Wisconsin State Fair CEO Shari Black said “about 25%” of tickets are “sold of the goal we’ve set” for the return of IndyCar to the Milwaukee Mile at State Fair Park for a doubleheader on Labor Day weekend, according to Dave Kallmann of the MILWAUKEE JOURNAL SENTINEL. When the races were announced in September, IndyCar owner Roger Penske “set an attendance goal of 30,000 for the event.” Black said that sales were “brisk as soon as the tickets went on sale in November.” However, Kallmann noted race weekend weather “will significantly affect whether the attendance target is hit.” The races are still 4 1/2 months away, and a “serious social media campaign and paid advertising won’t start for weeks.” The grandstands “hold about 30,000," and infield admission and camping "are being sold." Penske pointed to his organization’s "investment in the series, increased attendance at other venues" and a "stronger partnership with State Fair than previous promoters had as some of the reasons to expect the weekend to succeed." Penske said they are “getting some good interest from a corporate sponsor perspective," and "for the first time ever, we’re utilizing the entire facility.” Kallmann noted nearly $3M worth of improvements continue and the work, approved by the State Building Commission in Dec. 2022, is “being paid for with funds from State Fair Park, the state and private fundraising.” Black said, “They should be finishing up this phase at the beginning of June” (MILWAUKEE JOURNAL SENTINEL, 4/17).
