CONCORD, N.C. — The burning question we all must focus on during the next few months is simple: How can motorsports best approach the future?
In a world where the latest thing lasts 10 minutes before a notoriously fickle public finds something else to do, what is an industry that relies on attention to detail supposed to do?
Sure, there is more access to racing than ever before, via cellphones, video, sim racing, so on and so forth.
But does it matter? Will it move young Johnny Smith to get off the couch?
Will it make people who get their entertainment in five-minute batches invest a couple of hours in following flag-to-flag coverage of a NASCAR, IndyCar or IMSA race? Will it push them into a trip to the local speedway to see it first-hand, and from there, to one of the speed palaces that exists in the U.S.?
I sure hope so.
Having a couple of millennial-ish daughters at home — for a little while longer at least — I’ve gained some insight on how the younger set forms opinions. They go with the madding crowd, hopping from topic to fad to trend before repeating the process. Lather, rinse, repeat is the order of the day, though, with varying emphasis and sometimes nonsensical swerves from one to another.
That said, once they hone in on something that captures their fancy, they lock in on it and expand. How else do you explain the popularity of RPG video games, where they will spend whole days (24 hours at a time) playing the flavor of the day?
There is the solution: Make them lock in and you’re halfway home.
How to do that?
Well, creating a spectacle is one way of getting it done. Bigger, better deal is the mantra that works, but you are limited in time and space — and attention span. So make it a can’t-miss event by surrounding the main show with stuff they like to see.
Indianapolis Motor Speedway officials emphasizing concerts and the like is an encouraging development. You’re going to have to trust your research on the entertainment: There are precious few acts that capture a widespread fan base these days.
Once the spectacle gets accomplished, hit them with the main event. Fortune favors the bold, so go boldly. Rock it out, give the paying fans something to hang their hat on when cars aren’t on the track. This is being done in ever greater numbers already, so the word is out there.
Make it bolder.
That’s really the key these days. If you build it up, they will come. When they come, they might find reasons to stay. Give them the reasons.
It is safe to say that the future of the sport depends on finding ways to keep younger people at the track with something to occupy their time. The love of cars — all things cars — is not enough anymore. Sure, everyone likes loud and everyone likes fast, but today’s youngsters like their loud and fast in short bursts, not four-hour chunks of time.
Shortening races is one way and there’s no reason you can’t do more races on a weekend at some places. IndyCar and the sports car circuits do this. Feeder series first, with the competition getting progressively tougher until it’s time for the main event.
The Long Beach Grand Prix, still a classic event after all this time, is a perfect example. Some of the support races take place after the big race, which gives the venue time to clear out before it’s all over.
Shorter, sharper and more spread out is the key. The kids (and I use that term loosely) will appreciate the ability to check in and check out as they please and having options to check into and out of will make it more palatable.
The future is here and it is vital that our sport see the path to keeping eyes and minds engaged.