New take a look at Lime Rock Park pays dividends
There was a noticeable change in ambiance at Lime Rock Park this yr, culminating through the current Labor Day weekend Historic Pageant 40. A brand new dynamic on the venerable western Connecticut highway course, with new possession trying forward strategically noticed a rise in ticket gross sales for all three of its signature occasions and a renewed power general. A various array of followers got here in droves to this yr’s occasions, lots of whom have been discovering, or rediscovering, Lime Rock Park for the primary time.
The behind-the-scenes story of Lime Rock’s vitality was the brand new house owners participating RACER Studio in June 2021 as their new company for model, inventive and technique. It was a difficult stepping off level for all involved, with the ’21 season lastly up to the mark after the lengthy, seemingly interminable, shutdown.
The primary 4 months have been full-throttle dedicated to short-term inventive wants surrounding the top of season occasions. The summer time and fall months, although, laid the inspiration for 2022 through what the inventive staff referred to as a “model discovery journey”: What’s so distinctive about Lime Rock Park, what makes it particular? How will we share that message to a wider viewers?
The efforts resulted in a brand new model identification for the 66-year-old venue, “evoking the genuine and up to date sensibilities the brand new observe house owners sought to convey whereas holding quick to its unique goal.” In different phrases, they stored a deal with Lime Rock Park as a middle for highway racing and automotive leisure, however with the flexibility to pivot towards new instructions in automotive improvement in addition to non-automotive occasions benefiting from the park’s expansive and idyllic setting.
An all-new web site introduced an enhanced feel and look, with a brand new structure that helped reasonably than hindered entry.
Coupled with new digital, print and video promoting and every day collaboration with Lime Rock’s media and social company, Sunday Group Administration, preliminary information reveals a 15 p.c enhance in ticket income from 2021 to 2022.
“It’s been a extremely particular alternative to work with the brand new house owners to assist refresh and reenergize Lime Rock Park,” says George Tamayo, inventive director for RACER Studio. “We’ve been very diligent about attempting to place Lime Rock for the long run whereas additionally attempting to extol the issues that make it distinctive and particular amongst racetracks in North America. I believe the ensuing uptick in ticket gross sales reveals we’re on the appropriate path, and I’m excited to proceed creating the model and inventive for the foreseeable future.”
With 2022 heralded as successful, plans are already afoot to construct on the momentum for 2023 and past. To be taught extra about RACER Studio’s work for Lime Rock Park, click on HERE to see the complete case examine.