Q&A: Kevin Healy on Milwaukee IndyFest Year 3 planning, ovals, festival model

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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, the Wisconsin State Fair has just concluded with a record 1,030,881 patrons, most of whom will have seen race signage. On-track action begins this Friday at Wisconsin State Fair Park with Mazda Road to Indy testing for the Indy Lights and Pro Mazda divisions.

Heading into the weekend 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 two of this two-part interview (view part one here), Healy discusses year three of the promotional efforts, the new date, and what it takes to promote an oval race in the current Verizon IndyCar Series:

MotorSportsTalk: How critical is year three to the future of the Milwaukee IndyFest, now that the date’s moved and Andretti Sports Marketing has two years worth of experience?

Kevin Healy: Every year’s event, you get incrementally better. The third year you now understand the operations better. Quite frankly, this August date, we couldn’t have done it the first year. Without having two years of understanding where things need to go, we can do this in a fairly quick turnaround. The third year is where you make the incremental entertainment improvements.

The infield festival, the idea came because I’ve been going to Milwaukee for years, and right up until green flag there was nobody there. We had to bring the idea of a street race inside, and have a race breakout around it. We’ll have pro beach volleyball, which will be a cool addition with working with the National Volleyball League, as there are people wanting to see NVL. There’s a much greater appreciation of seeing pro players play volleyball.

MST: As an oval event, how do you build up that atmosphere to attract more fans given there’s generally not as much on-track action as on a road or street circuit? 

KH: This situation is not just unique to racing, in that you have to build. The most successful baseball stadiums – or really any stadium in the last 10-15 years – have more than the game. Miller Park is a great example. There’s a lot is going on. Turner Field in Atlanta was built for people to come early and provide entertainment. The new Amway Center in Orlando, for examples, it’s incredible what’s going on.

The core fan; the diehard baseball or race fan will come for the game/race. A lot of others come because you’re competing with other entertainment challenges.

I know at times people tend to get down on racing, but I don’t view it as different than any other sort of professional sport. It’s entertainment, but it’s no different than baseball or basketball.

Even when you look at the Super Bowl, there are all the interactive elements to get everyone there. It’s tough to measure against the NFL. There’s so much activation around the Super Bowl and the NFL Experience, but it’s funny because the one game with the least amount of actual fans is probably the Super Bowl. I’ve always wanted to do a survey at the Super Bowl, and have them ask which teams are playing, can you named a player on each team and wonder how many get it right. I doubt more than about 60 percent would do so!

For my own experience, I grew up playing traditional sports and other things. I was aware of the Indy 500 and Daytona 500, and I knew who Mario Andretti and Richard Petty were. But I was not really a fan. I then got involved with Piedmont Airlines, working in North Carolina and reading the sports page, checking in on NCAA basketball and NASCAR. We’re spending money, so let’s see what it is.

When you leave the suite, walk down to the fence, and when cars fly by at high speed, it’s like, “Holy (expletive!)”, and you’re hooked. It’s not just the speed, but the sound, the feel… it’s what gets you. I often equate it to hockey. It’s hard to appreciate how fast it is.

From a promoter perspective, love the core fans, and I love chatting with them. But there’s something about that first experience. I love taking someone who’s never been there, then bring them to the fence or pits, and watch their face as it hits them.

It’s important for all of us to remember. We take it for granted. Racing creates this opportunity to get close… being on the NFL sidelines is near impossible. Baseball keeps a big distance. You can get pretty integrated at a race track.

MST: Can you speak to the corporate partners and suite setup at Milwaukee IndyFest?

KH: The VIP section is the Marcus Club, as it was last year. Marcus Hotels & Resorts is really important local champion of the community. They were first to sign on; they’re a huge organization, and been great to work with.

We do have some trackside/pit lane suites. There’s only one permanent suite; Direct Supply has that suite. Bob Hillis, their CEO, I call him “The godfather of IndyFest.” He has been a big help. He’s so enthusiastic.

The key now is that our partners and their people appreciate the event. The race was poorly done for a number of years, and it probably wasn’t appreciated the degree of what’s been done since.

You have to change perceptions of what it was. It’s nothing like it was six years ago. If that’s your view, you have to adjust and see what we’re doing. There’s a big economic impact for Wisconsin. It’s gotten stronger both years. We’ll bring in even more support.

MST: What’s your read on the new date and ticket sales thus far?

KH: The good news/bad news for us is that we’re building new date equity (this is the first of a two-year deal in August –Ed.). It was tough on Father’s Day weekend, on Saturday. I think we’re better positioned in mid-summer. It still is one of those situations where most tickets get sold in that last week, and are very strongly dependent on good weather (link to buy here).

The first year back (in 2012) we broke a drought … and we were like, “Really?” It hadn’t rained here for over 100 days or something! Where that hits you is the Chicago/Northern Illinois area, and further out parts of Wisconsin and you say, “It’s too iffy.” The local crowd was slow coming out, but once it was clear it won’t rain, people really showed.

Some prep work is done in advance of that – with trackside signage. Outside we can’t. The big advantage is we’ve done it before, we know what needs to get done.

MST: How would you rate the promotional events thus far (bowling, track walk, table tennis, food truck appearance)?

KH: It gets good coverage locally. I though the track walk was really cool. For a Tuesday afternoon, that had a phenomenal turnout. That turned out better than even we expected. It was a really cool fan experience.

I thought Hinch and Ed did a great job. I’m glad it was the week before Indy! It was a kick in the gut for them when they were out.

Helio Castroneves: ‘I have nothing to lose’ Sunday in bid for 4th Indy 500 win

All photos: IndyCar
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You might say Helio Castroneves comes into Sunday’s 102nd Running of the Indianapolis 500 with a “less is more” philosophy than he’s had in years past:

* No pressure

* No worrying about points

* No worrying about winning a championship

Take away all those things and the very popular Brazilian driver could be in the best position he’s ever been to achieve the biggest goal of his career:

Winning a fourth Indy 500, making him a member of motor racing’s most exclusive club, joining legendary drivers A.J. Foyt, Al Unser and Rick Mears as the only drivers to conquer the legendary Indianapolis Motor Speedway four times each.

Like his car number, Castroneves has won the Indy 500 three times. He wants to change that number to four times in Sunday’s 102nd Running of the Greatest Spectacle In Racing. Photo: IndyCar.

“For sure, I definitely don’t have much to lose in terms of points, championships, and things like that,” Castroneves told MotorSportsTalk earlier this week. “I don’t have to think that I don’t have a car to win, I’m not going to risk that much because there are still championship points (to earn if he was still racing full-time in the series).

“Not that I did that before, but if the situation occurs, people just need to know I have nothing to lose this time.”

Castroneves three prior triumphs in the 500 came in his first two years in the field – 2001 and 2002 – and again in 2009. In addition, he has finished twice in the last four editions of the Greatest Spectacle In Racing in 2014 and 2017.

Coming so close last year, losing to Takuma Sato by .201 of a second, is something Castroneves hasn’t forgotten about. To come so close to No. 4 has only made him more hungry to get it done on Sunday.

“Yeah, but if it were easy, we would likely have had more than four wins by now,” he said. “We’ve had opportunities in the past, the last four years we were really competitive, we were right there, especially in ’14 and ’17, we were right on it.

“Last year, I thought it was going to be the hardest 500 for me and look what happened: we were battling to the end for a victory,” Castroneves said. “It’s not just about trying hard, it’s about being there at the right place at the right time.

“And this place, Indianapolis, I’ve always said the track winds up choosing who is going to be the winner. Hopefully, with safety and luck, we’ll be part of it and be on the right side.”

Team owner Roger Penske decided after last season to put Castroneves and Juan Pablo Montoya as the chief drivers of Team Penske’s new two-car effort in the IMSA WeatherTech Championship sports car series.

When the announcement was first made, many feared that Castroneves had run out of chances to get that elusive No. 4 at Indy.

But Penske sweetened the deal for Helio to go sports car racing by promising he’d field a car for him at Indy. And Penske has proven to be a man of his word, giving Castroneves everything he needs to finally win No. 4.

“I feel we’ve prepared as much as a team, we’re doing everything possible in relation to preparation,” Castroneves said. “The preparation we had in the previous year helps us tremendously to give us an opportunity fighting there for a win, and that’s what we’re looking for.”

Castroneves has taken to the new style Indy car with aplomb. During the first week of practice leading up to last weekend’s qualifying, he was consistently one of the fastest drivers in the field.

The 43-year-old even topped the speed charts in the Fast Nine last Saturday before ending up eighth in the following day’s pole qualifying.

As a result, he’ll start Sunday’s race from the middle of Row 3, anchoring Team Penske’s four-man Top 8 starting lineup effort in the 500. When the green flag drops, to his left will be Danica Patrick and to his right will be four-time IndyCar champ and former 500 winner Scott Dixon.

And millions of others right behind him, so to speak.

“I feel the sense that everyone wants it to happen,” he said of winning No. 4. “We’re talking about being part of history here. The last guy to do it was Rick Mears in the ‘90s (1991).

“I mean, how cool would that be if I would be in the position and to see No. 4 in my era. I hear a lot of the fans, even those supporting different drivers, all saying ‘Man, I want to see you win No. 4.’ That just shows how special this place is.

“(The Indy 500) is part of a lot of people’s lives. I just would be very fortunate to hopefully to have this generation see someone do No. 4.”

While he’d rather not think about missing out on a fourth win at Indy for a ninth straight year, Castroneves is using reverse psychology somewhat.

He’s going into Sunday’s biggest race in the world fully believing he will finally win No. 4.

And if he does, forget the idea that he would never come back to race at Indy again.

“Not at all. Why? You’re so close to getting four, and then when you get four, you stop it? It doesn’t make sense.

“I think I still have at least four or five more years, there’s no question about it. As long as Roger (Penske) gives me the opportunity, I’m going to be going for it, for sure.”

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