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JFR's Werner Wins Chapman Award
Elon Werner, who directs the publicity and communications for drag racing’s biggest star, John Force, and Force’s championship team, was announced as winner of the 2014 Jim Chapman Award for excellence in motorsports public relations.
The Chapman Award is considered by many in the industry as the highest honor in racing public relations. It is named in memory of Chapman, the legendary PR executive and innovator, who worked with Babe Ruth and was named Indy Car racing’s “most influential man” of the 1980s. Chapman died in 1996 at age 80.
The announcement and presentation were made at The Strip at Las Vegas Motor Speedway before Sunday’s NHRA national event by Michael Knight, chairman of the selection committee, and one of Chapman’s closest friends. The award is determined by a vote of national media members, most of who knew Chapman, and is authorized by the Chapman family. PR representatives from all forms of motorsports are eligible for consideration.
Werner not only works directly with the 16-time NHRA Funny Car champion, but also Force’s rising-star driver daughters. Ashley Force Hood twice won the U.S. Nationals before stepping aside to start a family. Courtney Force has won eight Funny Car races while Brittany Force was last year’s top NHRA rookie in the Top Fuel class. Robert Hight, Force’s son-in-law, was the 2009 Funny Car titlist.
“Elon’s work in developing successful relationships with the media is reminiscent of Jim Chapman and so this honor is most appropriate,” said Knight, the longtime journalist/publicist and award rights-holder.
“Jim set the ultimate standard of professionalism, class and dignity. He knew that building good one-on-one professional relationships with journalists was important in good times and absolutely essential in bad times. That’s too often missing today in a communications age where an E-mail or text message or over-reliance on social media is incorrectly considered ‘relationship-building.’ Jim was a true ‘people person’ and knew nothing could replace a handshake, a face-to-face conversation, or the sound of another person’s voice.
“John Force has been NHRA’s greatest cheerleader for decades, working to create new fans and new customers for his sponsors. Elon has done more than coordinate the numerous interview requests for John. Just as importantly, he’s provided wise guidance to Ashley, Courtney, Brittany and Robert, as they have followed John’s example. Elon’s outreach to motorsports-oriented reporters, and well as to those in the mainstream media, has helped produce a vast amount of news coverage for the sport, Force and his team, and their corporate partners.”
Werner worked for the NBA’s Dallas Mavericks before joining the Texas Motorplex as PR manager in 1993. He eventually became that track’s general manager. After positions with several Dallas-based sports agencies and coordinating media for a number of motorsports clients, he became John Force Racing’s PR director in 2007.
Significant national media placements have included Courtney Force’s ESPN The Magazine cover, The Tonight Show with Jay Leno, CBS Sunday Morning, National Public Radio and virtually every major motorsports publication. Werner also has built JFR’s social media presence.
With longtime Force publicist Dave Densmore the 2007 Chapman Award winner, this is the first time that the honor has been earned by two people from the same racing organization.
Knight also announced that, as has happened before, the selection committee has chosen two equally-deserving Chapman Award recipients this year. Announcement and presentation of that person will be made next weekend at Phoenix International Raceway.
Established in 1991 by media and publicists within the CART series, the Chapman Award originally focused on achievement in CART. After a hiatus of several years, the award was resumed in 2004, with eligibility expanded to anyone working in racing PR.
Chapman started as sports editor or managing editor of several Southern newspapers before joining the New York Times. He served in the U.S. Air Force during World War II. He entered the PR business in 1946, as regional PR director for Ford Motor Co. in Detroit.
Soon thereafter, Chapman hired Ruth as consultant to the automaker’s sponsorship of American Legion Junior Baseball. They traveled together for more than two years for personal appearances and became close friends. Chapman was one of only three friends at Ruth’s bedside when he died in August 1948 and then officially announced Ruth’s death to the press corps that had maintained an around-the-clock vigil at New York’s Memorial Hospital.
Chapman proudly showcased several photos of Ruth in his office. One was inscribed: “To a pal that is a pal.” Chapman also displayed a framed letter, written on Ruth’s personal stationery from Memorial Hospital, dated July 13, 1948, inviting him to the July 26 premier of the film, The Babe Ruth Story. That letter read, in part, “That evening would not be complete without your being my guest. To you, Jimmy, I say you must be with me that evening.”
In 1950, Chapman left Ford to start his own PR firm. One of his first clients was Avis founder Warren Avis. Chapman devoted much of his time to financial PR, which he once called his “favorite form of PR,” and helped companies get recognition among analysts and even gain admission to the New York and American stock exchanges.
Chapman’s first venture into motorsports was in 1951, when he joined with NASCAR founder Bill France to promote the Motor City 250. The race was part of Detroit’s 250th birthday celebration, a Chapman client. In 1967, Chapman entered Indy Car racing with client Ozzie Olson’s Olsonite sponsorship of Dan Gurney’s team, which later featured Bobby Unser as driver.
“Jim was one of the most innovative and imaginative PR men ever to grace a pit lane,” said Gurney. “Jim practically invented most of what is now considered routine sponsor PR work. He was the first, as far as I know, who thought of putting up a sponsor hospitality tent alongside a racetrack (at the old Riverside International Raceway), filling it with extravagant race car ice-sculptures, beautiful food and beautiful people from the business, sports and movie industries. He started an ‘open house’ tradition in Ozzie’s hotel suite in Indianapolis, where journalists could rub shoulders with John Wayne or (astronaut) Scott Carpenter.”
Chapman also directed Olsonite’s sponsorship of the Driver of the Year award. He orchestrated all the details, including the media panel voting, and an annual luncheon at New York City’s famed ‘21’ Club. That gathering was considered so prestigious it was routinely attended by leaders of all the major U.S. sanctioning organizations regardless of what series the Driver of the Year competed in.
Chapman’s greatest professional acclaim came from 1981-1992, as director of CART series sponsor PPG Industries’ program. Chapman was instrumental in raising PPG’s prize fund from $250,000 to more than $3.75 million at the time of his retirement in February 1993. The all-female PPG Pace Car Driving Team was another Chapman innovation, as were the PPG Editors’ Days, when he brought business and feature writers to the tracks for lunch, pace car rides, and driver interviews.
In 1982, Chapman negotiated a landmark sponsorship for PPG with then- Indianapolis Motor Speedway President Joe Cloutier, which formally made the Indy 500 a points-paying event in the PPG Indy Car World Series, an arrangement that continued through the 1995 season. “That was one of the most satisfying moments of my career,” Chapman recalled. “Roger Penske, among others, told me it was the best thing that had ever happened to CART.” In addition to a major contribution to the prize fund, PPG later became sponsor of the $100,000 Indy 500 pole award, and paid a special winner’s bonus in the early years of NASCAR’s Brickyard 400.
“With Jim, when he says ‘jump,’ we just ask ‘how high?,” Indy 500 winner and PPG Cup champion Al Unser Jr. said on behalf of his fellow drivers. “And we do it right then.”
Indy Car Racing magazine named Chapman the sport’s “most influential” man of the 1980s, saying he turned “a public relations assignment into an art form.” After his retirement, Chapman continued to consult PPG, and agreed to Mario Andretti’s personal request that he serve as honorary chairman of Andretti’s “Arrivederci, Mario” farewell tour in 1994.
Chapman’s professional achievements earned him vast recognition. The mayors of Detroit and Long Beach, Calif., presented him proclamations and the key to each city. In 1993, Indiana Gov. Evan Bayh named him Sagamore of the Wabash, the state’s highest honor. He served as president and/or director of more than 30 Michigan and Detroit-area civic and charitable organizations. Chapman became active in the civil rights movement in the 1950s and represented the Detroit Urban League and United Negro College Fund in several controversial situations. He admitted to shedding “buckets of tears of joy” when Willy T. Ribbs became the first African-American driver to qualify for the Indy 500 in 1991.
“The true honor of this award is not the plaque,” Knight concluded. “The true honor is having your name forever associated with that of the great James P. Chapman.”
The Chapman Award is considered by many in the industry as the highest honor in racing public relations. It is named in memory of Chapman, the legendary PR executive and innovator, who worked with Babe Ruth and was named Indy Car racing’s “most influential man” of the 1980s. Chapman died in 1996 at age 80.
The announcement and presentation were made at The Strip at Las Vegas Motor Speedway before Sunday’s NHRA national event by Michael Knight, chairman of the selection committee, and one of Chapman’s closest friends. The award is determined by a vote of national media members, most of who knew Chapman, and is authorized by the Chapman family. PR representatives from all forms of motorsports are eligible for consideration.
Werner not only works directly with the 16-time NHRA Funny Car champion, but also Force’s rising-star driver daughters. Ashley Force Hood twice won the U.S. Nationals before stepping aside to start a family. Courtney Force has won eight Funny Car races while Brittany Force was last year’s top NHRA rookie in the Top Fuel class. Robert Hight, Force’s son-in-law, was the 2009 Funny Car titlist.
“Elon’s work in developing successful relationships with the media is reminiscent of Jim Chapman and so this honor is most appropriate,” said Knight, the longtime journalist/publicist and award rights-holder.
“Jim set the ultimate standard of professionalism, class and dignity. He knew that building good one-on-one professional relationships with journalists was important in good times and absolutely essential in bad times. That’s too often missing today in a communications age where an E-mail or text message or over-reliance on social media is incorrectly considered ‘relationship-building.’ Jim was a true ‘people person’ and knew nothing could replace a handshake, a face-to-face conversation, or the sound of another person’s voice.
“John Force has been NHRA’s greatest cheerleader for decades, working to create new fans and new customers for his sponsors. Elon has done more than coordinate the numerous interview requests for John. Just as importantly, he’s provided wise guidance to Ashley, Courtney, Brittany and Robert, as they have followed John’s example. Elon’s outreach to motorsports-oriented reporters, and well as to those in the mainstream media, has helped produce a vast amount of news coverage for the sport, Force and his team, and their corporate partners.”
Werner worked for the NBA’s Dallas Mavericks before joining the Texas Motorplex as PR manager in 1993. He eventually became that track’s general manager. After positions with several Dallas-based sports agencies and coordinating media for a number of motorsports clients, he became John Force Racing’s PR director in 2007.
Significant national media placements have included Courtney Force’s ESPN The Magazine cover, The Tonight Show with Jay Leno, CBS Sunday Morning, National Public Radio and virtually every major motorsports publication. Werner also has built JFR’s social media presence.
With longtime Force publicist Dave Densmore the 2007 Chapman Award winner, this is the first time that the honor has been earned by two people from the same racing organization.
Knight also announced that, as has happened before, the selection committee has chosen two equally-deserving Chapman Award recipients this year. Announcement and presentation of that person will be made next weekend at Phoenix International Raceway.
Established in 1991 by media and publicists within the CART series, the Chapman Award originally focused on achievement in CART. After a hiatus of several years, the award was resumed in 2004, with eligibility expanded to anyone working in racing PR.
Chapman started as sports editor or managing editor of several Southern newspapers before joining the New York Times. He served in the U.S. Air Force during World War II. He entered the PR business in 1946, as regional PR director for Ford Motor Co. in Detroit.
Soon thereafter, Chapman hired Ruth as consultant to the automaker’s sponsorship of American Legion Junior Baseball. They traveled together for more than two years for personal appearances and became close friends. Chapman was one of only three friends at Ruth’s bedside when he died in August 1948 and then officially announced Ruth’s death to the press corps that had maintained an around-the-clock vigil at New York’s Memorial Hospital.
Chapman proudly showcased several photos of Ruth in his office. One was inscribed: “To a pal that is a pal.” Chapman also displayed a framed letter, written on Ruth’s personal stationery from Memorial Hospital, dated July 13, 1948, inviting him to the July 26 premier of the film, The Babe Ruth Story. That letter read, in part, “That evening would not be complete without your being my guest. To you, Jimmy, I say you must be with me that evening.”
In 1950, Chapman left Ford to start his own PR firm. One of his first clients was Avis founder Warren Avis. Chapman devoted much of his time to financial PR, which he once called his “favorite form of PR,” and helped companies get recognition among analysts and even gain admission to the New York and American stock exchanges.
Chapman’s first venture into motorsports was in 1951, when he joined with NASCAR founder Bill France to promote the Motor City 250. The race was part of Detroit’s 250th birthday celebration, a Chapman client. In 1967, Chapman entered Indy Car racing with client Ozzie Olson’s Olsonite sponsorship of Dan Gurney’s team, which later featured Bobby Unser as driver.
“Jim was one of the most innovative and imaginative PR men ever to grace a pit lane,” said Gurney. “Jim practically invented most of what is now considered routine sponsor PR work. He was the first, as far as I know, who thought of putting up a sponsor hospitality tent alongside a racetrack (at the old Riverside International Raceway), filling it with extravagant race car ice-sculptures, beautiful food and beautiful people from the business, sports and movie industries. He started an ‘open house’ tradition in Ozzie’s hotel suite in Indianapolis, where journalists could rub shoulders with John Wayne or (astronaut) Scott Carpenter.”
Chapman also directed Olsonite’s sponsorship of the Driver of the Year award. He orchestrated all the details, including the media panel voting, and an annual luncheon at New York City’s famed ‘21’ Club. That gathering was considered so prestigious it was routinely attended by leaders of all the major U.S. sanctioning organizations regardless of what series the Driver of the Year competed in.
Chapman’s greatest professional acclaim came from 1981-1992, as director of CART series sponsor PPG Industries’ program. Chapman was instrumental in raising PPG’s prize fund from $250,000 to more than $3.75 million at the time of his retirement in February 1993. The all-female PPG Pace Car Driving Team was another Chapman innovation, as were the PPG Editors’ Days, when he brought business and feature writers to the tracks for lunch, pace car rides, and driver interviews.
In 1982, Chapman negotiated a landmark sponsorship for PPG with then- Indianapolis Motor Speedway President Joe Cloutier, which formally made the Indy 500 a points-paying event in the PPG Indy Car World Series, an arrangement that continued through the 1995 season. “That was one of the most satisfying moments of my career,” Chapman recalled. “Roger Penske, among others, told me it was the best thing that had ever happened to CART.” In addition to a major contribution to the prize fund, PPG later became sponsor of the $100,000 Indy 500 pole award, and paid a special winner’s bonus in the early years of NASCAR’s Brickyard 400.
“With Jim, when he says ‘jump,’ we just ask ‘how high?,” Indy 500 winner and PPG Cup champion Al Unser Jr. said on behalf of his fellow drivers. “And we do it right then.”
Indy Car Racing magazine named Chapman the sport’s “most influential” man of the 1980s, saying he turned “a public relations assignment into an art form.” After his retirement, Chapman continued to consult PPG, and agreed to Mario Andretti’s personal request that he serve as honorary chairman of Andretti’s “Arrivederci, Mario” farewell tour in 1994.
Chapman’s professional achievements earned him vast recognition. The mayors of Detroit and Long Beach, Calif., presented him proclamations and the key to each city. In 1993, Indiana Gov. Evan Bayh named him Sagamore of the Wabash, the state’s highest honor. He served as president and/or director of more than 30 Michigan and Detroit-area civic and charitable organizations. Chapman became active in the civil rights movement in the 1950s and represented the Detroit Urban League and United Negro College Fund in several controversial situations. He admitted to shedding “buckets of tears of joy” when Willy T. Ribbs became the first African-American driver to qualify for the Indy 500 in 1991.
“The true honor of this award is not the plaque,” Knight concluded. “The true honor is having your name forever associated with that of the great James P. Chapman.”
November 2014
