After a nine-year hiatus, the NTT IndyCar Series is making a comeback at the historic Milwaukee Mile. The event is being organized by Penske Entertainment, the series' owner known for promoting key races at renowned venues like Indianapolis, Detroit, and Iowa. While the one-mile oval circuit holds a significant place in IndyCar's history, the previous visit in 2015 failed to generate substantial ticket sales, leading to its exclusion from the schedule. Now, Penske Entertainment faces the challenge of rebuilding Milwaukee's popularity as a racing destination.

Bud Denker, the president of Penske Corporation overseeing the event, acknowledged the unique task of restoring Milwaukee's appeal as a racing-centric attraction. Denker likened the endeavor to the approach taken with Iowa Speedway, which successfully combined racing with dynamic musical acts to attract spectators. However, in the case of Milwaukee, the focus is primarily on the quality of the racing itself, without the added entertainment lineup.

In collaboration with the Wisconsin State Fair Park, Penske Entertainment has developed special ticket deals to entice both previous and current fans. While a sellout is not expected for the inaugural run of the Hy-Vee doubleheader, Denker remains encouraged by the increasing volume of ticket sales. On Thursday, 790 tickets were sold, followed by 780 sales the next day. Denker projected around 1,200 tickets sold on Friday. As for the weekend, around 15,000 spectators are expected in the grandstands on Saturday, with a similar number projected for Sunday.

Denker acknowledged the challenge of filling the entire facility through ticket giveaways, as was done in the heyday of CART. To tackle this, the focus is on attracting a healthy crowd to the main section of grandstands located in front of the pits, which can accommodate up to 22,000 spectators. Additionally, temporary suites have been constructed on top of Turn 1, with four of the five already sold. Denker envisions expanding on this concept next year, with suites in Turn 4 as well, creating a bookended experience for race enthusiasts.

Looking ahead, the event will undergo some changes in 2025. It will return to a single race format and will be held one week earlier. Denker expressed confidence that these alterations will contribute to increased ticket sales. The absence of a NASCAR Truck race and the shift away from Labor Day weekend are expected to allow for more favorable conditions to attract a larger audience.

Despite the initial goal of hosting 24,000 spectators per day, Denker is satisfied with the starting point of around 15,000 to 16,000 attendees. He acknowledges the hard work put in by the team and believes that patience is key to the event's long-term growth.

As IndyCar returns to the Milwaukee Mile, Penske Entertainment is determined to create a memorable racing experience for fans and establish Milwaukee as a desired destination on the IndyCar calendar. With strategic planning, ticket deals, and the promise of a high-speed spectacle, the racing series aims to regain the support of racing enthusiasts and ensure the longevity of this iconic event.