The 100th running of the Indianapolis 500 on Sunday likely will be one of the most "memorable afternoons the Indianapolis Motor Speedway has ever seen," but the question is whether the track can "capitalize on the surge in interest surrounding this weekend's historic event," according to Zak Keefer of the INDIANAPOLIS STAR. The grandstands, which has approximately 250,000 seats -- were "sold out by the first week of May" and the crowd "could be its biggest in decades, maybe ever." Three-time Indy 500 winner Bobby Unser said, "I've never seen excitement like this for the race in my life. But you know what I'm worried about? I'm afraid this is just going to be a flash in the pan, a one-year thing." Keefer notes it is "easy to get fans excited when it's the 100th running." Hulman & Co. Senior VP/Events Allison Melangton said of future races, "It's about finding ways for people to engage and plug into the 500 in nontraditional ways. It's about reigniting that passion for the whole month." Melangton and her team created "weeks and weeks of events designed for diehard and casual fans alike." She noted that "over 300 porch parties -- casual Indy 500-themed gatherings fans can host at their homes -- were registered." Downtown Indianapolis also was "sprinkled with parties," with the idea being the "more people feel a part of the 500, the more of an impact the event will have on them, the bigger the chance they'll return." Two "telling barometers" -- attendance and TV ratings -- also "speak to an event rising in popularity." Though IMS does "not divulge attendance," IMS President Doug Boles "confirmed an uptick over the past two years." A "great experience, combined with a great race, could go a long way in luring plenty of those fringe fans back next May" (INDIANAPOLIS STAR, 5/25).
