Hosting a grand prix is challenge enough. Finding a way to turn that race into a financially viable base for national motorsport is another matter entirely. But that is what the organisers of the Russian Grand Prix hope to achieve, according to Krasnodar region vice governor Dr. Alexander Saurin.
In the course of an interview translated by Russian Grand Prix promoter Sergey Vorobyev, Saurin outlined his vision of Sochi Autodrom and its role in the Krasnodar region.
"The results [of the first race] actually exceeded our expectations," Saurin said. "We have been running an independent customer experience survey since the event, and overall satisfaction ratings are between 87 and 88 percent. Now we've taken the twelve percent of the feedback which says we have to improve in some areas, and have been working hard specifically in those areas."
For the project to become profitable, however, Sochi needs to become a facility in year-round use. "It has been very important for us to keep recurring events coming back to Sochi," Saurin asserted. "For the circuit it's quite easy - we have a very simple economic model. The circuit has to be operationally profitable. Maybe with a small margin in the first year, but it has to show progressional profit. ... There is big potential, and we are developing that keeping in mind the financials."
Efforts to attract other international categories are well underway, and TCR International - itself a young championship founded by ex-WTCC boss Marcello Lotti - had its first Russian round at the Sochi Autodrom in June of this year.
"We are working on [attracting more international racing categories]," he said. "Together with the Russian Automobile Federation and various partners we are talking with various series and we are working on that. ... We believe that in 2016 we will have at least one or two other international categories coming to Sochi."
In April, the Autodrom saw the start, finish, and four special stages of the Open Round of the Russian Rally Cup, the first time in national history that a circuit had played host to a rally event. The rally made the most of the entire Winter Olympics area, with its 275 kilometres taking in the mountains, coast, and F1 track.
But it is the day-to-day uses of the circuit that are showing themselves to be areas worth pursuing in the fallow periods between race weekends. In the ten months since last October's maiden race, Sochi Autodrom has played host to more than 70 private corporate and sporting events, putting the circuit's facilities to profitable use in times it would normally lie dormant.
In the wake of 2014's Winter Olympics and grand prix, tourism has been up in the Krasnodar region as a whole, largely Russian visitors from elsewhere in the massive country who had forgotten the vacation possibilities to be found on the shores of the Black Sea. According to Saurin, Sochi's hotels have seen occupancy rates of around 90 percent throughout the summer, both on the coast and in the mountains.
The Autodrom has been busy taking advantage of the added tourist interest in the Sochi area in the aftermath of 2014's year of sport, offering visitors the chance to explore a race circuit on foot or from a car for a small fee. Hot laps in a Ferrari 458 proved to be a popular draw throughout the summer, and track sessions and experience days have kept the circuit in use throughout the year.
Part PR exercise, part profiteering, the circuit tours are aimed at engaging potential fans through backstage access. Attracting fans is key to the long-term survival of the Russian Grand Prix project, but equally as important to the Krasnodar region is the positioning of Sochi as the base of Russian motorsport. The creation of a Driving Academy has been an important step - Sochi Autodrom are looking to school not only prospective racing drivers from around Russia, but also to promote road safety awareness and improved driving standards among road users.
"The major thing is that we have opened the Driving Academy at the circuit," Saurin said. "There we are working to become the natural home of motorsport in Russia. This is happening. For this year's race, we will have more than 50 percent of our personnel from the local Krasnodar region. Overall, the circuit is in high demand. We have had more than 70 big corporate and sporting events, and apart from those the track days, Driving Academy, and the race taxis are all very popular. The circuit is constantly working. This is a major legacy which we are building up."