Insight: Planning Andretti’s Sports Marketing promotional efforts at Miami and NOLA

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Yesterday saw the circuit unveil for the FIA Formula E Championship’s Miami ePrix, one of two events Andretti Sports Marketing is promoting that occur in the next six months.

As MotorSportsTalk chronicled throughout 2014 in the run-up to Milwaukee IndyFest, the buildup to an event is something that takes dedicated months of planning before being executed.

With a chance to look back on how Milwaukee was promoted this year and a look ahead to these next two races, we spoke with Andretti Sports Marketing president John Lopes about the challenges and excitement of promoting its two newest events: the Miami ePrix on March 14, and the Indy Grand Prix of Louisiana on April 12.

“Each event is a different challenge,” Lopes told MST in an interview at the Andretti Sports Marketing headquarters in Indianapolis. “Promotions are inherently local by their nature. In the case of NOLA, it’s local to Louisiana and the region east and south. In case of Miami, it’s southeast U.S. and global.

“We are really stoked about that race (in New Orleans),” he added. “From the moment we met Laney Chouest, we know Laney and the people who work there are totally wired in that community. So we don’t have a problem of credibility.”

That dovetailed into a conversation about the promotion of the Baltimore races, which Andretti’s group picked up late summer 2012 before promoting the Labor Day event on short notice.

A breakout on why Baltimore didn’t work could serve as a standalone piece (and will at a later date on MotorSportsTalk).

However, while Lopes said it was an incredible effort to get that race to even happen both in 2012 and 2013, the challenges in dealing with scheduling, logistics, different tax zones and a lack of real community support ultimately doomed the race.

source:
GP of NOLA logo.

Instant Andretti name credibility in New Orleans, Lopes said, should pay immediate dividends.

“So you go to New Orleans, and you see a track owner fully committed to the state, to philanthropy; and he pours $70 million into a track people said couldn’t be built,” Lopes explained. “So we come in and hear, ‘Oh, you’re affiliated with NOLA? Oh, you know Laney Chouest? Oh you’re from Andretti? We’re stoked!!’”

Lopes said NOLA is a very important market, considering where it sits geographically.

“If you think about it, that track sits in a state with no professional auto racing,” he said. “Then the closest thing to the east is Barber or Talladega. The closest to the west is COTA or Texas Motor Speedway. So that’s a huge chunk of space of underserviced motorsports fans, and more importantly, festival fans.”

A staff that includes Tim Ramsberger, David Goldwater and Lopes leading the marketing and corporate side of affairs has already made key strides in an area where an event needs to succeed: corporate suite sales.

“Corporate sales have been great,” Lopes said. “We haven’t started ticket sales yet, but suite sales are off the hook.”

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Photo: FIA Formula E

As for Miami, which occurs a month earlier and is one of the final rounds in the inaugural FIA Formula E season, Lopes said there aren’t the traditional market challenges for this race because it’s not being marketed as a traditional race.

“This isn’t so much about an auto race as a festival of all things green and eco-friendly,” Lopes explained. “The goal is to promote the green lifestyle, the e-village aspect of what we’re doing. We’re in-and-out one day.

“We’re not trying to compete, and we’re not even trying to appear to compete with any other motorsports initiatives in Florida. It’s about electric cars and electric green life.”

There’s also the added bonus for Andretti Sports Marketing of it being its first FIA-sanctioned event it is promoting.

“For us it’s very cool because we are now able to promote an FIA World Championship event,” he said. “Miami is a tougher market (than NOLA). It’s urban, so it has all those particular trappings, interrupting streets, railroad tracks, and construction. But Formula E is very supportive, and Beijing has shown it can and will happen.”

Dakar Rally champs: Walkner (Bikes), Sainz (Cars), Nikolaev (Trucks), Casale (Quads), Varela (UTV)

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EDITOR’S NOTE: NBCSN will air additional Dakar Rally highlights on Sunday at 5:30 p.m. ET and Monday at 7 p.m. ET.

For most of the 545 entrants into this year’s 40th Dakar Rally, just four words remain: Wait ‘til next year.

That’s right, the 14-stage, 15-day Rally, which began January 6 in Lima, Peru, carried through Bolivia and concluded Saturday in Cordoba, Argentina.

Overall class winners were:

  • BIKES: Austria’s Matthias Walkner
  • CARS: Spain’s Carlos Sainz
  • TRUCKS: Russia’s Eduard Nikolaev
  • QUADS: Chile’s Ignacio Casale
  • SxS UTV: Brazil’s Reinaldo Varela

Here’s how the Rally finished both in Stage 14 and, more importantly, the overall final standings:

BIKES

One year after finishing second, Austrian Matthias Walkner did one better by capturing his first-ever Rally championship in the motorcycle class.

Walkner, 31, finished eighth in Saturday’s Stage 14, but it was good enough to earn him the title by more than 16 minutes ahead of Argentina’s Kevin Benavides, who won Saturday’s final stage.

It was also a big day for KTM, the brand of bike Walkner rode throughout the Rally, as the company captured its 17th consecutive Rally title.

Here’s the top 5 Stage 14 finishers:

1 Argentina’s Kevin Benavides, Honda, 1:26:41

2 Australia’s Toby Price, KTM, 1:27:35

3 France’s Antoine Meo, KTM, 1:29:30

4 Spain’s Daniel Oliveras Carreras, KTM, 1:30:06

5 France’s Johnny Aubert, Gas Gas, 1:31:00

FINAL OVERALL STANDINGS

1 Austria’s Matthias Walkner — CHAMPION

2 Argentina’s Kevin Benavides, 16:53 behind

3 Australia’s Toby Price, 23:01 behind

4 France’s Antoine Meo, 47:28 behind

5 Spain’s Gerard Farres, 1:01:04 behind

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CARS

South Africa’s Giniel de Villiers captured Stage 14, but it wasn’t close enough to unseat overall Rally winner Carlos Sainz of Spain.

Sainz had built a big lead and just had to maintain with defense, needing to finish just ninth in the final stage to take home his second consecutive Rally crown.

France’s Stephane Peterhansel finished second and Qatar’s Nasser Al-Attiyah finished third to wrap up the final stage, but while both were strong challengers throughout the Rally, they were unable to overtake Sainz when they needed to do so the most.

As for American riders, Ricky Brabec had consistently finished most stages in the top 10 to top 20, including two stage finishes early on as high as fourth place.

But a poor run Saturday relegated him to a disappointing overall finish of 39th in the Rally.

Here’s the top 5 Stage 14 finishers:

1 South Africa’s Giniel De Villiers, Toyota, 1:26:29

2 France’s Stephane Peterhansel, Peugeot, 1:27:09

3 Qatar’s Nasser Al-Attiyah, Toyota, 1:17:10

4 Argentina’s Lucio Alvarez, Toyota, 1:27:12

5 Netherlands’ Peter van Merkstelin, 1:28:35

FINAL OVERALL STANDINGS

1 Spain’s Carlos Sainz — CHAMPION

2 Qatar’s Nasser Al-Attiyah, 43:40 behind

3 South Africa’s Giniel De Villiers 1:16:41 behind

4 France’s Stephane Peterhansel, 1:25:29

5 Poland’s Jakub Przygonski 2:45:24

AMERICAN RIDERS – Stage 14 finishes

13 Shane Esposito, KTM, 1:38:13

14 Mark Samuels, Honda, 1:38:22

25 Andrew Short, Husqvarna, 1:41:21

39 Ricky Brabec, Honda, 1:47:15

57 Bill Conger, Husqvarna, 1:53:38

AMERICAN RIDERS – FINAL OVERALL FINISHES

17 Andrew Short

21 Mark Samuels

25 Shane Esposito

39 Ricky Brabec

66 Bill Conger

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TRUCKS

While the Netherlands’ Ton van Genugten was one of the stronger performers in the latter stages of the Rally, including winning Saturday’s final stage, he could finish no higher than eighth in the overall standings.

Frankly, no one could do much in the final stages to unseat eventual champ Eduard Nikolaev of Russia, who obliterated his nearest competitors in the last few stages.

Nikolaev won the overall Trucks class by nearly a four hour advantage over Belarus’s Siarhel Vlazovich and nearly a 5 ½ hour edge over Russian teammate Ayrat Mardeev.

Here’s the top 5 Stage 14 finishers:

1 Netherlands’ Ton van Genugten, Iveco, 1:39:47

2 Czech Republic’s Martin Macik, Liaz, 1:39:58

3 Russia’s Dmitry Sotnikov, Kamaz, 1:43:22

4 Russia’s Eduard Nikolaev, Kamaz, 1:44:04

5 Netherlands’ Gert Huznik, Renault, 1:44:42

FINAL OVERALL STANDINGS

1 Russia’s Eduard Nikolaev — CHAMPION

2 Belarus’s Siarhel Viazovich, 3:57:17 behind

3 Russia’s Ayrat Mardeev, 5:22:34 behind

4 Kazakhstan’s Artur Ardavichus, 6:38:22 behind

5 Czech Republic’s Martin Macik, 7:58:45 behind

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QUADS

Here’s the top 5 Stage 14 finishers:

1 Chile’s Ignacio Casale, Yamaha, 1:43:25

2 Paraguay’s Nelson Sanabria Galeano, Yamaha, 1:44:46

3 Argentina’s Nicolas Cavigliasso, Yamaha, 1:45:01

4 France’s Alex Dutrie, Yamaha, 1:45:08

5 Argentina’s Jeremias Gonzalez Ferioli, Yamaha, 1:46:27

FINAL OVERALL STANDINGS

1 Chile’s Ignacio Casale – CHAMPION

2 Argentina’s Nicolas Cavigliasso, 1:38:52 behind

3 Argentina’s Jeremias Gonzalez Ferioli, 2:08:14

4 Brazil’s Marcelo Medeiros, 4:30:00

5 Peru’s Alexis Hernandez, 4:38:53

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SxS UTV

Here’s the top 5 Stage 14 finishers:

1 Argentina’s Leonel Larrauri, Can-Am, 1:45:55

2 Brazil’s Reinaldo Varela, Can-Am, 1:53:59

3 France’s Patricie Garrouste, Polaris, 1:58:08

4 France’s Claude Fournier, Polaris, 2:01:12

5 Spain’s Jose Pena Campos, Polaris, 2:01:18

FINAL OVERALL STANDINGS

1 Brazil’s Reinaldo Varela – CHAMPION

2 France’s Patricie Garrouste, 57:37 behind

3 France’s Claude Fournier, 10:09:25

4 Spain’s Jose Pena Campos, 10:13:20

5 Argentina’s Leonel Larrauri, 27:54:15

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MORE: Dakar Rally daily stages schedule, NBCSN broadcast schedule, list of all competitors.

MORE: Stage 13 wrapup

MORE: Stage 12 wrapup

MORE: Stage 11 wrapup

MORE: Stage 10 wrapup

MORE: Stage 9 cancelled due to weather, impassible course conditions

MORE: Stage 8 wrapup

MORE: Stage 7 wrapup

MORE: Stage 6 wrapup

MORE: Stage 5 wrapup

MORE: Stage 4 wrapup

MORE: Stage 3 wrapup

MORE: Stage 2 wrapup

MORE: Stage 1 wrapup