[Video] The Business of Speed - Episode 1

July 20, 2018

There are a lot of numbers involved when crafting a partnership, but business is still built on relationships. In this first installment of a new video series, The Business of Speed, see how LFR leveraged a pinnacle event on the NASCAR schedule - the Sonoma race - to reinforce their relationship with their partner Procore, and Procure’s relationship with their customers. 


Important Links

Procore Technologies, Inc.: http://www.procore.com/
Sciandri Family Vineyards: https://www.sciandrivineyards.com/
Sonoma Raceway: https://www.sonomaraceway.com/
Kasey Kahne: http://kaseykahne.com/
NASCAR Schedule: https://www.nascar.com/monster-energy-nascar-cup-series/2018/schedule/

Video Transcript

Hello, folks! Welcome to our very first episode of The Business of Speed.

We’re gonna put together a series of videos that's going to really help you evaluate your choices when it comes to partnership packages. I’ll be your host, Todd Yunker, the Vice President of Sales and Marketing for Leavine Racing. I’ve got a face for radio, and a voice for photographs, but if you come along with me in this journey, I’ll hopefully be able to be a good resource for you and looking at your partnership packages along the way.

We're going to talk with customers who are actually living the process right now. We're gonna bring experts in, who can help you in your evaluation of choices and hopefully make your job a little bit easier. We're going to look at different sports, we're going to look at different areas within those sports, we're going to look at the pros and cons of each of those sports, we're gonna look at, most importantly, the ROI that you're gonna be able to get out of your partnership package.

Right now partnerships are changing. There's more options available than have ever been before. We want to be able to cut through all the noise and help you pick a partnership package that'll be the best for you and your organization.

We're bringing you episode one from beautiful, sunny, Sonoma, California, home of some of the best wine in the country, as well as the Toyota Savemart 350.

The Sonoma race, from an entertainment perspective, is a pinnacle event. Because it is Napa. It is Sonoma. It is high-end wine. It is high-end food. People typically think of NASCAR as redneck, hillbilly, moonshine-drinking opportunities. It's not that. This is an opportunity that we bring in guests from all over the country and experience good wine, good racing. All in the same weekend.

We're back at Sciandri Family Vineyards, I’m here with Rebecca Sciandri. First of all, Rebecca's tell us, tell us what we're drinking today.

So, today I pulled out a 2012 Coombsville Cuvee, it's cab/syrah blend, and it's an amazingly food-friendly wine, easy drinker, this is our, just go-to, every day kind of bottle.

It is. I can drink that everyday, that's pretty, that's pretty good, for sure.

Tell us a little bit about the vineyard, it's beautiful place.

Thank you. So, my parents started the vineyard, the winery, back in the nineties. My dad retired, and my mom challenged him to landscape. So grapes is where we went. We were growers first, and then in 2006, launched Sciandri Family Vineyards with our very first 100% estate cabernet. And the the estate cabernet is still our flagship wine, it's 100% all grown here on the property and it's how we started this whole adventure.

We worked with Sciandri Family Vineyards to take the sponsorship, the partnership, outside the track. Our partners, Procore, were bringing their potential and current clients to the dinner that evening. We were, you know, looking forward for this dinner, to have our ownership there, our team there, our driver Kasey Kahne there, and they could interact with him and interact with our star. In a way that's not just a meet and greet at the track that we usually do.

Procore has been a great partner of ours, and we wanted to just find a way to recognize that, and appreciate that. But we also wanted to highlight their image with their customers. We were able to build this three-way relationship. The relationship for us in our partner, Procore, as well as for Procore and their guests, in one evening. The relationship is key. There's a lot of numbers involved in everything else, but business is still done on relationships.

There are a lot of numbers involved when crafting a partnership, but business is still built on relationships. See how LFR leveraged a pinnacle event on the NASCAR schedule - the Sonoma race - to reinforce their relationship with their partner Procore, and Procore’s relationship with their customers.

Picture of Todd Yunker

Written by Todd Yunker

Enthusiastic, hardworking and innovative sport industry professional, with broad-based experience in major sports program management, public relations, strategic partnerships, B2B marketing plans, creative marketing design, communications and general management.