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.

MRTI Barber Notebook: Saturday

Photo: Indianapolis Motor Speedway, LLC Photography
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Jamin Rolls to Indy Lights Win as Chaos Reigns on the Start

Nico Jamin added his name to the list of drivers who have won in all three of the Mazda Road to Indy championships by securing his first career Indy Lights Presented by Cooper Tires victory. The Frenchman dove inside polesitter Kyle Kaiser for the lead entering turn five on lap 4 and went unchallenged from there. Kaiser held on for second while Neil Alberico completed the podium. His Carlin teammates Matheus Leist and Zachary Claman De Melo completed the top five.

“It was just incredible – when I got to Victory Lane and everyone wanted to talk to me, I didn’t know what to say! I was so emotional,” said an elated Jamin, who joins Sage Karam, Spencer Pigot, Matthew Brabham, and Aaron Telitz as drivers who have won in all three of the MRTI series.

Jamin added that he needed to be on the attack immediately, since it can be difficult to pass at Barber Motorsports Park. “Here, you can start on pole and get away or you have to get it done early, so I was in attack mode right away. I went on push-to-pass, broke late and made the pass stick,” he said of his move on Kaiser.

The race was not without controversy. Kaiser jumped slightly early on the initial start, forcing officials to wave it off. When Kaiser subsequently slowed, outside pole sitter Colton Herta tried to dive inside of Kaiser to avoid him, but clipped the left-rear of Kaiser’s car. “I saw the start was waved off so I slowed up and I felt a little nudge from behind. I feel bad for Colton but these things happen,” Kaiser said of the incident.

Start of Indy Lights Race 1 at Barber Motorsports Park. Photo: Indianapolis Motor Speedway, LLC Photography

The contact damaged Herta’s front wing and forced him to pit for repairs. He also received a penalty for not adhering to pace car speed and had to restart at the back of the pack. He eventually rebounded to finish tenth.

Further, the incident saw Pato O’Ward get hung up on the back of Santi Urrutia’s car while Aaron Telitz clipped the back of teammate Shelby Blackstock. O’Ward and Telitz suffered a damaged front wings, while Urrutia had a broken rear wing and damaged suspension. O’Ward and Telitz resumed after repairs, finishing eighth and 13th respectively, while Urrutia lost several laps in the pits before rejoining the fight. He eventually pulled off with more suspension problems.

Herta retains the points lead, but now leads Kaiser by 10 points and Aaron Telitz by 13. Race 2 rolls off at 12:45 p.m. ET (11:45 a.m. local time) on Sunday.

Results from Race 1 are below.

Askew Dominates USF2000 Race 2

While chaos hit Indy Lights, the Cooper Tires USF2000 Championship Powered by Mazda saw continued domination from Oliver Askew, who again led every lap on his way to victory in Race 2 to record a weekend sweep of poles and victories in USF2000.

Oliver Askew had the broom out this weekend at Barber Motorsports Park. Indianapolis Motor Speedway, LLC Photography

He led second-place Kaylen Frederick, who also finished second to Askew on Friday, by nearly three seconds, while Parker Thompson was able to beat Rinus Van Kalmthout for the final spot on the podium.

“It’s a dream come true. We had a fantastic car so we had the chance to do well this weekend and I just took it,” Askew said of the weekend.

He also added that his winning streak (he has won three races in a row dating back to St. Petersburg) does not undermine the rest of the USF2000 field, and he pretends he is always qualifying in order to force himself to drive at his maximum. “The main goal is the championship but a win pays the most so this is fantastic. I’m probably the most anxious for qualifying because, as close as the field is, that can be the race right there. Again today, I pretended it was a qualifying session and just put in the laps,” he detailed.

Askew’s win puts him 36 points clear of Frederick and Van Kalmthout, who are currently tied for second in the championship standings. Results from Race 2 can be found below.

Andretti, Rahal at loss for words after tough Barber qualifying (VIDEO)

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Marco Andretti’s weekend speed went missing when it counted. Graham Rahal, meanwhile, has been unable to find it all weekend.

So are the woes of the two famous sons-of-legends after qualifying 13th and 21st for Sunday’s Honda Indy Grand Prix of Alabama (3 p.m. ET, NBCSN), as they look to bank a result in the third round of the Verizon IndyCar Series season at Barber Motorsports Park in Birmingham, Ala.

Starting with Andretti first, the driver of the No. 27 Andretti Autosport Honda had what on paper seemed to be his best chance to advance to his first Firestone Fast Six appearance since St. Petersburg 2014 after pacing Friday’s second practice and keeping up his recent trend of being fast on Friday.

“We just need to do it when it counts tomorrow. You know, it’s very important to qualify well here, so I’m pleased that we have the pace to hopefully be able to do that. But yeah, I mean, so far, so good. We just need to replicate it tomorrow,” Andretti said after Friday’s practice.

But by less than one hundredth of a second, Andretti missed out. With a best time of 1:07.5405 just adrift of Max Chilton in sixth in Group 1, Q1 at 1:07.5374, he was stuck in an unlucky 13th.

“It takes putting it together. A little too loose there but I should have got it in. With the margin this morning I should be in. This one hurts,” Andretti told NBCSN.

‪Went wicked loose on reds and missed it by 4 thousandths today. That's @IndyCar . Looking forward to tomorrow. ‬

A post shared by Marco Andretti (@marcoandretti) on

Rahal, meanwhile, has felt the pain of only being a single-car Rahal Letterman Lanigan Racing team this year up against the mights of all the other multi-car teams in the field. Whereas in the past two years, Rahal and RLL have overachieved, this year he’s said they just haven’t been able to replicate that success with the No. 15 Honda.

He’ll start 21st in a race where he was looking to go one spot better after a pair of runner-up finishes the last two years here. Of course Sebastien Bourdais won from 21st at St. Petersburg, but that marked the first time a race winner started last since Scott Dixon won from 22nd at Mid-Ohio in 2014. Rahal had three starts of 20th or worse last season (20th at Watkins Glen, 24th at IndyCar Grand Prix after a penalty and 26th at Indianapolis 500) but hasn’t started last in a race since 2014 at Long Beach, when he rolled off 23rd.

“We’ve got everything (wrong) this weekend. I had nothing else. There was no more speed in my car,” Rahal lamented to NBCSN. “I put in one miracle lap this morning and couldn’t get within half a second again. We just haven’t been very good this year and haven’t performed at a very high level. We can’t seem to get the tire to bite the road at all.

“For us as a single-car team it’s impossible. We don’t have anyone else to try anything different. St. Pete we struggled. Long Beach we struggled. Here it’s been a struggle all weekend. Something fundamentally might have changed. Starting last on merit, I don’t think I’ve ever done in my career.”

Power, Penske, Chevrolet dominate IndyCar Barber qualifying (VIDEO)

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Will Power scored the pole position for Sunday’s Honda Indy Grand Prix of Alabama, as part of a Team Penske and Chevrolet dominated qualifying session for the third round of the Verizon IndyCar Series season at Barber Motorsports Park (Sunday, 3 p.m. ET, NBCSN).

But with polesitters having finished only 19th and ninth to start 2017 – Power at St. Petersburg and teammate Helio Castroneves at Long Beach – it remains to be seen whether this will translate on Sunday after a weekend where Penske and Chevrolet have struck back after Honda’s fast start. Meanwhile Sebastien Bourdais and James Hinchcliffe have won from 21st and fourth, respectively.

Power’s pole Saturday in the No. 12 Verizon Team Penske Chevrolet, at a lap of 1:06.9614 around the 2.3-mile road course is the 46th of his career and fourth at Barber (2010, 2011 and 2014) and he’s won twice here before, in 2011 from pole and in 2012 from ninth on the grid.

“We weren’t good on the used reds, but we worked at it and the car was really good. We did feel a bit heavy in that session but the car was really good. All the credit to the Verizon Team Penske guys. Starting on pole here is important. The weather looks a little bit iffy but it is what it is. That’s all you can do. We’ll try to go out and have fun,” Power told NBCSN’s Kevin Lee.

Penske teammates Castroneves and Simon Pagenaud completed the top three, as Penske and Chevrolet score their third pole in as many races to start the year.

“Man it was just one little blink and you miss it. Long Beach was precision… here was out of control!” Castroneves laughed after coming up just short in second, speaking to NBCSN’s Marty Snider.

Pagenaud told NBCSN’s Katie Hargitt, “We had a great car. The Menards car was fast but we went a little too aggressive for qualifying. We tried, and it was a good battle with Will and Helio.”

Scott Dixon will start fourth, top Honda on the grid, as he goes for his first Barber win and first win of 2017. He’s started between third and fifth in all eight Barber races in his career and has six podiums, all either second or third place.

Long Beach sparring partners Ryan Hunter-Reay and James Hinchcliffe round out the Firestone Fast Six, as Hinchcliffe looks for his second straight win after winning last time out while Hunter-Reay seeks to end a year-and-a-half winless drought and secure his third win at Barber (2013, 2014).

The big surprise from the preliminary rounds of qualifying was second free practice pacesetter Marco Andretti getting bounced out in Q1, as part of an overall struggle for the Andretti Autosport team where he, Takuma Sato and Alexander Rossi all failed to advance. Hunter-Reay was the only driver of that team’s quartet who did.

Hinchcliffe led the opening round of qualifying in his Group 1, ahead of Tony Kanaan, Josef Newgarden, Mikhail Aleshin, Ed Jones and Max Chilton. Newgarden had an off-and-on moment at Turns 2 and 3 but glided out of the grass without damage to his No. 2 Fitzgerald Glider Kits Chevrolet.

The big surprise from Q1, Group 1 was the failure of Andretti to advance in the No. 27 Andretti Autosport Honda, after another weekend of good practice pace. Andretti missed advancing by just 0.031 of a second (1:07.5405 versus Chilton’s 1:07.5374) and will start 13th on Sunday.

“It takes putting it together. A little too loose there but I should have got it in. With the margin this morning I should be in. This one hurts,” Andretti told NBCSN.

Charlie Kimball and the Ed Carpenter Racing teammates, Spencer Pigot and Zach Veach, also failed to advance from that group.

In Group 2, Q1, a stacked session saw the usual suspects advance – Power, Dixon, Castroneves, Pagenaud, Hunter-Reay and Sebastien Bourdais made it through. Power clocked the only 1:06 lap of Q1 at 1:06.9311.

Left on the outside were Takuma Sato, Carlos Munoz, Alexander Rossi, Conor Daly and Graham Rahal. Rahal will now start 21st and last, and likely will need a strategy gamble to leapfrog his way up the order in his pursuit of a third straight runner-up finish at Barber, or to try to go one spot better and duplicate Bourdais’ last-to-first victory at St. Petersburg.

“We’ve got everything (wrong) this weekend. I had nothing else. There was no more speed in my car,” Rahal lamented to NBCSN. “I put in one miracle lap this morning and couldn’t get within half a second again. We just haven’t been very good this year and haven’t performed at a very high level. We can’t seem to get the tire to bite the road at all.

“For us as a single-car team it’s impossible. We don’t have anyone else to try anything different. St. Pete we struggled. Long Beach we struggled. Here it’s been a struggle all weekend. Something fundamentally might have changed. Starting last on merit, I don’t think I’ve ever done in my career.”

Q2 saw all four past Barber pole winners, Power, Castroneves, Hunter-Reay and Pagenaud advance through along with Dixon and Hinchcliffe, the latter two continuing their streaks as the only two drivers to make it to every Firestone Fast Six session this season.

Left on the outside looking in were Newgarden, Aleshin, Chilton, Kanaan, Jones and Bourdais. Newgarden missed out by less than a tenth of a second.

Newgarden told NBCSN after his near miss, “We tried to go on the used reds from the first round of qualifying. It was a great call. But today all the Penske cars had great pace and we just missed out. I just couldn’t get quite the speed that I had before.”

Meanwhile points leader Bourdais told NBCSN, “I still don’t know how we even made the Fast 12. We’ve been struggling fighting the understeer and we haven’t made big gains all weekend. We took a big swing at it in qualifying. We tried something different – it didn’t work. But sometimes it’s good to find out when nothing works. It’s been a tough weekend. We have a really good, small group of guys. We just haven’t had it this weekend though.”

Power got back into the 1:06 bracket on his final lap in the Fast Six, with a time of 1:06.9614 around the 2.3-mile circuit. That supplanted Castroneves’ best time of 1:07.1429, with Pagenaud third in his quest to defend this race win of a year ago at 1:07.3817.

The unofficial grid is below:

Montoya relishing part-time role; looks forward to Alonso reunion

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Juan Montoya was at Bristol Motor Speedway this weekend to announce a new Team Penske partner in Fitzgerald Glider Kits, which will also serve as his sponsor during the 101st Indianapolis 500 presented by PennGrade Motor Oil next month.

Montoya was relegated to a part-time driver in 2017, with the INDYCAR Grand Prix and the Indy 500 currently his only scheduled races. Yet, while some drivers may become impatient and frustrated with the circumstances, Montoya is relishing the chance.

“The opportunity with Penske came to do this and I thought it would be… for long-term, would be the best thing for me and it’s good. I’m really happy,” he said in a press conference at Bristol. “If you are going to go race you might as well come do it with best people you can, and to be able to get a relationship with the guys at Fitzgerald: it’s amazing.”

The 41-year-old referenced that he and Penske had been working on an effort for the Indianapolis Motor Speedway events over the last year, but the hunt for sponsorship was something Montoya was not involved in.

“They just tell me ‘Come, we are announcing your sponsor,'” he joked. “Penske is very quiet. I have been here three and a half years and you learn not to ask too many questions.”

Juan Montoya’s No. 22 entry for the Indy 500. Photo: Team Penske

Of course, Montoya is not exactly sitting idle. He admitted to keeping busy with karting efforts, and is constantly in contact with engineer Raul Prados, who will lead the engineering effort on Montoya’s No. 22 Fitzgerald Glider Kits Chevrolet.

“This morning: his morning text to me is ’21 days.’  Yesterday it was ’22 days to go.’  Every day, he is more intense,” he said of his new engineer.

“He sees this as such a huge opportunity to win Indy. For me, it’s exciting. I’m not thinking about points. I’m not thinking about anything. I know I have a good shot of winning. I feel really good. It should be fun.”

Consequently, Montoya does not feel like he is behind as the month of May looms. This was evidenced at a test at Barber Motorsports Park in March. “I went to Barber to test and actually most of the morning I was quicker than all my teammates,” he quipped. “I was like ‘I don’t know.’ It was good. Honestly, (during) that Barber test is the best I’ve run ever at Barber.”

There is also the added storyline of a reunion with the incoming Fernando Alonso, against whom Montoya raced in Formula 1 from 2001 to 2006 (except 2002, when Alonso was a test driver for Renault’s Formula 1 effort and did not race).

Juan Montoya announces his Indy 500 sponsor. Photo: Team Penske

Like everyone else, Montoya was caught off guard by the announcement.

“If you would have told me I was going to run a race ever against Alonso, (I thought it) would be an endurance race or something not in Indy to be honest,” he said of Alonso’s entry. “I think it’s great. I think having Fernando is going to be a really good day for motorsports, not only for IndyCar, but I think the attention overall for seeing Fernando and myself and everybody running Indy is going to be really big.”

When asked about the biggest challenge Alonso may face, Montoya zeroed in on two things. The first: the crowd.

“It is so many people around you. I think that’s a little bit hard for him from what he is used to,” he said of the atmosphere.

“In Formula One, and he has been doing that for a lot of years, we started the same year together when I was there in F1, so he’s been doing it for a long time: It’s just you have your own space and people really respect your space and here, no. The fans, the sponsors, everybody are there and everybody wants a picture and you’ve got to please them.”

The other challenging aspect he mentioned was the characteristics of the car and the track. But, he detailed that the May 3 test should help Alonso get up to speed.

“I think the good thing with a full day of testing: he will get a bit of an idea of what he needs,” Montoya added. “Just good to have a day with no pressure where you can build up and you understand what it takes. I think it will be fine. He is with a good team and they always run well there as well. It will be interesting.”

In terms of his own effort, Montoya is hoping his status as a part-time driver means Penske will experiment a little, especially when it comes to engine tuning. “I’m hoping they do. I don’t know how it works, but I know they have the knock levels and things they have to look after (in) the engine. But, if you are honestly in my position, the engine isn’t going anywhere afterwards, so might as well go for broke. I’m in. That’s what you are there for.”

As noted above, Montoya makes his return to the Verizon IndyCar Series at next month’s INDYCAR Grand Prix at the Indianapolis Motor Speedway.