Q&A: Kevin Healy on Milwaukee IndyFest activation heading into Wisconsin State Fair

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Throughout the year, MotorSportsTalk has been chronicling the preparation for the ABC Supply Co. Wisconsin 250 at Milwaukee IndyFest Presented by the Metro Milwaukee Honda Dealers. As the race nears, and the Wisconsin State Fair begins this Thursday at Wisconsin State Fair Park, we caught up with Milwaukee IndyFest general manager Kevin Healy of Andretti Sports Marketing for a wide-ranging chat of topics before the race. In part one of this two-part interview, Healy outlines plans for IndyFest activation at the State Fair, and expands on the race’s new partnership with Visit Milwaukee to expand the reach to fans outside the Milwaukee area:

MotorSportsTalk: Can you expand a bit on the Visit Milwaukee state tourism grant program? 

Kevin Healy: It’s a joint effort, marketing program. Essentially it’s a matching program that produces the economic benefit of tourism within the state of Wisconsin.

What it does for us is that it helps fund the marketing necessary to reach out to Northern Illinois/Chicago market to bring them in to the race. It helps us double our dollar value and do more marketing in conjunction with Visit Milwaukee. We’re able to build that into our overall marketing plan. That drives more into the event, adds to an important market and continues to expand the fan base for Milwaukee IndyFest.

Can you expand on what the plans for activation and promotion are at the Wisconsin State Fair?

KH: It is a full booth, display area throughout the State Fair. Whenever the fair is open, we’ll be there. It should be a lot of fun.

When you’re planning a race, you’re asking who are you trying to bring into the race.

There’s the core race fan – and you’re always going after them. You never want to take them for granted. Generally, they know racing in Milwaukee is excellent.

There’s families. With families, you’re building fans for the future. And that’s what we’ve done with the infield. 

The general entertainment seeker is another. State Fair had 1.1 million fan-goers last year, so that’s a lot of eyeballs. For us, activating in the fair, throughout the 10 days of the fair, is a great opportunity.

The activation will include multiple show cars – we will likely trade them out a couple times. That’s an obvious.

Then we will sort of replicate the winner’s circle. There will be the podium, with backdrop for a photo opp, and we will also have Trophy Night. The Milwaukee IndyFest trophy will be there, as well as the Astor Cup (the season-long Verizon IndyCar Series championship). It’s a long shot trying for the Borg-Warner – I’d love to get that out there – but we won’t give up.

There will be some interactive displays, including some science/tech elements for racing. Your goal is always to make that connection that turns someone into a fan.

There’s an IndyCar 101 component. We’ll have a couple different driver appearances; because once you meet a driver you can establish that connection.

At State Fair, they have a parade every day, a la Disney. There’s one day where probably the two-seater will be in the parade, and other days the Honda pace car. So you can see the pace car and two-seaters.

There’s a possible contest that if you’re a fair-goer, you can win a ride, work with IndyCar Experience for that. The grand prize is a hot lap 2-seater at Milwaukee IndyFest. That’s a big aspirational goal, since almost everyone would love to take that ride, and it creates that connection of winning and coming to the event. It’s a really cool opp.

For the State Fair – as I’ve said, when we first came back, without the State Fair and its level of cooperation, it just wouldn’t be possible for us to put on this event.

Here’s a deal on IndyFest tickets from the Wisconsin State Fair. State Fair runs July 31-August 10. 

NBC Sports presents IndyCar Grand Prix of Alabama Sunday live at 3:30 p.m. ET on NBCSN

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From NBC Sports Group PR:

* Sunday’s Pre-Race Coverage Begins with IndyCar Live Presented by Verizon at 3 p.m. ET on NBCSN

* Pre-Race Coverage Includes Robin Miller Feature on Rookie Zach Veach, Following Career-Best Fourth-Place Finish at Long Beach

* CNBC Presents Live Qualifying Saturday at 4 p.m. ET, Airs on NBCSN at 6:30 p.m. ET

STAMFORD, Conn. – April 19, 2018 – NBC Sports continues its coverage of the 2018 Verizon IndyCar Series this weekend from Barber Motorsports Park with live coverage of the Grand Prix of Alabama on Sunday at 3:30 p.m. ET on NBCSN. Pre-race coverage begins with IndyCar Live presented by Verizon at 3 p.m. ET.

NBCSports.com and the NBC Sports app — NBC Sports Group’s live streaming product for desktops, mobile devices, tablets, and connected TVs — will provide live streaming coverage of the Grand Prix of Alabama.

Alexander Rossi (Andretti Autosport) delivered a dominant performance at the Grand Prix of Long Beach last weekend, winning the pole and leading wire-to-wire for his third career victory, and third consecutive podium finish to start the 2018 Verizon IndyCar Series campaign. Rossi currently leads Josef Newgarden (Penske) in the driver standings by 24 points. Newgarden won last year’s Grand Prix of Alabama, his second career win at Barber, while Rossi finished fifth.

This weekend’s live coverage from Barber Motorsports Park begins Saturday at 4 p.m. ET with qualifying on CNBC. NBCSN will air qualifying on Saturday at 6:30 p.m. ET. Sunday’s pre-race coverage begins at 4 p.m. ET with IndyCar Live presented by Verizon and will take place from the grid in the lead up to the command, bringing viewers even closer to the action prior to the race.

Pre-race coverage will include a feature by IndyCar on NBC pit reporter Robin Miller on rookie driver Zach Veach, who’s coming off a career-best fourth place finish at the Grand Prix of Long Beach.

Lead IndyCar play-by-play commentator Leigh Diffey will call this weekend’s Grand Prix of Alabama, analysts Paul Tracy and Townsend BellMarty Snider, Robin Miller, Kevin Lee, and Katie Hargitt will report from the pits.

NBCSN will also present coverage of the Indy Lights race from Alabama late night on Monday, April 23, at 1:30 a.m. ET. Current IndyCar driver Conor Daly will join the NBCSN booth for the race broadcast, alongside Kevin Lee and Anders Krohn, with Katie Hargitt reporting from the pits.

Following is this weekend’s IndyCar schedule on NBCSN and CNBC:

Date Coverage Network Time (ET)
Sat., April 21 Grand Prix of Alabama – Qualifying LIVE CNBC 4 p.m.
Grand Prix of Alabama – Qualifying (Encore) NBCSN 6:30 p.m.
Sun., April 22 IndyCar Live presented by Verizon NBCSN 3 p.m.
Grand Prix of Alabama NBCSN 3:30 p.m.
IndyCar Post-Race NBCSN 5:30 p.m.
Mon., April 23 Grand Prix of Alabama (Encore) NBCSN 12 p.m.
Indy Lights – Alabama NBCSN 1:30 a.m.

NBC SPORTS GROUP AND INDYCAR PARTNER ON COMPREHENSIVE, MULTI-YEAR MEDIA RIGHTS AGREEMENT

On March 21, NBC Sports Group and INDYCAR announced a new, multi-year media rights agreement in which NBC Sports acquired the rights to present all INDYCAR races, qualifying, practices, and Indy Lights races across its platforms beginning in 2019.

The Indianapolis 500 and seven additional Verizon IndyCar Series races will be broadcast annually on NBC, with all remaining races televised on NBCSN. All races will be live streamed to authenticated subscribers on NBCSports.com and the NBC Sports app. Details of NBC Sports’ 2019 INDYCAR schedule will be announced at a later date.

NBC Sports Gold – NBC Sports Group’s direct-to-consumer product – will offer a package to INDYCAR fans that features all qualifying and practices not televised live, all Indy Lights races, and full-event replays. Additional details, including the cost of the Gold offering, will be announced at a later date. Click here for more information.


VERIZON INDYCAR SERIES ON NBCSPORTS.COM AND THE NBC SPORTS APP

NBCSports.com and the NBC Sports app — NBC Sports Group’s live streaming product for desktops, mobile devices, tablets, and connected TVs — will provide live streaming coverage of the 2018 Verizon IndyCar Series via “TV Everywhere,” giving consumers additional value to their subscription service, and making high quality content available to MVPD customers both in and out of the home and on multiple platforms.

NBCSports.com and the NBC Sports app are powered by Playmaker Media and available on the iTunes App Store, Google Play, Windows Store, Roku Channel Store, Apple TV and Amazon Fire.