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Business Getting Done: My Observations from Laguna Seca

Arriving at a track early in the morning is always exciting. Laguna Seca, settled in the Salinas Valley, is especially memorable. I take in the incredible views across the Monterey Coastline, a contrast to the energized sights, sounds, and smells of an awakening IMSA WeatherTeach paddock. Beyond, the hillsides covered by fans, and many RV campsites…there always is a feel of great anticipation.

It’s 7:00 am, and the traditional dawn marine layer lingers across the circuit. The IMSA WeatherTech Paddock Club is already bustling with OEM representatives, marketing partners, race team owners, and their VIP guests.

Breakfast is the ideal time for business to get done during the relative quiet of pre-race proceedings. It’s a stimulating environment in many ways, surrounded by North America’s most technologically advanced race cars, with first-class hospitality facilities overlooking the Andretti Hairpin and easy access to paddocks and garages.

Navigating the IMSA WeatherTech Paddock Club, I had the opportunity to share moments with executives from our manufacturers entertaining their VIP guests. Our marketing partners are also here in large numbers; the topics of the meetings are substantive, speaking to product developments ranging from sustainability and safety to superior performance.

To remain competitive and grow, organizations across all industries must digitally transform and unlock the power of their data assets. IMSA is also transforming, and we welcomed many high-technology firms seeking to understand more and explore partnerships. The IMSA platform is the heartbeat of the auto industry…an environment where data is critical. What better setting to prove out your products than endurance sportscar racing?

With the sun breaking through, guests are soon off to be treated to the once-in-a-lifetime experience of hot laps with professional drivers and fascinating tech talks with team engineers, then enjoying the race from the prime vantage of the upper deck of the paddock club.

More and more fans are attending and viewing, with advanced ticket sales and online engagement setting records. The IMSA platform is increasingly a sought-after marketing tool for building storylines that align with the high-performance, technologically advanced, data-led environment.

I can’t wait till the June races in Detroit and at Watkins Glen.  See you at the track-