Insight: How the GP of Baltimore posed a case study in promotional challenges

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As the Verizon IndyCar Series schedule is set to be released tomorrow, one race you won’t be seeing listed is the Grand Prix of Baltimore, one of the championship’s most recent cracks at a new street race.

While Andretti Sports Marketing is already full speed ahead with planning on promotion of its new events in Miami (FIA Formula E) and New Orleans (IndyCar), company president John Lopes outlined a case study of what can go wrong in the promotional process: Baltimore.

IndyCar’s most recent on-again, off-again domestic street race (Brazil is set to reappear in 2015 after a one-year hiatus in 2014) occurred in Baltimore’s Inner Harbor from 2011 through 2013.

But while the event had a big-time feel on the ground, it eventually met its demise after going through a sea of red ink, several different promoters and scheduling conflicts.

Lopes explained the challenges that Andretti Sports Marketing dealt with when trying to save the event, which it took over in 2012, and how it ultimately wasn’t sustainable.

“Baltimore was an example of, whenever we were selling, it felt like we were outsiders. It was a case of ‘You’re not from here,’” Lopes explained in an interview with MotorSportsTalk at Andretti Sports Marketing’s Indianapolis headquarters.

“It’s a special town, and it was a great market with great people and a great community, but it had trouble embracing the race due to problems with the promoter the first year.

“The second promoter wasn’t successful, there was meant to be a third and then we jumped in 90 days before (in 2012).”

Making sure the race even happened in 2012 was key because IndyCar was operating on a reduced 15-race schedule from the previous season.

Races at Loudon, Kentucky, Motegi and Las Vegas were all dropped from 2011; Baltimore was one of only two of the last six races scheduled in 2011 to continue into 2012 (Sonoma the other).

“With a 90-day notice, the folks in that room put 131,000 people into the event, which is perhaps one of the most amazing stories by a promoter, ever,” Lopes said. “But we still had the problem of apologizing for what had happened the year prior.”

Lopes said divvying up who got what cut of the money from the event made things more of a hassle than at other events.

“The big thing with Baltimore was that it was in three different taxation zones. Everyone took chunks out of the event,” Lopes explained. “There was state; county; the convention center had to take $250,000; the city had huge taxes, the fire department brought their stuff. So it was difficult for the event to gain any traction.”

Scheduling issues, and with IndyCar’s insistence on a Labor Day ending point plus college football games at M&T Bank Stadium and sporadic Baltimore Orioles games at Camden Yards ultimately doomed the Labor Day event.

Getting state support and investment, as IndyCar is getting in NOLA next year with an additional $4.5 million invested by the state, shows a full commitment to that new event.

“As you know the state put $4.5 million into this thing, which shows it matters,” Lopes said. “That never happened in Baltimore. Nothing injected revenue into the event.

“You can say a lot for city services, but the state of Louisiana has really jumped behind this new event. It is guaranteed to be successful. With a new promoter and a territory wholly controlled by IndyCar, I think it’s off to the races.”

Three-time W Series champ Jamie Chadwick joining Andretti in Indy NXT Series for 2023

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Jamie Chadwick, the three-time W Series champion, will drive for Andretti Autosport in the Indy NXT Series next season.

Chadwick will make her debut in an American racing series in March, driving the No. 28 for Andretti Autosport with sponsorship from DHL. The 24-year-old will become the first female driver in 13 years to compete full time in the Indy NXT championship.

Chadwick joined the female free-to-enter W Series in its inaugural 2019 season, winning two races and the first of three consecutive championships. She has been a reserve driver for the Williams Formula One team and will continue in that role in 2023. She also has driven in the Extreme E Series.

Despite her success, Chadwick hasn’t landed a bigger ride in F3 or F2, and her break didn’t come until Michael Andretti contacted her and offered a test in an Indy NXT car.

The final three races of this year’s W Series schedule were canceled when funding fell through, but Chadwick still believes the all-female series was the right path for her.

“W Series has always been and will continue to be an opportunity to be racing for every female driver, so for my side, I looked at it while perhaps I would have liked to step up maybe earlier, at the same time being able to have that chance to race, get that experience, have that development, seat time… I was constantly learning,” Chadwick told The Associated Press.

“In that sense, I wasn’t frustrated at all. But on the flip side of it, now I’ve had that experience testing in the United States in Indy NXT and this is something I’m really excited about.”

Chadwick also is expected to have an enhanced role as a development driver next season with Williams, which chose American driver Logan Sargeant to fill its open seat on next year’s F1 grid.

“Andretti Autosport is proud to be supporting Jamie alongside DHL,” said Michael Andretti. “Jamie’s successful career speaks for itself, but Indy NXT gives Jamie the opportunity to continue her development in a new type of racing.

“We’ve turned out five Indy NXT champions over the years and look forward to continuing our role in developing new talent.”

Indy NXT is the new name of the rebranded Indy Lights Series, the final step on the ladder system before IndyCar.

Andretti will field two drivers next season in IndyCar that were developed in Indy NXT: Kyle Kirkwood, the 2021 champion, will return to Andretti after one season in IndyCar driving for A.J. Foyt Racing, and Devlin DeFrancesco is back for a second season.

Chadwick will be teammates in Indy NXT with Hunter McElrea and Louis Foster. She becomes Andretti’s second full-time female driver alongside Catie Munnings, who competes for Andretti United in the Extreme E Series.