It's time to take US F1 seriously

Long whispered, oft alluded to and seldom denied, it is now official: the primary investor in USF1 is 33-year-old Chad Hurley. He is one of the trio of Youtube.com founders, and still the internet phenomenon's CEO despite selling a majority holding to Google in 2006 (shades of Bernie Ecclestone's modus operandi...). This week he exclusively confirmed to this column his interest in the first full-on US F1 operation in more than 40 years.

The Fine Arts graduate (in a previous life he designed Paypal's logo) first met team founders Ken Anderson and Peter Windsor when they did a series of commercial opportunities. And although Hurley freely admits to not being a petrol-sipping motorsport enthusiast - he was a Pennsylvania State standard marathon athlete - the concept of investing in a motor racing start-up operation certainly had its appeal.

"There are so many reasons for my involvement. It was just a perfect storm of my personal interests, which are technology, design and sport.

"That's what first raised my interest in Ken, Peter and US F1," explained the user interface expert.

"Beyond that, coming from my perspective as an entrepreneur, I just thought this was a great business opportunity, although I stress it is more than a business opportunity because of the aspects I outlined, and I love all sports. I love competition, and it is an honour to go racing next year in the world championship."

Hurley's first 'live' experience of F1 was this year's infamous British Grand Prix. And whilst many a more fickle man would have been put off by the shenanigans, the mere fact that he remains onboard speaks volumes for his commitment.

During that weekend he met with Ecclestone, but stresses that potential conflicts between the commercial rights' holder's television properties and Youtube's video sharing platforms were not an issue.

"We had a productive conversation," he says, "we really just talked about the opportunities for US F1 and the future of F1 in general.

"As far as the controversies are concerned, it's great that they ironed out their differences, and that we can all continue to look forward. Our conversation just focused on that."

The full transcript of the interview with Hurley is the subject of a separate feature on autosport.com, and it is clear that he is no 'Mr Moneybags' seeking a tax break. In fact, he sees synergies between F1 and new media, but, more importantly, he is extremely well-connected within Silicon Valley and was voted 28th on Business 2.0's 50 (people) Who Matter Now - ahead of such as Oprah Winfrey (38th) and Richard Branson (45th).

Thus opening doors for the nascent team should be the work of a moment.

Here Team US F1 is hard at work. During my visit commercial director Jason Markham, born and bred in Hollywood to film actor/producer stock, was chasing commercial and technical leads on the west coast, but subsequently confirmed telephonically that partners have already been signed up, and reported a high level of interest.

"I wouldn't want to be selling any other property than US F1 right now. In fact, we have people knocking on our doors, which is basically unheard of in a recession"

Markham, a self-confessed 'gearhead', is responsible for the team's commercial, marketing and PR portfolios, and, having in his own right produced over 300 documentary hours of motorsport and other footage for the likes of Speed TV and History Channel, is well-versed in the business of reaching out to fans.

"Compared to all others forms of motorsport, NASCAR got it right," he says, using the example of the category's Stewart Haas team situated a short drive from Team US F1. "They realised that apart from being in the racing business, they're in the TV and entertainment business.

"What we plan to do long-term, when we have our purpose-built facility, is to have it set up from day one to offer tours like most NASCAR shops. With this facility we can't offer that right now, but it is something we plan to do in the new place.

"Stewart Haas (which hosts 100s of visitors per day, most of whom conveniently leave with merchandise) is a perfect example, that's where we see US F1 going in the future, but with the facility we have now we can't offer that."

Bill Elliott signs autographs at the Michigan NASCAR race © LAT

The reference to a new facility is a revelation, one he willingly expands upon: "This Skunkworks operation (the ex-Joe Gibbs Racing factory situated at 9900 Twin Lakes Parkway, Charlotte, NC 28269) is aimed at getting us off the ground and onto the grid next year. We didn't want to bite off more than we could chew, so there is a short-term plan and a long-term plan.

"Short term is using new media and traditional broadcasts to provide a conduit for fans of US F1. What we've been doing for the past four months is filming everything we've been doing, and we plan to offer anything from two to five hours of unique broadcasts on our website mark II each week.

"Only later will we be able to meet 100 people at the door each day. But we plan to."

Yes, other teams, notably the Red Bull operations, offer similar insights to their fans, but what sets US F1 apart is that making the team all-inclusive rather than exclusive was always part of the business model, and even 'Skunkworks' will have a fully operational in-house TV production studio - situated right beside the front door.

In fact, most of the kit is already on site, with only a few bits and bobs still to be delivered.

But, all this counts for nought without talent in the cockpit. When first the team broke cover - involuntarily ahead of schedule, it must be said - there were suggestions that it would take to the grid on March 28, 2010 in Melbourne with two home grown heroes: a tall order by anybody's reckoning given the lack of results posted by New World drivers of late.

Yes, world champions Phil Hill and Mario Andretti are exceptions to the rule, with the likes of Richie Ginther, Dan Gurney and Peter Revson also caused the Star-Bangled Banner to be played on the victory rostrum. But, given a population of over 300m, that is a pretty poor hit rate in comparison to, say, Finland, which has delivered double the number of championships out of 1/60th the population.

There in, though, lies the challenge for Team US F1, and one the operation is raring to attack head on.

Windsor, who is driver coach Rob Wilson's partner in 54,9, the respected driver management/training company which counts numerous F1 drivers as current pupils, has roped in the Kiwi to assist in driver selection.

It is an open secret that Windsor put five prospects through the mill in July - including A1GP winner Jonathan Summerton; Formula BMW and Master front-runner Alex Rossi; and Skip Barber Western Series Champion Michael Ramies - but stresses it is too early to take any decisions. It is, though, clear that Summerton is a favourite: at this stage as number two.

So, who will slide into the other car come March? "I doubt it will be a US driver, much as we would like to have one. We don't even know if any of them (above) will even qualify for a superlicence next year," he says. "The most important thing is to get to the grid and put up a respectable performance, and to do that we need experience, particularly with test restrictions.

"There is no rush," he adds. "The way things are going there will be some very good drivers available in F1 next year."

Peter Windsor and Jacques Villeneuve at the Hungarian Grand Prix © LAT

So, who? He smiles, and easily parries names such as Alex Wurz and Jacques Villeneuve. Christian Klien? Smile.

A disappointment, yes, but the F1 veteran has a point: why put vital experience at risk through patriotism, when a young US driver (and thus the project) would be better served by delaying his debut by a year in order to step into an outfit with a full season under its belt?

On that basis there could even be two non-Americans on the 2010 driver strength...

Americans are great at coining buzz-words, and in the late seventies/early eighties, around the time Anderson and Windsor became serious motorsport players, the Four Ms of business were vogue: Machinery, Money, Marketing and Men (as in labour) were the crucial elements without which no start-up could even get past first base.

The team has the factory (even if MkII is on the horizon), Hurley and committed commercial partners are signed up and ready to run, Markham and former BMW North America executive Carl Fisher (Communications Director) have the image and marketing direction of the team well under control, and staff is being recruited as we speak.

"We'll have a roller (rolling chassis) in early October," I overheard Anderson tell the Windshear wind tunnel folk during a visit.

Remember the empty trophy shelf alluded to in the first paragraph of Part I? Well, it won't remain empty for long: whilst awaiting the team's own trophy haul, Anderson intends filling it with homages to US world champions on two wheels and four.

In fact, recently he was in California rummaging through the collections of Gurney, Phil Remington (of Cobra fame) and others seeking artefacts.

Heck, this newcomer even respects heritage.