PRESIDENT FEELS CONNECTED TO RACE FANS
We asked the man with the top job at Honda Indy Toronto 12 quick questions about racing and his career
Jeff Atkinson is the president of Honda Indy Toronto. The Toronto Star had a chance to ask him a quick 12 questions about his life and career in motorsport management. Here’s what he had to say:
You have the top job at the Honda Indy. Tell us a bit about yourself — where you’re from, where you live, education, that sort of thing.
I grew up in Woodstock, Ont., and moved to Toronto after graduating with honours from Brock University’s Sports Management program. I live a couple of blocks from the Honda Indy Toronto track, so I guess you could say I take work home with me. Being a local resident and living in the area gives me great perspective into my job, and allows me to be really connected to race fans, a lot of whom are proud Torontonians.
How long have you been in motorsport management, and how did you get into it?
I got into the industry in early 2006 after a friend from university had mentioned the Grand Prix Association of Toronto. It piqued my interest and I ended up getting involved through a highly educational internship. I was given much more responsibility than your typical internship, which really ignited my passion for motorsports.
Because of the opportunity, that year I was able to get involved in the Denver Grand Prix that took place that August and assisted with the Las Vegas race scheduled for April. I’ve been in the industry ever since.
You have a big job. As well as being president of the Honda Indy Toronto, you are the vice-president of sales & marketing for Green Savoree Racing Promotions, holding the same position (or nearly the same) at the St. Petersburg, Fla., IndyCar race and the Mid-Ohio Sports Car Course. How do you manage to keep all those balls in the air?
We have a great team at the Honda Indy Toronto and our other events with Green Savoree Racing Promotions (the company that owns and promotes the Honda Indy Toronto), and that team is really what makes everything possible.
I do lead the sales and marketing team for the Firestone Grand Prix of St. Petersburg and, to some extent, for Mid-Ohio Sports Car Course, but it’s those teams who are on the ground putting in the work that makes the event successful. Together, we can make sure everything runs smoothly and that everything goes according to plan.
What is the most interesting part of your job?
That definitely has to be meeting new people and connecting with fans. The passion that people have for the Honda Indy Toronto is very special, and getting to know some of these people is definitely the most interesting aspect of my job.
The big challenge for the Honda Indy Toronto this year was the relocation of the pits because of the new hotel
at Exhibition Place. How difficult was it to come up with a solution that was acceptable to everyone — Exhibition Place, the hotel, the racers and the fans? Collaboration has been very important during this process, and we’ve had great communication with Exhibition Place and Hotel X Toronto to make sure this was a smooth transition. The new race track configuration was acceptable to the drivers, which was most important to us. Although it was a process that took a little longer than we had hoped for, it was a collaborative effort and a successful one. We look forward to seeing how the new track fares during the event weekend; it should make for some interesting racing!
Talk about the one big added attraction — or fan-friendly change — at this year’s Honda Indy Toronto that makes you most proud.
There are many new attractions and fan-friendly changes to the event this year; it’s difficult to pick just one. I think the one that will have the most impact is the fact that, for the first time, we’re offering free admission for kids under the age of 12. The Honda Indy Toronto is a family event, and we’ve been thinking of ways to make it easier for families to come out, and we feel that this adjustment to admission will have a big impact for families.
What are some of the others?
We’re reintroducing a general admission viewing area at Turn 1 with the Pinty’s Pub & Grill. Turn 1 has always been a fan-favourite spot to watch the race, so we think that the area will be a popular place during the race weekend.
In a nod to the history of the event, we’re also bringing back Thunder Alley. There will be more sponsors, activations and promotions in this area for race fans to enjoy.
We’re also adding a Speed Zone that will focus on family-friendly content with interactive games and activities that will help keep kids entertained.
Overall, the layout of the event site has also improved this year, our grandstands are configured with better sightlines, there are more things to see and do, and we’ve also improved accessibility around our site with a track crossing outside of Turn 11.
For several years, Toronto fans enjoyed a doubleheader weekend — a race Saturday and one Sunday, like the recent Detroit Grand Prix. This is the second year of going back to only one race. Why? And might we see a doubleheader again?
The races and doubleheader format is something that’s scheduled by the Verizon IndyCar Series. While we don’t have two Verizon IndyCar Series races this year, we do have a double-feature format with the return of the NASCAR Pinty’s Series, which will be the headliner for Saturday with the Pinty’s Grand Prix of Toronto.
We recognized that it is important to have feature attractions for race fans to enjoy every day, so having the NASCAR Pinty’s Series race at our track again is an important addition to the weekend, and making sure that fans have a weekend full of racing action.
The Mazda Road to Indy ladder system — Indy Lights, Pro Mazda and USF2000 — seems to be working well. If you had to pick one “Road” race to watch at this year’s Honda Indy, which would it be and why?
I would have to say Indy Lights, because of the many young Canadian drivers racing in it. Garett Grist, Dalton Kellett and Zachary Claman De Melo are young and passionate about racing, with so much potential. I look forward to seeing how they do on the streets of Toronto.
James Hinchcliffe has replaced Paul Tracy as the hometown hero. He missed the race last year because of injury. How happy are you to see him back for this year’s race and how important is he when it comes to promoting the race?
We are thrilled to have James Hinchcliffe back and competing. It’s very important to have Canadian drivers at the Honda Indy Toronto, since it’s such a big part of summer in Canada and a festival staple in Toronto. James is not your average driver; he’s a star within the Verizon IndyCar Series.
Great drivers attract fans to the sport, and he’s a great example of that.
It’s accepted that you’ll be cheering for him. But if he can’t win, who would you like to see in the Winner’s Circle?
Well, we’re celebrating 30 years of racing on the streets of Toronto this summer, and Bobby Rahal won in 1986 during the inaugural race, so I think it would be fitting if Graham Rahal won to mark the milestone.
Anything you’d like to add?
Just that Friday, July 15 is Fan Friday at the Honda Indy Toronto. Admission is free on Fan Friday with a voluntary donation to Make-A-Wish Canada, thanks to the Ontario Honda Dealers Association.
It’s a great community program that we’ve had with Honda Canada for a number of years now that helps introduce people to the event.
And, of course, tickets to the event and more info on the weekend are available online at hondaindy.com.