Editorial
Champ Car lays out bold 3-year
plan by Mark Cipolloni
March 24, 2005
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Champ Car's plan is to
continue to build and expand an internationally recognized series of
drivers and events. A focus will remain on diverse circuit types -
short ovals, super speedway ovals, street course circuits, and permanent
road courses.
They will continue to build
on their Festival concept whereby they deliver entertainment value to
families and professionals = multiple segments
They plan to continue to
improve their TV package and deliver increasing exposure to their
partners. Increased race attendance is also a major goal.
Below is an outline of Champ
Car's bold 3-year plan.
2005 - Stepping Stone to
the Future
Television
Multi-year network deals
Increased international
presence - 500,000,000 household reach, 2 billion potential viewers
New production team
Consistent graphic look
across networks
Consistent announce team
Focus on increasing
ratings
Schedule
14 races
3 new venues, multi year
deals
50% domestic and 50%
international
Continuing NAFTA focus
Focus on building
successful 3-day events
Marketing
Focus on building young
audience, stabilizing existing audience - introduce drifting
exhibitions, grassroots marketing, Fan Club
Activation by partners
(Bridgestone, McDonalds, Ford, AOL, etc.)
Increase recognition of
drivers
Continue 3-day festivals
Teams
Focus on attracting top
drivers and sponsors
Stabilization of teams
and drivers
Attract new teams to the
series
Equipment
Purchase Cosworth to
assure availability of engines
Purchase of Pi to ensure
advanced electronics
Continuation of new
technologies like push-to-pass and alternate Bridgestone tires
2006
Television
Continuation of
multi-year network deals
Increase in number of
network broadcasts
Increase international
distribution
Continue to focus on
ratings growth
Develop and execute new
technologies
Schedule
Expand by 2-3 races
50% domestic, 50%
international
Build on Far East
strategy with planned event in Beijing, China
Expand to South America
- Argentina and/or Brazil
Continue multi-year
deals
Continue NAFTA focus
Focus on building
successful events
Marketing
Increase national and
international marketing
Continue 3-day festivals
Continue building
recognition of drivers
Focus on building young
audience
Teams
Equipment
2007
Television
Continuation of
multi-year network deals
Increase in number of
network broadcasts
Increase international
distribution
Continue to focus on
ratings growth
Develop and execute new
technologies
Schedule
Expand by 2-3 races
50% domestic, 50%
international
Build on Far East
strategy with planned event in Japan
Expand to South America
- Argentina and/or Brazil
Continue multi-year
deals
Continue NAFTA focus
Focus on building
successful events
Marketing
Increase national and
international marketing
Continue 3-day festivals
Continue building
recognition of drivers
Focus on building young
audience
Teams
Equipment
The author can be contacted at
markc@autoracing1.com
Go to
our
forums
to discuss this article
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large contingent of gathered media that will see the series grow both
domestically as well as internationally. For the first time in
many years teams, drivers, sponsors and manufacturers have a clear
picture of Champ Car's business plan for the future, and quite frankly
it's exciting.
