Q&A: Circuit of the Americas president Jason Dial on F1 year 2 prep

1 Comment

As Circuit of the Americas in Austin prepares for its second United States Grand Prix, we had the opportunity to speak with new track president Jason Dial. Dial, a veteran of Procter & Gamble for nearly 20 years and most recently chief marketing officer for the Tampa Bay Buccaneers, has hit the ground running in his first month.

MST: Given your background, you see sports in several different contexts. How does a “race fan” compare to a “football fan,” per se?

Jason Dial: You realize going in that in F1, or in NASCAR, the fan is avid for different reasons. For a race, you’re usually backing a driver. NFL allegiance is usually skewed toward where you grew up, and since I grew up in Detroit, I was a Red Wings/Lions/Tigers/Pistons. Here, you’re a driver, and certainly in F1, a team fan.

MST: Last year’s race had the huge buildup, but it was also the first major event for a brand new facility. What were the pressures leading into that which you heard?

JD: I’ve been here a month, so I wasn’t here through the opening. But I heard things as simple as making sure the fences and gates were installed correctly, and making sure things were right from an ingress/egress standpoint.

Easy to forget, but 18 months ago this was fields. That’s when I tell people about seeing this place, that the staff worked around the clock to make it work.

This year it’s more planning, and making sure our transportation plan has sufficient infrastructure. We’re thankful that 94 percent said they’ll come back for another race; that’s the thing we need to see to grow our fan base 3-5 years down the road.

source:  MST: How has having 5-6 additional race weekends this year helped the preparation for this weekend? What are some of the great achievements?

JD: We’re celebrating our millionth fan in one year. And that’s an incredible feat on many levels, not just business operations, but really showcasing Austin. I was at Procter & Gamble for 18 and a half years, and you need time to develop a level of critical reach to justify an investment. We want people to say, “Wow, I’m going to Austin.”

MST: How does this race then avoid the so-called “sophomore slump” to sustain the promotional efforts for year two?

JD: I think first of all, 94 percent said they’d come back, but they didn’t say “come back next year.” What we’ve had to do is continue to build awareness and excitement, and expand the experience. We have the fan fest for instance, which is free, and magnifies the entertainment value of Austin. We’ve also built up our digital marketing fairly heavily.

We’re competing for everyone’s time and treasure. If we’re not compelling enough, people won’t come to Austin. F1 is amazing, but everything is amazing. We are integrating a lot more live music, because that is authentically Austin. It’s very important because this is the “live music capital of the world.”

Between the Longhorns (Texas game on Saturday), live music and entertainment, we need to expand our footprint. But having six stages, 12 blocks, music almost all around the clock all free downtown is great to have.

MST: Any concern about the UT game on Saturday?

JD: I don’t think it’s ideal and we tried to avoid the conflict, but to be honest some others come because they are in for the game and wouldn’t otherwise. The reality is that most hotels require a 4-night minimum. So what do you do for the other 3 days?

We know 55 percent of our fans bought tickets from outside the state of Texas. Over 50 percent are coming for first time. We have all 50 states and more than 40 countries in attendance. We’ve done a good job of creating compelling content.

MST: That will transition nicely into asking about ticket sales. Are they on course to match or exceed the first year?

JD: Yes. We’ll be up 30 percent on general admission this year, and new this year, people can buy just the race day ticket. It’s $129 for a GA and up; for $229, a reserved bleacher seat. Our attendance will be very strong, over 250,000 for the three days.

MST: What’s been your racing integration like?

JD: I think what’s great about our calendar of racing, is that it can be very different for different series. F1 versus vintage for instance? It’s pretty amazing to watch the muscle car era around the 3.4 mile track, where you’ve got a Shelby and a Sting Ray battling for the lead! That’s a different fan than the F1 fan.

We need to continue to appeal to a very diverse consumer. What we’re trying to do is think of Circuit of the Americas as an entertainment destination. And it’s always amazing to have (different generations) because that’s what everyone can relate to.

MST: Do you have a particular favorite part of the track?

JD: I’ve only been here a month to see the vintage race. But I’d say based on all the walkthroughs, I like Turn 1 the most, because you’ve got that hairpin after the rocketing up the hill. That one’s probably my favorite. Otherwise Turns 18/19 are very good if you’re elevated. There are several great general admission places.

The drivers love it. When you get drivers raving about the complexity, the challenge, the design, that’s when you know you’ve hit something special. It’s so amazing to watch them go through here. But then to have to break it down really fast, and put it in layman’s terms, I couldn’t believe how challenging it was with a 40 mph go kart up the hill! That gives you a brief idea of how tough it is.

MST: The USGP has, for several reasons, always struggled to “stick” at a single facility. What’s COTA’s “master plan” to ensuring OK, this is it for the next 5-10-15 years?

JD: We’re very confident and the big difference here is only 9,000 of our seats are permanent fixtures. We build to demand. We’re not bound by concrete. But we’re purpose-built for racing and other events as an entertainment destination.

This year you’ll see more high-end hospitality and GA. We’ll read our consumer reviews. That’s part of our DNA from P&G is asking what the consumer wants, and making sure we’re delighting them. People said they want to bring clients in. We have families that love general admission. We’ll be up 30 percent on that.

The calendar of events helps too. A lot of the places that struggled didn’t have 19 concerts to diversify. It’s a portfolio play.

We’re not just F1. We absolutely want to have F1 for foreseeable future, and it’s very important we do. From an international attraction play, we have to showcase how incredible of a brand F1 is.

But we want to make sure we grow our MotoGP event. We have the X Games coming in June. We’ll have another incredible other festival in May we’re getting ready to announce. And the versatility helps us with our television partners, NBC for F1 in this case, to be one of our strategic advantages.

How do we make sure we do this and market the hell out of it? We make it compelling, and sell it to the people.

MRTI: Road America preview

Photo: Indianapolis Motor Speedway, LLC Photography
Leave a comment

All three series of the Mazda Road to Indy Presented by Cooper Tires were last in action on the same day – May 25 – though at separate venues. The Indy Lights Presented by Cooper Tires was at the Indianapolis Motor Speedway for the Freedom 100, where Colton Herta emerged victorious.

Meanwhile, the Pro Mazda Championship Presented by Cooper Tires and the Cooper Tires USF2000 Championship Powered by Mazda were at Lucas Oil Raceway for the Freedom 90 (Pro Mazda) and Freedom 75 (USF2000) – Parker Thompson and Kyle Kirkwood dominated their respective races and claimed victories to extend their championship leads.

All three series reunite at Road America for double headers this weekend, with a close title fight developing in Indy Lights, while the championship leaders in Pro Mazda and USF2000 (the aforementioned Thompson and Kirkwood) look to build on already strong leads.

Previews of all three series are below.

Indy Lights

  • Colton Herta enters Road America as the hottest driver in the Mazda Road to Indy, having swept the month of May at the Indianapolis Motor Speedway – he won both races on the IMS Road Course and outdueled Pato O’Ward, Dalton Kellett, and Santi Urrutia to win the Freedom 100. He leads O’Ward by six points, while Urrutia is 21 out of the lead, but don’t think that they’re the only ones who may factor into things.
  • Victor Franzoni had been getting better with every race, and had two podiums on the season entering the Freedom 100, but multiple problems saw him finish eighth and drop him to 50 points out of the lead. Franzoni appears to have the speed to challenge for wins, and he’ll need a win soon if he is to get into title contention.
  • Wisconsin native Aaron Telitz looks to rebound at his home track after a down weekend in the Freedom 100, in which he finished sixth. Teltiz had a run of fourth, third, and second in the three races prior, so the speed is most certainly there to steal a race win, and doing so at his home track would be a massive thrill for him.

Pro Mazda

Parker Thompson has been showing the way in Pro Mazda in 2018. Photo: Indianapolis Motor Speedway, LLC Photography
  • Parker Thompson has been the dominant Pro Mazda driver in the first half of the season, with three wins, five podiums, and a worst finish of fifth through seven races. As a result, Thompson holds a sizeable lead of 40 points over second-place Carlos Cunha. It’s way too early for anyone to start playing “prevent,” but Thompson is most certainly the man to beat at the moment.
  • Given that his Juncos Racing teammates, Rinus VeeKay and Robert Megennis, came into the season as perhaps slightly more heralded, it may surprise some that Cunha is the closest rival to Thompson at this point. Though he doesn’t yet have a win, he has back-to-back second place finishes, and also has a pair of third-place efforts this year as well. The 18-year-old Brazilian has made a big jump from last year, and a win may be beckoning for him this weekend.
  • Harrison Scott and David Malukas look to rebound after they crashed in the Freedom 90. It leaves them 68 points (Scott) and 78 points (Malukas) out of the lead. It will be tough for them to get back into title contention, but race wins and/or podiums at Road America would certainly be a big help regardless.
  • The aforementioned VeeKay looks to get back on championship form at Road America, which he swept last year, while teammate Megennis looks for back-to-back podiums after finishing third in the Freedom 90.

USF2000

Kyle Kirkwood currently has a huge USF2000 points lead. Photo: Indianapolis Motor Speedway, LLC Photography
  • Kyle Kirkwood is starting to run away with the USF2000 championship, with a staggering 59-point lead over second place Alex Baron. The 19-year-old from Florida has things far from wrapped up, but he certainly has a stranglehold of the championship at the moment, and if he can keep things clean, it will become harder and harder for drivers to make up ground.
  • Interestingly, title rival Baron is perhaps the faster driver of the two, but Baron’s season is plagued by a 22nd-place effort in Race 1 on the streets of St. Petersburg, and a 21st at the Freedom 90. He’ll need a string of race wins to get back into contention, and Road America would be a good place to start.
  • Jose Sierra sits third, only five points behind Baron, and looks to add to his two podiums this year (second in St. Pete Race 1, and third in Race 1 on the IMS Road Course). And, if both Kirkwood and Baron falter, he could be primed to steal a win.
  • Igor Fraga sits fourth and looks to continue a consistent effort from the opening five races, with fifth place drivers Lucas Kohl and Rasmus Lindh (tied on 74 points apiece) looking to do the same.
  • Kaylen Frederick got his first podium of the year in the Freedom 75, finishing second to Kirkwood. It is only his second finish inside the Top 10 this year (ninth in St. Pete Race 2 is the other), and he’ll look to build off that effort moving forward.

Pro Mazda has practice and Race 1 qualifying on Thursday, with Race 1 on Friday and Race 2 on Saturday. Indy Lights and USF2000 practice on Friday, with their races on Saturday (Race 1 for both) and Sunday (Race 2 for both). A full weekend schedule can be viewed here.

Follow@KyleMLavigne