During the IMSA SportsCar Weekend at Road America, something remarkable was happening. The atmosphere was electric as campgrounds filled up, fans flocked to concession stands, and vehicles buzzed around the property. The excitement was palpable, and it was clear that this event was unlike any other in the history of Road America. IMSA president John Doonan, a lifelong attendee of the racetrack, was blown away by the unprecedented crowd. The momentum and enthusiasm surrounding the event were unparalleled.
Road America’s president and general manager, Mike Kertscher, also recognized the significance of the occasion. Campers lined up hours before the main event, eagerly awaiting the start of the race. Kertscher jokingly urged Doonan to get the cars on the track immediately, understanding the importance of generating activity and attracting more spectators. Social media played a crucial role in spreading the word about the event, with people sharing pictures and encouraging their friends to join in on the excitement.
This visit from the IMSA WeatherTech SportsCar Championship and other IMSA-sanctioned race series was unlike anything Road America had experienced before. The attendance surpassed the previous year’s record by 10%, making it the most attended event in the racetrack’s history. The size of the crowd was evident in the paddock and midway areas, where fans lined up to enjoy the excellent dining options offered by establishments like The Gearbox.
The drivers themselves were amazed by the growing popularity of the series. Doonan shared the news of the record-breaking crowd with the drivers and team members before the race, and they were thrilled. Dane Cameron, who finished second in the race, expressed his excitement about the series’ increasing crowds and how it rivaled the attendance of IndyCar races. Seeing the series gain recognition and popularity was a significant achievement for the drivers and the sport as a whole.
Road America’s success is not an isolated incident. According to Doonan, seven out of eight races in the WeatherTech Championship season have set attendance records. This positive trend indicates that the sport is moving in the right direction. The investments made by team stakeholders, corporate partners, and the IMSA staff have contributed to this upward trajectory.
One key factor in maintaining this positive momentum is the consistency of the event’s date. For the past eight years, the IMSA SportsCar Weekend has taken place on the first weekend in August. This date equity ensures that fans can plan ahead and become ambassadors for the event, spreading the word and convincing others to join them. Early ticket sales are crucial for the success of future events.
To continue the expansion and attract more participants and fans, cost control and accessibility are essential. Implementing regulations and homologations that keep racing costs under control benefits teams and ensures fair competition. Additionally, a TV and streaming package with NBC as the broadcast partner will extend for future seasons, making the sport more accessible to a wider audience.
Another factor contributing to the increased attention is the parity among manufacturers. With 16 out of 18 manufacturers winning races this season, the sport has become even more exciting and diverse. Fans appreciate the opportunity to see their favorite manufacturers compete on an equal playing field.
The combination of close racing and accessibility for fans offers great promise for the future. The organizers have already seen an increase in interest from parties wanting to compete in the Rolex 24 in January. The North American market is vital for manufacturers and race teams, and IMSA is proud to be a part of it.
Overall, the IMSA SportsCar Weekend at Road America was a resounding success. Both the sanctioning body and track promoter expressed their satisfaction with the event and their commitment to continuous improvement. The collaboration between these iconic brands has created a first-class product at a first-class venue. The event has attracted new fans, not just diehard motorsports enthusiasts, and efforts are being made to continue this trend and expand the fan base.
Photo from Road America Instagram
