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.

Teams load up on supersoft tires for Italian GP

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There’s almost no variety in team Pirelli tire selections for the Italian Grand Prix, with nearly all teams going with two sets of softs and 10 sets of supersofts for next week’s race. All teams have selected just one set of mediums.

The only variance comes with Mercedes, Force India and Haas going with three sets of softs and nine supersofts. The rest are all the same choice, two softs and 10 supersofts.

Monza comes a week after Spa this week.

Pirelli’s tire breakdown is below.

Jackie Joyner-Kersee to serve as Gateway grand marshal

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The Verizon IndyCar Series’ return to Gateway Motorsports Park for the Bommarito Automotive Group 500 presented by Valvoline will feature quite an excellent grand marshal, in the form of three-time Olympic gold medalist Jackie Joyner-Kersee.

The full release from the track is below.

An Olympic champion has been selected to give the command to start engines for the Bommarito Automotive Group 500 presented by Valvoline comes to Gateway Motorsports Park in Madison, Illinois on August 26. Jackie Joyner-Kersee, considered to be one of the greatest athletes of all time, will serve as the grand marshal for the Verizon IndyCar Series event.

“I am humble,” said Joyner-Kersee, who is a native of East St. Louis, Illinois. “I do not take this honor for granted to be the INDYCAR race’s grand marshal at Gateway Motorsports Park. Very few people are asked to give the command and I am grateful to be one of the few. Thank you!”

Track-and-field star Joyner-Kersee has won three Olympic gold medals, as well as one silver and two bronze. She was the first American to win gold for the long jump and the first woman to earn more than 7,000 points in the seven-event heptathlon, making her the most decorated female athlete in Olympic track and field history.

As a teen, she won the National Junior Pentathlon championships for consecutive years and received widespread honors in high school in various sports, including track, basketball and volleyball. During her junior year, she set the Illinois high school long jump record for women, with a 6.68-meter jump. Joyner-Kersee attended the University of California, Los Angeles on a full scholarship and continued to gain fame on both the court and field. In 1981, at the age of 19, she began to focus on training for the Olympics, specifically for the heptathlon — an Olympic track-and-field competition comprised of seven separate events, including the 200-meter run, 800-meter run and 100-meter hurdles. She graduated from UCLA in 1985.

Joyner-Kersee won a silver medal in the heptathlon at the 1984 Summer Olympics, as well as gold and bronze medals in the long jump in 1988 and 1992, respectively, and is currently the heptathlon world record-holder.
Following her retirement from competition, she founded the Jackie Joyner-Kersee Youth Center Foundation. The mission of the foundation is to instill youth in the a Greater East St. Louis area with the dream, drive and determination necessary to succeed in academics, athletics and leadership. “Winners In Life.”

Chuck Wallis, Vice President of the Bommarito Automotive Group, will serve as honorary starter and will wave the opening green flag.

Kimi Raikkonen confirmed at Ferrari for 2018 F1 season

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Scuderia Ferrari has confirmed that Kimi Raikkonen will remain with the team for the 2018 Formula 1 season after being given a new one-year contract.

Raikkonen, 37, has raced with Ferrari since 2014, and has been on a one-year rolling contract since the end of 2015.

The Finn has been a regular focus for the F1 driver market’s ‘silly season’ given his age and struggle for form compared to teammate Sebastian Vettel, who currently leads the drivers’ championship.

Raikkonen has scored 86 less points than Vettel through the opening 11 races of the 2017 season, but has nevertheless done enough to secure a new contract, confirmed by Ferrari on Tuesday.

“Ferrari announces that Scuderia Ferrari has renewed its technical and racing agreement with Kimi Raikkonen,” a brief statement from Ferrari reads.

“The Finnish driver will therefore race for the Maranello team in the 2018 Formula One World Championship.”

Raikkonen is the first of the big-name free agents to have his plans for 2018 confirmed, with Vettel, ex-Ferrari racer Fernando Alonso and Mercedes’ Valtteri Bottas yet to announce a drive for next year.

Raikkonen first joined Ferrari in 2007, winning the F1 drivers’ championship in his first season, but left at the end of 2009 to take some time out from the sport.

A return in 2012 with Lotus saw Raikkonen display plenty of his old spark, taking two wins for the financially-hamstrung team before leaving at the end of 2013 over a pay row.

Raikkonen moved back to Ferrari for 2014 alongside Fernando Alonso, with Vettel arriving the following year.

Questions over Raikkonen’s motivation and ability have been rife for some time, but without any outstanding candidates for a seat available as things stand, the news is not overly surprising.

Nevertheless, it does defuse some of the silliness of ‘silly season’, with Vettel’s confirmation at Ferrari seemingly set to follow.

Verstappen hoping for unofficial ‘home GP’ boost at Spa

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Max Verstappen’s 2017 Formula 1 season has been blighted by unreliability and inconsistency, but the 19-year-old Dutchman will be hoping the closest thing to a home race for him – this weekend’s Belgian Grand Prix at Circuit de Spa-Francorchamps – can provide a boost to kickstart his season.

While he’s often been quicker than Red Bull Racing teammate Daniel Ricciardo in qualifying this year, races have often gone begging for Verstappen as he only has a single podium finish, third in China in April.

Verstappen’s Belgian record isn’t ideal with an eighth place in 2015 at Toro Rosso and a ragged 11th last year in his first Spa drive with Red Bull. But as the unofficial “home favorite” this weekend, the track not far from his home country of the Netherlands, Verstappen is optimistic for a big race.

“I can’t wait to get to Spa this year. I just love the track and it’ll be nice seeing so many orange fans in the grandstands,” he said ahead of the weekend in the team’s pre-race advance.

“Spa is my favorite track of the year. You have to get everything right but when you get a good lap it’s very rewarding. There is a good flow with the fast corners and of course the best moment is Eau Rouge where you go up the hill, even though it’s easy full throttle in modern F1 cars it’s still very nice when the underneath of the car touches the tarmac and then gets very light at the top of the hill. This year it’s going to be a bit faster everywhere with the new cars which will be more challenging and more fun for sure.

“It definitely feels like a home Grand Prix for me because it’s so close to the border and as there isn’t a Dutch race at the moment a lot of Dutch fans are coming over. Already last year there were a lot of orange T-shirts and flags around the track which was very cool to see and makes it even more special.”

Teammate Ricciardo won his third Grand Prix here in 2014 and rallied to second place last year.

Times for this weekend’s Belgian Grand Prix across the NBC Sports Group networks are linked here.