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.

Hamilton fastest, Mercedes gaps field in opening USGP practice

AUSTIN, TX - OCTOBER 21: Lewis Hamilton of Great Britain driving the (44) Mercedes AMG Petronas F1 Team Mercedes F1 WO7 Mercedes PU106C Hybrid turbo on track during practice for the United States Formula One Grand Prix at Circuit of The Americas on October 21, 2016 in Austin, United States.  (Photo by Lars Baron/Getty Images)
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Lewis Hamilton made an impressive start to the United States Grand Prix weekend in Austin, Texas by topping the first Formula 1 practice session on Friday morning at the Circuit of The Americas.

Hamilton arrived in Austin trailing Mercedes teammate Nico Rosberg by 33 points at the top of the drivers’ championship, having not won a race since the end of July.

The Briton is a three-time victor at COTA, as well as claiming the last F1 win at Indianapolis Motor Speedway back in 2007, making the United States a happy hunting ground for the defending champion.

Hamilton and Rosberg came out of the blocks early in FP1, immediately pulling clear of the field with laps on the super-soft tire.

Hamilton enjoyed an early edge over his teammate, only for Rosberg to go fastest upon switching to the soft compound Pirellis and going for a lighter fuel run.

Rosberg’s spell at the top of the timesheets did not last long, though, as Hamilton bounced back with a lap of 1:37.428 that was good enough to give him P1 come the end of the session.

Rosberg finished three-tenths of a second further back, but it was the gap to third that was most indicative of Mercedes’ strength at COTA: 1.5 seconds separated Rosberg in P2 and Max Verstappen in P3.

Kimi Raikkonen finished fourth for Ferrari, trailing Red Bull’s Verstappen by just 0.028 seconds, while Nico Hulkenberg led Force India’s charge in fifth.

Valtteri Bottas was sixth-fastest for Williams ahead of Daniel Ricciardo in the second Red Bull, with Sebastian Vettel following in P8 for Ferrari. Daniil Kvyat and Carlos Sainz Jr. rounded out the top 10 for Toro Rosso.

It proved to be an eventful session for Vettel, who narrowly missed hitting Jolyon Palmer early in the session before almost losing a wing mirror, only to grab it with his left hand so he could return it to the pits.

Renault’s Palmer was one of two drivers to have an off-track moment, spinning out at Turn 18. Toro Rosso’s Kvyat made a similar error later in the session, finding the limits of adhesion through the long right-hander.

Haas’ first outing on American soil ended under a cloud as both Romain Grosjean and Esteban Gutierrez stopped at the end of the pit lane with a couple of minutes remaining. They were ultimately classified P14 and P15.

Second practice in Austin is live on NBCSN and the NBC Sports app from 3pm ET on Friday.

Kvyat stresses ‘respect’, ‘loyalty’ to Red Bull as 2017 talks continue

SUZUKA, JAPAN - OCTOBER 08: Daniil Kvyat of Russia and Scuderia Toro Rosso sits in his car in the garage during final practice for the Formula One Grand Prix of Japan at Suzuka Circuit on October 8, 2016 in Suzuka.  (Photo by Clive Mason/Getty Images)
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Daniil Kvyat has stressed his “respect” and “loyalty” towards Red Bull’s Formula 1 programs as talks regarding his plans for the 2017 season continue.

Kvyat was demoted from Red Bull’s senior team to its junior outfit, Toro Rosso, following the Russian Grand Prix in May.

The Russian driver struggled to get to grips with life further down the grid, scoring just two points in the run to the summer break, but bucked the trend by qualifying seventh in Singapore before finishing ninth.

Toro Rosso team boss Franz Tost has long expressed a desire to keep Kvyat with the team for 2017, but Red Bull chiefs Helmut Marko and Dietrich Mateschitz will make the final call and may elect to promote GP2 driver Pierre Gasly into a seat.

Kvyat has been linked with moves elsewhere on the F1 grid, but said on Thursday in Austin ahead of the United States Grand Prix that his focus lay with remaining in the Red Bull setup.

“My aim is to be in F1 next year, but it’s too early to comment. We will have discussions behind closed doors,” Kvyat said.

“I have a lot of respect for and loyalty to Red Bull. Sooner or later I would like to have more details.

“Red Bull has managed me through my junior career and it is still number one on my list. I am looking for a drive where I can show what I can do.

“Toro Rosso is a fantastic team, we are one family and I feel very comfortable here.”

WATCH LIVE: USGP FP1 at 11 a.m., FP2 at 3 p.m. ET on NBCSN

AUSTIN, TX - OCTOBER 20:  Lewis Hamilton of Great Britain and Mercedes GP walks into the paddock with his dog, Coco, during previews ahead of the United States Formula One Grand Prix at Circuit of The Americas on October 20, 2016 in Austin, United States.  (Photo by Clive Mason/Getty Images)
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AUSTIN, Texas – Free practice kicks off today for the United States Grand Prix from Circuit of The Americas in Austin, and you can see both sessions LIVE on NBCSN and streamed via NBCSports.com and the NBC Sports App (for participating providers).

First practice runs from 11 a.m. ET to 12:30 p.m. ET, leading into the premiere of Off the Grid: Austria at 12:30 p.m.

Then second practice runs from 3 to 4:30 p.m. ET.

Austin is on CT, so local times are 10 to 11:30 a.m. and 2 to 3:30 p.m., respectively.

Leigh Diffey, David Hobbs and Steve Matchett are in the commentary booth with Will Buxton patrolling the pits and paddock for today’s coverage.

Again, that’s 11 a.m. ET and 3 p.m. ET on NBCSN for LIVE coverage of free practice from Austin.

Full times and details for the weekend are linked here.

Hulkenberg: Renault move ‘the right step in my career’

AUSTIN, TX - OCTOBER 20: Nico Hulkenberg of Germany and Force India walks in the Paddock during previews ahead of the United States Formula One Grand Prix at Circuit of The Americas on October 20, 2016 in Austin, United States.  (Photo by Mark Thompson/Getty Images)
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Nico Hulkenberg believes that his move to Renault for the 2017 Formula 1 season is the “right step” for his career after deciding to leave Force India.

Hulkenberg had been set to remain with Force India next season, but Renault announced last week that it had signed the German driver for 2017 after agreeing a deal to release him from his contract.

Speaking in Thursday’s FIA press conference ahead of the United States Grand Prix, 2015 Le Mans winner Hulkenberg said he is looking forward to taking on a new challenge.

“I believe that it’s the right step in my career at this point,” Hulkenberg said.

“I feel I have come a long way with Force India – it’s my fifth year with them. We’ve had some good success together. But I felt that it’s time for a new challenge.

“Since I’m in F1 I’ve always wanted to race for a manufacturer team and this is a really good opportunity. The timing was pretty good too. So I think it was a good decision I think from my side.”

Renault has struggled during its first season back in F1 as a constructor after six years away, scoring just eight points to sit third-from-bottom of the teams’ standings.

However, Hulkenberg is confident that, given time, Renault’s might as a manufacturer can help him score his first podium finish in F1 and his first victory.

“I think them being a manufacturer, they are under some expectations to eventually be successful and be at the front and compete for wins and that’s obviously what I’m looking for,” Hulkenberg said.

“We know at the moment there is still a long journey ahead of them, to climb back to the top because it’s been a difficult year and where they’ve come from.

“When they bought Lotus last year was not the easiest situation.so it will take time to rebuild the team and to get back to the top but obviously what I see there is a good future, definitely a big challenge, a massive challenge.

“But I’m very much up for that – and why not build a new success story with them?”