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Race Event Partnership Brings IndyCar Racing to the Milwaukee Mile in 2011
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.
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
