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.

Craig Breedlove wins 2017 Justice Brothers-Shav Glick Award

Craig Breedlove (left) and Richard Noble look on during the world land speed record attempt by the Thrust SCC at Black Rock Desert, Nevada. Photo: David Taylor/Allsport
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Land-speed record icon Craig Breedlove has been awarded the 2017 Justice Brothers-Shav Glick Award, one of the top honors awarded on the West Coast, and in the world of motorsports. Breedlove is the award’s 18th recipient.

The award was presented prior to today’s Monster Energy NASCAR Cup Series race at Auto Club Speedway in Fontana, Calif.

The full release is below:

Craig Breedlove has been selected as the 2017 recipient of the 18th Annual Justice Brothers-Shav Glick Award. For the 18th year, the Justice Brothers-Shav Glick Award recognizes motorsports personalities who have made distinguished contributions to motorsports in California.

Breedlove was selected by a judging panel, which includes national and California motorsports media, to receive the prestigious 2017 Justice Brothers-Shav Glick Award. Ed Justice, Jr. President & CEO of Justice Brothers, Inc. presented the award during the pre-race ceremonies at the Monster Energy NASCAR Cup Series Auto Club 400 race at Auto Club Speedway.

Craig Breedlove is the first person in history to reach 500 mph and 600 mph, Craig Breedlove, is a land speed legend. Using several turbojet-powered vehicles, all named Spirit of America; he drove to five world land speed records. The Beach Boys’ song Spirit of America was inspired by Breedlove’s land speed record set in 1963. Breedlove was inducted into the Motorsports Hall of America in 1993 and the International Motorsports Hall of Fame in 2000.

Giovinazzi impresses as Sauber sub, finishes 12th on F1 debut

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Antonio Giovinazzi continued his impressive last-minute showing in the Australian Grand Prix weekend by finishing 12th for Sauber on his Formula 1 debut.

Ferrari junior and 2015 GP2 runner-up Giovinazzi was drafted in by Sauber on Saturday to replace Pascal Wehrlein, who withdrew from the race weekend due to an ongoing back injury.

Giovinazzi qualified 16th on Saturday, narrowly missing out on a place in Q2, and then enjoyed a trouble-free race en route to 12th at the checkered flag, two laps down on race winner Sebastian Vettel.

“It was a good race, and I am happy with my performance today,” Giovinazzi said.

“My objective was to gain more experience and collect mileage in the car. I will sit together with my engineers to analyze areas where I can improve.

“I want to thank the Sauber F1 Team and Scuderia Ferrari again for this opportunity. It was an amazing race weekend for me.”

Sauber team principal Monisha Kaltenborn was full of praise for Giovinazzi: “A very impressive performance from Antonio during his first Formula 1 race. He showed his potential as well as what the car is capable of.”

Giovinazzi is now set to return to his reserve driver duties at Ferrari, with Wehrlein expected to be back at full-fitness for the Chinese Grand Prix in two weeks’ time.

Maverick Vinales wins MotoGP opener in Qatar after rain delays start

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Maverick Viñales made a flying start to life with Yamaha in MotoGP by winning on his debut with the factory team in Qatar on Sunday night.

Rain throughout the weekend had already forced qualifying to be cancelled on Saturday, with Viñales claiming pole by virtue of setting the fastest time in practice.

Officials decided early on Sunday that they would not be amending its schedule for races, with the Moto2 and Moto3 events going ahead as planned.

Just minutes before the MotoGP race was set to get underway at 11pm local time, rain started to fall once again over the Losail International Circuit, prompting the stewards to delay the race start after a number of riders went off during an installation lap.

A 45-minute delay followed as a number of officials from both MotoGP and the teams remonstrated on the grid before being asked to take their discussions inside, away from the cameras and the watching world.

With the rain easing to a light drizzle, the stewards confirmed the race would start as planned, albeit reduced to 20 laps.

On a moist track, Viñales made a tentative start from pole, dropping to fifth as Suzuki’s Andrea Iannone made the best getaway to lead into the first corner.

Iannone was quickly passed by Tech3’s Johann Zarco, who completed his first lap in MotoGP as the race leader, and soon began to forge a lead over the chasing pack.

Zarco’s hopes of a debut win were dashed when he slid off the track in the tricky conditions, allowing Ducati’s Andrea Dovizioso to assume the lead ahead of Iannone.

When Iannone fell and third-placed Marc Marquez began to drop off the pace as his tires faded, Viñales and Yamaha teammate Valentino Rossi began to close on Dovizioso, setting up a grandstand finish.

Viñales found a way past Dovizioso, only to lose the lead a couple of laps later, before then taking it back with two laps to go, curbing the Ducati’s straight-line speed advantage as they headed into Turn 1 for the final time.

From there, Viñales was able to keep his cool and cross the line half a second clear of Dovizioso to record his second MotoGP victory, his first coming with Suzuki last year at Silverstone.

Rossi crossed the line a close third, much to his surprise after a torrid pre-season, while Marquez was left to settle for fourth place to begin his riders’ title defence.

Dani Pedrosa finished one place behind his Honda teammate in fifth, while Aleix Espargaro was one of the unsung heroes of the race, crossing the line sixth for Aprilia.

Scott Redding wound up seventh ahead of Jack Miller and Alex Rins, while Tech3 debutant Jonas Folger rounded out the top 10.

Three-time MotoGP champion Jorge Lorenzo had a forgettable debut with Ducati, finishing a lowly 11th after an off-track excursion on the opening lap.

The MotoGP season continues with round two of the season in Argentina on April 9.

Ocon picks up maiden F1 point in Australia, finishes as top rookie

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Esteban Ocon picked up his first point in Formula 1 during his maiden outing for Force India in Australia on Sunday, finishing the race 10th and as the top rookie.

Ocon made his F1 debut in Belgium last year with the backmarker Manor team, completing the final nine rounds of the season before moving into a seat with Force India for 2017.

Embarking on his first full season of F1 (and therefore still a rookie) in 2017, Ocon qualified 14th in Australia on Saturday before spending much of the race battling with Fernando Alonso and Nico Hulkenberg, the trio going three-wide down the main straight at one point.

Ocon was able to come out on top, clinching the final point on offer in Melbourne by finishing P10 to complete a double-points finish for Force India after Sergio Perez ended up seventh.

“Very happy with today. It’s been a tough weekend but a great reward at the end,” Ocon told NBCSN after the race.

“Fighting with Alonso made things difficult. It was side by side. Then I had the better pace with him. It’s so much harder to overtake, but I made the pass and got the point.

“I’m learning all the time. It’s good what we’ve done here. This is good for the team. We hope we can score many more for the championship.”

Ocon emerged as the top rookie in Melbourne, with Antonio Giovinazzi and Stoffel Vandoorne finishing 12th and 13th respectively. Williams’ Lance Stroll – making his first start in F1 – retired due to a brake disc issue.