Cohesion, brand messaging improvement key for Hulman’s new hires

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Consider Mark Miles the head coach of the Hulman & Co. organization, and this football analogy describing IndyCar’s future strategy will work.

Miles, the head of IndyCar’s parent company, finalized his leadership team on Thursday with the hires of C.J. O’Donnell as Hulman Motorsports chief marketing officer, and Jay Frye as chief revenue officer. So consider these two part of the coaching staff: maybe your offensive (pushing the product) and defensive (protecting the financial bottom line) coordinators.

The rest of the coaching staff, as it were, are Derrick Walker (INDYCAR president of competition and operations), Doug Boles (president, Indianapolis Motor Speedway), Robby Greene (president, IMS Productions) Gretchen Snelling (general counsel) and Jeff Belskus (president, Hulman & Co.).

“We believe that that separateness led to a less than effective, than maximally effective way to deal with our stakeholders,” Miles explained during a teleconference on Thursday. “It doesn’t make sense to us optimally to segregate based on kind of the location. Really the businesses are part of the same industry, same ownership, and largely the same stakeholders and customers.”

Collectively, they’re the new administration working together for the first time as a group, to bring about change to a struggling organization.

IndyCar is the opposite of a bad football team, for example. It has a great product, but remains largely invisible to the general public. Whereas a bad football team, i.e. the Jacksonville Jaguars this year, puts out a bad product but still gets a decent ratings number both on local and national levels.

The task for Frye and O’Donnell, who have each turned around organizations and brands in the past, is to do likewise for IndyCar. You might be thinking, “Well, aren’t these two just the latest to try?” The initial message from the conference call was positive that changes seem legitimate in coming.

“It’s been really kind of unique since this was announced today, my phone has been blowing up, and a lot of them have been from friends of mine who are prospective sponsors,” Frye said. “So I think the opportunity is definitely there to do some really good things actually relatively quickly.”

The biggest task on the sponsor standpoint is finding a replacement for departed title sponsor IZOD.

“Once that partner is identified, that actually helps address a lot of the things we’ve talked about,” Frye explained. “One is activating the sport, one is promoting the sport, one is getting the fan engagement together, which is very important to the overall health of the sport. Really the first week we’re going to kind of figure out where we’re at, try to get the groups blended together, get a nice plan and goals and direction, and then once that’s done we’re going to hit it hard to go out and find a great title sponsor partner.”

O’Donnell added that beyond the partner activation, an the PR and marketing effort will be improved and enhanced.

“I’ve got definitive assurances of that,” he said. “In fact Mark and I have had several conversations about adding capacity to the organization to really develop it into a world‑class marketing and PR team.”

For O’Donnell, the chance to come full circle to Indianapolis is a dream come true after 20 years with Ford and associated brands.

“I have to add a passionate sort of personal note to this,” he said. “At one point in time in my life I had an aspiration of actually driving at Indianapolis, and I knew someday somewhere I’d get a chance to participate in the business.”

Karam, Daly get IndyCar rides with Carlin for Iowa

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NEWTON, Iowa – Sage Karam returns for the second-straight race and Conor Daly is back for another race with Carlin Racing at this weekend’s Iowa 300 NTT IndyCar Series race at Iowa Speedway.

For Karam, it’s his third start of the 2019 season and his second straight with Carlin. In his five starts at Iowa Speedway dating back to 2010, Karam has never finished outside of the top three, recording four wins (USF2000 – 2010, Indy Pro 2000 – 2011 and 2012, Indy Lights – 2013) and scoring his first NTT IndyCar Series podium in 2015 with a third-place finish.

“I’m really excited to be back again this weekend with Carlin and SmartStop Self Storage for the Iowa 300. Iowa Speedway has always been a good track for me in the past, so I’m really looking forward to getting back to work there,” Karam said. “Coming off of a very productive weekend in Toronto, I’m looking forward to applying everything I’ve learned and continuing to work with the team to get the best results possible. A huge thank you to everyone at Carlin and SmartStop Self Storage for a great opportunity to race at one of my favorite tracks.”

Daly is back in a second Carlin entry. Earlier this year, the popular driver finished 11th for Carlin in the DXC Technology 600 at Texas Motor Speedway on June 8. At Iowa, he will drive the team’s No. 23 Gallagher Chevrolet.

Daly finished 10th in the Indianapolis 500 presented by Gainbridge for Andretti Autosport.

Daly raced at Iowa in 2016 for Dale Coyne Racing (finishing 21st) and in 2017 for A.J. Foyt Racing (finishing 19th).

The combination gives Carlin two more drivers to gather additional feedback on the car. Max Chilton remains the team’s primary driver but announced recently that he will forego all oval races to concentrate on street and road courses.

That created opportunities for Karam and Daly.

“We were very impressed with Sage’s steady progression throughout the Toronto race weekend and his willingness to learn and adapt,” said Carlin Team Principal Trevor Carlin. “The fact that he hadn’t been on a street course since 2015 and was still able to come right out of the gate confident and constantly improving every session was extremely impressive.

“The SmartStop Self Storage Chevrolet looked great out on track and their group has been a pleasure to work with, so we couldn’t be more pleased to have them back this weekend in Iowa. Sage has done really well in Iowa in the past, so hopefully we can use his experience and our past success at Iowa Speedway to come away with a good result for the team and our partners at SmartStop Self Storage.”

The Iowa 300 at Iowa Speedway will take place on Saturday, July 20th at 7:15 pm ET and will be televised on NBCSN.