2017 Global director of promoters and business relations at Formula 1 2009 Senior counsel for F1 activities on a wide range of commercial and corporate matters 2007 Solicitor for Harbottle & Lewis LLP working in the media and entertainment sector 2005 Tra
F1 Racing: How much of your time is dedicated to working with traditional race hosts and investigating new races?
Chloe Targett-adams: All of my time… Not only do
I get to work on new races – the business development and negotiation of the deal to bringing them on to the calendar – but also to build great relationships with all our current promoters. We work with them closely because they are investing a huge amount into our sport.
F1R: Each promoter has their own deal. How do you manage those relationships when they all know each deal is different?
CT-A: At times it is a complex challenge: 21 race promoters with 21 different commercial deals. We are fortunate enough to have a good few in the pipeline, too. Every location has a different commercial dynamic in terms of why they would have an F1 race. In terms of managing it, it’s about communication and working closely together.
F1R: The future calendar is always a talking point. How would you describe the strategy for the future?
CT-A: We are taking a much more strategic view than maybe was done in the past. We are a global series and it is important our calendar reflects that. We’ve got a great calendar as it is, racing on five continents in 21 countries. So when we look at growing and adding new races, it’s key that the objective of it being a global series comes into play.
F1R: Are there specific areas of the world you are looking at?
CT-A: We have two core markets we are trying to gain more traction in: the US and China. We are lucky to have races there already: we have been in Shanghai since 2004 and Austin has been a great addition since 2012 and we want to remain there for a while to come. I think our calendar could definitely add more races in both without undermining existing locations. Equally it would be great to race on six continents rather than five, so if there was an opportunity in Africa that would be beneficial, interesting and exciting. F1R: Do you have a number in mind when it comes to how big the calendar should be? CT-A: There’s obviously going to be a ceiling on it. If we can get to 24, 25 that would be something to aim for, while being mindful of how it would work for the teams and the FIA.
F1R: Some suggest shorter events would be helpful. Is there any chance of a change to the weekend schedule?
CT-A: Ross Brawn and his department are working with the FIA and the teams to look at the race format, and how we maximise fan engagement and the spectacle across the weekend. From the promoters’ side, we want as many days as possible, to build that festival element of when F1 comes to town. For me, our events work well over three or four days.
F1R: Do you prefer street circuits or permanent circuits.
CT-A: I prefer variety. There’s a uniqueness to something like the Singapore street circuit, for example. What a phenomenal event but you counter that with heritage locations such as Spa, which is so atmospheric.
F1R: What is your biggest challenge in your job?
CT-A: On a personal level, you start your day with Australia, move on to Asia, then Europe and finish in the Americas
– so to get some sleep. From a business perspective, we’ve come a long way since the changes to the business last year. The biggest challenge is how we continue to improve events. We want them to be the best in the world.
F1R: Where are you at with the future of the British GP?
CTA: We have had some really constructive discussions and negotiations with Silverstone. They felt it was necessary last year to activate their option to exit their contract early. It was obviously not something we wanted. We would love to retain Silverstone on the calendar and our core focus is to have a British GP. We are actively working to make that a reality.