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.

Honda teams to test at Sonoma Raceway on April 4

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Honda’s Verizon IndyCar Series teams are set visit Sonoma Raceway on April 4 for an all-day test session for the manufacturer.

Andretti Autosport (Marco Andretti, Ryan Hunter-Reay, Alexander Rossi, and Takuma Sato), Chip Ganassi Racing (Scott Dixon, Tony Kanaan, Charlie Kimball, and Max Chilton), Dale Coyne Racing (Sebastian Bourdais and Ed Jones Jr.), Schmidt Peterson Motorsports (James Hinchcliffe and Mikhail Aleshin), and Rahal Letterman Lanigan Racing (Graham Rahal) are all scheduled to run. Of that group, Kanaan, Andretti, and Dixon are former winners at Sonoma Raceway.

The Sonoma test follows Honda’s March 24 test at Indianapolis Motor Speedway. However, Team Penske also scheduled a team test at the 2.5-mile oval on the same day, forcing Honda to share the track with their rival manufacturer.

However, no such conflict appears to be in play for Sonoma. The test will be open to the public as well with free admission into the facility. Testing will run from 9:00 a.m. to 5:00 p.m. local time.

Justin Timberlake to play this year’s U.S. Grand Prix at COTA

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Taylor Swift playing last year’s U.S. Grand Prix at Circuit of The Americas in Austin was always going to be a hard act to match, or perhaps top.

Yet COTA has pulled it off with confirmation Wednesday that Justin Timberlake will be playing on the Saturday before this year’s race, on October 21.

Timberlake will play at the conclusion of track activity on Saturday for a full show. Tickets go on sale this Friday at 10 a.m. CT, with more info via COTA’s website. Here’s the pertinent details:

  • The concert will take place at COTA’s Super Stage Festival Lawn, not Austin360 Amphitheater
  • Seating is general admission, first come first served
  • All holders of a Saturday ticket for USGP weekend, including the 3-day GA wristband, will have access to the show

Circuit of The Americas announced a crowd of more than 80,000 last year for T-Swift, for her first and only planned concert of the year.

Timberlake is on par from a stratospheric level as Swift is. And half the draw of the COTA weekend, it seems, is ensuring you can get concertgoers to the track as well.

This should make for a fun end-of-day on Saturday.

IMS Museum to reveal A.J. Foyt exhibit in April

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It’s been 40 years since A.J. Foyt won his fourth and final Indianapolis 500 as a driver in 1977. Perfect timing, then, for a special Foyt exhibit to grace the Indianapolis Motor Speedway, which will premiere next month.

The release from the museum is below:

In celebration of the 40th anniversary of his record-setting fourth Indianapolis 500 win, the Indianapolis Motor Speedway Museum is proud to present a once-in-a-lifetime exhibit honoring auto racing icon A.J. Foyt, opening April 14.

A.J. Foyt: A Legendary Exhibition, presented by ABC Supply is a limited-run celebration that traces the superstar’s rise from the dirt tracks of Texas to the pinnacle of auto racing history.

Nearly three dozen cars that Foyt drove in competition will be on display, including all four of his Indianapolis 500 winning machines, the 1961 Bowes Seal Fast Special, 1964 & 1967 Sheraton-Thompson Specials, and the 1977 Gilmore Coyote.

Photo: IMS Archives

“Everyone knows that the Indianapolis Motor Speedway is my favorite track and that people wouldn’t know me if it weren’t for the Indy 500, but to have the Museum put on this exhibit there, well I feel truly honored,” said the legendary Foyt. “This exhibit will give people a chance to see my winning Indy cars but also some of the other race cars I drove and won in over the years.”

In addition to several of Foyt’s IndyCars, many incredible machines representing Foyt’s career in NASCAR, USAC and road racing will be on display, many for the first time, and visitors will also have the chance to see rare memorabilia from Foyt’s personal collection.

“Based on the stuff we shipped to Indy, I think the Museum has a lot of personal memorabilia and photos that their visitors will like seeing” Foyt said. “I haven’t seen some of the cars in many, many years so to be truthful, I’m looking forward to the exhibit too!”

“A.J. Foyt is perhaps the most iconic driver in the 108-year history of the Brickyard” said Indianapolis Motor Speedway Museum Director & Curator Ellen Bireley. “We are proud to honor this incredible champion with an exhibit of memories and memorabilia that pays tribute to one of the most diverse and successful careers in auto racing history.”

A.J. Foyt: A Legendary Exhibition is presented by ABC Supply, with additional support from Chevrolet and Al-Fe Heat Treating. The exhibit runs until October 31.

Social roundup: Media day at Toyota Grand Prix of Long Beach

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The Toyota Grand Prix of Long Beach is still more than a week away, but Media Day was in full swing on Tuesday with a number of attractions for fans and media in attendance.

That being said, it’s easier to get all the pre-advance work done before cars from six different series hit the track starting on Friday, April 7. The Long Beach IndyCar race airs on April 9 at 4 p.m. ET on NBCSN.

The day began with Team Penske’s Josef Newgarden fielding interviews with the local L.A. affiliates for NBC, Fox, and ABC before being a attending a midday luncheon. He also did various interviews with other outlets.

There were also a number of opportunities for rides around the 1.968-mile street circuit. IndyCar drivers Zach Veach and Gabby Chaves were in charge of the Verizon IndyCar Series two-seater while Scott Pruett manned driving duties in a two-seat version of his Lexus RC F GT3. Rocky Moran Sr. and Jr. also held demo rides of their own around the circuit in a Camry; James Sofronas took folks for rides in a GMG Racing Porsche 911 GT3 R.

Formula Drift was on hand as well, though their days were spent preparing for the event. Several cars made practice runs along Seaside Way and through turns 9, 10, and 11 of the circuit.

The Toyota Grand Prix of Long Beach is slated for April 7-9, with first practice for the Verizon IndyCar Series rolling off at 1:00 p.m. local time on Friday April 7.