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Apology Would Be the Right Move

I noted with interest the recent quotes from Randy Bernard, the new Izod IndyCar Series CEO, that the name “Indy Racing League” and initials “IRL” should be banished to the ash heap of history.

Bernard’s reasoning, as I understand it, is the IRL name/brand hangs in the public and media atmosphere as more than a symbol of American open-wheel racing’s divisive civil war: From the standpoint of PR, marketing, advertising and -- most especially – mindset, it remains poison.

I’m sure, at least to the few remaining League loyalists, that strikes a sour note. But, hey, how could we ever forget Marketing Genius Gene Simmons’ “I Am Indy.”

So, I must say, I agree with Bernard.

(What say you, Tony George?)

By almost all accounts, new guy Bernard is off to a good start – a lot better than the kind mandated by Brian Barnhart to Indy’s drivers in recent years. It’s still early days, but I can’t help but notice even Robin Miller seems happy (!). Those first-glance comparisons to Joe Heitzler, Andrew Craig and Bill Stokkan don’t look valid.

Bernard faces massive obstacles while trying to learn the sport, its people and – most especially – it’s politics. (Latest lesson: Bruton Smith letting out the proposed $20 million bonus for winning both the 500 and Coca-Cola 600 on the same day.)  Maybe Randy’s history with “bull” will prove useful.

While Bernard’s long-term goal is to return Indy and the series to its former glory, the short-term end game must be to close the books on the devastating misadventure that was the 15-year IRL-Champ Car split. Sorry if you think that happened when, for what turned out to be one of the last times, Tony George opened up the checkbook and bought reunification in 2008.

Those bad feelings have not passed. The wounds may be healing – slowly – but continue to be irritating and sore.

How should Bernard try to heal them – once and for all? 

Respectfully, I would steer him to what I authored in this cyberspace on May 8, 2006, a column intended for George and Champ Car owner Kevin Kalkhoven. In listing my suggested action plan post-getting together – which I called “the single greatest reconstruction project north of New Orleans” – I wrote this as To-Do List Item No. 1:

“Apologize: For maximum symbolic effect, George and Kalkhoven should make their announcement standing together on the historic yard of bricks at the Indianapolis Motor Speedway. Open the adjacent grandstands to anyone who might want to show up. Be honest, for God’s sake, because you don’t need to begin this arduous process with any more credibility-bending Fantasyland speeches about how wonderful everything is. Be humble. In fact, both of you need to apologize to the fans, sponsors and track owners and admit ‘mistakes were made’ over the last decade.”

America is, by nature and tradition, a forgiving nation. We’ve seen the CEOs of major corporations step-up, go public, and say “I’m sorry.”

Randy Bernard had nothing to do with the mess he’s now empowered to clean up, but the example of others is worthwhile.

Therefore, during the 500’s hallowed and traditional pre-race ceremonies – before Jim Nabors sings and the balloons rise – I would encourage Bernard to take to the ABC, radio network and Speedway PA microphones. And say what to the disenfranchised and disinterested millions of former fans could be two words more powerful and important and – in the sweeping history of the sport – famous than “Drivers, Start Your Engines.”

“I apologize.”

 Then, I believe, we all could feel better and move on.

 [ Next column:  June 7 ]

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(I.N. Sider is the pen name for an independent motorsports business-person who has a quarter-century of professional experience working in almost every major North American racing series. The writer is not an employee of Valvoline or Ashland Inc. The column is intended to inform, entertain, and stimulate thought on the contemporary motorsports scene. The opinions expressed are those of the author and not necessarily those of Valvoline or Ashland Inc.)