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ISC Expects Significant Revenue Boost From Daytona Renovations
Published July 3, 2013
Execs declined to detail how ticket prices would increase after the renovation. ISC CEO John Saunders said the track would continue to offer Daytona 500 tickets for less than $100, but said that final pricing would be shared with fans in the future before it is shared with investors. Saunders reassured investors that the two-year renovation would not disrupt any events at DIS. He added, “We’re very confident when you look at the entire portfolio of events across the ISC facilities, we’re not going to see any loss of events through this construction period.”
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The company plans to reduce capacity at some of its tracks in order to bolster demand and rejuvenate advance sales. It declined to say what tracks would see seats removed. Execs also expressed optimism about NASCAR’s pending media rights sales. NASCAR is set to begin negotiations with Turner and ESPN this month for 23 Sprint Cup races and the Nationwide Series. ISC execs predicted those deals, combined with Fox' recent eight-year renewal, would deliver a more than 20% increase over the $562M in rights fees NASCAR now collects annually.