Inside Milwaukee IndyFest, Part 1: How it Works

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Roughly once monthly over the next several months, with more to come in the last month, MotorSportsTalk will take you inside the preparation for the ABC Supply Co. Inc., Wisconsin 250 at Milwaukee IndyFest presented by the Metro Milwaukee Honda Dealers, taking place August 16-17, 2014, promoted by Andretti Sports Marketing. Through this series, we look to provide insight on the behind-the-scenes process of how a Verizon IndyCar Series event comes to be; from pre-race events, to partner activations and promotions, to staff overview.

At 5 p.m. on a frigid, March Sunday night, Andretti Autosport Indy Lights drivers Zach Veach and Matthew “Matty” Brabham visit JB’s on 41 bowling alley on 27th Street in Milwaukee, and meet their bowling opponents.

No, not us, the assembled media and race fans who have come out to the event; it’s the University of Wisconsin-Milwaukee collegiate bowling team.

It’s a fun local Milwaukee event, and one that may have seen Veach discover a backup career if his progression through the Mazda Road to Indy doesn’t fully work out.

He beat me by two pins after a 10th frame turkey in our first game, and then was busy exchanging high-fives and fist-bumps with the UWM team during the second, as his strikes were flowing like water.

Several weeks later, he carried the winning momentum into winning the Indy Lights Presented by Cooper Tires season opener at St. Petersburg, his first career victory.

But back to bowling: it was a fun night had by all. The historical anorak in me loved to see one kid wearing a 2010 KV Racing shirt, which featured both Lotus and Cosworth branding even though Honda provided the actual power that year.

This event is one of many supporting events organized by the Andretti Sports Marketing team, some five months ahead of the 2014 Milwaukee IndyFest, as the team works to plan the Verizon IndyCar Series weekend of August 16-17, 2014.

There are a few more months available this year in terms of preparation. In 2012 and 2013, the race was held on Father’s Day; a Saturday in June. In 2014, Milwaukee IndyFest moves to August to increase awareness and foot traffic throughout the Wisconsin State Fair.

What that means is that the Andretti Sports Marketing staff has been preparing for the event since November 2013. The Andretti Sports Marketing team meets once weekly to develop and execute key event planning and marketing tactics related to the race weekend.

This bowling event was capper to two days in the city; other events that featured a Milwaukee IndyFest presence included visiting a Milwaukee Wave soccer game and the Milwaukee Auto Show.

During the time in March, nine volunteer leads met for the first time, with direction from the Andretti Sports Marketing team. Volunteer leads assist the team with security, medical, track operations, safety, redemption, observation, event services, and guest services. Later on, the volunteer leads direct the 180+ volunteers that assist with the execution of Milwaukee IndyFest race weekend.

Specific duties related to the race itself are led and handled by Andretti Sports Marketing staff. The staff has a designated person or persons in charge of race PR/marketing and client services, operations, entertainment, and side events (such as the National Volleyball League, for instance).

Preparing the number of corporate sponsors is something the Andretti Sports Marketing organization is also working on at the moment, as is getting the infield logistics set up to handle the elements that make up the “three-day festival of speed.”

In April, further meetings will follow to help determine more about how the event comes together.

More information:

Websites: Milwaukee IndyFest, Andretti Sports Marketing

Twitter: @MKE_IndyFest, @AndrettiSM

IndyCar disappointed by delay of video game but aiming to launch at start of 2024

IndyCar video game 2024
IndyCar
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An IndyCar executive said there is “absolutely” disappointment that its long-awaited video game recently was delayed beyond its target date, but the series remains optimistic about the new title.

“Well, I don’t know how quick it will be, but the whole situation is important to us,” Penske Entertainment president and CEO Mark Miles said during a news conference Monday morning to announce IndyCar’s NTT title sponsorship. “Motorsport Games has spent a lot of money, a lot of effort to create an IndyCar title. What we’ve seen of that effort, which is not completely obvious, is very reassuring.

“I think it’s going to be outstanding. That’s our shared objective, that when it is released, it’s just widely accepted. A great credit both to IndyCar racing, the Indianapolis Motor Speedway, something that our fans love.”

In June 2021, IndyCar announced a new partnership with Motorsport Games to create and distribute an IndyCar video game for the PC and Xbox and PlayStation consoles in 2023.

But during an earnings call last week, Motorsport Games said the IndyCar game had been delayed to 2024 to ensure high quality.

Somewhat compounding the delay is that IndyCar’s license for iRacing expired after the end of the 2022 season because of its exclusive agreement with Motorsport Games.

That’s resulted in significant changes for IndyCar on iRacing, which had provided a high-profile way for the series to stay visible during its 2020 shutdown from the pandemic. (Players still can race an unbranded car but don’t race on current IndyCar tracks, nor can they stream).

That’s helped ratchet up the attention on having a video game outlet for IndyCar.

“I wish we had an IndyCar title 10 years ago,” said Miles, who has been working with the organization since 2013. “We’ve been close, but we’ve had these I think speed bumps.”

IndyCar is hopeful the Motorsports Game edition will be ready at the start of 2024. Miles hinted that beta versions could be unveiled to reporters ahead of the time “to begin to show the progress in a narrow way to make sure we’ve got it right, to test the progress so that we’re ready when they’re ready.”

It’s been nearly 18 years since the release of the most recent IndyCar video game for console or PC.

“(We) better get it right,” Miles said. “It’s something we’re very close to and continue to think about what it is to make sure we get it over the line in due course.”