The 2014 Milwaukee IndyFest weekend high on promise, with more positives than negatives

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Several factors need to be taken into play when doing a weekend debrief of last weekend’s Milwaukee IndyFest, the third crack by Andretti Sports Marketing in promoting a race at the legendary, one-mile oval.

One, the date changed. Date equity is often one of the keys to a successful event; it’s been something that Milwaukee is readjusting to. For ages, it was the week after the Indianapolis 500, but then it was shifted to later in June upon its return to the calendar in 2011, and then for 2014, switched to August.

Two, it didn’t rain pre-race. Each of the last two years, the Father’s Day Saturday, pop-up showers occurred and had an adverse affect on the walk-up crowd. With a glorious, sun-soaked Sunday this time around, the infield pre-race was buzzing.

Three, there is a general perception that oval attendance looks worse visually than at road and street courses. A road or street course race weekend may get as little as 10 to 15,000 patrons on race day, but if they’re neatly packed into say, three or four grandstands around a two-mile course, it looks like a sellout. But 20 or 25,000 at a Texas, Iowa or Milwaukee looks worse because the grandstand capacity is much bigger – either north of 30,000 on the short ovals or exceeding 75,000 at the 1.5-mile TMS.

So, consider those factors and the fact that visually speaking (top is 2013, bottom 2014), the grandstands appeared to be fuller this go around and you’ll have to say there were more positives than negatives to take away from the 2014 edition of an event that needed a big weekend.

Promotionally speaking, Andretti Sports Marketing had an active city presence for the better part of five months. Various driver appearances and other pre-race elements were chronicled throughout the process on MotorSportsTalk. There were at least some billboards present on the freeways driving up from Chicago/Indianapolis up north.

If there was one complaint I heard during the weekend, and perhaps fairly, it was that the event merchandise selection was lacking. So were the cream puffs for those outside victory lane. But certainly, the entertainment options weren’t. With rides, a Ferris Wheel, various food options, tweet-ups, the National Volleyball League and a concert stage all packed into the infield, there was plenty for families to engage in.

Crowd reports have been mixed. Honestly, I’d peg it a bit as close to 30,000. Robin Miller estimated a lower amount (18,000) in a piece for RACER.com but if event general manager Kevin Healy estimated last year’s at nearer to 28,000 (which seems high), and this one felt busier (believe me, it did) in a piece for the Business Journal Serving Greater Milwaukee, so it should be a little bit higher. And any growth, especially given the above factors, is a good thing. Estimates of 35 to 40,000, as ABC Supply Co. owner Diane Hendricks hoped for, were wide of the mark.

Did the fans get treated to one of the best races of the year? Frankly, no. Will Power checked out in one of his most clutch performances in the Verizon IndyCar Series, and he won with tenacity (he survived an early battle with Tony Kanaan), pace (consistent 150+ mph laps before the tires fell off) and fuel saving (going 62 laps on a final stint).

But that says something more to the quality of IndyCar races throughout the year than it does a lack of excitement with Milwaukee. The downside to the racing in Sunday’s case was that it required a second screen experience – generally the Verizon INDYCAR 14 app or a laptop – to enhance the viewing of the race, and follow the respective strategies and timing & scoring.

Perhaps the tires fell off too fast, and the horsepower isn’t high enough to where it could be. Still, neither Juan Pablo Montoya nor Kanaan blamed anything bad about Sunday’s race on the current package – they blamed it on drivers who were difficult to pass as slower traffic.

The corporate support for this race was up, and that is a big takeaway. Michael Andretti said pre-race how happy he was with the uptick, and considering events need all the local and corporate support they can get, it’s a positive sign. ABC Supply’s presence as title sponsor is a good thing – so is Direct Supply’s, Marcus Hotels, the Metro Milwaukee Honda Dealers, and on down the line. There was a street party on the Friday night, with a charity event for Racing for Kids also well-received.

Seeing news reports that “Milwaukee has just been confirmed for 2015” is erroneous. The race was announced as being locked into a two-year deal last October. The only new news this weekend about the event’s status was its reported 2015 date, initially pegged as August 22-23 (so a week later, but still a week after the State Fair) by the Milwaukee Journal Sentinel‘s Dave Kallmann.

All told, while there continue to be elements the event needs to improve on, both on and off-track, I think Andretti Sports Marketing delivered another solid event overall.

As always, the fan interest needs to back up the promoter and corporate efforts – and that will remain IndyCar’s biggest challenge on ovals going forward.

Hunter and Jett Lawrence walk a delicate balance between winning races and favoring the fans

Hunter Jett Lawrence fans
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ANAHEIM, California – Hunter and Jett Lawrence are two of the most popular riders on the Monster Energy Supercross circuit, with fan bases that established and grew immediately when they came to America to ride for HRC Honda. Connecting with those fans came naturally for the charming Australian brothers, but it has not come without cost.

“It’s cool they’re there and it’s one of the things we try to do is give the fan that interaction,” Hunter told NBC Sports during Supercross Media Sessions ahead of the 2023 season. “It’s why we do ride days, meet-and-greets, press conferences  – all that stuff, because it’s exciting for them. We are trying to bridge the gap so they get personal interaction. Because that’s all they’re after. It’s all about getting that fan to think, ‘I know that guy. I didn’t meet him, but I get him. I get his humor.’ ”

There is no artifice in either brother. Their fan appeal is directly attributable to who they are at their core. And it’s that very genuineness that has throngs of fans standing outside their hauler, waiting for just a moment of their time.

“It’s about being yourself – talking to people,” Hunter said. “It’s not like I turn it on or turn it off; it’s just about being yourself. This is who we are, this is who you get and this is how it will be. You can’t portray something you’re not. If you keep saying you’re an orange, but apples keep popping out, it’s only a matter of time [until they figure it out].”

The key word is ‘throngs’, however. One person wanting just a few moments of time is incidental. Dozens are an entirely different matter.

“It’s tough in Supercross because it’s such a long day,” Hunter said. “The recovery side of it’s tough to do everything. We get stuck outside the grid; we can’t be there for like 10 minutes. We’re stuck there for like an hour. It gets overwhelming at times.

“You feel bad because you want to sign everything, but you’re still here for a job. Every race day is like that. We do the best we can, but there are so many people who wait out front. They’re screaming for you. Even when we’re coming off the sessions, they’re already yelling before you put your bike on the stands. You don’t even get time to take you helmet off.”

It can be a double-edged sword. Personality is only one part of the equation. A much bigger part of the brothers’ fan appeal comes because of their success. Hunter finished second in the last two Supercross 250 West title battles and third in the past two Lucas Oil Pro Motocross Championships.

Jett won the last three titles he competed for, including last year’s 250 East Supercross Championship and the last two Motocross contests.

“I think they expect me to have nothing else to do on a Saturday and that I have unlimited energy,” Jett said. “But, I’m trying to recover for the next race.”

It’s a matter of timing. Jett has gained a reputation last year for handing out hundreds of donuts before the races during Red Bull fan appreciation sessions. And after the race, once the business at hand has been settled, Jett is equally available to the fans.

“After the race it’s fine; I’ll stay behind.” Jett said. “My job is done on the racing side of things, but until that last moto is done, my main thing is dirt bikes. The fans come along with it. The fans are part of the job, but main job at hand is the racing side of things. After the race, I’ll stay there for an hour or so. It’s a lot calmer.”