Feel the Power:

Feel the Power:

Industry Joins Forces to Bring Power Boats to Indoor Tanning Arena

by Scott Hoover

What do you get when you combine three of the indoor tanning industry's largest companies, one of the Midwest's fastest growing tanning salons and the excitement and exhilaration of Formula One Power Boat racing? Unadulterated, raw power.

How else can you explain being strapped into the cockpit of a boat resembling a Formula One Race car, accelerating from a zero to 100 mph in less than 5 seconds, screaming along at speeds in excess of 140 mph in and above the watertops. All the while, vibrating, pinned to the seat while the fuel injected 300 horsepower engine whines in your ears.

"You do not just view Formula One powerboats, you feel them," says Katie Burland, promotional and marketing director for St. Louis Tan Co. "Unlike racing on asphalt, the Formula One drivers must constantly change and adjust their driving technique to tune into the ever-changing water conditions. The 20 qualified powerboat racers run a race 50 laps in length on a course approximately 1.5 miles long marked by inflatable turn buoys."

Sponsor Swedish Beauty, co-sponsor LOOKING FIT magazine associate sponsor puretan, have joined forces with St. Louis Tan Co. to jointly support Todd Beckman during the 1997 Formula One Professional Racing Outboard Performance Tour. Just a few of the other corporations known worldwide to see the advertising advantages of the series are Bud Light, Hooters, Hawaiian Punch, Interstate Battery, Mayflower Truck Lines, IBM and many more.

"We are extremely excited about working with Swedish Beauty, puretan and LOOKING FIT," notes Burland. "We feel this will be a great marketing tool for all three sponsors especially at industry trade shows."

However, industry trade show events will not be the only place the sponsors are seen. They also will be seen at PROP, the largest and most experienced tunnel-boat circuit in existence. (PROP is sanctioned by the American Power Boat Association.) Events are held in eight to nine selected locations nationwide, drawing in excess of 1.5 million spectators. Burland adds that these fans identify strongly with and support sponsors by following their favorite drivers.

"Each race site is unique, providing support sponsors with the opportunity to saturate key target areas," she says.

Likewise, this is a unique opportunity for all three companies to receive exposure in a new, exciting and growing sport.

"Swedish Beauty is delighted to be sponsoring the Formula One Raceboat," says Inge Glees, director of marketing for Swedish Beauty. "It is an exciting opportunity to reach upscale outdoor- and sports-oriented consumers likely to purchase high quality outdoor protection (SPF) products."

Roger Brown, president of puretan, echoed this statement. "Our sponsorship is a result of our relationship--one that has been nurtured between myself and Todd Beckman since business conception and has proven to be an honest, up front and ongoing situation," he says. "We expect to receive good exposure from a superior driver and his performance. It will give us a good chance to attend some of the races, meet some of the people behind the scenes and cheer not only Todd onto victory, but puretan as well."

All the races will be televised by ESPN 2, which is broadcast to millions homes across the country and the worldwide.

"Since the events will be televised internationally, sponsorship presents an excellent advertising and public relations opportunity to reach potential consumers on a global scale," notes Glees. "Swedish Beauty plans to have models and company representatives at the races to distribute SPF samples and brochures."

The team is headed by Bill Seebold, president and owner of Team Seebold, a Missouri Sub-S corporation formed to operate high performance racing teams. Based in St. Louis, Seebold Racing, Inc., is an organization of experienced professionals who design and manufacture some of the most highly successful racing boats in the world. The team is managed by Bill's son, Mike Seebold, who also is a worldwide champion powerboat racer.

Beckman, the boat's driver, started St. Louis Tan Co. with two salons in 1994. Currently, the company is on the brink of a major growth-explosion. In 1997, the company had grown to include 10 salons and is currently in the midst of franchising throughout the United States. Beckman began driving high performance race boats when he was 13 and, most recently, he has been training under the guidance of Mike Seebold.

During the 1990-91 season, Beckman successfully competed in the SST-120 class competition on a regional level. In 1993, he moved into the ranks of the IOGP SST-140 class and competed on a national and international level where he was recognized as one of the most promising rookies in recent history. He took 3rd place at the Mid-Michigan Pontiac River Roar in Bay City, Mich., and placed 8th in Minneapolis and in Winnipeg, Canada. In 1994, he finished in the top 10 on the circuit.

The 1997-98 season started June 21-22 in Bay City, Mich. with Beckman placing 11th.

"The Bay City race was Todd's first since he was involved in an accident two years ago," states Burland. "It really is remarkable that he finished so high considering he hadn't raced for nearly two years. It just shows the incredible skills that Todd possesses and we expect even higher finishes during upcoming races."

The racing boat will be featured at all the remaining industry trade shows high above (11 feet on a rotating base) the Swedish Beauty booth.

"There are plans in the works to have the boat at all the Swedish Beauty booths during the different tanning trade shows," adds Glees. "We are extremely excited about this partnership."

The next two scheduled races are Sept. 13-14 in San Diego and Sept. 20-21 in Las Vegas. The races can be seen on ESPN 2 Oct. 12 at noon EST and Oct. 19 at 7:30 p.m. EST.