An intriguing new area of growth has been discovered within the NTT IndyCar Series among drivers who are organizing interactive events for their supporters. Both experienced and rookie drivers are expanding their horizons by organizing track days, wine tours, golf outings, and packages where fans are hosted at races by their favorite drivers in the series.
Graham Rahal, one of today’s top IndyCar drivers, was one of the first to embrace this concept. He recalls his initial foray into bringing fans closer to the sport during the early stages of his career. “I’m not sure how much money there is in it for the guys, but for me, it was never about the money; it was about helping the sport,” Rahal explains. “We rented buses in Indianapolis, sold day trip ticket packages, and brought people from Indy to Milwaukee early in the morning. They enjoyed drinks on the bus and got to watch the race. It was more about growing the sport than a personal endeavor, and people seemed to enjoy it.”
Pato O’Ward of Arrow McLaren has taken the concept to new heights. Despite his young age, the ambitious 24-year-old quickly created event-specific experiential packages for his expanding fan base. He rented hospitality suites and provided catered race viewing opportunities. In fact, in 2019, at the age of 19 and only in his fourth IndyCar race, O’Ward organized his first fan event package at the Long Beach Grand Prix. This practice continued at other stops on the calendar, including Texas Motor Speedway and the ongoing package for the Indianapolis 500.
O’Ward’s experience with creating VIP tours led to a new event he organized late last year at Circuit of The Americas. He rented the track and hosted his first track day event, allowing ticket buyers to lap the road course in super cars and interact with the IndyCar star. These driver-only events, away from the hustle and bustle of a race, offer endless possibilities.
Scott McLaughlin of Team Penske is the latest driver to enter this space. He has assembled an Indy 500 package with the help of a group of event professionals, including his favorite off-track hobby, golf. “I’ve always been interested in doing something like this,” he says. “The SCH Group in New Zealand organizes tours for the All Blacks rugby team and the America’s Cup, and I’ve always wanted to do something similar for fans back home who want to come and see me race in America. This seven-day package includes playing golf with me, enjoying cocktails and dinners, and being in the grandstand for the biggest race of the year. I want to give my time to these people and make this tour worthwhile.”
Rahal, also an avid golfer, is thrilled to see his on-track rival join the movement. “You don’t normally get the opportunity to go play golf with Scotty McLaughlin, the second-best golfer in IndyCar racing behind myself,” he jokes. “But that’s a fun experience, especially with Scott. He’s a great guy, funny, entertaining, engaging, and obviously incredibly talented in an IndyCar. He’s someone you want to have an experience like that with. He has a big following, not only in Australia and New Zealand but also here, so I think it’s fantastic. Pato’s contributions are also significant because of the number of fans he connects with and the Mexican fans who follow our sport because of him. It’s a big deal.”
Rahal’s Milwaukee Bus Tour program has evolved into a different approach where hosting multiple fan-themed charity events per year has become the norm. He and his wife, former NHRA drag racing star Courtney Force, have raised millions of dollars for various causes through fundraisers benefiting wounded military veterans and cancer research.
“We have two main events,” Rahal explains. “The golf tournament in May raises the most money year after year. We also have Vino for Vets, which is a fun but intimate event. It’s a small group of 25 couples, and Courtney and I are there along with a veteran of honor. We’ve been fortunate to have great success with Vino for Vets, and we’ll continue to do it in October.”
The success of O’Ward’s event at COTA has motivated him to plan another track day event, potentially becoming an annual tradition. “I’d like to do one every year,” he says. “We’re starting to plan the next one, possibly in early August. We had participants of all ages, and that’s something I find important.”
While most slots on McLaughlin’s Indy 500 event tour will likely be filled by fans from Australia and New Zealand, he hopes to include North American fans as well and use this experiential package as a launching pad for future endeavors. “The hardest part is getting people to our races because once someone new comes and sees an IndyCar for the first time, they’re hooked,” he says. “They’ll want to come back every year, especially after experiencing the Indy 500. Our goal is to make this event bigger and bigger. We don’t just want to do the Indy 500; down the line, if this goes well, we want to organize other events on the calendar, and it’s not exclusive to people Down Under. People from here can be a part of this group too.”
With Rahal, O’Ward, and McLaughlin leading the way, it’s only natural for more of IndyCar’s beloved drivers to offer tailored tour packages for domestic and international fans. Some drivers may have more popularity than others, limiting the range of experiential events. However, if these efforts strengthen connections with existing fans and create new fans in the process, it will be a worthwhile endeavor.
“I’m really proud to put my name on something like this,” McLaughlin concludes. “I’m excited to see a lot of people there. We’ve already sold a lot of tickets, which is incredible. It’s going to be a packed house. Hopefully, it’s a great experience for everyone, and more people come to the Indy 500, which is fantastic.”