Issue link: http://www.insightdigital.biz/i/1273532
24 | I NSIGH T • A u g u s t 2 0 2 0 w w w . i n s i g h t o n b u s i n e s s . c o m 24 | I NSIGH T • A u g u s t 2 0 2 0 w w w . i n s i g h t o n b u s i n e s s . c o m D uring the past decade, Road America has invested nearly $20 million in site improvements. ey include a new and improved winner's circle with a big screen and podium, a paddock, a fan walkway with commemorative pavers available for purchase, expanded camping area, remodeled restrooms, repaving the CTECH Manufacturing Motorplex and big screens placed at all the entrances. It's a move that's paid dividends and positioned the organization well for this unique time. Unbeknownst to most people, Road America fans have been practicing social distancing since the venue's inception in 1955, long before the phrase became a part of most people's everyday vernacular. While packing fans into stadium stands remains verboten, Road America's 640 acres of rolling hills offer people ample space to spread out and enjoy a race. "e track's over 4 miles long. You can find a shade tree and park for the day and not be bothered by anybody. We've been promoting it for years," Kertscher says. Road America began its race season gradually, holding its first MotoAmerica Superbike event in mid-May without fans and then welcoming back its approximately 50 season ticketholders only in late May. Now open to all, the track has added several safety protocols, and its leadership team hopes to attract new fans who, in a world largely devoid of sports, are hungry for a fix. is summer offers a dearth of options with major festivals canceled throughout the state and NBA and MLB seasons on hold until July — and only then playing without fans present. Ron Pace, chairman of the Road America board of directors and a former Kohler Co. executive, says Road America can help fill the void. "We're very fortunate this year, because frankly, if you want to do something outdoors, you've got very limited things you can do," he says. "We have the opportunity that people can enjoy something they may not have enjoyed before." John Ewert, communications director for Road America, says the season so far has exceeded expectations for bringing in new fans. An IndyCar event in July brought a tremendous turnout, he says, and fans were enthusiastic. "All the fans, and many new fans who traveled here, were very pleased by what they saw and how everything was handled professionally and safely and how they were able to spread out and socially distance," he says. CONTINUING LEGACY R oad America opened in 1955, the realization of the dream of founder and highway engineer Clif Tue. Many soldiers returning from World War II became enamored with the European racing scene and wanted to replicate it in the United States, Pace says. With no available options, they turned to road racing, setting up courses marked with hay bales. At the time, Wisconsin had a law prohibiting road racing. I F T H E R E 'S O N E L E S S O N R OA D A M E RIC A President and General Manager Mike Kertscher learned in his 20-plus years of professional short track auto racing, it's that training is everything when it comes to winning races. "The average person might think you just jump in the car and drive fast. That is part of it, but races are won with proper preparation and planning," he says. "The race is won at the shop. To get it right is a beautiful thing." It's a lesson he brought with him when he assumed leadership of the legendary Elkhart Lake race venue in 2019. Given the challenges COVID-19 has brought, planning and foresight have become more relevant than ever. L E S T E N S I O N P H O T O G R A P H Y