Posted by Corey Latham on May 2, 2008, 12:10 am
Board Administrator

Well it finally has arrived. Racing is back at "The Rock". And we all should thank Andy Hillenburg and his staff from the bottom of our hearts, he has made us very happy. At least I can honestly say that, I feel like a 10 year old going to Disney world, it's gonna be nice to be back home again. But they only have 2 races this year, my local tracks race every weekend and yet I don't see any promotion at all. It doesn't have to be as big as the things The Rock is doing, but something has to be done. Just look at some of the small things that the staff at Rockingham are doing to promote this weeks race. For one, they have "ThunderFest", the race-week kick-off party if you will. Live bands, hot air balloon rides, things for the kids, it's all happening Thursday night. Why can't some local tracks take this idea and run with it? It doesn't have to break the bank, some local bands will come and play for next to nothing just to get heard. If the racing starts at 8, have a band in the parking lot along with one of those inflatable kiddie bounce things at say 6:30. I've thought of this before myself, I'm going to see if Martinsville will put one of my favorite cover bands in the campground the night before the race in the Fall. I think it's a win-win for everyone involved. How about selling yourself through the drivers up close and personal? Most tracks have a pre-race autograph session, but maybe have the drivers every once in a while in a tent near the concession stands before the events. While it really is the same as the on the track session, it give it a new look and a feeling of more importance. Maybe give a few lucky fans a few laps around the track with their favorite drivers. People are looking for more bang for their buck, and just the idea that the racing itself will draw the people is a thing of the past. Have pre-race pit tours where someone can take a group of 10 or so and walk them around the pits and see some of the workings of the teams in pre-race. It may be local racing, but drivers have a following and lots of people in the stands know the "why", they have just never seen the how. Drivers at local malls promoting upcoming events every once in a while, the track itself setting up at local gas stations giving away frisbees, something other than "we hope you show up. Ticket promotions and a well run timely show work well too. Look at Bowman Gray Stadium. While they are the exception, tracks could learn from them and take a few pointers. The $1 ladies night is one of the best ideas ever. While at most tracks some husbands have to drag their wives to come with them, over there single women or groups actually come to the race because it's FUN. Have a giveaway every week, it doesn't have to be a new car, just something to spark interest. And as my first line says, run a timely show. No track should be racing after 11:30 for any reason. I love night racing, but to tell ya the truth, from my personal experience this year so far, the UARA races have started at 4pm and that has been great. I can go to the race and go out to dinner after. I've never been able to do that before. And my biggest rant on this after thinking about it are the end of the year "money" races. Every track has a big LMSC race at the end of the year and the only promotion that they have is thinking that everybody knows about it because they have had the race every year. They rely on the purse drawing the cars, therefore drawing the fans for the car count. This is true, but it can be so much more. This IS the end of the year. It is not only the end of the racing season for a particular track, but it's also a time to celebrate another year of racing and to thanks the fans that have supported it. If it's nothing more than to have a party at a local establishment, the fans can pay their own way, just give us a reason to congregate away from the track. We will do it. Have some hot-rods in the parking lot for all to see, people show their cars for free just to be seen. Have track t-shirts for all the kids that walk through the gate, kids under 12 aren't driving their selves, a paying adult or two are in tow. I know tracks are tight on money, but at the same time you aren't making any with 85 people sitting in the grandstands. Give them a reason to visit you other than the action on the track. You will always have the few core fans, but the new fans will someday be your future profit. I'll quit rambling. I have just been so excited about this weekends race at Rockingham and looking at the things they have going on got me thinking. And really it's not that they have so much going on, it's just the way they put the facts of the weekend out to the public. All I know about my local track is, well, they are going to have a race like they do every weekend.