Nov 15, 2013, 9:00 AM EDT
As Circuit of the Americas in Austin prepares for its second United States Grand Prix, we had the opportunity to speak with new track president Jason Dial. Dial, a veteran of Procter & Gamble for nearly 20 years and most recently chief marketing officer for the Tampa Bay Buccaneers, has hit the ground running in his first month.
MST: Given your background, you see sports in several different contexts. How does a “race fan” compare to a “football fan,” per se?
Jason Dial: You realize going in that in F1, or in NASCAR, the fan is avid for different reasons. For a race, you’re usually backing a driver. NFL allegiance is usually skewed toward where you grew up, and since I grew up in Detroit, I was a Red Wings/Lions/Tigers/Pistons. Here, you’re a driver, and certainly in F1, a team fan.
MST: Last year’s race had the huge buildup, but it was also the first major event for a brand new facility. What were the pressures leading into that which you heard?
JD: I’ve been here a month, so I wasn’t here through the opening. But I heard things as simple as making sure the fences and gates were installed correctly, and making sure things were right from an ingress/egress standpoint.
Easy to forget, but 18 months ago this was fields. That’s when I tell people about seeing this place, that the staff worked around the clock to make it work.
This year it’s more planning, and making sure our transportation plan has sufficient infrastructure. We’re thankful that 94 percent said they’ll come back for another race; that’s the thing we need to see to grow our fan base 3-5 years down the road.
JD: We’re celebrating our millionth fan in one year. And that’s an incredible feat on many levels, not just business operations, but really showcasing Austin. I was at Procter & Gamble for 18 and a half years, and you need time to develop a level of critical reach to justify an investment. We want people to say, “Wow, I’m going to Austin.”
MST: How does this race then avoid the so-called “sophomore slump” to sustain the promotional efforts for year two?
JD: I think first of all, 94 percent said they’d come back, but they didn’t say “come back next year.” What we’ve had to do is continue to build awareness and excitement, and expand the experience. We have the fan fest for instance, which is free, and magnifies the entertainment value of Austin. We’ve also built up our digital marketing fairly heavily.
We’re competing for everyone’s time and treasure. If we’re not compelling enough, people won’t come to Austin. F1 is amazing, but everything is amazing. We are integrating a lot more live music, because that is authentically Austin. It’s very important because this is the “live music capital of the world.”
Between the Longhorns (Texas game on Saturday), live music and entertainment, we need to expand our footprint. But having six stages, 12 blocks, music almost all around the clock all free downtown is great to have.
MST: Any concern about the UT game on Saturday?
JD: I don’t think it’s ideal and we tried to avoid the conflict, but to be honest some others come because they are in for the game and wouldn’t otherwise. The reality is that most hotels require a 4-night minimum. So what do you do for the other 3 days?
We know 55 percent of our fans bought tickets from outside the state of Texas. Over 50 percent are coming for first time. We have all 50 states and more than 40 countries in attendance. We’ve done a good job of creating compelling content.
MST: That will transition nicely into asking about ticket sales. Are they on course to match or exceed the first year?
JD: Yes. We’ll be up 30 percent on general admission this year, and new this year, people can buy just the race day ticket. It’s $129 for a GA and up; for $229, a reserved bleacher seat. Our attendance will be very strong, over 250,000 for the three days.
MST: What’s been your racing integration like?
JD: I think what’s great about our calendar of racing, is that it can be very different for different series. F1 versus vintage for instance? It’s pretty amazing to watch the muscle car era around the 3.4 mile track, where you’ve got a Shelby and a Sting Ray battling for the lead! That’s a different fan than the F1 fan.
We need to continue to appeal to a very diverse consumer. What we’re trying to do is think of Circuit of the Americas as an entertainment destination. And it’s always amazing to have (different generations) because that’s what everyone can relate to.
MST: Do you have a particular favorite part of the track?
JD: I’ve only been here a month to see the vintage race. But I’d say based on all the walkthroughs, I like Turn 1 the most, because you’ve got that hairpin after the rocketing up the hill. That one’s probably my favorite. Otherwise Turns 18/19 are very good if you’re elevated. There are several great general admission places.
The drivers love it. When you get drivers raving about the complexity, the challenge, the design, that’s when you know you’ve hit something special. It’s so amazing to watch them go through here. But then to have to break it down really fast, and put it in layman’s terms, I couldn’t believe how challenging it was with a 40 mph go kart up the hill! That gives you a brief idea of how tough it is.
MST: The USGP has, for several reasons, always struggled to “stick” at a single facility. What’s COTA’s “master plan” to ensuring OK, this is it for the next 5-10-15 years?
JD: We’re very confident and the big difference here is only 9,000 of our seats are permanent fixtures. We build to demand. We’re not bound by concrete. But we’re purpose-built for racing and other events as an entertainment destination.
This year you’ll see more high-end hospitality and GA. We’ll read our consumer reviews. That’s part of our DNA from P&G is asking what the consumer wants, and making sure we’re delighting them. People said they want to bring clients in. We have families that love general admission. We’ll be up 30 percent on that.
The calendar of events helps too. A lot of the places that struggled didn’t have 19 concerts to diversify. It’s a portfolio play.
We’re not just F1. We absolutely want to have F1 for foreseeable future, and it’s very important we do. From an international attraction play, we have to showcase how incredible of a brand F1 is.
But we want to make sure we grow our MotoGP event. We have the X Games coming in June. We’ll have another incredible other festival in May we’re getting ready to announce. And the versatility helps us with our television partners, NBC for F1 in this case, to be one of our strategic advantages.
How do we make sure we do this and market the hell out of it? We make it compelling, and sell it to the people.
Apr 23, 2014, 7:00 PM EDT
RPM’s Marcos Ambrose on his start to the 2014 NASCAR Sprint Cup Series season.
Apr 23, 2014, 6:53 PM EDT
John Force is your classic workaholic.
Even when he’s on vacation and supposed to be resting and relaxing and taking things slow, the record-setting 16-time NHRA Funny Car champ never stops working. Force was on vacation with his family last weekend in St. Croix, Virgin Islands, a prelude to his upcoming 65th birthday on May 4.
Apr 23, 2014, 6:00 PM EDT
Swan Racing has restructured its two-car Sprint Cup team, the organization announced Wednesday afternoon. Minority owner Anthony Marlowe has merged his ownership stake in the No. 26 Toyota driven by Sprint Cup rookie Cole Whitt with BK Racing, which now expands to a three-car operation. Meanwhile, the No. 30 team has been sold to John Cohen, owner of XxxTreme Motorsports.
Apr 23, 2014, 5:51 PM EDT
IndyCars confirmed to “roar by the shore” through 2018 after Long Beach City Council meeting.
Healed from heart surgery, 4-time NHRA Pro Stock champ Greg Anderson back in the saddle this weekend in Houston
Apr 23, 2014, 5:11 PM EDT
The vacation of sorts is over for drivers in the Pro Stock class of the NHRA. Things are going to get a lot rougher from here on out. The reason? Former Pro Stock world champ Greg Anderson will make his return from off-season surgery at this weekend’s O’Reilly Auto Parts NHRA Spring Nationals at Houston’s Royal Purple Raceway.
Apr 23, 2014, 4:10 PM EDT
The next time someone says they doubt that NASCAR drivers are athletes, show them this story. NASCAR Nationwide Series driver and 2011 Daytona 500 winner Trevor Bayne spent the Easter off-weekend competing in a different type of race – and he wound up winning. In just his second career sprint triathlon (also known as a short-distance triathlon that features a 750-meter swim, 20k-bike ride and a 5k-run), Bayne captured the TryCharleston sprint triathlon in South Carolina.
Apr 23, 2014, 3:13 PM EDT
Washington Redskins quarterback Robert Griffin III is used to beatin’ and bangin’ on a football field. There certainly will be a lot of that in Saturday night’s Toyota Owners 400 NASCAR Sprint Cup race at Richmond International Raceway. And RG III will have a front row seat to all the action as the track announced Wednesday that the ‘Skins’ QB will serve as honorary pace car driver for the race.
Apr 23, 2014, 2:28 PM EDT
NBCSN’s coverage of the 2014 Verizon IndyCar Series continues this week with the Honda Indy Grand Prix of Alabama on Sunday at 2:30 p.m. ET, highlighting more than 15 hours of motorsports coverage this week, which includes Mecum Auctions coverage from Kansas City. NBC Sports Live Extra – NBC Sports Group’s live streaming product for desktops, mobile devices, and tablets – will stream coverage of the Indy Grand Prix of Alabama and Mecum Auctions via “TV Everywhere.”
WATCH LIVE: NASCAR AMERICA at 5 pm ET – Hamlin, recap first 8 races, Richmond nuances, Virginia racing history
Apr 23, 2014, 1:44 PM EDT
As the NASCAR world returns from its Easter break, Wednesday on NASCAR AMERICA we start our in-depth focus on this Saturday’s race at Richmond International Raceway. Leigh Diffey and Wally Dallenbach will host from our Stamford, Conn., studios. Remember to tune in at at 5 p.m. ET on NBCSN and NBC Sports Live Extra for online or mobile device.
Apr 23, 2014, 12:30 PM EDT
Privateer GTE team forced to pull out of next FIA WEC over financial issues.
Apr 23, 2014, 11:45 AM EDT
Jacques Villeneuve has a sponsor confirmed for his Indianapolis 500 return.
Apr 23, 2014, 11:21 AM EDT
Josef Newgarden, Simon Pagenaud enjoy drifting rides with 2013 FD champion Michael Essa.
Apr 23, 2014, 10:18 AM EDT
Andretti Autosport brings in a talented road-course ringer, Franck Montagny, for the inaugural GP of Indianapolis.
Apr 23, 2014, 10:05 AM EDT
Kimi Raikkonen owns critics who are questioning his motivation in typical Kimi style.
Apr 23, 2014, 9:41 AM EDT
Compass360′s cars will have “Art Car” design as created by an NF hero.
Apr 22, 2014, 9:19 PM EDT
Mike Conway’s come-from-behind IndyCar win at Long Beach nearly two weeks ago may have been a surprise to some. But it wasn’t a surprise to team owner Ed Carpenter or Conway himself. They both had confidence in each other for a strong run and a high finish – and the win was just an added bonus.
‘Rookie’ Kurt Busch, 1995 champ Jacques Villeneuve, three more to undergo Indy 500 orientation/refresher
Apr 22, 2014, 8:21 PM EDT
It’s been 14 years since Kurt Busch was last called a rookie. And even though Busch has a Sprint Cup championship trophy at home, he’s still a rookie open-wheel driver as far as the Indianapolis 500 is concerned.
Apr 22, 2014, 7:12 PM EDT
Red Bull’s anonymous “Spy” says that their main rivals are getting “rattled and sweating a bit.”
NASCAR AMERICA: Scan All 43 – Kurt Busch breaks winless streak, Jimmie Johnson and Jeff Gordon still without wins
Apr 22, 2014, 6:46 PM EDT
On Tuesday’s edition of NASCAR AMERICA, Leigh Diffey and Wally Dallenbach took a look back at the March 30th STP 500 at Martinsville Raceway and Kurt Busch’s win, which snapped an 83-race winless streak. We also look back at the rain-postponed Duck Commander 500 at Texas on April 7, as well as how Jeff Gordon and Jimmie Johnson, who have 10 Sprint Cup championships between them, but neither driver has visited victory lane yet in 2014.
- NHRA drag racing superstar John Force goes on vacation — at a dragstrip, of course 0
- Swan Racing restructures, splits up two-car Sprint Cup operation 0
- It’s official: Redskins QB RG III to drive pace car at Richmond for Saturday’s Sprint Cup race 2
- Raikkonen: Yes, he’s still motivated, otherwise he wouldn’t be here 7
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