Q&A: Kevin Healy on Milwaukee IndyFest Year 3 planning, ovals, festival model

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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, the Wisconsin State Fair has just concluded with a record 1,030,881 patrons, most of whom will have seen race signage. On-track action begins this Friday at Wisconsin State Fair Park with Mazda Road to Indy testing for the Indy Lights and Pro Mazda divisions.

Heading into the weekend 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 two of this two-part interview (view part one here), Healy discusses year three of the promotional efforts, the new date, and what it takes to promote an oval race in the current Verizon IndyCar Series:

MotorSportsTalk: How critical is year three to the future of the Milwaukee IndyFest, now that the date’s moved and Andretti Sports Marketing has two years worth of experience?

Kevin Healy: Every year’s event, you get incrementally better. The third year you now understand the operations better. Quite frankly, this August date, we couldn’t have done it the first year. Without having two years of understanding where things need to go, we can do this in a fairly quick turnaround. The third year is where you make the incremental entertainment improvements.

The infield festival, the idea came because I’ve been going to Milwaukee for years, and right up until green flag there was nobody there. We had to bring the idea of a street race inside, and have a race breakout around it. We’ll have pro beach volleyball, which will be a cool addition with working with the National Volleyball League, as there are people wanting to see NVL. There’s a much greater appreciation of seeing pro players play volleyball.

MST: As an oval event, how do you build up that atmosphere to attract more fans given there’s generally not as much on-track action as on a road or street circuit? 

KH: This situation is not just unique to racing, in that you have to build. The most successful baseball stadiums – or really any stadium in the last 10-15 years – have more than the game. Miller Park is a great example. There’s a lot is going on. Turner Field in Atlanta was built for people to come early and provide entertainment. The new Amway Center in Orlando, for examples, it’s incredible what’s going on.

The core fan; the diehard baseball or race fan will come for the game/race. A lot of others come because you’re competing with other entertainment challenges.

I know at times people tend to get down on racing, but I don’t view it as different than any other sort of professional sport. It’s entertainment, but it’s no different than baseball or basketball.

Even when you look at the Super Bowl, there are all the interactive elements to get everyone there. It’s tough to measure against the NFL. There’s so much activation around the Super Bowl and the NFL Experience, but it’s funny because the one game with the least amount of actual fans is probably the Super Bowl. I’ve always wanted to do a survey at the Super Bowl, and have them ask which teams are playing, can you named a player on each team and wonder how many get it right. I doubt more than about 60 percent would do so!

For my own experience, I grew up playing traditional sports and other things. I was aware of the Indy 500 and Daytona 500, and I knew who Mario Andretti and Richard Petty were. But I was not really a fan. I then got involved with Piedmont Airlines, working in North Carolina and reading the sports page, checking in on NCAA basketball and NASCAR. We’re spending money, so let’s see what it is.

When you leave the suite, walk down to the fence, and when cars fly by at high speed, it’s like, “Holy (expletive!)”, and you’re hooked. It’s not just the speed, but the sound, the feel… it’s what gets you. I often equate it to hockey. It’s hard to appreciate how fast it is.

From a promoter perspective, love the core fans, and I love chatting with them. But there’s something about that first experience. I love taking someone who’s never been there, then bring them to the fence or pits, and watch their face as it hits them.

It’s important for all of us to remember. We take it for granted. Racing creates this opportunity to get close… being on the NFL sidelines is near impossible. Baseball keeps a big distance. You can get pretty integrated at a race track.

MST: Can you speak to the corporate partners and suite setup at Milwaukee IndyFest?

KH: The VIP section is the Marcus Club, as it was last year. Marcus Hotels & Resorts is really important local champion of the community. They were first to sign on; they’re a huge organization, and been great to work with.

We do have some trackside/pit lane suites. There’s only one permanent suite; Direct Supply has that suite. Bob Hillis, their CEO, I call him “The godfather of IndyFest.” He has been a big help. He’s so enthusiastic.

The key now is that our partners and their people appreciate the event. The race was poorly done for a number of years, and it probably wasn’t appreciated the degree of what’s been done since.

You have to change perceptions of what it was. It’s nothing like it was six years ago. If that’s your view, you have to adjust and see what we’re doing. There’s a big economic impact for Wisconsin. It’s gotten stronger both years. We’ll bring in even more support.

MST: What’s your read on the new date and ticket sales thus far?

KH: The good news/bad news for us is that we’re building new date equity (this is the first of a two-year deal in August –Ed.). It was tough on Father’s Day weekend, on Saturday. I think we’re better positioned in mid-summer. It still is one of those situations where most tickets get sold in that last week, and are very strongly dependent on good weather (link to buy here).

The first year back (in 2012) we broke a drought … and we were like, “Really?” It hadn’t rained here for over 100 days or something! Where that hits you is the Chicago/Northern Illinois area, and further out parts of Wisconsin and you say, “It’s too iffy.” The local crowd was slow coming out, but once it was clear it won’t rain, people really showed.

Some prep work is done in advance of that – with trackside signage. Outside we can’t. The big advantage is we’ve done it before, we know what needs to get done.

MST: How would you rate the promotional events thus far (bowling, track walk, table tennis, food truck appearance)?

KH: It gets good coverage locally. I though the track walk was really cool. For a Tuesday afternoon, that had a phenomenal turnout. That turned out better than even we expected. It was a really cool fan experience.

I thought Hinch and Ed did a great job. I’m glad it was the week before Indy! It was a kick in the gut for them when they were out.

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.