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| IRL Fan Experience, produced by Ignition. |
The Indy Racing League is supporting its coming season with a fan fest that will tour track locales in the weeks leading up to the circuit's 15 domestic races.
A scaled-down version of the IRL's first fan fest was on display during Speedweek in Daytona last week, courtesy of the IRL's relationship with International Speedway Corp., which owns the Daytona track. This week, a full-scale version opens in and around Miami to promote the March 2 Toyota 300 race there.
For the rest of the season, the IRL Fan Experience will tour retailers, zoos, fairgrounds, parks, arena parking lots and other venues close to IRL tracks.
"We want to push attendance, TV ratings and brand awareness by getting people more familiar with our drivers," said Bill Long, vice president of marketing for the IRL.
The Fan Experience grew out of a recommendation from entertainment agency Creative Artists Agency and is produced by event agency Ignition of Atlanta. It consists of a Racing Challenge, where fans can race via computer simulation; an Indy Kids section with pedal and remote-control IRL cars; a Pit Stop Challenge, in which fans can race the clock in a simulated pit stop; and IRL Live, a stage area for live music and driver appearance and autograph sessions.
Thus far, the event is unsponsored, save for some product placement from IRL corporate patrons. The racing circuit is selling sponsorships for between $350,000 and $750,000.
