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Northeast Grand Prix | July 15-17, 2021 | Lime Rock Park

The FCP Euro team took advantage of IMSA’s return to Lime Rock Park with a full week of partner, employee, VIP, leadership and customer engagement. Kicking off the first of many events surrounding the brightly painted and newly paved FCP Euro Proving Grounds was the team’s best-yet finish in the Michelin Pilot Challenge.

FCP Euro took the weekend to set the foundation of the tangible new energy, new vision and exciting ambition of Lime Rock Park. This was felt during emotional presentations from Skip Barber, Michael Hurczyn, Bruce Beinfield and John Doonan during the VIP Dinner ahead of race day where 47 decision-making, influential and integral people gathered ahead of race day.

Activation continued through the weekend at the track’s Midway, in the campgrounds, and of course during the 475-person-strong employee picnic put on by FCP Euro to enjoy the action on the race track track.

Special opportunities and brand-building opportunities were integrated into the weekend as well, with FCP Euro being spotlighted by iHeart Radio, Michelin and IMSA during the pitstop exhibition open to all 25,000 fans.

Scroll through the recap below to relive the weekend, enjoy the stories captured and discover results of the program.

Announcing the Future of FCP Euro at Lime Rock Park

As the HQ in Milford continues to expand, the new 9,000+ square foot building at the heart of Lime Rock Park will give FCP Euro and its partners an innovative venue to connect, develop and engage with each other year-round. The new building features multi-use indoor/outdoor facilities, automotive lifts, driver’s club lounges and catering facilities that can also be leveraged by the community.

Celebrating Partnerships that Work

FCP Euro partners are at the core of the motorsport program and were brought together with intention during race weekend. Anchored by the VIP dinner on Friday evening, 47 guests had the opportunity to network, discuss ideas and in some cases see people they haven’t seen in many months. This face is invaluable to build relationships and advance business programming.

This dinner also brought leadership from multiple distinctions including Skip Barber, Lime Rock Park ownership, IMSA, leading FCP Euro influencers and more. FCP Euro was able to provide the platform for their partners to engage with people they would otherwise not have direct access to. The race weekend provides a unique venue to connect with key stakeholders across multiple industries.

After dinner, many people jumped in the golf cart and head out for a little extra fun at the FCP Euro team campground to enjoy some well-earned downtime in the middle of a demanding week and weekend.

Company Picnic

The whole weekend was full of activity leading up to the picnic on top of the hill at Lime Rock Park for 475 FCP Euro employees. The track provided a great experience for the rest of the team to see their co-workers race the FCP Euro brand with their friends and families. What started as a casual picnic quickly turned into the ultimate celebration and illustration of company culture.

Paddock Setup

The FCP Euro paddock was open leading up to and after the race for employees to see the home away from home throughout the weekend. It also served as the base for multiple media features on the team including iHeart Radio, Michelin and Grassroots Motorsports.

Speaking of The Paddock…

The team is back with the next edition of the docuseries going behind the scenes of the team’s motorsport operations.

Pitstop Exhibition

The #11 Mercedes AMG was front and center for the pitstop exhibition held during the fan pit walk, open for all in attendance. The event was MC’d by IMSA’s pitstop director and introduced by Nathan Brown of the FCP Euro team. The exhibition allowed Nathan to introduce the unique makeup of the motorsports team that includes many who are also full-time employees on the business side. It was a unique, well-covered chance for the fans to see a pit stop demonstration up close - a team part of the sport that can win and lose races. See the full show and the crowd’s reaction below.

Midway

You couldn’t take 10 steps around Lime Rock Park without seeing FCP Euro gear picked up by fans at the Midway. Sunglasses, bags, stickers, pins and more were all shared with the fans by members of the FCP Euro customer experience team.

Employee Corral

Along the main path to the Midway was a popup car show, featuring FCP Euro employee-owned cars. Everything from BMW’s, Volvo’s, camper vans, rugged VW’s to the road-going version of the Mercedes raced by FCP Euro…parked next to the FCP Euro #12 Mercedes AMG. The display connected the racing program directly to the culture and customer audience of FCP Euro and was a display of brand authenticity.

Unique Coverage Throughout the Weekend

We’ve organized some of the highlighted content from the weekend for you to relive every bit of coverage. Beyond the breadth of content generated by FCP Euro onsite, the team was also profiled on numerous national and local channels including NBCSN’s in-car camera, Michelin’s social media, iHeart Radio through radio station Country 92.5 WWYZ and Grassroots Motorsports.

Local media coverage

Social media highlights