Kentucky Speedway Sees Ticket Surge From Youth Marketing

By Michael Smith, Staff Writer, SportsBusiness Journal

Track Credits Youth Marketing With Attendance Boost For IRL Race

Kentucky Speedway credits a youth marketing initiative with the surge in ticket sales to Saturday night's Meijer 300 IndyCar Series race. The track announced a crowd of 56,482, more than double the 26,000 fans who attended the same event last year. Kentucky Speedway GM Mark Cassis said his track partnered with a Disney radio station in Louisville, about an hour away from the Sparta, Kentucky, track, to title sponsor the Fanfest area, which included driver autograph signings and stage acts. The hit teen musical group Jonas Brothers provided entertainment before Saturday's race. "We asked the question 'Can children influence purchase decisions?' and it worked," Cassis said. "We never marketed toward kids before, but I think we've got something here. ... We're finding that children can influence their parents."

Track Adds Kid-Friendly Elements For Race

CATERING TO YOUNGER CROWD: Knowing that a significant portion of the crowd would be made up of children, Kentucky Speedway had to make provisions.  In addition to kid-friendly elements in the Fanfest area, misting tents were added so that fans could cool off, and more than 5,000 ear plugs were provided for children.  The track even altered the start time of the race to make it more family friendly. With help from race broadcaster, ESPN2, the race moved from Sunday afternoon to Saturday evening at 6:30 pm ET.  The developmental series IndyPro race, which typically runs before the IndyCar race, started later at 9:00pm, giving families the opportunity to leave earlier without missing the main event. Additionally, much of the typical concession fare was supplemented with cotton candy, ice cream cones, pretzels and other food targeted to children. Title sponsor Meijer and presenting sponsors Edy's and Coca-Cola gave the track family-oriented brands that contributed to the decision to market to youth.