Q&A: Kevin Healy on Milwaukee IndyFest activation heading into Wisconsin State Fair

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Throughout the year, MotorSportsTalk has been chronicling the preparation for the ABC Supply Co. Wisconsin 250 at Milwaukee IndyFest Presented by the Metro Milwaukee Honda Dealers. As the race nears, and the Wisconsin State Fair begins this Thursday at Wisconsin State Fair Park, we caught up with Milwaukee IndyFest general manager Kevin Healy of Andretti Sports Marketing for a wide-ranging chat of topics before the race. In part one of this two-part interview, Healy outlines plans for IndyFest activation at the State Fair, and expands on the race’s new partnership with Visit Milwaukee to expand the reach to fans outside the Milwaukee area:

MotorSportsTalk: Can you expand a bit on the Visit Milwaukee state tourism grant program? 

Kevin Healy: It’s a joint effort, marketing program. Essentially it’s a matching program that produces the economic benefit of tourism within the state of Wisconsin.

What it does for us is that it helps fund the marketing necessary to reach out to Northern Illinois/Chicago market to bring them in to the race. It helps us double our dollar value and do more marketing in conjunction with Visit Milwaukee. We’re able to build that into our overall marketing plan. That drives more into the event, adds to an important market and continues to expand the fan base for Milwaukee IndyFest.

Can you expand on what the plans for activation and promotion are at the Wisconsin State Fair?

KH: It is a full booth, display area throughout the State Fair. Whenever the fair is open, we’ll be there. It should be a lot of fun.

When you’re planning a race, you’re asking who are you trying to bring into the race.

There’s the core race fan – and you’re always going after them. You never want to take them for granted. Generally, they know racing in Milwaukee is excellent.

There’s families. With families, you’re building fans for the future. And that’s what we’ve done with the infield. 

The general entertainment seeker is another. State Fair had 1.1 million fan-goers last year, so that’s a lot of eyeballs. For us, activating in the fair, throughout the 10 days of the fair, is a great opportunity.

The activation will include multiple show cars – we will likely trade them out a couple times. That’s an obvious.

Then we will sort of replicate the winner’s circle. There will be the podium, with backdrop for a photo opp, and we will also have Trophy Night. The Milwaukee IndyFest trophy will be there, as well as the Astor Cup (the season-long Verizon IndyCar Series championship). It’s a long shot trying for the Borg-Warner – I’d love to get that out there – but we won’t give up.

There will be some interactive displays, including some science/tech elements for racing. Your goal is always to make that connection that turns someone into a fan.

There’s an IndyCar 101 component. We’ll have a couple different driver appearances; because once you meet a driver you can establish that connection.

At State Fair, they have a parade every day, a la Disney. There’s one day where probably the two-seater will be in the parade, and other days the Honda pace car. So you can see the pace car and two-seaters.

There’s a possible contest that if you’re a fair-goer, you can win a ride, work with IndyCar Experience for that. The grand prize is a hot lap 2-seater at Milwaukee IndyFest. That’s a big aspirational goal, since almost everyone would love to take that ride, and it creates that connection of winning and coming to the event. It’s a really cool opp.

For the State Fair – as I’ve said, when we first came back, without the State Fair and its level of cooperation, it just wouldn’t be possible for us to put on this event.

Here’s a deal on IndyFest tickets from the Wisconsin State Fair. State Fair runs July 31-August 10. 

IMSA’s Bill Auberlen joins NASCAR America to discuss this weekend’s race at Lime Rock

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Turner Motorsport GTD driver Bill Auberlen joined NBC Sports’ Marty Snyder on NASCAR America Presents the Motorsports Hour Thursday to discuss a variety of topics, including Saturday’s IMSA WeatherTech Sports Car Championship race at Lime Rock Park.

Auberlen, alongside co-driver Robby Foley, enters Lime Rock with a great amount of momentum after finishing on the GTD podium at Watkins Glen and taking the GTD class honors in the most recent IMSA race at Canadian Tire Motorsports Park.

There’s also an extra incentive for the duo to win this weekend as well, as Auberlen is one win away from tying Scott Pruett for the most IMSA victories all-time.

Both drivers will have to be on their A-game this weekend, however, as Auberlen stated that Lime Rock is one of the tougher circuits on the IMSA calendar and compared the 1.5-mile Connecticut road course to a short track.

“It’s what we call the bullring of our season,” Auberlen said. “It is a 54-second lap and we’re going to go around it a million times before the end of the day. It’s going to be a hot one, and I think whoever survives this is going to be on the podium.”

Luckily for the GTD and GTLM teams, with no Protoype and LMP2 entries competing at Lime Rock this weekend, the worry of having to yield to entries from the faster classes is gone.

“These Protoypes are so fast now, that interacting with them, you can’t imagine,” Auberlen said. “We have radars in our car that can alert us when they are coming.

“They get on you so fast that if you’re not always looking or something is not telling you they’re coming, you could have a problem and catch into them. That’s gone. Now it’s going to be focus-forward. You’re going to be focused on everything ahead of you. You got GLTM in there at the same time, but they’re virtually the same speed as us – just a little bit faster.

“It’s going to be nice. When you stand on that podium you might be able to go for an overall victory.”

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