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How safety can be a marketing advantage

6,180 is the number of motorsport fatalities recorded since the first official competitive motorsport race was held in 1896.

by Jarno Zaffelli and Simon Vumbaca

 

This unenviable trend reached its peak between 1955 and 1970 due to the almost non-existent safety measures on high-performance vehicles. These were also the years where the main priority seemed to be to increase the speed and danger, which was seen as a natural component of the races, mostly adrenaline-fuelled.

Make no mistake: motorsport is still a very dangerous, highly competitive and high-adrenaline sport. But technology has moved on. So how is it then, that after over 100 years, competitors and spectators are still dying at racetracks?

We think that there are several main factors: first of all, it is assumed that racetracks are safe, that is, until a crash happens. It is often only then, that the circuit operators fully grasp how safe the track really was, and feel just what being responsible for the safety of the track and premises really means.

Historically, track designs resulted from the promoter’s idea of a track. Due to limited know-how, the safety design is often just the consequence of a fatal accident. Often it only covers the specific section where the accident occurred. Promoters sometimes feel the need to protect themselves from what has occurred, rather than what may occur.

Track operators can rely on their federation or other organizations to dictate general safety measures, but it is essential to understand that they are just that, general safety measures. They should represent only the bare minimum required from a safety point of view. Because all tracks are different, a more encompassing and consistent safety approach should be taken by circuit operators. In our opinion this would not only diminish legal exposure and responsibility, but also improve the track’s reputation.

Safety is paramount, as all circuit operators agree. To make the circuit safe, legal provisions and complicated insurance forms are essentials, but they aren’t the only way foreword. Operators need to secure their legal positions if they want to fully capitalize on their events. Increasingly this means the need to assess risks inside their site more generally, rather than track section by track section.

The drivers, customers and spectators are the first natural focal points, but track workers, safety workers, cameramen and camera posts, etc, must all be considered too. And let’s not forget that the materials at their disposal also improve; nor can vehicle performance cannot be considered as a fixed fixture, either.

Since the beginning of the motorsport era, 7% of recorded fatalities were track workers, and 23% spectators. The numbers may appear small, but that doesn’t make them right.

In 2009, a decreased number of fatalities were reported with respect to the previous data: the proportion of fatalities among car racing spectators went down to 12%, but unfortunately, racetrack workers fatalities increased to 19%, almost a 300% increase on the centennial statistic.

We believe the main reason for this change lies in the ever-growing efforts of motorsport bodies worldwide dedicated to vehicle safety, which is reducing the crash damage suffered by racers. It is also down to the legal consequences of past accidents, with consequences noted in the tens of millions. Less has been done, though, to protect the “other” parties involved, hence many of the fatalities recorded are from bystanders.

What makes the racetrack workers’ data even more worrying is that they are often volunteers, not professionals. The increase in fatalities illustrates that not enough is being done to understand the related risks between those who race at a racetrack and those who work around it.

If something goes wrong, the consequences extend to the degree of success of the event and, in time, the operator’s risk exposure, both legally and financially; its ability to attract spectators, sponsors and media interests; and, ultimately, the overall value and profitability of an event.

Today, it is increasingly possible to prevent risk and secure the promoter’s positions, both legally and technically. Elaborate simulations are available to compare different users’ needs and risks to racetrack workers’ safety, deployment positions, intervention times, best practices and emergency plans in a very safe way. These simulations illustrate the exact points in need of extra attention whether legally, technically, or for insurance purposes. Circuit design is not confined to the track itself anymore. If all is safe, the circuit operator’s liability is secure, and the show goes on as intended, making an event a memorable one for the right reasons.

When one designs or manages a racetrack, whether an oval or a road course, a dirt track or a drag strip, then safety need to be a deal breaker.

In our experience the best level of safety and return on investment is achieved when all goes well, from the design phase, to completion; from the legal coverage, to the media coverage; from the racers’ preparation for the track, to the full training of track workers; from the consideration of local needs, to the application of the world’s best practices.

About Jarno Zaffelli

Jarno Zaffelli is the owner of Dromo, an Italian company that specializes in circuit design, motorsport risk assessment and training. He specializes in designing for motorcycles and other vehicles up to Formula 1 cars, using a proprietary, state-of-the-art simulation software, DroCAS™, that assesses risks at racetracks for drivers, riders, track workers and bystanders. Dromo has its headquarters in Reggio Emilia (Motor Valley, Italy).

About Simon Vumbaca

Simon Vumbaca is the head of the Sport and Media Team at EMW Picton Howell law firm. He specializes in all motorsport legal aspects, including the legal work involved in track safety, purchasing, naming rights and design, assisting clients internationally. EMW Picton Howell is an MIA member with 27 principals and 73 fee-earners and has offices in London and Milton Keynes (Motorsport Valley, UK).