FROST: The Chicago Street Race

WILMETTE, Ill. — Major cities are hosting more sporting events and fan visits. These municipalities are investing in sports infrastructure with the goal to increase tourism and attract new business.

This month, we examine how the Chicago Street Race is part of this economic trend.

The adage “if you build it, they will come” does not typically apply to motorsports. When targeting major cities, racing series must bring everything — the show, the stars, etc. Let’s not forget they have to construct the race track. That’s no simple undertaking from a resource and financial perspective.

The inaugural year of any event faces more than a fair share of hurdles, and street circuits have more challenges than other events.

Just ask the operators of the Miami and Las Vegas Formula 1 races — they are constantly adjusting based on discussions with key stakeholders.

The operational aspects of the Grand Prix of Long Beach are set in terms of when and how it is executed. Officials have decades of experience making refinements along the way.

Host cities have strategic marketing goals that are placing more emphasis on sports tourism. They are turning out-of-town fans into vacationers with an experience beyond the venue. There are travel packages with a special themes and establishments are increasing flexibility in operating hours to accommodate spectators.

Let’s not forget the fans at home; the “money shot” of the Chicago skyline surrounding Grant Park is priceless. The goal is to entice viewers to book future trips to experience an event or culture in the Windy City.

Recurring events with pedigree have their own set of issues. Keeping the event fresh and novel can be challenging.

Promoters need to create the perception of novelty and excitement. They do not want to be labeled as stale or boring because that could impact attendance or sponsorship.

Event organizers are adding value-added options to the main event.

Opportunities exist to increase interest and brand exposure, diversity, expand the geographic footprint, create new revenue streams, demonstrate community support and corporate social responsibility.

The Chicago Street Race utilized a winning strategy — unique location (Grant Park along the lakefront); themed logo (familiar colors and city outlines); varied activities (non-race related happenings); celebrity involvement (sports stars and musicians); and social-media presence (influencers using hashtags on numerous platforms).

A full week of events were held leading into Sunday’s featured NASCAR Cup Series race:

■ Drivers threw out the first pitch at White Sox and Cubs games along with themed car sponsorship wraps.

■ The Coca-Cola iRacing Series conducted a live simulator race at Navy Pier.

■ Fan fests were held throughout the city with show cars allowing fans to get photo opportunities.

■ Bubba’s Block Party, hosted by driver Bubba Wallace, proved to be a very popular destination for fans and residents alike.

■ The NASCAR Foundation held a charity fundraiser and celebrity golf tournament and also sponsored fireworks displays and concerts.

On the business front, the NASCAR Tech Summit allowed interaction among key players. The highlight was the debut of the electric-car prototype in partnership with electrification and automation company, ABB.

The goal for Chicago Street Race organizers is to create a bucket-list event. Innovation, creativity and commitment are key to achieving success, as it takes tremendous financial resources and personnel to make it happen.

Evaluating the race with performance criteria and metrics will ultimately determine the event’s future.

THIS ARTICLE IS REPOSTED FROM THE July 17 EDITION OF <a href=”https://speedsportinsider.com”>SPEED SPORT INSIDER</a>
<a href=”https://speedsportinsider.com”>SPEED SPORT Insider</a> is the ad-free premium extension of SPEEDSPORT.com. Insider is dedicated to the best and brightest in motorsports journalism – created by the best writers, photographers and reporters in the business. From veteran Hall of Fame writers like Bones Bourcier, Dave Argabright, Pat Sullivan, Keith Waltz, Ralph Sheheen and Editor in Chief Mike Kerchner, to behind the scenes SPEED SPORT reporters such as David Hoffman, Nathan Solomon and more.
<a href=”https://speedsportinsider.com/subscribe-or-manage-your-account/”>By subscribing to Insider,</a> you not only get exclusive access to this premium content, but you support the journalists that are vital to telling the stories that matter most. Subscriptions are just $5/mo or $44.95 for an entire year. <a href=”https://speedsportinsider.com/subscribe-or-manage-your-account/”> View plans and details.</a>
<a href=”https://speedsportinsider.memberful.com/checkout?plan=87510&coupon=INSIDER2024″>SPECIAL OFFER! Subscribe now with this link and save $5.00!</a>
<a href=”https://www.speedsport.com/wp-content/uploads/sites/44/2023/06/13/INSIDER-LOGO-new.png”><img class=”alignleft size-medium wp-image-429736″ src=”https://www.speedsport.com/wp-content/uploads/sites/44/2023/06/13/INSIDER-LOGO-new-300×82.png” alt=”Insider Logo New” width=”300″ height=”82″ /></a>