Guest Author: Jay Peters

Jay Peters from Detroit took us up on our request for Guest Authors.  His remarks tie to the Extend Vision post.  You can read more about Jay in his bio below.  UHR Dave.

This is a great write-up on the current status of the sport. I think you’ve truly hit the nail on the head with most of them and I’d like to expand upon them.

First, on direction.

Perhaps this is the hardest riddle to solve. I like to think of myself as a life-long fan of the sport, having been to my first race at 8, I was hooked. When it comes to the direction of this sport I think we are in dire need of new fans if we wish to sustain it.

I think this means creating a strong digital strategy to attract new fans, and provide captivating and engaging content to existing fans. What I have witnessed over the last year is a social media team at H1 that lashes out at fans instead of trying to hear their concerns. As of yet, I am not convinced there is any strategy behind the handling of their social media program, but if used effectively, It could be made a vital asset in growing the sport of Unlimited Hydroplane Racing.

And in a venue where the cost to market and advertise is as low as can be, better use of social networks should be made to grow this great sport.

Next, schedule.

I think more concerted efforts need to made with local municipalities where races are held to better advertise the sport and coordinate with local events.

When visiting the Gold Cup, I noticed half-empty grandstands, little-to-no area for spectators to find shoreline seating without forking over large ticket prices or finding a way into corporate sponsorship tents (which were also largely empty.) Making the event more than just a weekend race and part of something bigger, as with Seattle’s Seafair, could be another key to success for the sport. By the end of the Gold Cup this year, sponsor models were handing out free pit passes, essentially begging people to take them.

This sport needs all the fans it can muster to succeed. Becoming part of larger local events (perhaps if the Gold Cup tried to schedule closer to the Belle Isle Grand Prix for a “Race Week”) could bring new fans who would otheriwse be unaware of the event.

Finally, financials.

When it comes to financials, it’s no secret this is an extremely expensive sport. While I can’t speak first hand, I can only assume the cost to insure events has skyrocketed, as everything else has. Unfortunately, their is no cheap answer to growing and sustaining Unlimited Hydroplane Racing.

I think significant technological investments need to be made to make this sport more fan-friendly, and thankfully, we have a blueprint of what success looks like.

Case: The America’s Cup.

Before you scoff, I know Larry Ellison has made huge private investments to ensure the event was a success in San Francisco this year. But what the America’s Cup did was show that sports typically not suited for live broadcast on television can be made successful.

The technological enhancements, which let even new fans gain an understanding of the race (I know, I was one) brought throngs of new fans to the sport. In concert with mobile apps for phones and tablets that let you play games, view video highlights, view crew bios and boat specs, making the sport as accessible as possible to all fans.

But I think this means seeking out TV partnerships like those of the America’s Cup. NBC Sports was basically handed the TV rights when the Cup knew they needed TV to succeed. They built a corporate sponsorship program and brought in the same companies that do graphic overlays for football. It may be a costly venture but it has stabilized the sport and made for the most watched Cup in history.

To recap:

A strong digital and social media strategy that makes the sport as accessible as possible to new and existing fans, strengthening relationships with municipalities to coordinate events, and investing in strong technological advancements and “the right” TV partner are what will grow the sport.

In my humble opinion, of course.

Happy New Year race fans! Here’s wishing us all exciting racing and growth for the sport in 2014!

Jay Peters – A hydro fan in Detroit

Our Guest Author

Jay Peters is a former United States Marine and an entrepreneur living outside Detroit, Michigan. He is currently Co-Founder and Chief Creative Director of MiDynamic Group, offering digital marketing and social media management services to small businesses in Southeast Michigan. He is an avid and life-long fan of Unlimited Hydroplane Racing, having grown up in the Seattle area and attending Seafair races at an early age.

You can follow Jay on Twitter at @JayInDetroit and the MiDynamic Group at @MiDynamic.