Roger Curtis Austrailia

Track President Roger Curtis guest speaker at Fanalyse


Michigan International Speedway Roger Curtis will be part of the inaugural Fan Engagement Web Conference hosted by Fanalyse on January 25-29.

Curtis will be the featured speaker on January 29 at 3 p.m. (EST).

You can found out more about the conference or Fanalyse at

“It is an honor to be asked to be part of this prestigious event,” Curtis said. “We are very proud of the fan experience we provide to our guests and I am excited to spread this message worldwide. I look forward to sharing our plans about enhancing the fan experience initiatives in NASCAR and how we work together to make it successful.

“We don’t sell a product here; we don’t make widgets. We sell memories and that first touchpoint with guests is how they are treated,” he added.

Curtis joins Seattle Sounders Chief Operating Officer Bart Wiley; Fan Experience Company Owner Mark Bradley; Borussia Dortmund Head of New Media/CRM David Görges and Fanalyse Co-Founder/Chief Executive Officer Julian Jenkins.

Beginning at 3 p.m. (EST) daily, the inspirational speakers will present via a video web link to an empowered online audience before taking live questions. Hosted by Fanalyse, each interactive session should last approximately two hours.

Curtis will detail the racetrack’s strategies for creating lasting memories for its guests. The speedway annually hosts NASCAR’s premier Sprint Cup Series twice a year.

“If you take care of the guests, you’ll take care of the bottom line,” Curtis said. “This is really an easy and fundamental choice all businesses must make and can make today, and certainly businesses like sports and entertainment.”

A 27-year veteran of motorsports administration, Curtis’ keynote presentation will focus on fan experience and at-event fan engagement. Curtis will share the speedway’s strategies on how to create lasting memories for fans including its extensive guest service training program for all employees, vendors and service groups, taking a page from Disney’s exceptional guest services training.

During Curtis’ time at Michigan International Speedway, the track has expanded beyond NASCAR events to become a year-round entertainment venue. Curtis has overseen the addition of non-motorsport events at the track, such as the Tough Mudder and Faster Horses, a three-day country music festival, attracting more than 385,000 guests to the track every year.

Also, the speedway recently launched several new initiatives to attract millennials to its NASCAR events, adding Keloorah, a two-day mini-music festival during the larger NASCAR festival.

The guest service at MIS during all its events, not just NASCAR, is what MIS is known for.

Fanalyse is the result of three experienced sports and business collaborating co-founders, though the success story will be based on many, many more people.

The idea behind Fanalyse initially came about as a means to compliment the significant role that sport plays in our lives. Sports give fans a sense of belonging, coupled with the pride of supporting their favorite team or athlete. The emotional highs and lows can be extreme!

More recently and no doubt linked to modern media and 24/7 connectivity, the global focus has gladly started to change. There’s a new emphasis on delivering a better experience and to providing more of a sense of belonging to fans, helping us to reconnect.

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