Delivering a high-performance driving experience requires much more than putting fast cars and experienced drivers on a racetrack.
Behind every event lies a complex mix of ticketing, guest information, communications, scheduling and operational planning that must come together before anyone gets behind the wheel.
For Australian racing driver David Russell, Circolo provides The Drive Team with an event management platform that brings that entire process together, from selling tickets and collecting detailed guest information through to mobile ticket scanning, event planning and delivery.
The Drive Team gives motorsport enthusiasts and corporate groups the opportunity to experience high-performance driving with professional instruction and support.
Russell, who has built a successful career competing at the highest levels of Australian motorsport, said delivering a professional experience starts well before participants arrive at the circuit.
“When someone buys a ticket for a driving experience, they are thinking about getting to the track, getting into the car and having a great day,” Russell said.
“But from our side, there is a lot that needs to happen before they get there. We need to sell and manage tickets, collect the right information from every guest, communicate with them before the event and then make sure everything runs smoothly when they arrive.”
As The Drive Team developed its events offering, Russell wanted a platform that could manage ticket sales while also capturing the detailed information required to deliver each driving experience.
Circolo allows The Drive Team to create customised guest forms as part of the ticketing process, collecting the information the team needs to plan each event and provide a more personalised experience for participants.
“For us, ticketing is only the start of the process,” Russell said.
“We need to know who is attending and collect the information we need from them before they arrive. Being able to customise the guest forms means we can build that into the ticketing process rather than chasing information separately afterwards.”
Bringing ticketing and guest data together also gives The Drive Team a single source of information when planning each event.
“Circolo gives us a much clearer picture of who is coming and what we need to prepare for,” Russell said.
“It means we are not trying to piece everything together from different spreadsheets, emails and systems. The information is there and we can use it to plan the day.”
Circolo continues to support the participant journey when guests arrive at the circuit.
Using Circolo’s mobile ticket scanning app, The Drive Team can scan tickets and check guests into an event from a mobile device, creating a faster and more professional arrival experience while giving the event team an up-to-date view of attendance.
“The experience we give customers starts before they get into the car,” Russell said.
“When people arrive at the track, we want the check-in process to be quick and straightforward. Being able to scan their ticket on a phone and immediately know they are checked in makes that process much easier for both the customer and our team.”
That connection between ticketing, guest information and on-site check-in also helps reduce the administrative workload on event day.
“When you are running a driving event, you want your team focused on delivering the experience, not trying to work out who has arrived or searching for information,” Russell said.
“The more we can streamline those processes, the more attention we can put into making sure customers have a great day.”
Beyond ticketing and check-in, Circolo gives The Drive Team a central platform for planning and managing the operational side of its events.
With guest information already captured within the platform, the team can use that data as part of the planning and delivery process, helping connect what happens before an event with what needs to happen on the day.
For Russell, creating that end-to-end workflow is one of the biggest benefits of the partnership.
“Every event has a lot of moving parts, and the challenge is making sure they all come together,” he said.
“Circolo helps us connect the different stages. We can sell the tickets, collect the information we need, manage people arriving at the circuit and then use that information to help plan and deliver the event.
“That gives us a repeatable process that we can keep refining as The Drive Team grows.”
With Circolo supporting the journey from ticket purchase and guest data collection through to mobile check-in, planning and event delivery, The Drive Team can spend less time managing administration and more time focused on what it does best: creating memorable experiences on the track.