
The Izod Series finished up the 2010 season at Homestead Miami on Saturday, October 2. The race featured some exciting three wide racing, a near;y down to the wire battle for the championship, a heated race for position between teammates, one of which is considered by many to be the most marketable name in the sport. It was attended by a smattering of fans which speaks volumes to the challenges ahead.
Let's recap first:
Eventual champion Dario Franchitti overtook point leader Will Power when Power scuffed the SAFER barrier coming off turn four at lap 135, ending his night in 25th position. Power, who struggled on ovals this season, commented during the broadcast "The championship is won over 17 races, not one. I'm very disappointed. I was trying to get around a couple of back markers and got in the gray. The Ganassi guys are so fast we had to start pushing hard to try and find something. We were definitely quick enough, though I thought it would be very tough to pass Dario (Franchitti)."
The final portion of the race featured a thrilling battle between veteran Tony Kanaan and teammate Danica Patrick. The two diced for position, before Patrick edged Kanaan by .0111 seconds. The GoDaddy.com driver had this to say after her battle with Kanaan "After I crossed the line, I said it wasn't a win, but it sure felt like one. This was a great way to end the season. We have had our high points and low points, and the Go Daddy crew pulled it together for a strong end to the year. Hopefully we can continue to improve the car to be better for next year. That was a hard charge at the end, and Tony (Kanaan) and I hope we put on a good show for the fans tonight."
Here's the rub with all of this: With an estimated 12,000 in attendance, and reports of a TV audience of less than 400,000, who is watching? This was a very entertaining race, one where the championship was decided, and there was very little interest. A shame really, to see this highest level of open wheel racing decide the championship to stadium full of empty seats. If not for the roar of the engines, you'd hear the crickets.
Thank god they don't hybrids.
Rumors persist that the ISC tracks do not promote this series as well as the NASCAR races they covet. As the Izod Series moves away from ISC for 2011, it brings to question: how do you sell this product to race fans? The challenges are many, from low buzz around the series, poor TV ratings, and very little household names to bank on. Even the most recognizable name, Danica Patrick, has suffered a drop in her Q rating, as she struggles to come to grips with the heavier Nationwide Series cars in NASCAR's second tier.
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| Franchitti clinches the championship at a nearly empty Homestead |
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Individual track promoters have their own thoughts on how to combat this problem. When asked about Homestead's struggles and how he expects to promote the series, NHMS Executive VP and general manager Jerry Gappens said “We don’t comment on other speedway’s attendance and ratings however, a contributing factor may have been that it was the final IndyCar event with International Speedway Corporation.". Gappens added, "We will roll up our sleeves and promote this event very hard as we do for both of our NASCAR weekends each year, the LENOX Industrial Tools 301 and the SYLVANIA 300. We have a loyal fan base from the past 20 years and have cultivated new fans from all of our marketing and PR efforts. Not to mention the outstanding racing that recent event has brought to this great state. The entire staff at New Hampshire Motor Speedway aggressively promote and market our events. This is illustrated as our NASCAR crowds have been some of the highest in industry all year. We will do the same as IndyCar returns with a “New Breed of Speed” to New Hampshire Motor Speedway on August 13, 2011.”
Other track promoters share Gappens' optimism. Craig Armstrong, VP of Iowa Speedway, had this to say when asked the same question, "We are very happy with our IZOD IndyCar race, which has been on the schedule since June of 2007. Primarily because the Midwest is prime “IndyCar” country, and the fact that the series’ stars and cars have put on great shows on our short (7/8-mile) oval track – particularly this year, when there were 16 legitimate lead changes in our race – we have been blessed with excellent crowds that have averaged over 35,000 spectators. Next year, for our fifth annual Iowa Corn Indy 250 on Saturday, June 25th, we will present this spectacular show at night, under the lights, for the very first time. To say that our fan base is totally pumped about “IndyCars at Night” would be an understatement."
Armstrong continued, "Needless to say, the Iowa Corn Growers Association and Iowa Corn Promotion Board are thrilled to have this event as a centerpiece of their annual promotional and outreach programs. It was a “marriage made in heaven” when IndyCar decided to power their racecars with 100% fuel grade Ethanol in 2007, paving the way for corn-based Ethanol (which is what fuels the IndyCars at Iowa Speedway) to be showcased in an exciting and dramatic forum."
He continued his enthusiasm " We are not so concerned about TV ratings, as they can be both confusing and inconclusive as to the popularity of a sport. What turns our proverbial crank is the strong support that we receive from the race fans that turn the stiles at Iowa Speedway continuously – year after year – when the IZOD IndyCar Series returns to Newton !"
At the Milwaukee Mile, the Izod Series returns to the famed one mile oval in 2011. The race is being promoted by AB Promotions LLC, a joint venture between Avocado LLC and BMG Event Productions. Milwaukee has the good fortune of being on the 2011 schedule close to the Indianpolis 500, allowing the promoters to capitalize on any residual buzz from that event. When asked about the promotional challenges, Avocado CEO R. Christopher McGrath said, "For a number of reasons, some of which you alluded to and many of which we are probably not aware, Milwaukee does not suffer from "low buzz." In the past month we have consciously worked on getting in touch with our fans and working hard on our internal marketing and sales efforts.""
"In many cases, for a lot of reasons, IndyCar events have suffered from what could be referred to as "low promotion," a combination of issues resulting in modest attendance. However, if you look at the places that have made an investment in IndyCar races, I think that you'll see that there have been some success stories in terms of increased attendance and at-track activation. There is also an increased interest in team and track sponsorship, which we have experienced at our agency in terms of the number of inquiries on the point, the size of projects being contemplated, and the seriousness with which the inquiry is made. As foundational steps, all are important."
McGrath continued, "On television, production quality has increased, as has reference to events off broadcast and on other channels. We see these as positive signs of a developing product as well. In short, we believe in the product and we want others to come sample it, theory being that if they do, they'll enjoy it and come back for more."
The belief here is these track promoters have challenges in front of them for 2011. Insurmountable? No. It would certainly help if IndyCar could get more network coverage, and less time on Versus. Perhaps they could take a page from NASCAR and run qualifying and practices on Vs., and then run the races on ABC/ESPN, similar to how NASCAR uses SpeedTV. Obviously, a great race in the jewel of the series, the Indy 500, would go a long way to helping these tracks sell tickets. Finding a way to market a name other than Patrick would be beneficial as well. While on the subject of Patrick, if she could find her way to victory lane again, her star would regain a little of the luster she has lost since her lone victory in Japan. Motorsport fans should give another look at IndyCar. The top open wheel series in the US offers some great racing, in many cases, much better than NASCAR.
Photo Credit: Ron McQueeny for Indycar.com