SBD/Issue 166/Facilities & Venues

Renovation Project: LMS To Replace Front-Stretch Seating

LMS Upgrading Front-Stretch
Seating In Latest Renovation
Lowe’s Motor Speedway (LMS) is prepping another renovation, but instead of “boosting capacity ... LMS is ripping out a massive section of aging front-stretch seats,” according to Erik Spanberg of the CHARLOTTE BUSINESS JOURNAL. The area presently consists of benches and aluminum seats, which will be upgraded with 24,000 pull-down plastic seats. The seats will also expand from 16-17 inches wide to 19-20, though it is unclear how many seats will be lost. The project will begin after the Nextel Cup Bank of America 500 in October and will cost up to $5M. Prices for the seats will increase from $80 to $125 beginning for Cup races in ’08. LMS President Humpy Wheeler said, “[Fans] keep telling us that they want wider seats and they say they don’t mind paying a little more if we do that.” Spanberg notes in recent years, execs at speedways have “slashed prices on thousands of seats to spur revenue as attendance at major races faltered.” Millsport Senior VP/Motorsports Mike Bartelli said, “It’s not inconsistent with what has happened with football, baseball and other sports. Promoters are finding that there isn’t an endless supply of fans to come to the races, but there are fans who have certain expectations” (CHARLOTTE BUSINESS JOURNAL, 5/18).

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