AMA Superbike weekend at Daytona (disappointing)

As a long time producer and photojournalist for one of the major TV network affiliates, I have actively worked to promote the sport of AMA Pro Road Racing by doing my best to get them air time. This includes bringing a couple of the well known riders to one of our live shows for an interview segment.  Aside from that I have made my way to the track on numerous occasions to shoot and produce segments to air to our viewers (More than a half a million homes according to Nielsen Rankings).  Free Airtime for the AMA, right?  Yeah, try to put a dollar value on that amount of advertising.  
I bring this up on the heels of my recent work trip to Daytona to the opening AMA racing events March 4th and 5th. I still work for that TV network, but in the interim have formed my own company.  My immediate project is to shoot a documentary on motorcycle road racing…one of my passions.  Most of the members of the Communications and Media Relations arm of AMA Pro Racing have been great.  I have worked with some of them before, and they have expressed their excitement about the possibilities…all except for their relatively new boss, John Szymanski.  I had not met John until the morning of the 4th at the infield Media Center at Daytona International Raceway to iron out a few details of my “mission” for this documentary.  Much to my disappointment (and amazement), I was greeted with a less than enthusiastic welcome.  I was quickly dismissed by John as he handed me a piece of paper with a phone number to Rick Miner (Speed TV).  By the way, before Mr. Szymanski’s abrupt closing of the door between him and me, he managed to slip in a comparison of AMA to NASCAR and Indy Car.  I’ll clarify that in a moment.
Now, why Rick Miner?  First mistake by AMA was they gave full TV exclusivity to Speed.  Which means Speed can supposedly tell me what I can and cannot shoot (they control the distribution of the appropriate “photographers” passes). In this case I could shoot nothing on the track...NOTHING, even though I had full media credentials from the AMA.  Mr. Miner was incredibly rude and very short with me.  This after I explained to him my many emails and voicemails to SPEED TV had gone unanswered in the weeks and months leading up to Daytona. Also AMA had been trying (unsuccessfully) to contact them with regards to this venture.  Let me quickly say that I have covered live NASCAR and IRL for years, and have never once been told what I can and cannot shoot.   (I know there are rules in place with NASCAR broadcasting, and my network affiliate is aware of those parameters) With that said, Mr. Szymanski made it a point to tell me how NASCAR and IRL have that “same exclusivity” as the AMA does.  As true as it may be, the AMA is neither of those.  When you put 100,000 (or a lot more) fans in the seats at every race, and draw the kind of TV viewership that they do, and then perhaps we can start to draw such comparisons.  Until such numbers are obtained, maybe it would be a good idea to allow those media outlets that are willing to devote some free publicity to a sport that could use the “shot in the arm”, a platform with which to work.
This first event of the 2010 season is a prime example.  Point; how can the AMA be at arguably America’s most famous race track in the middle of Bike Week, with hundreds of thousands of motorcyclists within miles of the track, and not get 100,000 people in to watch this amazing display?  Seriously?  Speed has done nothing to promote the sport…though I saw lots of motocross promotion during the 24Hours of Daytona. I’ve seen nothing promoting the high speed, on the edge action of motorcycle road racing. With all due fairness, I don’t watch the network 24 hours a day.  Perhaps I missed something.
There are reasons this sport has seen little success here in America.  It’s not the racers, or the manufacturers, or even the tracks.  It’s not a lack of interest, or efforts on behalf of the media.  I saw “first hand” why the AMA is destined to never reach its’ full potential.  Huge ego with no imagination, no gratitude, and no understanding of their fan base…And moreover, their potential fan base.  

Wow.  

If controlling photography passes means no photography of the track, then why issue photography passes at all?

Clearly someone between you and the AMA misunderstands the scope of Speed' TV's "full TV exclusivity."  

Or, maybe that's how AMA see fit to control dissenting points of view.  

When you say "relatively new", do you know how long he has been in the position? Judging from his attitude and arrogance, I'd surmise that Mr. Szymanski is from the Edmondson era of DMG/AMA Pro Racing, where many of his cronies were slotted into positions of management. Edmondson has since been booted out, and AMA Pro Racing is slowly but surely climbing out of the quagmire that Edmondson managed to get it completely submerged in, but I'm sure there are still holdovers from his regime that unfortunately are still there.

The TV deal is just one of the unfortunate by-products of that era. Edmondson was only looking for money, and I'm sure Speed TV was the only one that was coming anywhere close to ponying up (and actually, when last year's TV deal was up for renewal in late '08, Edmondson left Speed hanging until the last second, supposedly because he was holding out for more money. Speed was reportedly ready to go with a full HDTV broadcast, but because nothing was ever done, that fell by the wayside). That lack of promotion is because Speed wants someone else to pay for it. Typical Fox corporate greed.

A note about Daytona and Bike Week: Yes, there's hundreds of thousands of motorcyclists out there, but the vast majority of them have no interest in racing. There have been numerous attempts by the old AMA regime to get them into the Speedway, but all have been complete failures. The crowd (mostly Harley-based) at Daytona Bike Week is mostly interested in partying or trolling around the boulevards-- even if you showed them how exciting the racing was, or even if the bikes that were winning were Harleys, they wouldn't care in the least. Also, Daytona International Speedway is a poor place to spectate at; the action is too far away, especially if Joe Average goes to sit in the grandstands. Note that this is just Daytona; at other events around the country, it's a lot different, and they get decent crowds.  

Thanks for taking the time to read my comments.  What I mean by "relative" is he has been in the position since November.  I have worked in television for nearly 20 years and have seen the "ups and downs".  I have also been to bike week many times and understand your accurate understanding of the "bike week crowd".  I have also known that if there was proper "invitation" by the AMA to 15% of that crowd, they would easily have 40,000 of them there.  Motorcyclists on a once in a lifetime trip from states away with the opportunity to include in there expose a chance to go to Daytona Intl Raceway and take in the high speed madness, they would go if they were made to feel welcome.  Combine that with the other thousands of Floridian cyclists and nearby race fans, there is no reason they should not have 75,000 asses in the seats.  Sadly, I felt like I was nearly in a ghost town.  Shameful!!!  I agree that you always will have your "hog" fans at bike week, but there are also lots of cyclists.  Out on the streets around Daytona, I saw as many Japanese, Italian and British bikes as I did American.  True fans of the two wheel experience that just need a welcome from the AMA, and they would spend two hours out of there week on a friday night to watch what was some great racing.  Some of the best that I have seen in AMA Superbike in years.  Again thanks for comments and please ride safely.  Cheers.  

Thanks for taking the time to read my post.  I was shocked at the AMA's view of their own standing in the world of motorsports.  As I said, they are way out of touch with their fan base...or lack of to some degree.  I have worked with them for the past 5 years and they have always been gracious, up until DMG (Daytona Motorspots Group).  For some reason they think that inherantly puts them on par with NASCAR.  More wrong they could not be.  Have you ever watched a band that wasn't that good, but for some reason the lead singer had this big ass ego????  That was John Szymanski of the AMA.  He thought he was performing on Saturday Night Live and instead he was at Joe's Big Balls Pub in Albany.  A LOT TO LEARN.  Sadly the actual racing was some of the best that I have seen in AMA in years.  I am a fan.  And the sport is bigger than those ego's. I pray that the true motorcyclists will prevail in this tug of war.  Again thanks for your comments and ride safely my friend.  Keep an eye out for my documentary.  I will post something on this site when the time is appropriate...probably mid summer.  Cheers.  

VPMSS:
I have also been to bike week many times and understand your accurate understanding of the "bike week crowd".  I have also known that if there was proper "invitation" by the AMA to 15% of that crowd, they would easily have 40,000 of them there.  Motorcyclists on a once in a lifetime trip from states away with the opportunity to include in there expose a chance to go to Daytona Intl Raceway and take in the high speed madness, they would go if they were made to feel welcome.  Combine that with the other thousands of Floridian cyclists and nearby race fans, there is no reason they should not have 75,000 asses in the seats.  Sadly, I felt like I was nearly in a ghost town.  Shameful!!!  I agree that you always will have your "hog" fans at bike week, but there are also lots of cyclists.  Out on the streets around Daytona, I saw as many Japanese, Italian and British bikes as I did American.  True fans of the two wheel experience that just need a welcome from the AMA, and they would spend two hours out of there week on a friday night to watch what was some great racing.  Some of the best that I have seen in AMA Superbike in years.  Again thanks for comments and please ride safely.  Cheers.

I understand the reasoning behind your comparative Bike Week crowd numbers and the potential for spectators at the Daytona AMA races, but again, what it doesn't take into account is that the majority simply don't care about the racing. For them, it's more about the social aspect than it is about any pro racing event. Case in point: the spectator count dropped even further when the race was moved to Friday night from its Sunday afternoon spot. Most of the fringe spectators who would've ventured out to the Speedway on Sunday definitely didn't want to miss out on the Friday night cruising and partying around Daytona. There's also the previously mentioned aspect of spectating at Daytona Intl Speedway (at least for the roadraces); roadrace fans like to be closer to the action, which is why in the past, the infield grandstands used to be packed while the main grandstands were empty.

What you may have seen in and around Daytona regarding the ratio of Harleys to other motorcycles doesn't equate to what the real numbers are...which is basically that the Harleys outnumber all others by at least 3 to 1. All you need to do is watch the hordes of them leaving on Saturday (with a large proportion leaving tied down in a trailer...) on the highways leading out of Daytona. There's a reason why the bars and clubs look forward to Bike Week every year...you can bet it's not for the race fans.

I fully agree that the racing was fantastic, and it's a shame more people weren't there to witness it. But Daytona has its own inherent issues with attracting spectators, outside of the AMA's bungling of the sport's promotion.  

Thanks so much for your comments in regards to my post.  I just got back from a weekend of WERA racing and it was awesome.  I took special note in your comments to the "3 to 1" ratio of Harleys to "other".   If I were AMA I would take that.  3 to 1 out of 250,000.  Still wouldn't explain having empty seats at one of the nations most famous tracks.  And, just so you know, I agree with the Friday/Sunday thing that you talked about.  The thing is this...I have worked in TV for nearly 20 years and my main job now is in promotions.  I can tell you from a very basic level that AMA and DMG on its' behalf, are the worst that I have seen at promoting.  I say this with somewhat of a saddened heart; they are clueless on how to take an exciting sport, and make it fan friendly as well as intriguing to others.  It really isn't rocket science, but it does take "hitting the bricks" a bit and reaching out.  They expect everything to come to them.  Again, thanks for your comments and hold them in the highest regard.  Cheers.  

Your assessment of the DMG/AMA is basically correct (especially during the Edmondson era), but now they are at least making a concerted effort to a better relationship with the racers and participants...it's a start at least. Unfortunately, it appears that they've still got a long way to go with regards to a better relationship with the industry and public in general.

Yes, it would be nice to get any of the "other" bike riders to attend the Daytona races, but a good portion of those riders that come down there don't care either. Again, it's not just the AMA's poor promotional efforts; it's the poor spectating opportunities and experience at Daytona Speedway (in addition to the overall mentality at Bike Week) as well. This would probably fall into the "hitting the bricks" effort that you're referring to. Other than the banking, Daytona is flat as a board, and flat racetracks don't lend themselves to good spectating unless the track makes a concerted effort to get them close to the action with some sort of seating...which is increasingly difficult if the track is to remain safe for the racers. Yet the AMA races held in the past at true road circuits like Road Atlanta, Mid-Ohio, VIR, and even New Jersey Motorsport Park have a good spectator pull...and that's because the race promoter makes an effort at getting the word out, there's decent spectating areas, and it's the race that's the draw, not some sort of big party gathering in a city. Again, not making excuses for the Daytona management; any place that calls itself the "world center of racing" is bound to have ego issues.  

Daytona is a legacy track.  At least it has that excuse.  Maybe the cars make enough noise and push enough air to vitalize spectating for those events.  For bikes, only long lenses and TV can bring the show to the spectator.

Fontana has no excuse.  It has the same problem.  I might go out there later this week - just to walk through the pits and see the bikes.  Trying to see action on the track is a fool's errand.  Even from the top of the pits' hospitality suites, it's unsatisfying.  

My man, have a good time in Fontana.  I agree, Daytona is not a good track for motorcycle racing nor for spectators...that's why I love going to VIR, Road Atlanta, Mid-Ohio among others.  Desperately want to get out to Laguna Seca.  I guess the real point of my rant was that AMA suffers because those in charge have no imagination.  You know the old saying, "build it and they will come"?  Problem is they haven't built anything...they just think that they have.  Very few things sell themselves in this world, and the AMA is no exception.  

xbacksideslider:
Fontana has no excuse.  It has the same problem.  I might go out there later this week - just to walk through the pits and see the bikes.  Trying to see action on the track is a fool's errand.  Even from the top of the pits' hospitality suites, it's unsatisfying.

Fontana is another example of a "flat" racetrack. And actually, another example of a road course built within a superspeedway oval. In other words, a complete loss when it comes to spectating. There are no natural hillsides where you can see a good portion of the track, and nowhere to really sit except the grandstands scattered throughout the back section.  

VPMSS:
I guess the real point of my rant was that AMA suffers because those in charge have no imagination.  You know the old saying, "build it and they will come"?  Problem is they haven't built anything...they just think that they have.  Very few things sell themselves in this world, and the AMA is no exception.

Hit the nail on the head, right there. The only outside promotion of the sport is done by the racers and teams right now, when it really should be the sanctioning body's responsibility.  

It seems to me that the reaction of Speed TV was one of someone trying to protect their turf  - so to speak. They are missing the point that "any publicity is good publicity". Cooperation with you would probably been in their best interest but they probably saw you as a threat, rather than someone who could help them with their own promotion of the sport.

As for the way you were treated by the AMA - It has always been my belief and observation that arrogance and condescending behavior are clear signs of incompetence - if they were true professionals and confident in their abilities they would not have treated you in that manner.  

The AMA is not in a position to treat interested and enthusiastic journalists in the manner that you were treated. They should be embracing any form of positive press coverage that they can get.  
Ride Proud, Ride Safe, Have Fun.

Let me say this.  I have year long media credentials to the AMA ProRacing Series and will be attending at least one more event.  Should the AMA or DMG show me something different, I will post that experience with equal enthusiasm.  I hope they show me that they are operating on more than one or two brain cells.  

Good luck on your future dealings with the AMA and keep us informed. I am anxious to see how things go.  
Ride Proud, Ride Safe, Have Fun.