Racing League Gears Hip Events at Youth

By Theresa Bradley, The Miami Herald

Mar. 23–When the Indy Racing League kicks off its 14-race season Sunday, it’s doubtful that eyes will stray far from the track.

But just in case, planners this year are offering a star-studded backdrop.

It’s the sixth time in a row the league has started its season at the Homestead-Miami Speedway, but this year racing is wrapped in the glare of celebrity.

Seeking to grow the league’s fan base, planners are piggybacking car talk onto a string of sporting, music and fashion events already underway across town.

"Race car driving in general has always had the stigma of having the 45-year-old Midwestern man as a fan," said Stephanie Molina, a Beverly Hills-based spokeswoman for the league. "They really wanted to pull away from that and show that this is a young, hip sport."

The result is a string of cross-promotion parties, sending drivers to mix it up with artists, singers and pro tennis players — and getting actors to show up at the race.

"The drivers are stepping out more this season as celebrities themselves, so we are utilizing the events already happening in Miami to make a connection," Molina said. Those events include FUNKSHION: Fashion Week Miami Beach, the NASDAQ-100 tennis tournament on Key Biscayne and the 21st Winter Music Conference at venues around town.

Also as part of a broader rebranding, the league signed former KISS frontman Gene Simmons in January, and in February, announced that TV star Patrick Dempsey of the hit show Grey’s Anatomy — a race car driver — had become co-owner of one of its teams, Vision Racing.

The league season begins with the 300-lap race in Homestead on Sunday, but fans can attend practice and qualifying events at the 65,000-seat Speedway on Friday and Saturday, too.

Among drivers competing are Dan Wheldon, Tomas Scheckter, Marco Andretti and Miami’s Helio Castoneves.

Oh, and on hand to cheer: Dempsey and Danica Patrick, who at 23 last year became the first woman to lead in the Indianapolis race.

For tickets or more information, call 305-230-RACE (7223) or 866-409-RACE (7223), or visit www.homesteadmiamispeedway.com.

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