Jan, 04, 2014
We sat down with HMS founder Todd Hirschfeld and asked some questions about how this all started and here is what we learned:
When I graduated from college, I raced in the Hooters Pro Cup Series and worked at Snap-On Tools to help pay the bills. When I realized my racing career was coming to an end, I joined Evernham Motorsports and worked as the main point of contact for the team’s sponsors including Dodge, Mountain Dew, Siemens and Ingersoll Rand. When my friend Todd Braun at Braun Racing had a spot open up, I joined his team as a sponsor liaison.
With my experience, I realized that these sponsors, who were spending hndreds of thousands of dollars to be in the sport, weren’t efficiently speaking to their target demographics. There were two options to entertain guests – chalets or suites. Chalets, simple 10-foot-by-10-foot tents, were restricted by track logistics while suites were stuffy. I wanted to put these brands where the race fans were. And that’s where HMS Worldwide and motorcoach hospitality were born.
I purchased multiple Airstream touring coaches and customized them for sponsors. The motor coach offered high-end hospitality inside with catering and multiple TVs while outside guests could hear, see and smell the race. You can smell the tires burning on the track from the unit … nothing beats that!
To date, I think Micro Target Media has been the brand that most effectively utilized motor coach hospitality at track, creating a custom experience that was true to its brand and facilitated networking with key clients.