From a Field of Dreams: the road to Area 27

In the autumn of 2013, my website provider and business neighbour inquired if I might be open to taking on a new writing assignment. His client – a private motorsport club trying to build in the south Okanagan – had need for a series of online articles to help attract new members and position themselves in the market. Oh, and Jacques Villeneuve would be involved and my neighbour knew I liked cars. Was I interested? After a three second delay, I said yes.

Almost four years, 94 website articles, and hundreds of international media placements later, the idea that was Area 27 is now a 4.83km asphalted racetrack. Acres of unproductive cornfield (often left fallow) have been contoured and carved into challenging elevation changes with 16 corners and more than one blind apex. It might be the only racetrack where drivers look to the horizon and a mountain to help pick their line through a turn, and it’s certainly the only one I saw be paved over the course of six ridiculously hot desert summer days.

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Writing is an interesting vocation in the days of digital media and insta-sharing. Words have always held weight and they still do. Yet with an increased number of platforms to write comes an increased number of writers attempting to stake a claim on one of those platforms, resulting in a dilution of quality. Finding a channel through which to tell a story might be easier now but it’s more difficult to share that story in a way that matters. This wasn’t part of the request, but it was my task with Area 27.

We decided to add personality to an unknown quantity. Who joins a membership-based motorsport club that is yet to be built? Through a series of member profiles, we got our answers: Asgar Virji, the low-key and quick-to-smile president of Weissach Motors; Daryl Carter, founding member and now semi-retired business coach who lives quietly in Penticton with his collection of vintage American muscle cars; Robert Sinneave, founding member who modifies exotic performance cars, operates an antiques business (although he does more buying than selling), and adopts rescue horses on his Kelowna ranch; Tracy Banner, early Area 27 member and tea blender who has a love for a certain 1991 MR2; Christian Chia, who changed the new car dealership model with Open Road Auto Group (he’s founder and CEO) and happens to love to race competitively.

There are literally hundreds more unique stories of people who, for a variety of reasons, decided to take a risk and put their money where their hearts were. In taking a risk on the track they took a risk on those involved – me included. In the last four years I have met so many people who trusted me to share their story well. Once this group gets talking about why they wanted to be involved, there’s no stopping them. I’m grateful for their trust.

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We shared these and other stories on the website, building a library of information and becoming the primary location for all things Area 27. It established personality for the club. Next, we moved on to the grassroots platforms of Facebook, Twitter, and Instagram to spread the news. These channels provide writers with easier access to sharing stories and yet all these voices create noise, so the challenge remains: how to make people give a damn and want to read your story. It’s not rocket science, but I can’t disclose all of my secrets here. Sorry. Let’s just say we did it and it worked.

Was it an easy road? No. Did we always agree? Goodness, no. There are dozens of things I would have done differently along the way, but although I’m the one telling the story it’s not my story.

Today, Area 27 has a significant presence in the motorsport world and a substantial measure of awareness in its community. It’s just enough to pique the curiosity of most and call to action those who are avid motorsport enthusiasts. For a private motorsport club, that’s a fine balance to hold. With limited membership numbers almost reached (capacity is 300), I’m satisfied with the presence I helped to build for Area 27.

After almost four years of collecting and sharing these stories, it’s time for me to close the door and make space for others. It’s been an interesting road and one I am grateful to have had opportunity to be on. To those who helped make this possible, I thank you. Each of you knows who you are.

Farewell, Area 27. Enjoy your life on track. I might be departing from behind the scenes but I know we’ll cross paths again.

~ Jeannette

Photo 2017-06-03, 12 17 35 PM (1)

 

(photos taken by me, while under contract with Area 27)

writing, wine, and beautiful automobiles

In February I celebrate working the freelance writing thing for six years. It’s crazy. And pretty awesome.

Freelancing has been my sole source of income since June 2012. That’s no small feat, considering my partner isn’t in a position to shoulder more than his share of our expenses – mortgage, car/home insurance, health care, utilities etc. I know writers who don’t need to rely on their income from writing, and I’m happy for them – I’m just not one of them.

The landscape of this life is a patchwork of individual projects, pitching assignments to publications, and finding the elusive regular/ongoing contract. It’s tedious and tiring, but flexible and rewarding in ways not measured by a bank balance. After several years of juggling competing deadlines and surviving lean ‘quiet’ months, I’ve managed to assemble a less jumbled combination of contracts and regular stints. Translation: the times are a-changin’.

endings

Orofino's 1.6 Mile Dinner with Joy Road Catering
Orofino’s 1.6 Mile Dinner with Joy Road Catering

As I make my way into a few more structured contracts, I’m bidding farewell to a few regular gigs – including one that has been dear to my heart since 2011: EAT Magazine.

Under the guidance of brilliant writer/editor/wine professional Treve Ring, I wrote more than 30 articles for EAT’s digital presence and a number of others in ink. At times the writing world can be cold, but Treve (and publisher Gary Hynes) provided me with a warm place to test my writing chops and push boundaries – my own included. I’ll miss writing with EAT, and I hope to contribute occasionally. I have Treve & Gary to thank for things too numerous to list.

beginnings

fangirl time with pro driver Patrick Carpentier
fangirl with pro driver Patrick Carpentier (photo credit: Voth Photography)

For the last year I’ve been working with the lovely group at South Okanagan Motorsports. They’re the folks building Area 27 – a private Motorsports club & track outside of Oliver on land owned by the Osoyoos Indian Band. With my dad an auto body tech and painter, I saw many cars at an early age and have been in love with beautiful automobiles ever since. (16-year-old me had an enormous crush on Jacques Villeneuve)

Things are moving quickly for Area 27 so I’m dedicating more time to them. It might seem an exclusive group, and it takes more than a few bones to join (it is a private club), but the people involved are some of the kindest I know. I arrive with my beater of a ride and park in a lot stacked with cars most only dream about, but no one cares that my ’91 Accord has a belt squeal or exhaust leak. (I’ve also met Richard Spenard, Patrick Carpentier, and Trevor Seibert – which is totally rad)

the wine part

don't assume the valve can be opened
don’t assume the valve can be opened

After making more than a few trips to Covert Farms in the past few years, I’m smitten with the place. In September 2014, I signed on to work harvest as cellar hand; I had no experience but oodles of theoretical awareness. Why work harvest? I’m a writer – I like to know my subject matter. It was gruelling, cold, wet, and exhausting work. It was also engaging, rewarding, fascinating, and addicting.

Since then, the dynamic duo of Gene and Derek have decided to keep me around for a couple of days per week. It’s a small operation experiencing enormous growth, which means people wear many hats and flexibility is required. My having other freelance contracts makes it easier for them, and they can be flexible and adapt to my crazy schedule. It’s win-win.

Lastly, there’s a super rad contract that I’ll be announcing mid-February. No details until then, sorry.

Keeping my hand in the pot, I’ll continue with a few bits-and-pieces contracts that are meaningful and interesting. It’s been a tough slog to get here and I know the challenges are far from over. I’m fortunate to work with wonderful clients who trust me to tell their stories – and there are many more to come.

I’m grateful to each of you who has supported me, fed me, proofed for me, listened to my crazy ideas, and helped me on this wackadoodle path that is freelance writing. You’ll probably end up as characters in a novel that I never publish.

Here’s to a year ahead of writing, wine, and beautiful automobiles.

~ Jeannette