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.

Ganassi downsizes IndyCar program to two entries

Photo: IndyCar
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Chip Ganassi Racing has officially confirmed a rumored reduction to two entries for the Verizon IndyCar Series in 2018. The team increased its fleet to four full-time entries in 2011 and, save for one year (2013), in which the fourth entry was a one-off Indianapolis 500 effort with driver Ryan Briscoe, the team has fielded four full-time entries ever since.

In a statement released earlier today, team owner Chip Ganassi confirmed the long-rumored news. He also added that while Scott Dixon will remain in the No. 9 entry, a driver for the No. 10, piloted by Tony Kanaan since 2014, has not yet been determined.

“We will be returning to a two car team beginning in 2018 with Scott Dixon in the No. 9 and a yet to be determined second driver in the No. 10,” said Ganassi. “This decision was based on the fact that we felt we needed to get back to our core business of running TWO championship caliber teams.”

Ganassi added, “It was a tough decision to make as it affects a lot of people. With news like this comes contraction and as such we had to let a number of good people go. The decision was not taken lightly but we felt it was best for our business.  It is one of the toughest things you experience as a business owner – especially because I am all too aware that it is the people that make any company tick. We will be back in 2018 and ready to compete for our 12th INDYCAR championship.”

As previously described, the downsizing of the team has been rumored for several weeks, with drivers Charlie Kimball and Max Chilton linked to other teams for next year.

The team’s original expansion to four cars included both Kimball and Graham Rahal in 2011, with Kimball piloting the No. 83 machine while Rahal was at the helm of the No. 38. The latter effort was reduced to an Indy 500 entry and renumbered as No. 8 in 2013 after Rahal left for Rahal Letterman Lanigan Racing.

The aforementioned Ryan Briscoe served as its driver for that one-off effort in 2013 before once again becoming a full-season entry for 2014, still with Briscoe at the helm. Sage Karam and Sebastian Saavedra shared the car in 2015, with Max Chilton taking over in 2016.

Follow @KyleMLavigne

 

 

IMSA: Pre-Mazda Raceway notes roundup

Photo courtesy of IMSA
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Lots of notes from the IMSA WeatherTech SportsCar Championship and a number of other of its series going into the Mazda Raceway Laguna Seca round this weekend, the America’s Tire 250. The renamed event is the headliner for the Continental Tire Monterey Grand Prix weekend at Mazda Raceway Laguna Seca in Monterey, Calif.

CONTINENTAL’S BEGINNING OF THE END

The releases from Continental Tire and IMSA about their impending divorce, coming at the end of 2018, are linked here. Here’s a further explanation into Continental Tire’s process from Travis Roffler, director of marketing of Continental Tire the Americas.

Both Continental and Michelin have coexisted nicely in IMSA over the last several years and it’ll be interesting to see if the dynamic changes from here, with Michelin set to take over as IMSA’s official tire from 2019.

STEVENSON’S NEARING THE END

Shortly after the race at VIRginia International Raceway was news Stevenson Motorsports would shut down its IMSA team at the conclusion of the 2017 season. Its Audi R8 LMS and Chevrolet Camaro GT4.R will be available for other teams after Road Atlanta.

“After 15 years of racing professionally, the difficult decision to remove ourselves from motorsports competition is nothing less than heart-felt,” said Team Owner Johnny Stevenson. “We regret to inform you all that we are ceasing racing operations following the close of the 2017 season in all classes and series. But, we find it is time to move on. We thank you for all your friendships, respect, help, and of course the successful competition you all have provided throughout those years. We will miss you all at the track. Hopefully we can finish on a real high note at Road Atlanta.”

It’s a tough blow for the series, as the family operation led by Johnny Stevenson wracked up wins and championships along the way. Lawson Aschenbach and Andrew Davis share the team’s No. 57 Audi and Matt Bell and Robin Liddell share the team’s No. 57 Camaro GT4.R.

MAZDA COMPLETES FIRST RT24-P TEST WITH JOEST

Mazda Motorsports’ first run with Joest Racing took place this week, at Hockenheim in Germany. Jonathan Bomarito and Tristan Nunez were the two official Mazda drivers undertaking the testing.

A couple photos are below with the car, based on the Riley Multimatic chassis but now with Multimatic having undertaken the next round of development work in tandem with Joest Racing, making its paces.

PENSKE ACURA DOES FURTHER RUNNING AT SEBRING

It’s not just Mazda testing its prototype, but also Acura, with its new ARX-05 running at Sebring on Monday. Video footage from Fans Of The 12 Hours was provided to Sportscar365, and that’s linked below.

Helio Castroneves told USA Today Sports’ Brant James at Sonoma that he’d be testing the car on Monday. Castroneves’ future has not been formally confirmed by Team Penske, but the rumors he’ll be transferred over to the prototype program away from Penske’s fourth IndyCar have been percolating over the summer months.

DALZIEL, JVO CONFIRMED BACK WITH ESM

Photo: Patron ESM

In addition to Pipo Derani, confirmed on August 15, two other Tequila Patron ESM veterans will be back in the team’s Nissan Onroak DPis next season. Johannes van Overbeek will continue with the team for his ninth straight year, sharing the No. 22 car with Derani, with that news confirmed on Sept. 5. Ryan Dalziel was confirmed back on Monday, Sept. 18, in the No. 2 car, which he’ll share with Scott Sharp.

“Tequila Patrón ESM is beyond excited to welcome Ryan back in 2018 for his 5th year with the team,” said Sharp. “We picked Ryan because we felt we was one of the fastest guys out there, and that hasn’t changed.  He’s a great teammate, super hungry to win, and seldom makes mistakes. He’s the complete package!”

The team sought to have Brendon Hartley for a full season effort next season but with the New Zealander poised for an IndyCar bow with Chip Ganassi Racing, that option now is off the table. He will join Dalziel and Sharp as third driver in the No. 2 car for Motul Petit Le Mans this year, with Bruno Senna third driver in the No. 22 car alongside Derani and “JVO.”

PORSCHE BRINGS BACK TANDY, BAMBER FOR PLM

Nick Tandy was part of the Porsche 911 RSR’s famous overall win at the rain-soaked 2015 Petit Le Mans with Patrick Pilet and Richard Lietz, as Pilet won that year’s GT Le Mans class championship. Earl Bamber won the pole for that race. Together, the two of them were part of the 24 Hours of Le Mans-overall winning lineup with Nico Hulkenberg in the third Porsche 919 Hybrid that year. And now Tandy (No. 911) and Bamber (No. 912) will be back at Motul Petit Le Mans this year as third drivers for both cars.

We’re delighted to welcome two good old acquaintances to the Porsche GT Team for this classic,” said Head of Porsche Motorsport Dr. Frank-Steffen Walliser. “They won Le Mans outright and are very excited to be racing the new 911 RSR for the first time, particularly after playing a key role in its development.

“We couldn’t wish for better support in the fight for the prestigious North American Endurance Cup, which will be decided at Petit Le Mans.”

HINDMAN IN FOR PLM WITH PMR

Add the No. 48 Paul Miller Racing Lamborghini Huracán GT3 to the list of vehicles Trent Hindman’s driven this year. The 2014 Continental Tire SportsCar Challenge GS champion races full-time in both that (with Bodymotion Racing) and Lamborghini Super Trofeo North America (with Prestige Performance) this season and impressed in a one-off fill-in role at VIRginia International Raceway for Ben Keating alongside Jeroen Bleekemolen. Now he’ll join Bryan Sellers and Madison Snow for Motul Petit Le Mans in the Lamborghini, marking his step up from the Lamborghini Huracán LP 620-2 Super Trofeo car into a Huracán GT3.

PLA SET FOR MAZDA RACEWAY DEBUT

There aren’t many U.S. circuits Olivier Pla hasn’t visited, but the rapid Frenchman will make his first voyage to Mazda Raceway Laguna Seca this weekend in the No. 52 PR1/Mathiasen Motorsports Ligier JS P217 Gibson alongside Jose Gutierrez. Gutierrez has track experience there from his Mazda Road to Indy days in Pro Mazda.

“It will be the first time for me at Laguna Seca, so I just cannot wait to race at this place,” Pla said. “I have heard a lot about the Corkscrew and how fast turn nine is, so I’m really looking forward to the challenge of racing at a new track. I will have to learn the track quickly and make sure the car balance is okay, but I think this place should be very good for our car.”

GAVIN’S CAREER MEMORIES

Courtesy of Mobil 1 The Grid, here’s a highlight video of Oliver Gavin’s career, largely with Corvette Racing. The lanky Englishman has been a staple with Corvette Racing since the early 2000s.

SHANK, BMW RAHAL LATEST NEW LIVERIES

More new liveries head to the Mazda Raceway Laguna Seca this weekend. Michael Shank Racing ditches its all-red and all-blue liveries run at Road America and VIR for literally no success for a golden brown and all-black cars this weekend. Shank won this race in Prototype last year with Ozz Negri and John Pew driving, and Shank also has the Motul Petit Le Mans win to defend as well courtesy of Negri, Pew and Pla.

BMW Team RLL will split its liveries on its pair of BMW M6 GTLMs. The team’s No. 24 car for John Edwards and Martin Tomczyk goes all-black this weekend while Bill Auberlen and Alexander Sims’ No. 25 car stays all-white.

MANN, HOLBROOK BACK; FREIBERG SIDELINED

While Pippa Mann and Shea Holbrook will be back in action for Lamborghini Super Trofeo North America racing this weekend at Mazda Raceway Laguna Seca with Prestige Performance, another talented female driver in Ashley Freiberg got late news Wednesday she won’t be driving with DAC Motorsports. She posted thoughts on her Twitter page and will be in attendance at Monterey regardless, looking for her next opportunity.

NEXT STEPS FOR TWO PC TEAMS?

Official confirmation from both teams are forthcoming but since VIR both Brent O’Neill (Performance Tech Motorsports) and Brian Alder (BAR1 Motorsports) have expressed interest in their next steps as an outfit, after the Prototype Challenge class concludes. O’Neill told RACER his team is exploring running a Ligier JS P217 chassis next year while Alder told Sportscar365 his is looking at an Oreca 07 chassis. Performance Tech has won the first seven races of 2017 in PC this year while BAR1 has fielded two cars in every event, but failed to topple Performance Tech on track.

TRANSFORMERS ENTRY?

Ian Dawson, an off-and-on sports car entrant who most recently ran the Libra Racing Radical prototype team a few years ago, announced plans to enter back into IMSA with a yet undecided LMP2 chassis and a partnership with Transformers, to create the D3+Transformers Racing Team. The team said to expect its driver line-up and other information to be announced at Petit Le Mans.

“We are very pleased to collaborate with D3 and the Dawson family to be part of this exciting racing program,” said Tom Warner, senior vice president, Transformers franchise. “We’re always looking for innovative ways to be more than meets the eye and connect Transformers with families and fans of all ages. We are excited to team up with a first-class racing team and series with a brand that has a natural fit for cars and fans of all ages.”

“From the minute we met the Hasbro people, we knew this was the partner we were looking for to introduce D3 to the world through their immensely popular Transformers line,” Ian Dawson, CEO of D3. “I have been working on giving new opportunities to young drivers and engineers who are looking for a way to progress their talents in motorsport and with Simon’s commercial awareness and interest in the business we developed a vision.”

Mann, Holbrook back for second run in Lamborghini ST this week

Photo: Jamey Price/Lamborghini
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Pippa Mann and Shea Holbrook will return to action for their second start as teammates in the Lamborghini Super Trofeo North America championship this weekend at Mazda Raceway Laguna Seca, following a debut that was good for both friends and their partners last month at Road America.

Key to this deal, which will see the pair share the No. 57 Prestige Performance Lamborghini Huracán LP 620-2 in the Am class, is the debut of the Driven2SaveLives campaign in the IMSA paddock. Mann has teamed up with Donor Network West, Holbrook and BUBBA burger for the IMSA paddock.

This campaign hopes to register IMSA fans to become donors in honor of the late Justin Wilson and Bryan Clauson at this weekend’s races.

In addition to showcasing their support with on-car branding, Mann, Holbrook and BUBBA burger are partnering throughout the weekend with Donor Network West to help drive on-site registration of race fans as organ, tissue and eye donors.

These efforts will be highlighted through a “Got the Dot” autograph session sponsored by BUBBA burger, with Mann and Holbrook at the Donor Network West booth on Saturday, September 23rd. Over the race weekend, fans will also be able to register to win a pair of autographed driving gloves worn by Mann.

The two races are 10:20 a.m. Saturday and 11:25 a.m. Sunday, both times PT, at Mazda Raceway Laguna Seca.

Mann scored a class podium co-driving with Dion von Moltke at Watkins Glen, and she and Holbrook were both close to the podium first time out at Road America. Holbrook has Mazda Raceway Laguna Seca track experience from her time in Pirelli World Challenge. This will mark the first weekend in four race weekends this year where Mann has had the same co-driver for a second weekend, which should build continuity and confidence for both drivers.

Further information about organ transplants and the autograph session are linked below.

FACTS:
*    More than 118,000 people nationwide are waiting for lifesaving organ transplants.
*    In the U.S., another person is added to the transplant waiting list every 10 minutes.
*    Each day, 22 people on average in the U.S. die because a donated organ wasn’t made available in time.
*    Approximately 90 percent of Americans support organ donation, yet only 50 percent are registered.
*    You can register to become an organ, tissue and eye donor here.

AUTOGRAPH SESSION/DONOR REGISTRATION EVENT:
*    Location: Mazda Raceway Laguna Seca, likely at the Donor Network West booth
*    Date: Saturday September 23rd
*    Time: 12.35 – 1.35 during lunch break for on track activity
*    Event Goal: To encourage sign up of race fans as organ and tissue donors on site with at the race track as part of the Driven2SaveLives campaign’s racing activation.

Continental Tire looking ahead to ‘new adventures’ from 2019

Photo courtesy of IMSA
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The fact Continental Tire’s tenure in IMSA will end after 2018 comes as a bit of a surprise to the sports car world, following a prolonged period of negotiation to extend its role into 2019 and beyond following its initial five-year contract.

IMSA has announced Michelin for the new contract in 2019 and beyond in a multi-year agreement. Both Continental and Michelin have been within the same top-level series – either the American Le Mans Series or IMSA WeatherTech SportsCar Championship – since 2013.

Continental was the PC class single supplier in 2013 and from 2014 in the merged championship, the single supplier for the Prototype, PC and GT Daytona classes, while Michelin raced in GT Le Mans, the series’ lone class for open tire competition.

“We are extremely grateful for the role Continental Tire played in helping to grow our racing platforms throughout our partnership dating back to 2010,” Scott Atherton, IMSA President, said in a release. “Continental has been an outstanding partner and was instrumental in elevating the status of the WeatherTech Championship and Continental Tire Challenge to new heights. We extend heartfelt appreciation to our friends at Continental for their unwavering support.”

Continental, throughout its tenure, had sought to activate and promote sports car racing heavily. Continental served as title sponsor of the Continental Tire SportsCar Challenge and a race sponsor at numerous tracks, notably at Road America and Mazda Raceway Laguna Seca. Some of the areas where it invested off-track was with using some IMSA drivers to develop a new street tire, podcasts featuring IMSA drivers Jordan and Ricky Taylor, veteran IMSA driver Ryan Eversley with “Dinner with Racers” podcast co-creator Sean Heckman, its at-track displays and in other areas of marketing. It also supports IMSA Radio and its Continental Tire pit lane team.

On-track, the company responded without fail to numerous customer requests and made changes to either its constructions or compounds of tires as the series evolved.

This included working through the merger period as the top level Prototype class combined both Daytona Prototype and LMP2-spec machinery through 2016, before the new Daytona Prototype international (DPi) and LMP2 2017-spec cars came in this year and saw Continental create a new Prototype class tire.

It’s with all those elements in the backdrop that IMSA’s decision and the waiting to announce this news comes as a shock to the system at Continental, but also something they feel they can bounce back from.

Travis Roffler, director of marketing of Continental Tire the Americas, explained the process behind the decision and where Continental Tire goes from here.

“We were informed a few weeks ago. I’d say we’ve been in active negotiations for most of this year talking to them about it and getting more information about what they were looking for,” Roffler told NBC Sports.

“We were given a framework or target to shoot for. We believe we gave a very fair response to that proposal, including a significant increase to our current investment level, which I can tell you throughout our entire contract we always outspent our contractual obligations. This was a step above our current spend.

“Our investment has been there to have the huge display at every race, engage with the fan base, and go through some challenging years of sports car racing, switching from DPs to P2s to DPis, going through when car counts dropped, we stuck through it.

“It was disappointing to go through that and now feel there was a good alignment moving forward… before getting ousted.”

Photo courtesy of IMSA

While disappointed with IMSA’s decision, Roffler hailed Simon Hodgson, IMSA Vice President, Competition, for his transparency and dialogue throughout the process.

“In a spec series you’re never going to satisfy every team, because one team, make, model, or competitor feels another one is getting a better deal,” Roffler said.

“Simon has been wonderful to work with and great in letting us improve development of the tire, whereas in the past… (IMSA) wasn’t so receptive. We felt in a good place.

“But this announcement… we’d been involved in the timing. We’ve been sitting on it, knowing you were getting a divorce and waiting to announce it until the last minute. It’s been a challenge to say the least.”

Continental has given quite a lot to sports car racing over the years and following its acquisition of Hoosier Racing Tires last October, is still confident of moving into other areas in motorsports. Therein lies the challenge and the next opportunity, which Roffler said the company will embrace with open arms.

“With the purchase of Hoosier Racing Tire, we’re invested in motorsports globally. We look globally to grow,” he said.

“We’ll continue to develop on platforms like GT3, which is a global platform. That might look strange, given we’re being escorted out of IMSA. But that platform lives globally in other series around the world. So we’ll look to move that platform forward in other series going forward.”

Roffler was heavily concerned about the Continental Tire staff who have sunk a lot of time and investment into tire design and production, and their jobs. But he’s thankful for what they’ve accomplished in IMSA as they look forward to their next motorsports opportunity.

“It’s bittersweet at this point,” he admitted. “This entire team have dumped a lot of heart and soul into this program and as I said before, lived through some lean years. We were touted the merger would be a ‘holy grail’ but it took two-three years to get there. Our whole model was challenged, but we stuck through it. We were determined to do what we could do for our consumers, and move the needle.

“The first renewal came up and we kind of got the legs kicked out from underneath on this first one. It’s a shock to the program.

“But we’re tough. We’ll get over this, dust ourselves off, we have ’18 still in front of us, and we’ll be looking forward to the new adventures in ’19 and beyond.

“The big man says every time a door shuts, another one opens. I full well believe that we’ll find something even better.”

2017 IMSA WeatherTech SportsCar Championship/Mobil 1 Twelve Hours of Sebring/Sebring International Raceway, Sebring, FL USA/Saturday 18 March 2017/Continental tire/World Copyright: Michael L. Levitt/LAT Images