Road America confirms new attendance record for IMSA

As IMSA SportsCar Weekend activities were getting underway Thursday at Road America, IMSA president John Doonan drove a golf cart around the 640-acre property.

Immediately, he felt it. Something was happening. Something profoundly positive.

Campgrounds were quickly filling. Hungry, thirsty fans gathered at concession stands. Golf carts, scooters and e-bikes whirled around him. Three days before the green flag was scheduled to wave for the featured race, Road America was buzzing with activity.

A lifelong attendee of “America’s National Park of Speed,” Doonan knew the enthusiasm at the Wisconsin racetrack had reached new levels.

“I was blown away,” Doonan said. “I’ve been coming to this racetrack since I was 6 weeks old. I have not seen a crowd like this during that entire time. That’s 54 years. I’ve been a fan of endurance sports car racing all my life. I’ve been a fan of IMSA since its inception. I’ve never seen the momentum we’re experiencing now.”

Mike Kertscher, Road America’s president and general manager, saw it, too. Dozens of campers lined up at the gate at 7 a.m. Thursday, nearly 80 hours before Sunday’s main event. He joked with Doonan about the need to get cars on track immediately.

“I’m an old-school promoter at heart, so I got after him a bit,” Kertscher said with a laugh. “I said, ‘John, we have to have some activity, bud. We have to get something rolling out there.’ With social media now, people start taking pictures of it on Thursday, and they’re trying to get their friends to come. It’s a big deal.”

Indeed, this visit of the IMSA WeatherTech SportsCar Championship and three additional IMSA-sanctioned race series to Road America was beyond any other since IMSA first raced at the iconic circuit in 1979, surpassing the previous attendance record set last year by 10 percent, Kertscher said.

In the minutes before the race, the size of the crowd became noticeable in the paddock and midway areas of the facility. Fans lined up to buy brats and beers at The Gearbox on the midway, one of several popular establishments that give the Elkhart Lake track a reputation for excellent dining.

Drivers took notice as well. Doonan broke the news about the record-breaking crowd to drivers and team members during a pre-race meeting Sunday.

“It’s crazy to see the strength of the series at the moment — to see it get bigger and bigger every year,” said Dane Cameron, who teamed with Felipe Nasr to finish second Sunday in the No. 7 Porsche Penske Motorsport Porsche 963. “We had some great news from Doonan about the increase in our crowds and rivaling the IndyCar attendance, which is huge and special for us. We’ve been considered a niche motorsport, especially in America, so it’s super cool to see that.”

Cool as well to see that Road America isn’t the only track experiencing the IMSA renaissance. Seven of the WeatherTech Championship’s eight races this season have set attendance records, according to Doonan.

“The trajectory that we’re on is incredibly positive for the sport,” he said. “All of these elements are starting to hit their stride. That’s a compliment to everyone who’s investing, from team stakeholders to corporate partners to every man and woman on the IMSA staff. We’ve got it all rolling in the right direction.”

Part of that move in the right direction is the consistency of the event’s date. For the past eight years, the IMSA SportsCar Weekend has been held on the first weekend in August.

“Date equity is something that, for us, is a must have,” Kertscher said. “We’re working every year for next year. We’re already selling tickets for next year. Any ticket you sell at the event or right after it, those folks now become your ambassador for a year. They’re out there walking the beat, convincing their family and friends to come with them. Early ticket sales are some of the most important sales we have.”

The task now is to keep it all rolling in the right direction. Doonan points to cost control for participants and easy access for fans as primary ways to continue the expansion. Long-term car homologations and regulations designed to keep the cost of racing under control are beneficial to teams, while a TV and streaming package with broadcast partner NBC will extend for future seasons.

Another factor in the increased attention, Doonan says, is parity among manufacturers. Sixteen of the 18 manufacturers involved in IMSA have won races this season.

“That kind of stat is why we do it,” Doonan said. “Without sounding cliché, the cars are the stars. I appreciate it when fans line up to see their favorite manufacturer.”

The combination of close racing and accessibility for fans, both on-site and off-site, offers promise for 2025 and beyond. In fact, it’s already happening.

“We’re probably plus-20 in terms of conversations with interested parties for (competing in) the Rolex 24 in January,” Doonan said. “There’s tons of interest in being part of IMSA. The North American market is the most important market for manufacturers and race teams bringing corporate partners to IMSA. We’re proud of that.”

A packed house for the fan grid walk at Road America.  Motorsport Images

Satisfaction was the theme at Road America, from both sanctioning body and track promoter, with the focus on continued improvement.

“It’s something special, right?” Kertscher said. “You’ve got two iconic brands working together to deliver a first-class product at a first-class venue. Fans are receptive. It’s pretty cool. We’re attracting new fans. It isn’t necessarily people who are diehard motorsports fans. We’re really working hard to attract new fans.”