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: Chris Griffis Test Saturday times and notebook

New Tatuus PM-18. Photo: Indianapolis Motor Speedway, LLC Photography
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INDIANAPOLIS – Here’s a rundown of times and notes from Saturday at the Chris Griffis Memorial Mazda Road to Indy Test, as all three rungs of the Mazda Road to Indy presented by Cooper Tires ladder had their first day of testing on the Indianapolis Motor Speedway road course. A link to Friday’s notebook is here.

Times are below, followed by notes.

COMBINED TIMES

INDY LIGHTS (Best Session); Full Results

Jamin. Photo: Indianapolis Motor Speedway, LLC Photography

1. 5-Nico Jamin, Belardi Auto Racing, 1:15.7173 (Session 2)
2. 98-Colton Herta, Andretti-Steinbrenner Racing, 1:15.8246 (Session 4)
3. 23-Victor Franzoni, Juncos Racing, 1:15.9875 (Session 4)
4. 4-Rinus Veekay, Belardi Auto Racing, 1:16.2067 (Session 4)
5. 31-Nicolas Dapero, Juncos Racing, 1:16.2491 (Session 4)
6. 3-Pato O’Ward, Team Pelfrey, 1:16.2563 (Session 4)
7. 48-Ryan Norman, Andretti Autosport, 1:16.3285 (Session 4)
8. 27-Anthony Martin, Andretti Autosport, 1:16.5185 (Session 4)
9. 2-TJ Fischer, Team Pelfrey, 1:17.1030 (Session 4)
10. 21-Heamin Choi, Juncos Racing, 1:18.5179 (Session 4)

PRO MAZDA (Best Session); Full Results 

Askew. Photo: Indianapolis Motor Speedway, LLC Photography

1. 8-Oliver Askew, Cape Motorsports, 1:19.8920 (Session 2)
2. 1-Carlos Cunha, Juncos Racing, 1:20.0236 (Session 2)
3. 3-Robert Megennis, Juncos Racing, 1:20.1268 (Session 4)
4. 81-Kaylen Frederick, Team Pelfrey, 1:20.2252 (Session 2)
5. 79-David Malukas, BN Racing, 1:20.2456 (Session 4)
6. 91-Nikita Lastochkin, Exclusive Autosport, 1:20.7001 (Session 2)
7. 18-Calvin Ming, Pabst Racing, 1:20.7373 (Session 4)
8. 80-Kris Wright, Team Pelfrey, 1:20.9930 (Session 4)
9. 2-Sting Ray Robb, Juncos Racing, 1:21.1250 (Session 2)
10. 90-Parker Thompson, Exclusive Autosport, 1:21.4425 (Session 4)
11. 78-Leonard Hoogenboom, BN Racing, 1:23.0447 (Session 4)

USF2000 (Best Session); Full Results

Gutierrez. Photo: Indianapolis Motor Speedway, LLC Photgraphy

1. 22-Andres Gutierrez, Pabst Racing, 1:25.5618 (Session 3)
2. 27-Callan O’Keefe, BN Racing, 1:25.6295 (Session 2)
3. 36-Darren Keane, Newman Wachs Racing, 1:25.6882 (Session 3)
4. 90-Parker Thompson, Exclusive Autosport, 1:25.8743 (Session 2)
5. 23-Lucas Kohl, Pabst Racing, 1:26.0760 (Session 2)
6. 21-Hunter McElrea, Pabst Racing, 1:26.1432 (Session 3)
7. 37-Jake Craig, Newman Wachs Racing, 1:26.2452 (Session 4)
8. 80-Michael D’Orlando, Team Pelfrey, 1:26.2751 (Session 2)
9. 31-Rasmus Lindh, Team BENIK, 1:26.3193 (Session 4)
10. 20-Aaron Telitz, RJB Motorsports, 1:26.4349 (Session 4)
11. 32-Jaden Conwright, Team BENIK, 1:26.4557 (Session 2)
12. 38-Max Peichel, Newman Wachs Racing, 1:26.5739 (Session 4)
13. 82-David Osborne, Team Pelfrey, 1:26.6824 (Session 2)
14. 25-Elliott Finlayson, BN Racing, 1:26.8219 (Session 3)
15. 33-Myles Rowe, John Cummiskey Racing, 1:27.0620 (Session 4)
16. 34-Sabre Cook, John Cummiskey Racing, 1:27.2107 (Session 4)
17. 92-Justin Gordon, Exclusive Autosport, 1:27.7750 (Session 3)
18. 24-Zoey Edenholm, BN Racing, 1:28.6730 (Session 2)
19. 81-Jacob Loomis, Team Pelfrey, No Time
20. 93-Jayson Clunie, Exclusive Autosport, No Time

NOTES

Kohl and McElrea joined Gutierrez in Pabst’s pace. Photo: Indianapolis Motor Speedway, LLC Photography
  • Drivers and teams alike have raved about the pace, and the rather loud sound, of the new Tatuus PM-18 Mazda. Reports from private testing had the new car rather close to Indy Lights pace at Mid-Ohio Sports Car Course and rather quicker than the old car at Road America. The first tangible evidence of that occurred today as all 10 of the Pro Mazda drivers who got representative laps (second BN Racing car of Leonard Hoogenboom ran only a few laps in session four after engine issues all day) supplanted the Pro Mazda lap record at IMS – 1:22.8800 by Pato O’Ward in 2016 – easily. Oliver Askew’s best time of 1:19.8920 in the second session was nearly a full three seconds quicker on the 2.439-mile, 14-turn road course.
  • Of the 11 Pro Mazda drivers that ran today, only Carlos Cunha, Robert Megennis, Nikita Lastochkin, Kris Wright and Sting Ray Robb ran in the 2017 season. But it wouldn’t be a surprise to see any or all five of them running full-time in 2018 for what would be each of their second seasons in the championship, as returning sophomores along with what should be a glut of strong rookies. Wright, who also races sports cars, looks poised to add a second program of some other series to a planned Pro Mazda full season.
  • Megennis is planning to test with other teams in the weeks to come, as he tests for Juncos this week after racing in USF2000 with Pelfrey the last two years. Both he and Robb missed portions of sessions today with new car issues.
  • Several Indy Lights spins and off-course excursions occurred but none produced any serious issues. Rinus Veekay and Anthony Martin were among those to test the course limits but kept on going unharmed. Veekay had a spin in session three on new tires, then promptly laid down the fastest lap of the session for Belardi later on.
  • His teammate this weekend, Nico Jamin, wound up with the fastest lap of the day in Indy Lights – although he wasn’t quickest in the cool evening session, the fourth of the day, when most of the field ran some sticker tire runs on their Cooper tires.
  • Pro Mazda title combatants Victor Franzoni (Juncos) and Anthony Martin (Andretti) made their Indy Lights test debuts. The perpetually happy Franzoni wrote on Instagram, “Awesome day!! We finished the day in P3!! The most import we learned a lot!! Tomorrow will be even better!!” Martin, meanwhile, said this: “It’s obviously a new car – bigger, faster and a lot more downforce, so I’m adapting to it and growing up to it nice and slowly. You don’t want to push yourself too early, so we’re working up to a few things. You have to do things a lot quicker and you have to use a lot more brake pressure.”
  • In USF2000, it was an excellent day at the office for Pabst Racing with Andres Gutierrez – who impressed in a pair of weekends with DE Force Racing this year – leading three of four sessions, while teammates Hunter McElrea and Lucas Kohl were also in the top-five. Pabst has been busy running cars in both USF2000 and Pro Mazda this weekend.
  • Beyond Pabst, Newman Wachs Racing also had an excellent day, mainly with sophomore Darren Keane and Californian rookie Jake Craig. Keane, who’s coached by Ozz Negri, led the fourth and final session of the day, and stands as a driver who could make a big leap forward in performance if he secures a full season in 2018.
  • Another team of note today was BN Racing, with Callan O’Keefe – Keane’s teammate when both drove for Team BENIK at this race weekend last May – second best on the day. The South African is poised to be that team’s lead driver next season. Teammates Elliott Finlayson and Zoey Edenholm are working towards seasons of their own; Finlayson having coming off a recent Super Sweep in SCCA Runoffs competition at IMS last month and Edenholm having only just graduated from karts into cars just this month.
  • While the USF2000 field was primarily rookie-dominated, two-year series veteran Aaron Telitz made a cameo return today with RJB Motorsports, and brought the ex-ArmsUp chassis its best pace yet in RJB’s hands as the Wisconsinite ran with Mirl Swan and Alex Barron’s crew support. Past RJB driver and two-time Team USA Scholarship, Michai Stephens, was also on site today.
  • Speaking of ArmsUp, its top rookie from 2017, Devin Wojcik was on hand today making the rounds as well, although wasn’t in a car. He looks to return to USF2000 for a second season in 2018.
  • USF2000 boasted some good diversity with Pabst, BN, Newman Wachs, Exclusive, Pelfrey, BENIK and RJB teams in the top 10 today, but there’s one notable omission: Cape Motorsports. The seven-time defending champions in the series are not testing in USF2000 this weekend, and has just a single Pro Mazda car on site for Oliver Askew. Granted, the team is also at Circuit of The Americas this weekend for F4 U.S. Championship action, where Kyle Kirkwood has taken that series’ championship. DE Force, which also ran in USF2000 this year, is also not here this weekend as it’s at COTA. ArmsUp isn’t here this weekend either.