INDYCAR’s $1 Million Thermal Experiment
Credit: Penske Entertainment, Chris Jones
With a six-week gap between the season-opening Firestone Grand Prix of St. Petersburg and the Acura Grand Prix of Long Beach weekend, the NTT INDYCAR SERIES needed an event in between.
That’s where this weekend’s Thermal Club $1 Million Challenge comes in.
To be held at The Thermal Club, an exclusive country club, of sorts, for well-heeled automotive and racing enthusiasts, it’s the first non-championship INDYCAR SERIES race since the Nikon 300 in 2008 at Surfers Paradise, Australia.
Located in California’s Coachella Valley, The Thermal Club was the site for INDYCAR’s two-day open test before the start of the 2023 season. That served as a springboard for this weekend’s event according to Penske Entertainment President and CEO Mark Miles.
“We had an opportunity, let's say, on the calendar in the spring, and Thermal had the kind of climate that seemed like it could work. We had a great experience. I think all the teams had a great experience there for our first visit last year. So it seemed like it just made sense.
“The Rogers family (Thermal Club owners Tim and his wife, Twanna) has been phenomenal to commit and to work through how this can be a good thing for them and the members of their club, as well as INDYCAR, and especially our teams.
“I'm excited to see this format. I've never been to a heat race before or an all-star race of this type. I think it's just going to be sensational to see what happens.”
“I think all the teams had a great experience there for our first visit last year. So it seemed like it just made sense.”
For INDYCAR President Jay Frye, it’s a unique opportunity for the series to try something different.
“We had a great test at Thermal last year. NBC had a broadcast window, which created this opportunity. The Rogers family, the members, our teams have all embraced this challenge. It's going to be a little unique, but really it's very simple.
“You have basic qualifying on Saturday afternoon, two groups, 12 minutes. It's going to be the same thing we've done in the past, so there's nothing different there. Then the two heat races on Sunday morning. Basically two different groups, two different heat races, top six advance. Then we'll have a 12-car 20-lap shoot-out with a halftime for a lot of money. What's not to like? It's going to be great.”
Credit: Penske Entertainment, Chris Jones
Former driver turned NBC analyst Townshend Bell looks at The Thermal $1 Million Challenge as a great opportunity for all involved.
“This is an exciting opportunity for INDYCAR. I think it's an exciting opportunity for Thermal. From an NBC perspective, our goal is to keep it simple in that, hey, we're racing Indy cars at a brand-new super exclusive facility. And what makes this format different and unique and exciting is big money on the line, no points can be lost.
“It's a go-for-it kind of approach I think for the drivers. We'll have the two heat races live on big NBC on Sunday morning starting at 9:30 out on the West Coast, 12:30 Eastern.
“In between the heat races and the main event, we want to tell the story of this great facility. This is a great example of innovators and industry leaders coming together and doing something cool despite lots of people telling them no.
“I remember 14 years ago walking into a sales office in La Quinta before Thermal owned the land. It was nothing more than an idea. It's pretty awesome to see. It is mind-blowing what you'll find there,” Bell continued. “Absolutely -- it's what any car racing enthusiast would want if we achieved the success that a lot of the Thermal members have achieved.
“To me this is a celebration of American innovation and can-do attitude, and I think INDYCAR is doing the same with this exciting format. We're looking forward to telling the story on NBC.”
Credit: Penske Entertainment, Chris Jones
There are currently just over 200 members at The Thermal Club. The initiation fee is $175,000, and membership costs $2,400 per month. On top of that, members agree to build a 6,000-square-foot or larger trackside villa within five years. All told, buy-in requires more than $5 million. Maybe as important as the on-track portion of this weekend’s event, is what may be taking place off-track. Don Cusick, a Thermal Club member as well as an Indianapolis 500 co-entrant with Dreyer & Reinbold Racing, points out that there may be business opportunities to be had.
“Last year when we were putting together the deal with Dreyer & Reinbold, the spring practice was here, and so a lot of our members got to see it, kind of get immersed in it a little bit. Out of that we picked up a half a dozen new sponsors. So I think it's super important.
“It lets them know that the teams are accessible, the drivers are accessible, and it's a pretty cool sport. Yeah, I think it's tremendously important that the members get to interact with the teams.”
Credit: Penske Entertainment, James Black
With limited spectator access at The Thermal Club, how will officials at Penske Entertainment determine the success of the event and whether or not to do something like this in the future?
“That's a great question,” replied Miles. “I think we will have our ear to the ground with our key stakeholders. First of all, I think the Rogers have to like it. It has to be a good experience for them as the owners of the club, and I'm sure that the club members' attitudes will be reflected in Tim Rogers' attitude. That's an important fundamental thing.
“I think we'll see how fans react. And you know, because you do it all the time, that you'll have a good sense from social media on the fan reaction to the racing.
“There will be some of our sponsors out there. Teams obviously. Team owners will be out there. We'll just take everybody's temperature after the fact.
“Listen, I just know the temperature is really in a good place after the test last year. People really enjoyed being there and we expect to have a really good weekend that people enjoy.”