By Allison Kennedy  

With much of the motocross community focused on Anaheim 1 this weekend, there is another big industry event taking place closer to home: the North American International Motorcycle Supershow. Chris Lee (The real King of Walton) and his son Brett Lee (a driving force behind both the Ontario Provincials and the CMRC Nationals) are hosting a unique workshop that will help teach up and coming riders how to better promote themselves. We caught up with Brett to get his take on how riders can make it to the next level.

RXC: I hear you are running an interesting workshop at the bike show this weekend. What's it all about?
Brett Lee: The MX Stars of Tomorrow program is more my Dad's (Chris Lee) idea, but I am being brought along for the ride to help him. He likes to get me involved in all his schemes. Usually, that results in some type of fine, burn, or auto repair bill but this time, it is a good one. We’ve brought together a group of great speakers, from Keith Hamilton of Factory Suzuki, Marc Travers--host of the Canadian Nationals, myself, legendary voice, Pat Gonzales, and Gary Bartholomew from MX Mechanics to talk to riders about support, sponsorship and keys to success.

We have a select number of booth spaces (there’s one still open) where riders can market themselves. Ryan Blizzard, Kyle Stephens, Kassie Boone, Levi Smith, and Nathan Slater are a few of the riders who will have their bikes and programs on-site, working the crowds this weekend. It all goes down at the International Bike Show. The workshop happens on Friday January 5 at 10:30 a.m. in the Ontario Room, and anyone can reserve a spot to attend by emailing chris@motocrosscanada.ca or me brett@cmrcracing.com

Having listened to you counsel some of the up and coming riders at the Nationals this summer, such as Brock Hoyer and Andrew Belin, I know you think the younger riders need to get a handle on self promotion. Why do you think it's so important?
Counsel? I thought of it as more of a subtle kick in the butt! You can’t wait for teams to come to you; you must be proactive and let people know about you, that you want to be part of their program. We all know confidence is the key to racing success, and showing that confidence opens doors. Team Managers are busy guys, and it’s unrealistic to think they know what your story is or what your plans are. If you think you did well and now you're just waiting for the phone to ring, well you are going to be waiting in line to buy bikes in the spring. I also believe that creating personal relationships open doors, a lot of doors. Sometimes a rider just needs to introduce himself or herself; be visible in a positive way and network. It may not all lead to a factory ride, but it may lead to a reference or an opportunity. Look at what Brock got at Walton and Sand Del Lee this year. I would not call it promotion, but being active in your racing career.

Having been on the receiving end of rider resumes before, what's the biggest mistake you've seen and what, ideally, would you like to see?
EASY. I used to see riders resumes with a list of things they would do for me. They would list stickers and logos placement, and this and that but they never said what they wanted.  I would mess with them and say, "Okay, I want everything you listed and I will give you five percent off."  I knew that wasn’t what they wanted, but I wanted to show them that they needed to be specific. Are you looking for a discount on product, free product, what? Say what you want and what the sponsor will receive in return. Then make sure you do as you said you would.

What do you think Canadian riders have to offer sponsors?
We are a small country, but we have great magazines, Internet sites, and TV packages. To get exposure in Canada is much easier than in the U.S., where so many people are fighting for a few spots. If a rider goes out, meets the media, and makes himself or herself available then they are going to get coverage. RXC is mailed all over North America, and the television is international. Think about it this way: Chuck Mesley was probably seen in more households than some big name U.S. riders, but not because he is way faster. Sometimes it pays to be a big fish in a smaller pond--sometimes it pays to sponsor those fish!

This weekend, Brady Sheren and Dusty Klatt will both make their U.S. SX debuts with U.S. teams. Do you think that will open doors for other Canadian riders?
I think a lot credit needs to be paid to riders like Ross Pederson, Carl Vaillancourt, JSR and particularly, Doug DeHaan. Those guys made names for themselves in tougher times, drawing attention north. Doug and I are friends, and I know his story well. He has made sacrifices since he was fifteen-years-old to become one of the elite Supercross racers in the world. Doug has been a great ambassador for Canadian Motocross. I think that Dusty and Brady have the opportunity now with good equipment, and to make results. Dusty has a really good work ethic and it is going to translate. Brady is really talented indoors and I hope he will open a few eyes. Both of these guys need to be ambassadors because people are going to talk about them and ask them where they come from. If they promote Canadian talent to people down south then good things will follow for sure.

What do you think those riders have done right to earn those rides?
Dusty and Brady went after their goals. Dusty said he wanted to race in the U.S., and he got people out there looking for him. The same with Brady; that kid networks well and he went after his ride. You have to. That being said, they are capable. Brady is a great talent, as I said, especially in supercross. Dusty is a Canadian National champion, and he beat one of the greatest champions of all time to do it. He is deserving.

With the growing media and TV coverage of the Canadian nationals, how can Canadian riders use the series to market themselves?
I think learning what sponsors are looking for is key. That is why we are doing this program this weekend. With the list of speakers, riders can arm themselves with tools to promote themselves in a way that is attractive to sponsors.

Speaking of marketing, the series itself is still looking for sponsors, I'm sure. Are there any outside sponsors being considered that you can discuss?
We are always chasing and trying to bring companies in. It is tough. Our industry is small, so we have to go outside of the circle to get those big sponsors to title the series. To do that we have to educate people about our sport, and right now we are doing that with several companies and agencies. I know the series is moving ahead, and I hope that we can bring partners in who see the value in our tracks, our riders and our teams.

There's been a lot of news about which teams will be on the line for the nationals in 2007. Can you confirm anything?
I understand that Yamaha, Suzuki and KTM will all be sporting bigger programs. That is great news. Honda and Kawasaki are still working on programs, and waiting to see where some riders fall. January 1 was when many contracts ended so riders and teams can begin talks more openly and aggressively now.

Will Honda and Kawasaki still invest in the series (as they have in the past) if they don't run national race teams?
Yes. Off-road riding is the point of entry into motorcycling. Most people's very first bike is a dirt bike. Motocross is the point of entry for motorcycle competition. Most race careers begin in motocross because of that introduction. Many branch out, but off-road and motocross is a key point for manufactures to be present at and market to new and existing riders. Both [Honda and Kawasaki] have been great partners, and have let us know their plans as much as they can. I get a chuckle reading the Internet and the people screaming, "the world is ending." It is a changing sport, and change is just that ... change.

What's your biggest hope for the Canadian Nationals in 2007?
Good weather! I want to build on the success of last year.

Who's your money on for Anaheim 1?
RC. It will be the greatest send off of all time. If RC walks away from the series leading the AMA and World Supercross GP points, there will be an asterisk beside that rider who wins and he will have to live with that. The looming, “What if Ricky had stayed?” He is a legend.