Long term strategy unveiled under new management

Following the pre Christmas announcement by Silverstone Circuits Limited that the annual Silverstone Classic event will, with immediate effect, be organised and promoted by Motion Works UK Limited (MWUK) on behalf of Classic Automotive Events Limited, the company licensed by Silverstone to stage the event for the next five years, the new promoters are pleased to outline their long-term plans for the further development of this world-class motor sport and motoring festival. 

Plans over the next five years include –

·         Firmly establish the Silverstone Classic on the international calendar as a first class celebration of historic and classic motor racing and motoring across all decades from the 1920’s to the 1990’s on a current FIA approved circuit.

·         A broader marketing / PR campaign to increase 3-day visitor numbers to 90,000.

·         Over 20 races to cover all disciplines with maximum grids of up to 48 cars.

·         Enhance the great assembly of Classic Car Owner Clubs.

·         New attractions to be added such as a Concours d’Elegance, autojumble, automotive book and toy fairs to compliment the art & photo galleries, period funfairs, antique fairs and themed catering.

·         All inclusive attractive ticketing.

·         Filming for event screening, television broadcast and post event DVD.

Classic Automotive Events Limited (CAE) is a new company established, in conjunction with MWUK, to provide the resources required to create new events and enhance existing events such as the Silverstone Classic. Under the CAE banner, MWUK takes on the role as event organiser and promoter. MWUK is the Silverstone based marketing company that, amongst other events and projects, has successfully transformed the annual London to Brighton Veteran Car Run (LBVCR) from a one to three-day event that in 2007 attracted over 530 pre 1905 vehicle entries, with 20% from overseas, and was watched by an estimated 500,000 spectators during its Saturday Regent Street Concours and Sunday 60 mile Run from Hyde Park to Brighton.     

The directors/investors of CAE are Daniel Ward, Toby Ward and Ken Prichard-Jones along with MWUK. Brothers Daniel and Toby are motoring enthusiasts and collectors and regular entrants of the annual LBVCR. Passionate about early motoring, they are also participants in many international motoring rallies including last year’s Peking to Paris and are currently participating with a 1910 Talbot on a run from Perth to Sydney. Ken is a keen Edwardian racing competitor with the VSCC and enthusiastic early motoring supporter.    

The organisation of the Northamptonshire circuit’s second largest event is already under way for 2008 (25/26/27 July) by MWUK. Last year the Silverstone Classic attracted a best crowd in recent years of 41,000 to witness a feast of world class nostalgic motor racing. But MWUK’s target, over the coming years, is to return to the 90,000 three-day crowds of the 1990s when the event, then known as The Coys International Historic Festival, was at its peak. As the new organisers, MWUK plan to build on the many positive aspects the event has to offer.

The first key ingredient to the annual Silverstone Classic is its unique opportunity to stage and celebrate motor racing across all decades from the 1920s to the 1990s on a current FIA approved circuit. The Silverstone Classic is not totally historic as it invites more contemporary races such as Group C, Saloons and late Formula One cars to be raced and seen in their appropriate surroundings. The event strategy will be to maintain and further develop this unique position and as time evolves the celebrated decades will increase. The race content will always seek to cover all disciplines and provide the most comprehensive race programme with over 20 races establishing one of the world’s largest race paddocks of exotic racing machines and creating enormous grids of up to 48 cars that only a circuit such as Silverstone can offer. Stars from the past will continue to be invited to compete or simply participate and enjoy the nostalgic surroundings.    

The second key ingredient is the great assembly of classic cars from the extensive list of Classic Car Owner Clubs across the UK and overseas. MWUK, as part of their supporting role in recent years, developed this element of the event to over 4,000 cars on display across the event period in 2007 and there are plans for even further enhancement. The event Auction remains an important landmark and features such as the Scarf & Goggles meeting area will be retained and enhanced. New attractions will be added such as; automobilia, autojumble, art & photo galleries, Concours d’Elegance, automotive book & toy fairs plus entertainment with period air displays, funfairs, themed catering, antique fairs and many other elements targeted at all ages and levels of enthusiasm.

The provisional 2008 race timetable containing over 20 races and potentially over 600 race cars and competitors is currently being finalised for release on the 10 January along with ticket prices. MWUK are pleased to advise that the HSCC have been retained for their race organisation expertise and that the event is planned to be filmed for television. 

The 2008 Silverstone Classic celebrates Silverstone Circuits 60th Anniversary and the British Racing Drivers’ Club (BRDC) 80th and MWUK plan to work closely with both parties to ensure the event’s content and heritage recognises these important connections.

“We are extremely pleased to add the Silverstone Classic to our growing portfolio of events,” said Roger Etcell, Managing Director of Motion Works UK Limited.  “Based on a successful platform already established we will seek to enhance all areas across the board.  We are targeting an increase in visitor numbers by developing further the quality and comprehensive nature of the event programme and a broader marketing/PR campaign designed to reach wider car enthusiasts and family audiences to which this event appeals. A value for money pricing policy with tickets that include complimentary paddock transfer, grandstand seats and car parking with accompanied children (u16) receiving free entry will be launched shortly.

“The Silverstone Classic is a world-class event celebrating, with real racing and fantastic displays, our great heritage of motor racing and classic motoring. The event has many advantages,” Roger Etcell continued, “including its location in the centre of the UK, a large infield for displays and Silverstone boasts the only FIA licensed circuit where event visitors can view historic, and more recent, Formula One cars in a live racing environment. The 2008 Silverstone Classic is going to be one of the must visit events of the year and we look forward to steering the event to greater success over the next five years.”