061713_IndyFest

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

1 Comment

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.

Hinchcliffe embraces ambassadorial role to help grow IndyCar

INDIANAPOLIS, IN - MAY 27:  James Hinchcliffe, driver of the #5  Honda Dallara, prepares to practice during Carb Day ahead of the 100th running of the Indianapolis 500 at Indianapolis Motorspeedway on May 27, 2016 in Indianapolis, Indiana.  (Photo by Jamie Squire/Getty Images)
Getty Images
1 Comment

Those of us who remember the early James Hinchcliffe videos circa 2006 to 2008 – the brat video at Road America, the novelty size check, the spot-on Kimi Raikkonen imitation among others – knew then that the Canadian was never shy of being goofy to help promote not only himself, but his racing series that he competed in at the time. At that point, it was the Champ Car Atlantic series, where he spent three years before moving into Indy Lights for two years in 2009. These were the early days for the “Mayor of Hinchtown,” the head of his own fictional city.

Now though, into his sixth season in the Verizon IndyCar Series, the driver of the No. 5 Arrow Schmidt Peterson Motorsports Honda is busier than ever with other external commitments, but he’s never stopped being an ambassador for the sport.

If anything, he’s continued to grow in that department.

This year alone has been no exception. Hinchcliffe won the pole for the 100th Indianapolis 500 presented by PennGrade Motor Oil, which made for a remarkable story in its own right, and also meant he’d be going through the ringer of the in-between week media tour to help promote the race.

Then there was Hinchcliffe’s role as one of five IndyCar drivers on an appearance of Celebrity Family Feud, along with Helio Castroneves, Tony Kanaan, the surprisingly funny Will Power (those of us in the paddock know his humor, but probably not the national audience at large) and Hinchcliffe’s roommate and good friend Conor Daly.

Today, of course, Hinchcliffe has been named to the cast of the new season of “Dancing with the Stars.” It’s a move that sure, can grow his profile, but by default is also tasked with growing IndyCar’s, knowing how dedicated its smallish but hardcore group of fans are.

“For me personally, it’s a great opportunity to get outside my comfort zone and do something you probably don’t have the opportunity to do again,” he said during a conference call today. “After everything last year, it’s definitely given me a different approach to life and maybe given me a little bit more confidence to try things like this.

“But certainly getting one of our drivers out into some primetime, mainstream media and especially during the off-season, kind of keep IndyCar’s name out there a little bit. Again, we’re all assuming this is me making it past week one, so it’s already a bit of a bold statement. But for sure, it’s definitely got two sides to it.”

Couple all this with his outside business commitments – Hinchcliffe has been a race analyst for Champ Car races in the past, now hosts his own “Mayor on Air” podcast, is a co-founder of Speed Group, a driver development, management and social media/PR company and he’s a spokesperson for Honda Canada via a personal deal – and sometimes you wonder how the 29-year-old Canadian does it all.

One, he has a good group of people around him.

And two, he takes it seriously in terms of knowing what he needs to do to help promote the sport he’s been so blessed and fortunate to be a part of.

“It’s a combination of things,” he said. “From a young age, I was counseled that this is the world, this is the motorsports world that we live in, and I’ve always just prepared myself for that, and so I’ve not shied away from extra commitments.

“I’m a very driven person on track and off, whether it’s my racing or promoting the sport or outside business ventures I’m involved in. I like staying busy. I like staying active in that sense. This is a big part of our sport and is a huge help.

“This kind of thing, sure, it benefits me personally but it also benefits the sport, and I’ve always said from day one that anything that I can do outside of a race car to help grow the sport of IndyCar racing is something you can sign me up for because I’ve got such a passion for this sport.”

Hinchcliffe is in his sixth IndyCar season, but only fifth full-time after his injuries sustained last May at Indianapolis sidelined him for the rest of the year.

But like Castroneves – Hinchcliffe’s now “DWTS” compatriot and predecessor – his goal is to keep driving first and then tackle the rest of the to-do items later.

And looking at Castroneves provides him a window to do just that. The Brazilian is 41, but is in his 17th straight season with Team Penske, 19th overall since debuting as a rookie in CART driving for Tony Bettenhausen in 1998. Yet he’s still at the top of his game and in the top-five in points; Hinchcliffe is not too far behind him in eighth.

“I plan on being around it for a long time as a driver, for a long time after that, as well, and I just love the fact that we’ve got the opportunity to do this kind of stuff,” Hinchcliffe said.

“You just try and help spread the word and show people that IndyCar racing is an incredible form of sport.”

On a lighter note, Hinchcliffe’s training and dancing schedule will mean that he’ll spend quite a bit of time away from his home in Indianapolis. Daly, his good friend, is also his roommate.

Hinchcliffe joked that that part of the preparation is underway.

“I have a tremendous concern. I’ve already set up a network of people that will be coming to check on him and the house in my absence,” he deadpanned, in classic “Hinch” form.

Sabres’ favorite to sing Canadian, American anthems for IndyCar race at Watkins Glen

doug allen 3
Leave a comment

Don’t be surprised if some fans attending Saturday’s Indy Lights race or Sunday’s Verizon IndyCar Series Grand Prix at the Glen, both at Watkins Glen International, wear jerseys or jackets of the NHL’s Buffalo Sabres.

The Sabres’ beloved national anthem singer, Doug Allen, will sing both the Canadian and American Anthems prior to the start of both of this weekend’s races.

Known as “Anthem Guy,” Allen has gotten Sabres fans fired up before home games for over 20 years by singing “O Canada” and “The Star Spangled Banner.”

Allen is also known for his charitable side, serving as Facilities Coordinator for the Buffalo City Mission and Worship director at his church, Fellowship Wesleyan Church in West Seneca, New York.

Sunday’s race is the second-to-last event on the 16-race IndyCar schedule. It replaces the originally scheduled race for this weekend, the inaugural event in Boston, which was subsequently cancelled.

Here’s an example of Allen and his stirring rendition of the anthems:

Follow @JerryBonkowski

Kevin Magnussen set to race Italian GP pending final check

during final practice for the Formula One Grand Prix of Belgium at Circuit de Spa-Francorchamps on August 27, 2016 in Spa, Belgium.
Getty Images
Leave a comment

Following a series of checks both on-site in hospital at Verviers and further checks back home in Denmark, Kevin Magnnussen appears set to compete in this weekend’s Italian Grand Prix, barring any hiccups from a final check on Thursday from the FIA.

Renault Sport F1 Team released the following update on Tuesday:

During the Belgian Grand Prix held at Spa-Francorchamps on Sunday 28 August Renault Sport Formula One Team driver Kevin Magnussen exited the track at high speed. After initial checks at the circuit’s medical centre, Kevin was referred to a local hospital in Verviers for further routine examinations.

Kevin had heavily bruised his left ankle but the tests showed no fracture or serious injury and he was released from hospital the same day and returned home to Denmark. He has since undergone further checks in Denmark that indicate he is able to race at the Italian Grand Prix in six days.

The FIA will confirm Kevin is fit to compete following a final assessment on Thursday in Monza.

Kevin commented, ‘I’m feeling much better, which is very good news. I’ve had several checks that show I am fit to race in Monza and I am sure I will be in the car this weekend. We were running in the top ten in Belgium and I’m very motivated to repeat this again in Italy.’

No further comment will be given.

Verizon’s “Lunch with Legends” returns at Watkins Glen

TORONTO - JULY 10:  Dario Franchitti of Scotland driver of the #10 Target Chip Ganassi Racing Dallara and Helio Castroneves of Brazil driver of the #3 Team Penske Dallara Honda chat before warm up for the IZOD IndyCar Series Honda Indy Toronto on July 10, 2011 in the streets of Toronto, Ontario, Canada.  (Photo by Robert Laberge/Getty Images)
Franchitti and Castroneves join Bobby Rahal for Verizon event on Friday. Photo: Getty Images
Leave a comment

This weekend at Watkins Glen International, Verizon will host another of its “Lunch with Legends” series – which have also occurred at a couple other events this year, notably at the Indianapolis Motor Speedway and Road America.

The Verizon IndyCar Series’ title sponsor works to bring fans access while also bringing together legends of the sport for a panel Q&A discussion, hosted by NBCSN contributor Robin Miller.

This week, it’ll be Bobby Rahal, Dario Franchitti and Helio Castroneves having the discussion from 12:30 to 1:30 p.m. ET. Castroneves will be checking in after first practice; Franchitti serves as Chip Ganassi Racing’s driver advisor and coach while Rahal fields a singleton entry for Graham Rahal, the Texas race winner.

And while it’s usually members of the paddock that check this out, Verizon is also opening this up to fans. A note on how is below:

As part of the Verizon Inside Indy program that gives fans incredible access to the sport, we’re letting 10 Verizon customers (plus a guest) join us for the Lunch with Legends. We’ll be looking for the fans on Friday and upgrade them on the spot, similar to how we provide fans access to Verizon Pit View.

The event takes place in the Watkins Glen Media Center, on the Great Room, Second Floor.