When it was first launched and have had its first F1 race, many praised and applauded the "state of the art" and "new generation" of F1 circuit. You could see the smiling faces and the sense of " Proud to be Malaysian" and the spirit of " Malaysia Boleh" were on the air, despite all the odds of facing financial crisis. Malaysia first hosted the first F1 race back in March 1999 on the peak of Asia's economic crisis.
Let us examine some of the facts about the circuit in accordance to Wikipedia ;
History
The circuit was designed by German designer Hermann Tilke, who would subsequently design the new facilities in Shanghai, Bahrain and Turkey.
Layout
The main circuit, normally raced in a clockwise direction, is 5.54 kilometres long, and is noted for its sweeping corners and wide straights.[1] The layout is quite unusual, with a very long back straight separated from the pit straight by just one very tight hairpin.
Other configurations of the Sepang circuit can also be used. The north circuit is also raced in a clockwise direction. It is basically the first half of the main circuit. The course turns back towards the pit straight after turn 6 and is 2.71 kilometres long in total.
The south circuit is the other half of the racecourse. The back straight of the main circuit becomes the pit straight when the south circuit is in use, and joins onto turn 8 of the main circuit to form a hairpin turn. Also run clockwise, this circuit is 2.61 km in length.
Sepang International Circuit also features kart racing and motocross facilities.
As the time goes, many countries in Asia follow Malaysia's footsteps and securing the right to organize Formula 1 races, with the latest South Korea GP.The competitions is getting stiffer by the year and with Singapore's unique night race, Malaysia F1 race's glitters as one of the best F1 organizer is fading away, slowly and slowly, even though it is still view as the "hottest race" due to the weather factor [ i.e hot and humid] among the drivers. Comments made by the F1 Supremo Bernie, that the circuit needs upgrading as it looks tired and old than its age [ being around in less than 15 years !] and with stiffer competition, the circuit is no longer " sexy" and "luscious" among the spectators and F1 fans. The F1 fans prefer to go to Singapore F1 GP as it was held in a much cooler weather [in the evening and the only night race], lower set up and maintenance cost [ as it was the on the road] race similar to Monaco, right timing and hours with the Europeans and Americans viewers, "wild parties" and good entertainment, good ambiance before the race with world class singers and many more. All praises and nice words now belong to Singapore F1 instead of Malaysia F1 despite now Malaysia do have representatives in the race i.e Lotus-Renault and Lotus Team Racing !
All bad and negative factors are pointing to the future Malaysia F1 race, and the future look bleak. What shall we do ? Blaming and pointing fingers to others ? Seat and watch we are loosing the right to organize the race ? What are our plans ?
I do recognize and have the trust that the SIC 's management is doing all their best under the leadership of its Chief Executive Officer Datuk Ahmad Razlan Ahmad Razali to bring SIC to greater height and a world class status racing circuit.
Malaysia GP
While I do not have detail information about the future plans and the road maps of the circuit and Malaysia F1 race, below are some of the points and considerations how to bring back the circuit and Malaysia F1 race back to its glorious day and F1 fans will have only praises for such an event to remember. My views and recommendations based on short term i.e. immediate and long term [ 3-5 years].
Short Term [ 1-2 years]
1. The audience and F1 fans
The last thing to see in a such prestigious race and event, are all the empty seats. For 2011 's edition, the organizer is targeting 100,000 spectators with 50 % discount is being offered for the early birds F1 fans.
Still, from last year's experiences and knowing the "always last minute typical behavior and mindset of Malaysians with the hope of more last minute and further " price reductions" ", the big question mark is how to encourage the Malaysians to go and watch the race and fill up the seats ?. After 13th years, we are not F1 yet in terms of mindset and behavior . We are different from our friends in Europe and other developed nations. Still, the fact that we have bigger populations than tiny Singapore who are very much depending on expatriates and outside visitors, and yet still can't fill up the seats ?
Are we familiar with these ?;
1. "Tickets are so expensive. The cheapest will only allow me to sit under hot sun and humid weather"
2. "The circuit is so far away in Sepang ! "
3. "I would rather watch it on TV at home with my family or do something else like shopping "
4. "Crowded and jammed some more tomorrow school session and working day ! "
5. "Do not know where I shall buy the tickets-lah "
6. " I hope they can give me free tickets lho "
1.1. Leveraging on Social Media(s)
From my last check, SIC do have 505 "Followers" in Tweeter and 6,860 "Like" in Facebook. I do not have statistics for other circuits [ which I do not really care though ] , but in my view this is not acceptable level and SIC shall leverage on the social medias to promote the company, ticket sales and the events. I would expect SIC to have at least 1 million followers in both Tweeter and Facebook. Everyone knows and acknowledge the "power" or social medias. The future is with social medias and traditional medias are dying fast !
1.2. Distribution channels for ticket sales all over the world
One of the distribution channels that SIC [ Sepang International Circuit ] shall leverage is to work with airlines around the world to sells F1 tickets - Air Asia, Malaysia Airlines through its code share partners and FireFlyz for a start to sell the tickets or package it as part of the holidays package offer especially for Easter holidays around March and April every year.
Partnership via travel agents and travel website such as GTA travels, Last minutes.com, Agoda to creatively package F1 race in Malaysia as part of holiday package in such a way that Malaysia F1 is the must visit event and place to be, and something that they can't miss.
1.3. Inculcate the F1 passion and interest in young Malaysians ;
Lots of effort and focus shall be given more to attract Malaysians to watch the race at the circuit, as it is something that within our controls. The next immediate action is to extent it to our neighboring countries within ASEAN regions. How this can be done ?
1. The race shall be held during school holidays and university break in Malaysia ;
2. Encourage companies or corporate organizations to sponsor students to watch the race at the circuit as part their corporate social responsibilities and allowed them to have double tax deduction and other incentives [ free advertisement and exposure ? ];
3. Carnivals and competitions both at national levels and international related to F1 among the students and universities before the race such as F1 in School programs shall extend the reach to all school children and colleges and higher learning institutions all over the nation and not only for selected few with co-operations with all Formula 1 teams. Location visits, inspirational and motivation workshop from Formula 1 drivers from F1 teams is the least that they can do and a nice gesture on their part . The carnivals and competitions shall end with those participants go to the circuit to watch the race.
4. Encourage corporates who have operations in ASEAN regions to "sponsor" to those who are interested to watch the race live in Sepang.
5. Promote Malaysia F1 is a family activities rather than just another glamorous activities and for only selected few;
Who shall bear the cost as it will be costly event ? My view is to look this as part of "Corporate Social Responsibility" and " Investment" for the future generations. Invite ordinary Malaysians to be volunteers in the organizations and logistic aspects throughout the programs and not only during the race, schools and universities hostels can be used as boarding and accommodations throughout the programs. Those children and kids are the future generations and leaders of our country, and hopefully it will change the mindset and passionate of Malaysians on innovations, creativity, design, engineering, engine and automative technology, entrepreneurship and many other respects.
1.4. Family Carnivals and Festivals
I have been to the F1 races twice and I do not see the ambiance of carnivals and festivals excepts souvenirs and merchandise shops selling team merchandise before the race and few stalls which sells expensive foods and drinks, and "beers" in the fan zones. This carnivals might be one of the packages that the organizer could think of to package them and get them watch the race.
For instance, may be to have " Cirque du Soleil or London Circus Troupe " performance in the evening, "Hot Air Balloon" to fly over the circuit on Friday, Saturday and Sunday, Karting Festivals and Competitions for the school children, Live Performance in an Open Areas by Malaysian Philharmonic Orchestra or on the Circuit itself and many other activities that promote Malaysia F1 as the family events suitable for all ages.
What I am suggesting here, for the organizer to think it differently and dare to introduce something different from the other F1 organizers and out of ordinary- product differentiation might turn out to be a good strategy.
2. Upgrading the Circuit
One of the feedback, the circuit looks old and run down. I tend to agree. However, the company that owns the circuit is still in the red , even though no official financial data to support that.
2.1. Separate Legal Entity
The next best thing is to let the company stands on its own and be responsible for its own income statement and balance sheet. Though, it can still be held by the government as the majority of the shareholders, it can invite other shareholders to be part of the shareholders. For instance, perhaps the circuit can partner with other F1 circuit around the world example The Turkey F1 or Korea F1 or Shanghai F1 circuit and runs by the professionals and perhaps embark of strategic collaborations for cost reductions through sharing of common platforms and exchange of best practices, and improve means for revenue generations .
Once SIC stands on its own, it will be more transparent and the managing of the companies become more effective and efficient.
2.2. Strategic Partnership and Collaborations
Another area is to engage companies through strategic partnership to help SIC to fund the upgrading the running down facilities. In return, SIC can promote this companies by putting the advertising board of the companies on the circuit for exposure. For instance, a "Company A" have the technical expertise and technology to upgrade the painting to give the circuit a refreshing and vibrant look, using environmentally friendly types of paints that can stand for 5 years in the tropical weather. In return, SIC put the company billboards on the circuit and racing tracks as part of the promotion and advertising, and others circuits may appoint this company to upgrade the race track around the world. Not only SIC able to save the maintenance cost, but a winning partnership for the company in terms of exposure in F1 race and other races organize by SIC. Another example, that SIC may want to hold a night race and with Malaysia is blessed with the sun and hot weather, using this renewable energy to light the circuit at night is another options. TNB can play their roles in developing the technology for SIC. In return, the will be co-sponsored for the race and exposure on the advertisement.
One of the area to give the spectators and F1 fans views of every corners and segment of the circuit during the race. As such, big screens to display those adrenalin rush actions pack are very much needed. Again, companies like Samsung, Panasonic, LG, Toshiba, Sony can play their part with the environmentally products and returns, like the rest of the other points highlighted earlier.
2.3 Greener and Environmentally Circuit
Planting more greens and trees around the circuit may help to keep the ambiance of the circuit, the kind of plants and trees that provide shades to the F1 fans under the hot sun and humid weather. SIC shall be and can be more green and be an exemplary green and sustainable circuit. Landscaping shall be given more focus, garbage collections separating the recycle items and use of renewable energy to operate the critical circuit operations would enhance the circuit image in the eyes of the world.
I shall write more about the long terms plans that SIC shall have to bring back the proud of the SIC and its glory days.
DISCLAIMER: Notice :Opinions, stories , thoughts expressed are blogger's own and do not necessarily represent the views of the institution or the organizations by which the blogger is employed or any specific person who so ever, either dead or alive.
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