TT has 'solid foundation' for future
In the second part of our interview with Paul Phillips, the TT and Motorsport Development Manager at the Isle of Man Government’s Department of Tourism and Leisure, he explains some of the changes the TT has undergone ahead of the Centenary celebrations, which start on Saturday.
The 28-year-old Manxman also discusses why the changes were necessary, answers critics and outlines his hopes for the future of the event.
‘One of the things Milky (TT winner Richard Quayle) and I were originally tasked with was rider recruitment. The gap between the leading riders and the riders at the rear of the field was dangerously large and that needed addressing.’
‘The rider recruitment efforts have gone very well with almost every single recruit putting in dazzling debut displays. The stand out ones so far have been Cameron Donald, Conor Cummins, Michael Weynand, Jeremy Toye, Mark Miller, Les Shand and Mark Buckley, with four of them lapping at over 120mph on their debuts.’
‘I am very confident that this year’s newcomers will exceed previous year’s efforts, and whilst the obvious names like Steve Plater and Keith Amor will no doubt go well, look out for the likes of Jimmy Moore and Bob Collins who could top the 120mph mark if they click with the circuit. We have also been very successful in recruiting 10 newcomers sidecar crews to the event this year.’
‘As for the classes themselves, the TT pretty much runs a programme that is in keeping with motorcycle racing across the world now, focusing on Superbike, Supersport and Superstock classes, whilst the Sidecar class remains a vital part of the TT present and future. That wasn’t the case before and was one of the main reasons the event was loosing its credibility from inside the sport and the industry.’
‘Without doubt, this straightforward class structure has enabled us to recruit riders the calibre of those previously mentioned, but, perhaps more importantly, it has helped us attract bigger teams with manufacturer support to the event, which has provided many more riders with competitive rides.’
‘After 2007 I think we need to revisit the programme a little and make some changes. We do have an issue that in the solo classes there is a lack of variety, and I would dearly love to address that.’
‘I have to be honest and admit that as I sit here now, I’m not sure how we will manage that, as I would not push for changes to give the event more variety which could impact on safety through split practice. Whatever we do manage to put on, it will have to be relevant and accessible to the event’s leading riders as we don’t want to have second-rate TT races just for variety’s sake.’
‘There have also been changes to other aspects of the TT, including a more professional approach to the commercial direction, improved standards, the involvement of Signature and a concerted effort to increase, and improve, media coverage.’
‘This has been quite a painful process, but it really shouldn’t have been – it is not rocket science! All big sporting events run in this way, and use their identity and their respective assets to raise money for themselves. Like I said earlier, cost is the biggest threat to the TT and for it to continue we have to bring some money back in.’
‘Previously things like the programme, the radio broadcast etc all operated without any real contract and the rights owners, i.e. the Department of Tourism and Leisure, had no control over them. This has now changed and we have new, multiple-year contracts for all the event’s assets.’
‘This is vital on two counts. We now have the ability to put together high-worth sponsorship packages and attract big brands to support the event, something we have done successfully. The other important thing here is that we have negotiated multiple-year contracts that give us a lot of stability and the opportunity to plan for the future, something that wasn’t happening previously.’
‘The other big change has been to re-brand the TT and manage that brand accordingly. We launched a new logo and brand identity at last year’s NEC Bike Show, which generated a lot of interest.’
‘You had the usual minority who criticised this approach, but this has already raised a substantial amount of revenue for the event – something like £200,000 in six months, which can be directly attributed to the investment in safety fence and investment in marshalling and medical cover.’
‘We now also have a professional PR agency called the Media Foundry managing press and PR for the event, which is being very successful. We need to take the TT story and brand into the mainstream and, in particular, lifestyle media, whilst at the same time managing our contact with bike sport media.’
‘Through written media, the TT should generate something like £3,000,000-worth of equivalent advertising value this year, which is astonishing, and already this year we have seen positive placements in some UK and European national newspapers. We also staged a very successful press launch in February in keeping with people’s expectations of the event now.’
‘For sure, not everyone is happy with the direction the TT is heading in and, in some respects, I can understand that. We have lost a bit of variety to the race structure and the event has perhaps lost some of its quaintness, but things have had to change, as I have already explained.’
‘To explain briefly how we have managed this change, and the mechanisms behind it, it is important to realise that we don’t sit around making decisions on the spur of the moment! In 2005 we carried out the most in-depth market data research project on the TT ever, speaking to representatives from all parties connected to the event, to find out what they wanted and expected from the Centenary.’
‘We have married these expectations together with a professional and modern approach to race management, and in the main this has been, and is viewed as, a success. In short, I think the TT has been saved from extinction, and for everyone involved, that is something to be very proud of.’
‘Of course, it is human nature to resent change, and therefore there will always be some resistance. Without doubt you can’t please all the people all of the time when it comes to the TT, but if things had stood still the event might have been lost for good, which is unthinkable.’
Paul admits he is not comfortable with being the ‘face’ of the TT and on the receiving end of criticism.
‘I’m not particularly shy or retiring, but at the same time I do hate a fuss and would prefer to do the work and let someone else do the talking. However, when I got into this I knew that it was part of my job, and I will do anything to make the TT a success, so if that means putting myself in a position for people to have a pop at me, then so be it. The main thing is that the event is a success.’
‘At times it is very, very hard and, no matter how enthusiastic you are, it tests that enthusiasm to the limit. This job is hard on your health, hard on your social life and very hard on your relationship and at the end of the day it is only a job; or is it? I’ve grown up with it and it has dominated my life for as long as I can remember and I love it.’
‘The TT is my baby and I am honoured to be able to play a part in making it happen, and no matter how hard it is, sometimes you get moments when the job satisfaction is enormous. Something that never happened when I was fixing (or trying to fix) computers!’
‘I am very lucky to have a great relationship with the main players who make up the organisational structure of the TT, tremendous support from our political members and senior civil servants at the Department, plus a great team in Jacquie Dawson and Bruce Baker who work with me. Not to mention my mates like Milky, John Beaty, Pete Jones and Phil Wain, who move Heaven and Earth for me to make the TT a success, and, of course, my wife Julie, who is massively supportive. She gets a bit sick of never seeing me, but I think she’s proud at the same time. You just couldn’t do it without a supportive partner.’
He added there are ‘definitely’ more changes to come.
‘There were many other improvements I wanted to implement for the Centenary, but there comes a point when you have to concentrate on a certain amount you can achieve and leave some for future years.’
‘I won’t go into detail here, but we have some exciting plans to make the overall experience better as we go forward and year on year we want to continue to make the small improvements that collectively make a big difference. We have come a long way, but really we are only just getting going and you have to continually adapt to remain relevant and credible.’
And Paul confesses some nerves with the Centenary TT almost here.
‘Right here, right now I am very anxious as there is still so much to do and we are not too far from the start of the event. It will all come together in time though and I am starting to get excited. You kind of miss a lot during the event and when you get to the end of Senior Race Day it is like a massive relief if it has gone well.’
‘This year the schedule of events that I am responsible for is pretty big and there is the massive levels of expectation to try and meet. We are well prepared though, and if the weather is kind to us, I think we can all look forward to a pretty special experience at trackside as well as away from the track.’
‘I am personally very confident that the TT is in a safe place now, with a solid foundation to build upon. There are a few significant milestones coming up in the not too distant future including Honda’s 50th anniversary at the TT in 2009 and the Centenary of the Mountain Circuit in 2011 and we will shortly be carrying out another detailed research project with a view to building a long-term strategy for the event, which is something it has never had, but is vitally important for it to grow.’
‘2007 is the end of the first centenary of road racing in the Island and I know it is clichéd to say that it is the start of the second centenary, but I do firmly believe that this is an opportunity to catapult the event into the future. I’m the event’s biggest fan and I want people to know I’ll do anything in my power to make it a success.’