Randy Bernard on revitalising IndyCar

AUTOSPORT has barely set foot inside Randy Bernard's trailer within the Texas Motor Speedway paddock and already the IndyCar CEO is multi-tasking; juggling effusive welcomes with repeated apologies for the fact that the air-con isn't working - no small matter, given that it is 36 degrees.

He has worked some hospitality in there, too.

"Can we get you some water? Would you like a cap? How about some gum?"

Water opened, cap stashed, gum declined, we finally get talking. And there's a bit to talk about. It's roughly 18 months since Bernard departed his role as the boss of Professional Bullriding to take responsibility for arresting the slide in American single-seater racing.

Despite cheerfully admitting that he knew nothing about motorsport when he arrived, it's broadly accepted that IndyCar is in better shape now than it was when he stepped in. Chevrolet and Lotus are on board to join Dallara as aero and engine suppliers for the next generation of cars, new sponsors are signing up, and while there is still a talent gulf between the front and the back of the field, the overall quality of the grid is improving.

That said, it's equally accepted that there is still a long way to go. TV ratings - the God to which all professional sports are devoted - are great for the Indianapolis 500 but poor the rest of the year; a situation not helped by the series' coverage being split across two different cable networks (The NFL is split across five networks, but as America's largest entertainment brand, it can afford to be).

IndyCar spectator numbers are usually a fraction of the '500 crowd © LAT

There are still more IndyCar drivers paying than being paid, which hurts recognition levels as well as the quality of talent. Keeping fans is partly about maintaining momentum, and that's not easy to do when someone who channel-surfs onto the Indy 500 then decides to tune in to watch Texas only to discover that Dan Wheldon is commentating instead of racing.

Bernard is acutely aware of all of this, as well as the hundreds of other facets of the category that could be better than they currently are. Initiatives such as double-file restarts and reintroducing the twin race format at Texas - the first such event in top level American single-seater racing since 1981 - are intended as a step towards reinforcing what makes IndyCar special.

"I think what we're trying to do is come up with competing storylines that differentiate us," Bernard says.

"It is so important to define ourselves as the fastest, most diverse race cars and race drivers in the world. That's what separates us from F1 or NASCAR. We want to be a pinnacle of motorsport in our own niche, and I think that's very important. It allows us to have our own identity. F1 doesn't do ovals, and NASCAR doesn't go as fast as us. So it gives us a special niche that I think we can really focus on."

Sound rosy? If only it were that simple. No-one underestimates the damage caused when the then-Indy Racing League split from CART (Champ Car) in the mid-1990s, nor the work that needs to be done to keep the now-reunified IndyCar Series viable over the years to come.

But what Bernard had not counted on was the resistance that he has met over some of the ideas, most notably the plan to introduce a new car and new generation of regulations for 2012. Fans support the idea of differentiation and competition, as do the manufacturers. The teams like the concept too, but that hasn't stopped a strong push in recent months for the roll-out to be delayed for 12 months on the grounds of cost.

"In one of the team owner meetings, I was hitting a brick wall," Bernard says. "I said that they reminded me of a big, fat person that says that they want to lose weight, but they don't want to sweat, they don't want to work out and they don't want to quit eatin'.

Bernard wants to win fans back from NASCAR © LAT

"You know, if you want to stay the same and have me tell you that you look great and feed you bonbons and apple pie, go and find another CEO because I'm not the type to do that. I was brought in here to help build ratings and fan base, and I was very upset at that meeting.

"We have to step out of our zone and ask 'What's going to help bring a fanbase over here?' We know we lost 15-20 million fans in the mid-1990s. They didn't die. They're out there somewhere. If you were once passionate about open-wheel racing, I believe it's a low-lying fruit. I believe it's our job to re-engage them.

"When I came in I said, we're going to set out a plan, and that 20 million fans that is endemic on the motorsport side is going to be one of our key goals; how to get them back and engaged. And then on the mainstream also, how we focus on that."

It seems inevitable that the new regulations will be delayed, although in light of Bernard's commitment to keeping IndyCar's fans happy, it seems unlikely that the teams will get the full 12 months they asked for. A compromise is the most probable solution, although Bernard insists that he won't be rushed into a decision.

"Right now, what we're still doing is weighing up options," he says. "I'm a guy that doesn't like to make quick decisions - not all the time; sometimes I do. But what I like to do is think them out and think the 'what ifs' for a few days, sleep on it, then think them through a little longer.

"Right now, what I think on this is that there is a compromise to be made. I'm not sure exactly what that compromise is yet. But fans want to see an aero kit in 2012, and I think it's important that we listen to our fans.

"At the same time, I think it's very important that we listen to our team owners. And you know, we have hit them with some extra expenses that they weren't expecting, like US$250,000 more for tyres next year, and a reduction in Leader's Circle [essentially a grant made to the top 22 entrants from the previous season] of $200,000 because of a sliding grid. So there's $450,000 that we've just hit them with as another expense. So I think I have to find a medium that we can work within in that area."

An even tougher sell was the double-file restarts, which drew heavy fire from drivers when it was deployed at Indianapolis due to fears about the repercussions of being forced to run on the marbles that gather on the high line as the race progresses.

Despite the concerns, Indy went off largely without a hitch. The double-file system was intended to be better suited to the 1.5-mile layout at Texas, but a rare evening of good behaviour from the field meant that there was only one caution period all night, which limited opportunities for it to be tested.

Double-file restarts have been a hard sell to teams and drivers in 2011 © LAT

It's the only subject that appears to cause Bernard's energy to flag, albeit almost indiscernibly.

"Generally, the double-file restart has been the hardest sell ever," Bernard admits, shaking his head. "I mean, it has been a knock-down, drag-out.

"[But] it's been so important for us to look outside that box. We've been stagnant. We have to create storylines, and intriguing, compelling sport that people want to come back to.

"It's not the day of three [TV] networks out there and no cable. You've got 1000 cables out there and so much sport that if you don't make it exciting and play to your fans, you're wasting your time. And the sport has been very good about letting me come in and do most of this. Sometimes they scream and yell, but I think for the most part they've been very willing to try stuff."

While some fights are over costs or safety, others are with with regard to IndyCar's heritage. Danica Patrick is one driver who welcomes an opportunity to bemoan the increasing presence of street and road courses on the schedule at the expense of ovals - this year's calendar has seven ovals compared to 10 venues with corners going in both directions. Bernard sees her point.

"In a perfect world, 10 and 10 would be my goal," he says. "As I mentioned, we lost 15-20 million fans in the mid-1990s, but if you look back, we were losing some of our fans earlier than that, and we were definitely losing some of our American drivers.

"Around 1991, 1992, they became so conscious about having road and street courses and not doing ovals that they were attracting more European drivers and less Americans because they didn't have the road and street experience. We handed a lot of drivers to NASCAR on a silver platter. And I think it's very important for us to keep a balanced series because it keeps our definition - we want the fastest, most versatile race cars and drivers in the world."

Even Bernard's detractors admit that you can't fault his efforts. His track record is good, too - bullriding is hardly a mainstream sport, but he still managed to develop men and cows into a $100 million brand with high-profile sponsors.

But encouraging talk is one thing; Bernard's job now is to turn the ideas into results. Although you could forgive him if he shuffles his troublesome air conditioning towards the top of his short-term to-do list.

"We never did get it working that weekend," he rues in a follow-up email a few days after our interview. "Damn that was hot."