I’ve had a good meeting with Martin Whitaker, BIC’s general manager, last night in which we touched upon the various things the BIC is doing to address its perceived shortcomings. I am thrilled to say that they seem to have answered almost every point of the 19 raised here previously; here are some of their answers which I have no doubt they will expose to the local and international press soon:
1. Absence of availability of transport from various cities to the BIC.
The BIC is to provide free or near-free transportation from major centres to the circuit not only for the F1 weekend, but for other motorsporting events as well.
2. Requirement of public involvement in the motorsports activities and the BIC, access to pits and paddock cited.
3. Access to track for people to race on using their own cars.
Mostly as I have discussed in the original article, however the change here is that the BIC will start marketing “Track Days” and “Open Days” more aggressively.
4. Absence of proper advertising. More advertising recommended.
Advertising now fills the streets of Bahrain, and not only that, they have massive (100 meter) outdoor ads in cities like Dubai and Khobar. There is a complete theme and plan for the advertising that is not as static as it was in previous years. For instance, there is a more dynamic TVC being broadcast, much better radio spots which have been running regularly for months, and if you have seen the massive ad covering the main board at Dana mall, those people are going to start filling up the stadium seats over time, the first increase of the number of spectators in that ad is going to be in 3 days’ time.
5. Timing of events should be carefully chosen.
This is an exciting development. They have recognised that more people in Bahrain would be likely to go to events if they were to be run at a later time in the day, citing the recent FIA Drag Race event which attracted some 23,000 spectators over a period of two days and the event then started at 7pm; also recognising that if the day-events would start after Friday prayers, people might also be encouraged to come, the BIC have decided to comprehensively look at the starting times of events and shift them up in the day to accommodate local norms.
6. Absence of motorsporting culture in Bahrain.
This is another intrinsic change. Their mission statement now reflect this quite clearly, that is, the incubation and encouragement of motorsporting culture in not only Bahrain, but the whole Middle East, is a very high priority to the BIC and they are putting in plans to propagate that fact.
7. Failure of media coverage to create the required “buzz”.
The BIC decided to create “shot for television” shows and distribute those to not only the local television station, but all over the world! How is that for creating a buzz? It’s the next best thing for having BIC’s own television station and probably at this time much more appropriate. I am personally very excited about this as I have been expounding this point since February 2004!
They are also actively engaging media companies and motivating them to create more coverage of BIC’s events.
8. Absence of alcoholic beverages.
9. Food thought to be expensive and not enough food outlets.
10. Absence of “big names/stars”
Although no names were mentioned, Martin specifically said that they will have a “stars race” during the F1 weekend, and those stars are not only famous western people, but there is going to be a good representation of local stars from the region! This will obviously increase the level of interest of the local people.
11. Public “Ownership” of the BIC and its events.
The points raised in the original article are being discussed and worked on. I don’t have further specific details at the moment, but from the responses to the other questions raised, I think they are now finally on the right track to receive local people’s involvement.
12. The BIC hosts elitist sports which naturally alienate the “normal” people.
13. Clash with Friday prayer and inavailability of a mosque at the BIC
See answer to question 5 above.
14. People need to know the purpose of the race.
15. There are too many events at the BIC.
See my response in the original article; however, it is interesting to note that Martin mentioned that the BIC has hosted 398 (yes, three hundred and ninety-eight!) events last year!!! These are not all motorsports related of course, they included a lot of corporate activities. This made the BIC the biggest conference centre in the Middle East. These events do probably pay a lot more back to the BIC than motorsports themselves!
One thing that he mentioned with I am very excited about is that Ferrari and Honda are arriving here in a couple of weeks to do their technical testing of their 2006 cars at the circuit. More important, probably, is that corporate guests can book lunch at the circuit and watch the cars being tested while they eat a sumptuous 5-star meal!
16. There are clashing international events during the same weekend (Horse Endurance, Golf, Tennis, etc.)
17. The supposition that as the F1 is an elitist sport, then all events at the BIC must be the same.
18. Need to develop the racing personalities to create affinity.
19. No motorsporting awareness on the island.
No change from what I discussed in the original article. But with 23,000 fans arriving to watch the recent drag race, I don’t think this point holds any water.
All in all, I am quite happy that these concerns are being addressed, sure some of the answers are still vague, but at least they are seriously being looked into.
Everything needs improvement, and with the BIC continuing to listen to its fans, I’m sure over time we will only expect better out of them.
I can’t wait for the first race of the season!
31 Jan, 2006 
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