Editorial

Champ Car lays out bold 3-year plan
 
by Mark Cipolloni

 March 24, 2005

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Champ Car announced a bold 3-year plan in Sebring on Wednesday night before a 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.

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

  • Focus on attracting and retaining top drivers and sponsors

  • Focus on retention of existing drivers

Equipment

  • Development of new chassis

  • Development of new technologies like push-to-pass and alternate Bridgestone tires.

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

  • Focus on attracting and retaining top drivers and sponsors

  • Focus on retention of existing drivers

Equipment

  • Introduce new chassis

The author can be contacted at markc@autoracing1.com

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