DAYTONA BEACH, Florida — One of the biggest challenges in any business is identifying and attracting new business and maintaining their current business. ASA Member Tracks work the same challenge in gaining new fans and maintaining the current ones.
ASA recently asked four different ASA Member Track Promoters about their thoughts of attracting and maintaining their fans along with making sure that the next generation of fans are ready to fill in the gap that the current fans may open as time goes by. It's all about producing a racing program that will keep them coming back for more and more. Much like a weekly television program or a movie saga in keeping it unique and creating that buzz that gives them no doubt of a decision to return each week.
Brad Allen took over as the promoter of Ace Speedway, an ASA Member Track in Elon, NC this season. As a former driver, Allen thought it was time to go from behind the wheel to behind the desk and help turn Ace Speedway around. So far this season, Ace has seen an increase in their attendance and sponsors are coming on board.
Allen realizes that the fans like to be entertained by also like to be involved as well, "We try to involve our fans in as many aspects of the racing program as possible. From pace car rides, to participation in the drawing for our inverts of the lineup and even becoming honorary crew members by joining our drivers at their cars during introductions. We have seen a lot of interest from the audience and continue to look for more ways to enhance their experience," Allen explained. "The number one goal is fan satisfaction and our main priority is to see that need is met, happy to report we seem to be doing okay so far! Attendance continues to climb, sponsors are asking questions again, and the racing here at Ace has been outstanding, but we continue to seek feedback about the fan experience."
Rick McCray is another former competitor who has turned into a promoter as he and his family run Orange Show Speedway, an ASA Member Track in San Bernardino, CA. They also look at maintaining that loyal fan base. "I believe our loyal fans are looking for affordable family entertainment and concessions with Great competitive action packed racing from Super Late Models to Trailer races," McCray said. "We try hard to make the fans a part of our nightly show by bringing them down on track for an autograph session. I believe this brings the fans and the competitors together on a more personal level."
That personal level is something that helps the track maintain its fan base and keeps it going by exposing it to the younger generation of fans who then become your future loyal fans in your specific target market. Those younger fans are exposed when the older fans brings them to the track. In order to create that experience, many ASA Member Tracks offer either a reduced admission price or a free admission to create the opportunity for local racing to be a family watched sport.
Adam Nelson, a third generation promoter at Meridian Speedway, an ASA Member Track in Meridian, ID, feels that the tracks have to do things to make families aware that they are there to entertain not only their target market, but the entire family. He even has a Junior Stinger division for ages 11-14 to get a taste of what it's like to race at their track. "Younger fans are in direct correlation with the adult fans that bring them, assuming that the ticket isn't over priced. Obviously the thrill show stuff attracts the younger fan, boat races, monster trucks etc. If you can make sure to include your regular racing classes in those types of shows I think there is a chance they will get hooked on the racing side also. The key to getting the adults to bring the kids is to keep the admission price cheaper than it cost to get a baby sitter," Nelson said. "We need to find a hook for them. Our Jr. Stinger division is working to attract kids to competitor side and with that we can only assume that the cousins, friends, and such of those younger drivers are coming and getting exposed to the sport."
Doug Binstock, General Manager of Rocky Mountain Raceways, an ASA Member Track in West Valley City, UT, echoes what Nelson is stating about attracting the younger generation of fans. "It's the younger generation that are the future of our sport and we must evolve to them to be successful. It's a new generation with a completely different mindset than the preceding generations that grew up with muscle cars and different amount of freedom to challenge those cars on the streets. Gone are the days of being able to cruise State Street or the local towns main drag. So we are faced with the challenge of how to attract them to our sport, get them involved," Binstock explained. "I think we all realize the need to stay proactive in attracting this new generation, many of us are still scratching our heads trying to figure it out. Some of us are developing local drifting programs and hornet type cars to entice this generation into the fold and only time will tell what is working."
Dennis Huth, ASA President, understands the challenges that the track promoters are facing as he started his career operating a race track himself. In his career, Huth has visited several tracks across the world, and he appreciates what promoters are doing to increase their attendance. "Some tracks are very successful and some are working towards being profitable. The key is to be creative and put on a great entertaining show each week," Huth said. "The fans want to see action and be excited. They want to sit on the edge of their seats. They also want to get to know the people in this sport more as well. Auto racing became popular by the interaction between the fans and the competitors. Short track drivers are local heroes in a child's eyes much like the competitors they see on television. They almost sense a friendship when they go and watch their favorite compete each week."
The ASA Member Track program is comprised of dirt and asphalt short tracks along with road courses around the United States, as well as a variety of regional and national touring series. For more information, call (386) 258-2221 or send an e-mail to info@asa-racing.com. For news and information from all the racetracks and tours involved in the ASA, visit www.ASA-Racing.com.
ASA®, ASA Racing®, American Speed Association® are registered trademarks of Racing Speed Associates, LLC. ASA International, LLC or Racing Speed Associates, LLC are not related to or affiliated with ASA Late Model Series.
