The Asphalt Jungle: Professional auto racing in urban settings, Part One
Motorsports is distinguished by many characteristics: Its different and varied forms, the multiple regional, national and international championships, each with their own unique set of rules, and the wide array of venues upon which these events take place. Consider this: football, soccer, tennis, basketball, baseball and yes, even badminton, are all held on “regulation” playing fields. One size fits all. Not so in racing.
There are ovals. Big ones. Small ones (aka “bullrings”). Rovals. Dirt. Drag strips. Rally stages. Permanent road courses. And then there are Temporary Urban Motorsports Venues. You know, street circuits. Think Monaco. The world’s best drivers flinging their multi-million dollar machines through the streets of this storied principality is the very definition of speed, glamour and excitement all mixed into one iconic event that is a crown jewel in the world of sports.
Throughout the years this formula has been applied to other cities, with the Long Beach Grand Prix being a perfect example. Once considered a dilapidated community on the fringe of Los Angeles, this event has helped elevate its status, and in the process served as the catalyst for a total makeover of its urban core. Now, gleaming hotels, luxury condos and a spacious convention center all provide the backdrop for what has become a signature event that has been in place since 1975.
The benefits that flow into the host cities from these high-profile sports/ entertainment “happenings” are many. First and foremost, the spike in economic activity that is a direct result of the tens of thousands of spectators who flock to be part of the action translates into literally tens of millions of dollars flowing into the coffers of hotels, restaurants, merchants and other tourism-related businesses in the race market annually.
Add to this the earned media that showcases the community to a national audience in a very favorable context further adds to the value proposition. Oftentimes, track layouts serve to showcase structures and other memorable features that define the host cities. Whether it is the harbor in Monte Carlo, chock-full of luxury yachts over the Grand Prix weekend, the Queen Mary providing a backdrop for the Long Beach Grand Prix, or Singapore’s spectacular skyline, these landmarks figure prominently in the television coverage of the races.
These events also allow the series, its teams and sponsors access to new markets and new fans, many of whom would otherwise not get the chance to experience the sport firsthand. Bring the product to the people, as it were. Conversely, the C-suite executives who are in attendance by virtue of their racing sponsorship programs is the icing on the cake. Acquainting these decision makers with the community when it is at its liveliest is another opportunity that many CVB’S and Chambers of Commerce can only
dream of. Simply stated, a major league auto race held on a venue that utilizes the existing infrastructure is a remarkably efficient way to check a number of important boxes. The end product is a win-win for all involved.
A partial list of cities who have chosen to play host to these major league sporting events includes Detroit, St. Petersburg, Miami, Nashville and Jeddah, to name but a few. San Antonio was a member of this club from 1987-90 when the Nissan Grand Prix was part of the International Motor Sports Association (IMSA) series. Held over the Labor Day weekend on a
temporary street circuit laid out around Hemisfair, the race quickly became a favorite with fans, participants, the media and sponsors alike. Think Fiesta on wheels.
The viability of this type of event is in large part determined by the willingness of city officials, community leaders and stakeholders in the private sector, and sponsors who are all pulling in the same direction to ensure that the races held on temporary venues become permanent fixtures on the calendar. In the next installment, the Fast Lane will look ahead to what new events are in the pipeline.