061713_IndyFest

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.

Sim racers join Formula E teams ahead of Las Vegas eSports event

2016/2017 FIA Formula E Championship.
Marrakesh ePrix, Circuit International Automobile Moulay El Hassan, Marrakesh, Morocco.
Saturday 12 November 2016.

Photo: Sam Bloxham/LAT/Formula E
ref: Digital Image _SLA8272
© FIA Formula E
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Ten sim racers have joined up with teams on the Formula E grid ahead of the Las Vegas eSports event at the beginning of January.

Formula E announced last summer that it would be holding a non-championship event in Las Vegas that would pit its drivers against racers from the virtual realm.

With $1 million in prize money on offer, the race is poised to be one of the most lucrative eSports events.

Ahead of the event in Las Vegas, each of the 10 of the sim racers that have qualified have been paired up with a Formula E team.

“I’d like to officially welcome the sim racers who qualified through the Road to Vegas Challenge to participate in the inaugural Visa Vegas eRace,” Formula E CEO Alejandro Agag said.

“I’ve been following the progress of the sim racers throughout the qualification process, and I can’t wait to see them on the same track as the rest of the Formula E grid.

“Accessibility and fan engagement are two of the key cornerstones of Formula E, and what better way to promote this than getting the sim racers to compete in the same colours as their Formula E counterparts – it will be fascinating to see who comes out on top.”

The sim racers in the event are:

  • Gregor Huttu (FIN) – Panasonic Jaguar Racing
  • Aleksi Uusi-Jaakkola (FIN) – Andretti
  • Olli Pahkala (FIN) – Mahindra
  • Enzo Bonito (ITA) – Techeetah
  • David Greco (ITA) – Renault e.dams
  • Graham Carroll (GBR) – DS Virgin Racing
  • Aleksi Elomaa (FIN) – Venturi
  • Bono Huis (NED) – Faraday Future Dragon Racing
  • Petar Brljak (CRO) – NextEV NIO
  • Patrick Holzmann (DEU) – ABT Schaeffler Audi Sport

The Vegas eRace will take place on January 7.

Hunter-Reay, Rahal complete Acura NSX GT3 lineup at Rolex 24

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Photos: Acura
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Verizon IndyCar Series stars Ryan Hunter-Reay and Graham Rahal will complete the eight-driver lineup for the 2017 Rolex 24 at Daytona in the pair of Michael Shank Racing Acura NSX GT3s.

These two drivers join the previously announced six-pack of Andy Lally, Ozz Negri, Jeff Segal, Katherine Legge, Mark Wilkins and Tom Dyer. The first four are the full-season drivers while Wilkins and Dyer are the third drivers for the full Tequila Patron North American Endurance Cup slate of races. Daytona, as a 24-hour race in the IMSA WeatherTech SportsCar Championship schedule, makes up the longest round where four drivers are expected for most entries.

Exact lineups are yet to be determined. Both Hunter-Reay (No. 28 DHL Honda) and Rahal (No. 15 Rahal Letterman Lanigan Honda) run Hondas in IndyCar, and switch from their previous teams in IMSA. Hunter-Reay was third driver in the No. 90 Visit Florida Racing Corvette DP last year, Rahal the fourth driver in one of the BMW Team RLL BMW M6 GTLMs.

Both Hunter-Reay and Rahal will test the car at Daytona next week.

“We’re thrilled to have Graham and Ryan join the Michael Shank Racing effort at Daytona,” said Art St. Cyr, president of Honda Performance Development (HPD), the racing arm for Acura in North America. “The debut of the NSX GT3 at the prestigious Rolex 24 will mark the return of the Acura brand to IMSA sports car competition. The addition of Graham and Ryan to an already excellent driver lineup, coupled with the experience provided by Michael Shank and his team, will make the NSX GT3 a serious contender for the GTD class victory at Daytona.”

Jenson Button receives honorary degree from University of Bath (VIDEO)

ABU DHABI, UNITED ARAB EMIRATES - NOVEMBER 25:  Jenson Button of Great Britain and McLaren Honda in the garage during practice for the Abu Dhabi Formula One Grand Prix at Yas Marina Circuit on November 25, 2016 in Abu Dhabi, United Arab Emirates.  (Photo by Clive Mason/Getty Images)
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Jenson Button became ‘Dr. Jenson Button’ earlier this week when he was awarded an honorary degree by the University of Bath in England.

Button, 36, made what looks set to be his final Formula 1 appearance at the end of last month in Abu Dhabi, drawing the curtain on a 16-year stint at the pinnacle of motorsport.

The Briton won the F1 drivers’ championship in 2009 and was runner-up in 2011, as well as winning 15 grands prix.

Button added to his list of achievements by picking up an honorary degree in engineering from the University of Bath earlier this week.

“I didn’t go to university and work hard in my early years, but I would say that a lot of my achievements in motorsport are down to my engineering understanding of a racing car,” Button said when addressing the audience at the ceremony.

Button does have a contract to race for McLaren in 2018 should both he and the driver be keen, but looks unlikely to return.

Button does remain keen to race occasionally through 2017, expressing an interest in racing in Super GT and rallycross.

Williams expecting Stroll to make mistakes through debut F1 season

ABU DHABI, UNITED ARAB EMIRATES - NOVEMBER 24:  Lance Stroll of Canada and Williams talks in the Paddock  during previews for the Abu Dhabi Formula One Grand Prix at Yas Marina Circuit on November 24, 2016 in Abu Dhabi, United Arab Emirates.  (Photo by Mark Thompson/Getty Images)
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Williams Formula 1 chief technical officer Pat Symonds says he expects 18-year-old Lance Stroll to make mistakes during his rookie season in 2017.

Williams announced last month that Stroll would be stepping up from Formula 3 to a full-time F1 seat for 2017, replacing the retiring Felipe Massa.

Stroll has an impressive track record through his junior racing career, becoming the youngest ever FIA F3 champion in 2016.

However, his on-track actions have caught attention for the wrong reasons at times, with the Canadian receiving a race ban in June 2015 for causing an accident.

Speaking to Reuters, Symonds said that Williams is braced for Stroll to make mistakes during his rookie campaign as he gets to grips with life in F1.

“Of course he’ll make mistakes and we’ll be repairing cars. These things happen as part of the process,” Symonds said.

“If you look at his Formula 3 career, in 2015 he was having quite a few accidents in that. The Monza one is just staggering.”

However, Symonds has no doubt in Stroll’s talent, believing the youngster to have proven himself during his two-year stint in F3.

“He hasn’t won that championship with anything other than a lot of skill and maturity,” Symonds said.

“For a guy that young, he’s driven really well in pretty well every condition. He’s raced well, he’s led at the front. He’s come through the field a bit, he’s driven well in the wet.

“He is the real deal.”

Besides his F3 commitments, Stroll has also completed an extensive F1 testing program through 2016 that saw him conduct running in a 2014-spec Williams in order to prepare him for his race debut in Australia next March.