The ANDRA Drag Racing Summit was held at Sydney Dragway on 22 and 23 October, Representatives were chosen from across the country and various areas in the sport to provide their views on future direction. The ANDRA board will consider this information in its February strategic planning meeting.
This is a summary of ideas put forward during the summit. If you would like to read the full results, please email info@andra.com.au for a copy.
Session 1 determined that drag racing needed to position itself more in the mainstream media and work on its public image.
Obstacles for the sport moving forward included a lack of championship rounds in Victoria and South Australia and issues with scheduling such as the lack of regular events.
Opportunities to move the sport forward suggested were to become more embracing of social and mobile media and and to engage with marketing experts.
Session 2 discussed TV and brand. The TV product was viewed as important to the return on investment for race teams. Participants also felt the show should be dedicated to drag racing solely.
Similarly the TV product was also seen as essential to sponsorship for Group One. There was also recognition that events must be accessible through live streaming and social media.
Development of a consistent calendar and event programs was regarded as important for brand development.
Session 3 considered some more issues on brand development. Access to results in real time along with distribution of results to media were regarded as important for “hero development”, as was building rivalries between the heroes and villains of the sport.
Participants at the summit overwhelmingly considered the current logo to be outdated.
It was considered important for all categories to compete at the same venue where possible but issues of space and infrastructure were acknowledged. Group One only events were put forward.
Session 4 looked into events at a national level. A national road show was discussed along with a series of consistent events. A national events team was also considered.
Participants also gave their views on if drag racing needs a “Twenty20” style format, with changes to how often cars come out.
Session 5 had some hard questions were discussed around categories in the sport and the format of the calendar. All participants had the view that a calendar year season was required.
It was suggested that handicapped racing be better explained for the public to help with perceptions of sportsman racing and that the amount of categories at an event be considered.
Suggestions were put forward on improving sportsman racing included handicapped pro trees, changes to record setting and points and altering brackets.
Session 6 looked at some current cost issues for the sport of drag racing. Rain outs had a major impact last season and much discussion took place on a solution with ideas including a rain policy for all tracks. The impact on sponsorship of rainouts was recognised.
What rewards competitors were looking for saw a range of ideas including different trophies, free passes and sponsor product.
Suggestions were provided on ANDRA’s fee structure and included simplifying into a single licence fee, better communication and increasing value.
Session 7 there was a focus on the professionalism of the sport going forward. It was observed that drag racing is different things for different people. For some it is a hobby, for others it is business. Observations were made on how to improve the professional appearance of the sport.
The lack of professionalism was seen as a reason for not attracting the corporate dollar, along with organisation at a governance level. Participants at the summit said sponsors wanted return on investment, organisation, consistency, continuity and professionalism.
Session 8 innovation discussed with many ideas put forward including the way events are formatted, the way ANDRA works with tracks, event presentation, media and research. This was followed by an open forum where any topic could be discussed. This covered many aspects of drag racing including points systems, categories, Melbourne and Adelaide, reaching out to new fans and changing public image.
Session 9 A number of suggestions were put forward on what ANDRA needs to start doing including street circuits, communication, regional support, leadership and professionalism.
Participants at the summit said ANDRA should stop promising what can’t be delivered, being dictated to, dwelling on the past and leaking information.
It was felt racers want strong governance, confidence, positivity, a proactive approach and a united body.
A final wrap up saw discussion on replacing the lost Easternationals rounds, investigating opportunities for using more facilities and extending the current season in order to begin a calendar year in 2013.
If you have any feedback on the issues discussed at the summit, please send an email to info@andra.com.au and provide your input.
