Two weeks before the Indianapolis 500, the IndyCar Series stages a race on the Indianapolis Motor Speedway’s road course. Why, especially when most are looking forward to the Indy 500? Short answer: Because they can. Longer answer: Because it’s necessary and provides ample opportunity to market the Indy 500 proper.
The Indianapolis Grand Prix, marketed in 2017 as the IndyCar Grand Prix, has only been staged since 2014. In the three previous editions of the race, the Indy 500 marketers went all-out to market “The Big One”. Indy 500 attendance numbers since 2014 suggests it worked, with 230,000 in attendance in 2014; 250,000 in 2015; and 350,000 (a record sellout) in 2016.
While this somewhat oversimplifies attendances numbers, implying that one race staged two weeks prior is responsible for the increase in attendance figures. Not taking into account other possible factors, but it doesn’t discredit it overall. The Indy 500 marketers during the IndyCar GP constantly reference the race, and every commercial break during the IndyCar GP had an Indy 500 ad spot.
While race organizers won’t release ticket sales information for the period between the IndyCar GP and the Indy 500; the constant marketing of the Indy 500 at IMS during a proper race with ample time to buy and travel, suggests the IndyCar GP is a worthwhile marketing tool.
Another reason to stage the IndyCar GP, is the IndyCar Series fulfilling a long-standing promise. The IndyCar Series is the byproduct of the unification of the Indy Racing League (IRL) and Champ Car in 2008. The IRL was founded in 1994 by IMS president Tony George, in part because he wanted more exposure for The Brickyard and the Indy 500. By staging the Indy GP, the IndyCar Series is making sure George’s vision lives on, and it additionally satisfies a road course requirement.
The IndyCar GP is May 12-13.
