There was a noticeable change in ambiance at Lime Rock Park this yr, culminating in the course of the current Labor Day weekend Historic Competition 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 vitality total. A diversified array of followers got here in droves to this yr’s occasions, lots of whom had 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 partaking 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 had been full-throttle dedicated to short-term inventive wants surrounding the tip of season occasions. The summer season and fall months, although, laid the muse for 2022 by way of what the inventive crew known as a “model discovery journey”: What’s so distinctive about Lime Rock Park, what makes it particular? How can we share that message to a wider viewers?
The efforts resulted in a brand new model id for the 66-year-old venue, “evoking the genuine and modern sensibilities the brand new observe house owners sought to convey whereas holding quick to its authentic function.” In different phrases, they saved a concentrate on Lime Rock Park as a middle for highway racing and automotive leisure, however with the flexibility to pivot towards new instructions in automotive growth 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 each day collaboration with Lime Rock’s media and social company, Sunday Group Administration, preliminary information exhibits 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 making an attempt to place Lime Rock for the long run whereas additionally making an attempt to extol the issues that make it distinctive and particular amongst racetracks in North America. I feel the ensuing uptick in ticket gross sales exhibits we’re on the appropriate path, and I’m excited to proceed creating the model and artistic for the foreseeable future.”
With 2022 heralded as successful, plans are already afoot to construct on the momentum for 2023 and past. To study extra about RACER Studio’s work for Lime Rock Park, click on HERE to see the total case examine.