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

Valtteri Bottas takes pole position for season-opening Austrian GP

Leonhard Foeger/Pool via Getty Images
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SPIELBERG, Austria — Valtteri Bottas upstaged Mercedes teammate Lewis Hamilton to take pole position Saturday for the Formula One Austrian GP.

The Finnish driver edged out the world champion by 0.012 seconds to claim the top spot for the season opener at the Red Bull Ring in Spielberg. He clenched his fist as he climbed out of his car and shared a hug with Hamilton.

“It’s something special when you push the car to the limit,” said Bottas, who is chasing an eighth career win. “Feels so good. It’s very impressive (from the team).”

Red Bull’s Max Verstappen was third, and Lando Norris gave McLaren a boost by finishing fourth. Verstappen has won the past two years here, including 2019 when he started third behind Hamilton and Ferrari’s Charles Leclerc.

“It’s going to be interesting quite a bit warmer tomorrow and hopefully this will play to our advantage,” Verstappen said. “Today, Mercedes was on a different level, unfortunately. Last year we were also a little bit off in qualifying so I expect we will be a bit better in the race.”

Bottas had the leading time when drivers embarked on their final laps and beat his own mark before sliding off the track into the gravel.

Hamilton was chasing a record-extending 89th career pole. He was ahead but then dropped off slightly as Bottas secured a 12th career pole.

“Great job by Valtteri. It’s a great start to the season,” Hamilton said. “We show year on year that we continue to be the best team. We’re open-minded … constantly learning from each other and pushing the boundaries.”

Ferrari struggled for speed, with Leclerc nearly one second behind in seventh and Sebastian Vettel failing to make it into the third and final part of qualifying, known as Q3. He starts the race from 11th on the grid.

Vettel is leaving Ferrari at the end of the season with his future in F1 uncertain.

Earlier, Hamilton posted the fastest time in morning practice. The 35-year-old British driver was also quickest in both sessions on Friday.

Midway through third practice, F1 newcomer Nicholas Latifi misjudged the exit of a turn and spun his Williams car into a protective tire wall.