SBD/April 14, 2014/Marketing and Sponsorship

Darlington Raceway's New Marketing Campaign To Focus On Track's History

Darlington Raceway on Saturday announced a marketing campaign that will "highlight its history going forward into next year's Bojangles' Southern 500 weekend," according to Lou Bezjak of the Florence MORNING NEWS. Track President Chip Wile said that he wants Darlington "to be celebrated as other historic venues" such as Wrigley Field or Lambeau Field. Wile's plans include "NASCAR Classics clothing merchandise, which will have a retro look." There also will be "a throwback ticket for the race weekend." Additionally, the track is "asking fans, media and teams to share their Darlington stories." Wile said that the campaign "was his top priority when he took over as track president eight months ago." Bezjak noted the program "has backing" from the track's parent company ISC, NASCAR, and race teams (Florence MORNING NEWS, 4/13).

GOOD NEWS, BAD NEWS: In Charlotte, Jim Utter writes of the track's NASCAR races this past weekend, "Congratulations to new Darlington Raceway President Chip Wile. I was among many who were skeptical of the change of Darlington's race day this season, which coincided with the Masters and spring football games at South Carolina and Clemson. Thanks to the work of Wile and his staff, Saturday night’s crowd was near capacity" (CHARLOTTE OBSERVER, 4/13). But in North Carolina, Thomas Pope writes there was "a cloud hanging over Darlington Raceway" because NASCAR President Mike Helton said that there is "no race guaranteed here next year." Helton on Saturday said, "I'm very confident that we'll be racing here in 2015. I'm confident that we'll be racing here for a long time." Pope wrote Helton's comments were "kind of like a coach who gets the dreaded 'vote of confidence' from his team owner." Helton continued, "I think there's a spot for Darlington going into the future, but in today's world, you just have to take things one step at a time" (FAYETTEVILLE OBSERVER, 4/13).
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