As Danica offers her final goodbyes to INDYCAR’s IZOD IndyCar Series to ascend into full-time NASCAR status, she leaves behind a definitive void. Since her first forey into NASCAR, there has been much speculation and analyses over the question What Comes After Danica for INDYCAR? Was this female racing sensation the very life force of the IndyCar Series as it has struggled to rebuild since its golden years? Or is she nothing more than a marketing fairytale that will leave an easy-to-fill gap in the history of the series?
Well, the fact is that yes, INDYCAR needs racers like Danica to survive in the PR-oriented sports world of the United States. As a female driver with grace and – let’s just be honest – sex appeal, Patrick has been a veritable media-magnet when she broke on the scene in 2005 launching Danica-mania. But she may not be as irreplaceable as some speculators think. Ohio’s Shannon McIntosh may be just what INDYCAR needs.
If you haven’t heard about Shannon yet, MTV will offer her to their half-billion households next week so now you’ve been introduced. Driving since she was 5 years old, Shannon is recognized by some of the most respected leaders in motorsports and has amassed over 100 combined victories. At only 22 years old, she has already begun to build a strong brand centered around the drive and passion necessary for a successful career in motorsports. But how does this small-town girl from modest roots compare to the likes of Danica Patrick? It’s still early, but all signs point to an explosive career for Shannon McIntosh that has significant potential to outdo even what Danica can accomplish.
Media Magnetism
What’s the secret behind Danica’s media appeal? To be honest, there’s not a lot to it. Most of it is just pure natural attraction. It also has to do with the whole “woman in a man’s world” positioning. A female sitting behind the wheel of a race car may seem like a media stunt. An attractive female with a lot of personality and talent sitting behind the wheel of a race car is a media magnet. Danica doesn’t even have to win every race to be the center of attention. As long as she’s somewhat competitive, the eyes of the nation are along for the ride. Taking Danica’s place in INDYCAR will mean that Shannon will be the only American woman racing under the INDYCAR banner. Those are some serious shoes to fill!
But Shannon already has a significant draw for the American people. For starters, she’s pretty darn easy on the eyes. Stunning, actually. Between her beauty and her explosive personality, McIntosh is equipped with the starter-set to be the media’s great new romance. While she has a lower profile in comparison to Ms Patrick, she has already started to establish a significant name for herself in the media beyond the track. Ask any professional motorist; the road to media frenzy is far more complex than just winning races. It’s about what you do off the track. It’s all about how you build your brand.
With nearly 3,000 followers on Twitter and 4,000 on Facebook, Shannon has used social media outlets to build her brand by offering the simple message of her personality. Utilizing these sources has helped her get her name out there and show who she is. Additionally, Shannon is currently in the running to be SEVENTEEN Magazine’s “Pretty Amazing” cover girl for the October 2011 issue, a competitive contest that began in May and has taken her all the way up to the Top 5, from 35,000. She and her four opponents will star in a single-episode special on MTV this Tuesday, August 30 at 8:00 p.m. EDT called MTV Presents: Seventeen Magazine Pretty Amazing Cover Contest. This will be Shannon’s first mainstream television appearance. Like Danica, Shannon goes off-roading to build her brand and promote her name.
“Being asked if I’m the next Danica Patrick is something that comes up more than I care to admit. But I just tell them that I’m here to be the first Shannon McIntosh and now, I have the opportunity to do that,” said Shannon.
What a Danica thing to say.
Legitimate Competitiveness
Danica Patrick is a competitive driver, no doubt. But recently, her competitiveness seems to have a limit. With only one win in her entire professional career at that historic race in Motegi, Japan back in 2008, Danica has had a series of “okay” races. This year she has yet to place higher than fifth in points and sits on a consistent but unimpressive set of decent results and nearly missed qualifying for the Indianapolis 500 this past year. Good thing she’s just so darn good looking. Here’s where Shannon’s potential exceeds what Danica has already accomplished. Shannon came here to win.
What’s an athlete without drive? That’s not to say Danica lacks drive. But her years racing for INDYCAR have certainly indicated that she has limits; and isn’t that the whole idea behind athletic greatness? Isn’t there supposed to be a degree of invincibility? Limitlessness? Or at least the perception of it?
“How huge would it be if a female race car driver was able to reach out and connect with the fans, but more importantly be a threat on the racetrack week in and week out? The answer: very,” said McIntosh when asked about her goals. “At the beginning and end of the day, winning is what is most important to me. If not, what’s the point?”
Shannon’s ambition is going to strongly impact her success. Without question, she is an extremely talented driver. Starting out modestly as an open-wheel driver on dirt and pavement ovals (most recently USAC Midgets), Shannon made the switch to road racing to pursue her career with INDYCAR and become the first female driver to win the Indy 500. She certainly has what it takes.
A Strong Management Team
Danica didn’t get to where she is today by herself. She had a guiding management team that kept her on track and handled the business and marketing side of things. Less glamourous, but absolutely invaluable. In the racing world especially there is a huge emphasis placed on marketing and if you don’t have a marketing mastermind behind you, it’s a lot harder to succeed. In May 2010, Shannon was picked up by BRANDed Management and is now represented by Klint Briney,.the marketing mind that brought you the now retired Sarah Fisher, one of the most popular drivers in the history of the Indianapolis 500.
Not only has Klint had extensive experience in the fields of entertainment and professional sports through is work in IndyCar, NASCAR and at MTV, but his career has led him through a strong network of leading businesses and influential leaders. Having an experienced manager behind her, Shannon is sure to be placed exactly where she needs to be to fill the void left behind by Danica. Having such a creative mind as Briney’s will allow her to do so by molding the void to fit her own brand and personality.
“The opportunity I see in Shannon far exceeds what I was able to accomplish with other personalities I’ve worked with in the past,” said Briney by phone from Los Angeles where he was preparing for the 2011 MTV Video Music Awards. “Since the first day I met Shannon, I felt she was remarkable and brands that are remarkable are brands that are worth talking about, worth paying attention to.”
While still early, based on these three significant factors, it looks like a bright future for both Shannon and INDYCAR moving forward.
“I was impressed by Shannon’s confidence when I first met her last year,” said INDYCAR CEO Randy Bernard.
And now, so are we.