New USAC President Ready, Willing To Make Improvements

Few would argue that USAC has some of the best racing of any sanctioning body in America. However, few would disagree that USAC has tumbled from its once lofty position as one of the most recognized, respected sanctioning bodies in the nation. Slow to evolve with a changing world, stodginess and inept decision making have all worked to reduce the credibility and visibility of the once renowned organization. 
Change is long overdue. And, give the USAC Board of Directors credit, they finally recognized this fact and moved to rectify the situation.
On Dec. 4, Kevin Miller, for 23 years a marketing director for Chrysler and Mopar, was named president of USAC and handed the daunting task of restoring the 52-year-old institution to is former glory. Miller lost little time digging into the issues dogging the organization and establishing his vision for what it needs to move forward. 

NEW BRASS: Kevin Miller was named president of the United States Auto Club on Dec. 4. (USAC Photo)

“When you step back and look at USAC,” states Miller, “you understand it’s a great brand in motorsports. It puts on great racing. But, in recent years, it’s had a lot of negativity from all fronts. From frustrated owners, drivers, track owners and fans.
“We need to start listening to what they have to say, especially the fans,” says Miller. “They’re the ones who bring the money that supports us all. They’re the ones this is all about. We need to take a fresh approach to how we put on a show for them. We’re in the entertainment business and there’s a lot of competition for how people can spend their dollars.
“I was at a race in November, and the feature didn’t start until almost midnight. That’s unacceptable,” continues Miller. “We must develop a very prompt race process. So the focus this year has to be on building our brand at the track and putting on a complete show, not just walking in and saying we’re here to run the race, but we’re here to run the show. It’s not just the promoter’s job. It’s USAC’s job. That’s a big difference. That’s a big change in the culture.”
Cultural change within USAC is a key to Miller’s plan, and he believes it’s absolutely essential if USAC is to continue to be a viable racing organization. It’s so important that he’s put himself on a 12-18 month deadline to accomplish it. That’s a tall order in the face of 50 years of sluggish change. But, he’s been given the authority and the resources to make it happen.
“I have a very supportive board that is allowing me pretty much carte blanche to make the changes I see necessary,” Miller explains. “Johnny Capels, the chairman of the board, told me, ‘Kevin, we’re bringing you in to turn USAC around. Make it happen. It’s your show.’”
An important resource in this venture is Jason Smith, named senior vice president of racing operations by USAC the same day Miller was named President. Smith is returning to USAC. He served previously from 1998-2005 before leaving to form the Premier Racing Ass’n, an organization that utilized the old-style, Silver Crown cars, which USAC had turned its back on. Smith knows racing.  
“I knew coming in,” says Miller, discussing the role Smith will play in his vision of a new USAC, “that I had the marketing and the business experience, but I didn’t have the racing experience. So, I wanted a person I had total confidence in to run the racing. That way I can put all my time and focus on the business side.

MO-POWER: Brady Bacon takes his Kasey Kahne-owned No. 9 sprint car around Hagerstown (Md.) Speedway in June. (Hein Brothers Photo)

“Jason is that person. His focus is to run races efficiently and profitably. That’s the way it has to be done now, and we’re looking at races on an individual basis in that regard. We’ll decide how they’ll need to be run, what resources are needed and assign individual accountability for running them. As part of the overall strategy, I have a longer term vision, while Jason’s is more immediate.”
Understandably, an important part of Miller’s plan is drawing new customers to a graying fan base.
“Quite frankly,” admits Miller, “the only way USAC is going to survive is to develop a new generation of motorsports enthusiasts. We need to ‘youthenize’ our culture. We got 16-17-year -old kids driving race cars, but the perception is that a retired community is running the organization.”
Miller isn’t implying that a person needs to be in their 20s to work at USAC. He’s 45. USAC, however, does have to think young to reach a young fan base. The potential is there. Kids are back into cars, extreme sports and drifting, young America’s new motorsport. And what could be more extreme or more akin to drifting than sprint cars and midgets on a short track? The Internet is a resource Miller will use to get the message out to them.  
“It’s a different world today than the world USAC grew up in,” observes Miller. “It’s a technological world, and the Internet is part of that. Drifting exploded because it’s easily accessible on the Internet. Kids could find out about it. Talk about it. It’s the best way today to make USAC visible to a new generation. The Internet is a great tool, and we will make better use of it across the board, whether it’s exposing the sport, conducting business with our owners and drivers, or getting instantaneous results to our fans.”
Kevin Miller has an exciting vision for USAC, and he’s implementing it with urgency, passion and commitment, confident that he will be successful.  
“I didn’t come to USAC to do charity work,” states Miller. “I left a very good position at Mopar — one I loved — to do a job that I strongly believe was needed and that I believe I can do. I believe that USAC has enough equity left in it that it can rise to the top once again.”
Fans of some of the best racing in the country hope he succeeds.