Second of two parts

Before the checkered flag flew on the 2013 Toyota Grand Prix of Long Beach, event organizers had collected data and feedback to discuss augmentations and alterations to the 40th annual event this weekend.

“We did a survey and found that 65 percent of the attendees are not hardcore race fans,” said Jim Michaelian, President and CEO of the Grand Prix Association of Long Beach. “A lot of them only come to one racing event a year, so we have to meet their expectations of a fun outing. We're competing against everything in Southern California: Disneyland, Laker games, Universal Studios. That's why we can't go on autopilot.”

Enhancements – to the entertainment, on-track lineup and physical property – are made yearly.

“The benefit to the event and one of the reasons for its longevity is that people have continued to come back to the city on an annual basis and see the whole development that has taken place – the infrastructure, the hotels, restaurants, marinas,” Michaelian said. “All of that has come into play and it makes for a receptive atmosphere.

Click it: Part 1, Jim Michaelian part of event since beginning || Get tickets

“Watching racing at a street race is different. It’s a lot more visceral. People are going down roads that other people drive on. There’s a magic to that. You’re close to the action. You can hear it, you can see it, you can smell it. That’s what attracts the non-enthusiast. The more entertainment options we have the better chance we have of getting them to come.”

The event has advantage of a convention center in the heart of the venue, which offers exhibition and recreation space to explore.

“One of the things about street course races is you tend to attract people who aren’t necessarily hardcore race fans,” Michaelian said. “As a result, it’s incumbent upon us as promoters to structure our program that there are attractions for people who come for the experience and want to enjoy themselves. We build elements to a broad spectrum; you put together a mix – concerts, the Lifestyle Expo, the food truck experience, the celebrities and seven different races.

“There is a thought process to the structure so there’s something for everyone throughout the weekend. If they give you a thumbs-up at the end of the weekend and say they had a good time that is our objective. The odds are they’ll come back the next year and year after.”

Long Beach’s longest-running annual entertainment event is multimillion dollar business for the city and Los Angeles County. The Long Beach Convention and Visitors Bureau uses the Grand Prix as a major selling hook to book conventions. In fact, the CVB is hosting 60 professional planners this weekend, which it says could represent a potential $52 million in future economic impact.

“We fill 95.7 percent of the occupancy of the first class hotels,” said Michaelian, who noted that race week could generate $30 million in revenue for the local economy. “Automatically, you can see there’s substantial revenue."

About 15 percent of L’Opera restaurant’s annual business is transacted during race week, while Pier 76 Fish Grill opens at its new location this week on the corner of Pine Avenue and 1st Street.

“We know what the Grand Prix does for the city and what it can do for our business,” said Matt Cadle of Pier 76.

At the outset, in an effort to “return something to the community,” according to Michaelian, the Grand Prix Foundation was formed. Over the years, it has contributed more than $2.6 million to Long Beach charities. The foundation’s annual golf tournament was held April 7.

“It’s a way to re-solidify the relationship with the city,” Michaelian said. “The fans have been supportive and the city has been supportive of the event. There have been administration changes over the years, but the overall reaction has been positive to maintain that relationship.