exposing snocross mrp

 
After six seasons of leading the Motorsports Racing Plus Snocross Series in Minnesota, circuit director Jerry Dillon is taking his show to Vermont, Michigan, Wisconsin and Montana. The reason? More exposure for snocross racing and the sport of snowmobiling.

Dillon has teamed with Rod Pearson of Too Loons Television and Tom Pfeiffer of Impact Marketing to create, organize, promote and televise the Snocross World Series (SWS). After its anticipated debut last November in Duluth, Minnesota, this six-race circuit is being touted by manufacturers and race enthusiasts as the organization which will heighten the level of professionalism in snowmobile racing, expose the sport nationally to a new segment of society and gain mainstream recognition for snowmobiling.

Dillon came up with the idea for the SWS shortly after he took over MRP in 1989. "I think everyone has talked about our sport and said there's no reason we shouldn't be on TV and get exposure and get non-industry sponsors like pro beach volleyball or NASCAR does," he says. "There isn't any right time to get started. You just kind of do it."

SWS representatives began by meeting with members of the four snowmobile manufacturers' racing departments to discuss their idea. Pfeiffer says the idea was highly praised and the manufacturers were excited about possible exposure for themselves and the sport. Ski-Doo Racing Manager, Tom Rager says Ski-Doo committed contingency money as early as August. Pro racers aboard the MX Z 440 will receive $2,500 for a first-place showing, $1,000 for second and $500 for third. In the Semi-Pro division Ski-Doo riders finishing first, second and third will receive $750, $500 and $200. Year-end season champions (aboard a MX Z) in both divisions will receive $2,500. Reiterating Polaris' requests, Pfeiffer says, "They want to get away from jeans and t-shirt type racing. They want higher professionalism and more exposure."

The format of the SWS is geared toward professionalism in that it reserves Sunday of each race weekend for two pro-only classes. Saturday is reserved for Semi-Pro and amateur finals and Pro qualifying. Sunday features Pro Stock 440 and Pro Open. Each class consists of 24 drivers who race in three, 10-minute heats of eight racers. A total of 10 racers qualify for the 20-minute final.

To attract crowds, Dillon says the top ten overall points leaders at the end of race automatically qualify for the next SWS final. "If we know ten of the finalists ahead of time we can advertise that they will compete," he says. "We hope spectators will show up knowing that one of their favorite racers will be in the final." Dillon says he also hopes a consistent stock of racers in the finals will attract more television coverage. Accompanying the Midwest Sports Channel (MSC) in Minnesota are five regional sports networks that completely blanket the snowbelt. The combined potential viewership of the six cable networks is nearly nine million.

According to Pfeiffer, increased exposure is beneficial to both manufacturer and driver. "Exposure brings drivers the ability to get more viable sponsors," he says. "Manufacturers like to be seen by as many people as possible to expand their market." The Polaris racing department is excited about reaching even non snowmobilers. "I think coverage will put snowmobiling in front of people who don't realize what the sport is," says Racing Manager Ray Monsrud.

In addition to attracting many television spectators, the SWS has the potential of attracting many on-site enthusiasts. Dillon says one factor that will draw a crowd is the fact that each race is held at a well-known site. The opening race was held at Spirit Mountain Ski Resort in Duluth and the second event was featured at the base of Haystack Mountain in Wilmington, Vermont. "The race sites will be spectator friendly," says Hallstrom. "Most of the locations have indoor seating with a good view of the track so people don't have to stand on a lake when it's 30 degrees below zero." For that reason, races in Muskegon, Michigan, and Shakopee, Minnesota, will be held at enclosed horse racing tracks.

Although the SWS is still in its infancy, the manufacturers are confident that the new circuit's leadership will take snocross to a new level. Monsrud says the Snocross World Series will succeed because drivers are treated fairly. "Drivers have a good track and they get good money," he says. "Jerry is not loyal to a particular brand; he's loyal to the sport." Rager says such an endeavor will excel because it's set up to attract only the best, big name racers. "I know this circuit will not fail," adds Monsrud. "It's got a better chance than any other organization to take snowmobiling to the same level as NASCAR. Jerry's been around a long time and he is going to do it right."