third ahead of the Venturi duo of Stephane Sarrazin and Mike Conway – the latter reaching the Super Pole shootout on debut.

Robin Frijns was unfortunate not to make the top five, finishing sixth ahead of championship contender Lucas di Grassi. The ABT Schaeffler driver will be disappointed not to have qualified higher, but still has a golden opportunity to capitalize on Buemi’s mistake.

Daniel Abt will start the race alongside his teammate on the grid after qualifying eighth ahead of Nelson Piquet Jr. and Jerome d’Ambrosio. Oliver Turvey and Loic Duval follow their teammates in 11th and 12th.

Nick Heidfeld qualified 13th on his return from injury ahead of Simona de Silvestro, while Jean-Eric Vergne completed – in his words “mission impossible” – to get out on track and finish 15th after his health scare this morning.

Bruno Senna and Salvador Duran both shunted their cars on their quick laps, leaving them 16th and 17th respectively ahead only of Buemi in the e.dams.

Buemi streets ahead in second Buenos Aires FE practice

2015 Formula E  Buenos Aires e-Prix, Argentina
Friday 5 February 2016.
Sebastien Buemi (SUI), Renault e.Dams Z.E.15 & Nicolas Prost (FRA), Renault e.Dams Z.E.15 
Photo: Sam Bloxham/FIA Formula E/LAT
ref: Digital Image _SBL9537
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BUENOS AIRES – Sebastien Buemi lived up to his billing as championship favorite by storming to the top of the timesheets in second practice for the Buenos Aires ePrix.

Buemi was unable to complete a full power 200kW lap in FP1 on Saturday, limiting him to just fifth place in the final standings.

However, the Swiss driver rallied in FP2 and utilized all of the power in his Renault e.dams to produce as fastest lap time of 1:08.771, leaving him over half a second clear at the top of the timesheets.

“Yeah I think it was a good session for me because I was able to exerpience wht the 200kw lap can do,” Buemi said after the session.

“It’s not too bad but the track is very ricky. There’s a lot of sand still on the track. Otherwise it’s quite fun to drive the track.”

Buemi was followed home by title rival Lucas di Grassi, but the ABT Schaeffler driver was unable to match the pace laid down at the very top.

Nicolas Prost will be looking to get into the fight for the race win with teammate Buemi this weekend, having finished third in FP2, just 0.001 seconds shy of di Grassi.

Sam Bird continued DS Virgin Racing’s strong start to the weekend by finishing fourth, but the involvement of teammate Jean-Eric Vergne remains unclear. The Frenchman was ruled out by the team, only to turn up at the track and claim he is fit to race. However, he took no part in practice.

Jean-Eric Vergne to race in Buenos Aires ePrix as planned

FIA Formula E Championship 2015/16.
Beijing ePrix, Beijing, China.
Race.
Jean-Eric Vergne (FRA), DS Virgin Racing DSV-01  
Beijing, China, Asia.
Saturday 24 October 2015
Photo: Adam Warner / LAT / FE
ref: Digital Image _A8C5246
© Formula E
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BUENOS AIRES – Jean-Eric Vergne will now take part in Saturday’s Buenos Aires ePrix despite coming down with food poisoning overnight.

Vergne had been due to enter his first race of 2016 at the Puerto Madero street circuit on Saturday with DS Virgin Racing, and completed shakedown on Friday as usual.

However, the Frenchman came down with food poisoning overnight, prompting the team to rule him out of racing in the weekend.

DS virgin Racing told MotorSportsTalk that Vergne had not travelled to the track and was on a drip as a result of the food poisoning, but remained keen to race.

Team principal Alex Tai took the decision to stop Vergne from racing, believing that the extreme heat in Buenos Aires would only worsen his condition.

However, after Vergne rested during FP1 and FP2, and was declared fit by the FIA after a medical assessment, Tai was happy for him to race.

“He’s promised me he’ll take it easy,” Tai said. “Whether that’ll happen or not, I don’t know.”