Avocado To Promote Milwaukee Mile 2011

FOR IMMEDIATE RELEASE

MOVING FORWARD:
Race Event Partnership Brings IndyCar Racing to the Milwaukee Mile in 2011

Milwaukee, Wisconsin, September 10, 2001 – IndyCar CEO Randy Bernard announced today that the IZOD IndyCar Series will return open wheel racing to Milwaukee on Father’s Day weekend (June 17-19), 2011. 

The legendary Milwaukee Mile is one of America’s premier, rich with tradition.  It has thrilled not only generations of auto racing fans but drivers from some of the nation’s top racing families as well. In fact, the Milwaukee Mile is the oldest, continually operating motor speedway in the country, having debuted its first race in 1903, a full eight years before the first Indianapolis 500.

Faced with the challenges of a tough economy and the financial difficulties of previous track promoters, the track withdrew from hosting major racing events in 2010. The 2011 race will be managed and promoted by AB Promotions, LLC, a joint venture between two companies, Avocado, LLC and BMG Event Productions. The two companies combine strong IndyCar marketing and event management backgrounds. Additionally, Avocado has strong roots to the Milwaukee Mile and the State of Wisconsin.

Both companies are headquartered in Indianapolis metro and will be using complementary areas of expertise to develop and promote race activities and associated community events to provide an excellent, affordable way for families to celebrate the Father’s Day weekend.

According to Chris McGrath, CEO and managing director of Avocado Motorsports, “For more than five generations, the Milwaukee Mile has held a special place in the hearts of auto racing’s most dedicated fans. We’re excited to have a role in rekindling the spirit of IndyCar racing and introducing it to a new generation in a great city at a great track.  Father’s Day is a wonderful time to bring generations together to honor the Milwaukee Mile’s rich racing heritage with an exciting and affordable activity for the whole family.”

McGrath pointed out that many talented drivers have special memories of the Milwaukee Mile. It has been the track for numerous racing milestones among the Unser, Foyt, Andretti and Penske families. Rick Mears also won his first IndyCar race there in 1978. 

McGrath says AB Promotions will use simplified, tiered pricing for the 40,000 seat venue to ensure that race attendance is within reach for race fans. Additional activities are being considered to create appeal beyond the traditional IndyCar racing demographic. The AB Promotions team will be working closely with government and business leaders, including the State of Wisconsin, Wisconsin State Fair Park Board, and the Cities of West Allis and Milwaukee, “to show them that the race track is also a great place to do business” according to McGrath. 

“Members of our promotions team have personal ties to Wisconsin and the Milwaukee Mile. We are also optimistic about continuing the efforts in subsequent years, so we are highly driven to make this a successful and enjoyable event for all parties involved.”

McGrath, who is also an attorney, obtained his degree in Business Administration in 1990 from Marquette University.  His involvement with the Milwaukee Mile also continues a family tradition. His father, Richard, served as the Track Manager of the Mile. Other Avocado team members actively involved in the 2011 race promotion have ties to Wisconsin. Mike Micheli attended St. Norbert College in De Pere, Wisconsin and grew up in nearby Gurnee, Illinois. Jon Schackmuth lived in Sheboygan and obtained his degree from the University of Wisconsin, Stevens Point. 

Avocado contributes its management and expertise in developing customized motorsports marketing programs for corporations, teams and drivers in conjunction with promoting the event. BMG Event Productions will handle all aspects of event management, including facilities and equipment oversight and operation, as well as logistics for all associated entertainment and activities.

George Sechrist, President of BMG Event Productions, said, “Our job is to turn ordinary events into extraordinary experiences for the participants. Our recent success with IZOD and their “Race to the Party” is just one example of how we bring added dimensions of excitement and entertainment to auto racing. While there is nothing like the thrill of a great competition among the cars and drivers on the track, we have some excellent strategies for creating added value for both race sponsors and event guests off the track, too. Our partnership with Avocado will be a great way to make sure Father’s Day weekend in Milwaukee is a great time for everyone.”

BMG Event Productions will manage event hospitality and concessions, as well as develop and oversee race festival activities. In addition to their relationship with the IRL, BMG Event Productions’ track record of large-scale event management includes the 2008 Grand Opening festivities for the new home of the Indianapolis Colts, Lucas Oil Stadium.

Although the Milwaukee Mile has been an icon of racing since 1903, AB Promotions has its eye on the future. McGrath says that the company has negotiated with Wisconsin State Fair Park and IndyCar to secure options for races in 2012 and 2013.

“We recognize the challenges the Milwaukee Mile has experienced in recent years. We’re certain that we can deliver an exciting event weekend using a simple, financially well-grounded approach. We want to be back for 2012, building an even higher-value event on the solid foundation of success established in 2011.”

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AVOCADO, LLC

Founded in 2008, Avocado Motorsports designs and implements custom motorsports marketing programs for businesses, race teams and drivers.  It operates on three principles:  Accountability, Momentum, Results.  Application of those principles drives the development of relationships and the company to care for them by controlling executables.  Corporate expectations are set at the outset then met by execution and measurement.  AMR affiliated race teams can concentrate on racing performance, confident that their supporters are being cared for. Avocado currently works with teams and sponsors affiliated with IZOD IndyCar driver Justin Wilson and Firestone Indy Lights Driver Stefan Wilson.  Active clients include Z-Line Designs, Taste Café & Marketplace First Class.  Avocado is located 20 minutes north of the Indianapolis Motor Speedway in Carmel, Indiana.  

Contact:

R. Christopher McGrath, CEO, Managing Director

Phone: 317.490.6370

chrism@avocadoamr.com

www.avocadoamr.com

BMG EVENT PRODUCTIONS

BMG Event Productions is a division of Business Media Group, Inc., a certified Woman Owned Corporation headquartered in Indianapolis, Indiana. Founded in March 1997, BMG Event Production specializes in strategic event management, logistics and execution for large-scale corporate, association and entertainment events hosted in locations throughout the world, including Argentina, Bermuda, Mexico, Europe and Puerto Rico. Services include event strategy, creative services, staging, AV support, décor, propping and set design/building. Race related event management experience includes promotion and event management for Indianapolis Motor Speedway, 500 Festival, Indy Racing League, IZOD, Andretti Auto Sport and Speed TV. Large scale events have also included the Circle City Classic and Lucas Oil Stadium grand opening celebration. BMG Event Productions has also managed events for the College Football Hall of Fame, Indianapolis Convention and Visitors Association, NFL Network and the NCAA.

Contact:
George Sechrist, President
Phone: 317.652.5276
gsechrist@bmgep.com
www.bmgep.com

MILWAUKEE MILE•STONES: Five Generations of Legendary Racing

·       Auto racing at The Milwaukee Mile debuted on September 11, 1903.

·       In 1986, Mario Andretti set a qualifying record of 147.608 mph and went on to win the Miller American 200. It was his fourth victory at The Mile, but his first since 1967.1986 went down in history as the first time a father and son had won back-to-back races in Milwaukee as Michael Andretti took the checkered flag. He picked up his second win in a row at Milwaukee by winning the Miller American Racing 200 in 1987.

·       In 1990, the Champ Car race took the name "Miller Genuine Draft 200." Al Unser Jr. won that event after leader Michael Andretti ran out of fuel on the 198th lap. Little Al's victory made it the ninth Milwaukee Mile win for the Unser family. His father, Al, Sr. and his Uncle Bobby, each have four.

·       In 1991, a first in the worldwide history of auto racing occurred as three members of the same family finished 1-2-3 in a major Champ Car event. Michael Andretti won the race followed by his cousin, John, in second and father, Mario, in third. Michael's brother, Jeff, was also in the field, finishing 11th.

·       Rick Mears has a Milwaukee Mile track record that spans generations. He made his first appearance in Milwaukee during the late '70s, although surprisingly it came in a USAC stock car. Mears came back to win a USAC race in Milwaukee a year later and won Champ Car races at the track in 1988 and 1989.

·       In 2005, Ohioan Sam Hornish, Jr. became a popular Milwaukee Mile IndyCar Series race winner at the same speedway his father and mother, who is a Milwaukee native, shared their first date.  Hornish provided legendary team owner Roger Penske with his eighth pole position earned and sixth open wheel championship race victory at The Mile.

·       The year 2006 celebrated racing legend A.J. Foyt's 50th year of involvement in IndyCar Series racing. Prior to the IndyCar Series race named in Foyt's honor, the ABC Supply / A.J. Foyt 225, The Mile's victory lane was appropriately badged "A.J. Foyt Victory Lane."  Foyt had started more races as a driver at The Milwaukee Mile than at any other speedway during his storied career.  www.milwaukeemile2011.com

From The Hills of Sonoma to Four Wide at Chicagoland

For those of us who enjoy hairpin turns, the change in speeds of 165 mph down to 70 mph and majestic hills of a road course like Sonoma; IZOD IndyCar is back to the ovals and they made sure it was an exciting evening at Chicagoland Speedway.

   

Like most races, the field started with much anticipation, “Drivers, start your engines!”  Throughout the night, Ryan Briscoe led the majority of laps, but drivers kept pushing him, at times up to four wide, leaving drivers little if any room for error.  Ultimately Will Power took the lead and looked to grab his sixth win of the season. When the field made their final pit at lap 172, the question being asked was: Which drivers were going to only fuel their cars and forgo a tire change and which drivers would spend the time for new rubber.

For Power, it was double trouble, Dario Franchitti did just that, his crew had faith that his Firestones would last for another 28 laps and he was first out of the pits.  Franchitti had been lingering at P10 for most of the race while Power had been aggressively pushing Briscoe and looked as if he could pull another last minute win out of Chicagoland.  Power took fuel and tires but his crew miss-calculated on the fuel which left him one gallon short causing him to pit at lap 199 and Franchitti cruised to victory circle.  Who said ovals can’t be exciting?

Jon Schackmuth for Avocado Motorsports Marketing

Artwork: copyright 2010 Wscott motorsports photography

The Milwaukee Mile Is A Great Track In A Great City

The IndyCar Series ran at the Milwaukee Mile until 2009. The series dropped the race from its 2010 schedule because the then- promoter didn't pay the sanctioning fee.

The Mile is a great track in a great city on a great lake. While not without challenges, there is ample reason for a dedicated promoter, government officials and the IZOD IndyCar Series to work to bring an event to Milwaukee in 2011. Some of those reasons are outlined below.

1. Its an urban track with character. The Mile is located on State Fair Park in West Allis, Wisconsin, minutes from downtown Milwaukee. Its easy to get to from all directions, and an easy drive, whether you're coming from Chicago or Sheboygan, Madison or just about any other city in Wisconsin.

There isn't a bad seat in the house, the grandstand seats are plenty and comfortable, and the fan experience can be easily enhanced by applying some creativity.

You can get whatever food you want in the hospitality village, and there is a 200,000 square foot convention center located just outside turn one.

2. There is plenty to do close by. Milwaukee has a beautiful lake front, a river walk on pace to rival those in Chicago and San Antonio, and world class hotels and excellent, one-of-a-kind restaurants. Its also a place the whole family can enjoy (try he Zoo, walk the Marquette University campus or go find the spot that the opening of Laverne & Shirley was filmed for starters).

3. The drivers like it. The Mile is flat, fast, challenging and they can pass. This are a key ingredients for producing number 4, below.

4. The racing is close and exciting. Combined with great seats, fans won't be disappointed.

5. The fans deserve it. They've paid and supported the race when others did not. The market represents untapped potential, and chance for the series, teams, drivers and businesses to reestablish relationships and make new friends.

Prior economic models produced operating arrangements almost devoid of profit potential, which created disincentives and financial losses. The resulting focus on cost control and accounting distracted from action on the track.

Moving forward, proper planning and execution by a dedicated promoter, coupled with community support and the IRL's commitment, can result in an upgraded fan experience in a unique setting in a great city.


Image: Copyright 2010 Milwaukee Mile

Briscoe Chops Wilson During Qualifying Lap!

On a beautiful day at the Mid-Ohio Sports Car Course, Justin Wilson was having a strong start to the weekend when Ryan Briscoe Chopped the #22 Z-Line car into the barrier coming out of turn four.  Wilson was on a hot lap and clearly had room to get around Briscoe’s left side when it appeared to most race fans that Briscoe turned into Wilson, attempting to block his car and causing both cars to collide.

Wilson was quoted on his website:

“I really don’t know what Briscoe was thinking when he chopped down on me,” said Justin. “I was on a hot lap and was at least two tenths quicker than my previous lap. Briscoe was on an out-lap from the pits and I thought he was pulling over to let me by. I think the Z-Line Designs car had a shot at making the Firestone Fast Six today. We’ll have to re-group for tomorrow and give it all we can for the race.”

Despite the crash, Justin was able to finish the day P11 and the Dreyer & Reinbold crew worked diligently to rebuild the car for Sunday.  Mid-Ohio is the perfect setup for Justin and if he can race as he raced in Toronto, He can overcome the P11 spot and finish out front.

Wilson and Briscoe have words...

Jon Schackmuth for Avocado Motorsports Marketing

Artwork: copyright 2010 Wscott motorsports photography

Justin Wilson Should Rebound In Edmonton

If you were watching the same race I was watching last week, you were on the edge of your seat as the yellow flag seemed to come out every other lap.  At one point, the track went green and within a single turn there was a wreck involving team members - how does that happen?

Justin Wilson started on the pole in Toronto and showed the entire world his experience on street courses as he weaved in and out of every turn flawlessly.  The end may not have turned out as well as we may have wanted, but what I saw was a driver who clearly commanded that course.

What should we expect the week at Edmonton?  Justin Wilson should rebound and show his ability to handle tight corners and even tighter passing.  Justin has always excelled in Edmonton and was quoted on his website "I always enjoy the Edmonton race as it’s a fun city with a fun track,” said Justin. “It’s a very challenging venue because of the high speeds and bumpy surface, but it’s also very rewarding when things go your way. I'm glad that there’s only a week between Toronto and Edmonton after the frustration I had in the race and I'm looking forward to getting back in the car and making things right. The team worked well at Toronto and if we do that kind of job again we can have another pole. I think that's an achievable goal as the team had strong cars in Edmonton last year. It goes with out saying that my goal is to win the race for Z-Line Designs and DRR."

With DRR and Avocado Motorsports Marketing behind Justin, I would expect another 'edge of your seat' type race.

Jon Schackmuth for Avocado Motorsports Marketing

Artwork: copyright 2010 Wscott motorsports photography

Justin Wilson Wins The Pole In Toronto

It was an exciting day in Toronto for the #22 Z-Line Designs car and Justin Wilson.  Wilson will be starting the race from P1 and Avocado Motorsports Marketing couldn't be more proud of Justin and the entire team for their efforts.  Wilson battled Will Power and the Penske team for the first slot.  In fact, he almost broke the minute mark doing so at a speed not seen in a long time - 1:00.2710 sec.  or 104.827mph/lap

With Justin's F1 racing background, going to the streets of cities like Toronto and Edmonton are right up his alley.  Last year Justin finish 5th in Toronto and I would expect to see a good battle up front during the entire race.  If you are interested in learning more about Justin Wilson or want to be involved in motorsports sponsorship, contact us today at Chrism@avocadoamr.com

Jon Schackmuth for Avocado Motorsports Marketing

Artwork: copyright 2010 Wscott motorsports photography

New IndyCar To De Unveiled Tomorrow

As the night falls and sun rises across the fields of Indiana, race teams brace themselves for a new dawn of IndyCar with the advent of the "New Design". What many Indiana fans are hoping for is a car that provides more horsepower, a sleek new look, and jobs to a state that once built many of America's automobiles.

Having five exciting designs to choose from might sound excessive, but in the end, most experts agree that two, maybe three, of the manufacturers are truly in the running. From our perspective, having a new car that allows fans to get re-energized about IndyCar is what is most important. For our drivers and sponsors, having a vehicle that allows us to compete and to showcase the companies that support this great sport to the consumers is critical. For more information about Avocado Motorsports Marketing, visit our site. Photo credits copyright 2010 to Wscott Motorsports Photography