SBD/April 15, 2011/Facilities

NASCAR HOF Adopts Summer Promo Campaign In Effort To Increase Attendance

The NASCAR HOF plans to launch a new promotional campaign this summer using the tagline "Cure for the Common Summer." The promo will take place as the Hall begins its second year in Charlotte. Its first year has been scrutinized because of lower-than-expected attendance and projected losses of $1.3M. The $200M HOF recently revised downward its first-year attendance expectations from 600,000 to 250,000. It has had 249,186 visitors through March. During an advisory meeting Friday, HOF execs said future marketing efforts will target 3.1 million avid NASCAR fans living within 200 miles of the facility. Those fans have only made up 45% of attendees to date. The museum's marketers plan to shift their promotional spend to target that audience and let sponsors and promotional partners continue to encourage HOF visits nationally. The HOF has seen an increase in the number of facility rentals. It hosted a record 23 events in February and topped that with 24 events in March. The museum has 3,700 paid members in year one and is in the process of beginning renewals.

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