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Written by:
Bill Wood
RACER Magazine http://www.racer.com
RACER Magazine http://www.racer.com
12/17/2007 - 07:00 PM
Los Angeles, Calif
The TV cameras indicate the future of drift marketing, more television programming. Formula Drift is committed to more TV. (Bill Wood photo) » More Photos
First, these disclaimers: I'm a sports car guy who loves rallying but I've inserted a Kool-Aid drip over drifting. The skill, beauty and nuance of drifting aren't reflected in any other form of motorsport today. That said, however, I see these ten problems with drifting. And, generally, they're in this order of importance.
1) The judging. And it's a major problem in the D1GP. There's a real perception of judging favoritism in that form of the sport. D1 is a Japanese-based business whose primary interest is the sale of DVDs. In short, there's a vested interest in making sure their licensed or contracted drivers are, shall we say, shown well in every "program."
This reality makes it nearly miraculous that American Vaughn Gittin has won two D1GP competitions in the past three years. Not to diminish Gittin's enormous success, but his wins didn't come in D1GP points events even though he displayed skills that made that possible. They were "international" exhibition/events that had more influence in the U.S. than Japan. Whether or not there is bias in D1GP judging, there's the perception of bias and, often, perception is or becomes reality.
The U.S.-based Formula Drift may not have the perception of a bias problem but there is the problem of audience/media disagreement with the judges. Often the disagreement is hooked to a lack of understanding what was in the three judges' collective mind. Formula D officials obviously see this disconnect and spend copious amounts of time at the events trying to explain the judges' decision, often making the confusion even deeper and delaying the show.
Selling judging to the American motorsports mindset has proven difficult. It will get even more difficult unless there's a way to quantify some of the subjective opinions that govern the sport.
D1 has experimented with Drift Box Pro, a "black box" installed on competitor cars designed to address some of the judging subjectivity. D1's proprietary Drift Box Pro is a real-time telemetry system that measures entry speed, drift angle and cornering force. But, thus far, D1 hasn't shown the interest in sharing the technology with the entire sport – and who'd blame them? Something will need to be done, though, if the sport is to grow much larger in the U.S.
The TV cameras indicate the future of drift marketing, more television programming. Formula Drift is committed to more TV. (Bill Wood photo) » More Photos
2) Rapid cost creep. This killed Sport Compact drag racing and drifting could head in the same direction. Many participants have the experience of drag racing to draw on and are trying not to kill drifting's fatted calf with cost overruns. But they're losing. A sport based
Television and the lifestyle shows offset some of that cost, but I've talked with sponsors who already are asking the question: "Where's my return on investment?" If the sport continues to demand more sponsor investment, the answer to that question will be made for them – and the sport – to everyone's detriment.
To its credit, Formula D has battled this reality by keeping the event calendar domestic and small with the events spaced so the necessary teams can afford to be at every event. Whether the fans know it or not, they've benefited. The names they know are always there when they buy a ticket. More events at greater frequency aren't the answer. Better quality events are, however.
3) Event management and production. Formula Drift founders Jim Liaw and Ryan Sage are sick of me complaining about this issue, but it's not going away fast enough. There are delays when no one knows what's going to happen next. Some fans have even asked me, and I'm as lost as them! The problem of a singular PA system is good when there's nothing else, but it doesn't work when people wandering around the lifestyle show have no idea what's happening on the track. Where's a schedule or program? And where's the effort to follow one if it existed?
Formula D has solved my pet peeve: who's who in the brackets. That information was more accessible to the media this season thanks to the efforts of Formula D contractors John Pangilinan and Victor Carrillo of The ID Agency. There's a lot more work to do, though, but hopefully the race is being run a step at a time.
4) Another continuing issue for me has been the "inside baseball" presentation at events. This is also reflected in the few television shows I've seen. Drifting is a new sport and, as it grows, more and more people who know nothing of the sport and its nuances are coming to the table hoping to be fed. It's cool to talk to them with a hip language but if they don't know what's going on, they don't know what's going on.
There's a fine line between elementary explanations and sophisticated communication, but finding that line and respecting it needs to happen quicker.
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