Michigan Int'l Speedway President Roger Curtis is "looking for new, creative ways to attract fans," and the latest move has been to add "entertainment to draw in Millennials who have grown up with X-Box, cell phones and social media," according to David Goricki of the DETROIT NEWS. The track has one of its NASCAR races this weekend and promotions will "include night-long concerts at Turn 3 that include Third Eye Blind on Friday and Elle King on Saturday." There also will be "an after party both nights" at the track's M-50 campgrounds. Curtis said of the Keloorah Music Festival, which will take place alongside the racing at MIS this weekend, "It’s a long-term initiative. Last year the goal really was can we logistically and operationally make it work on the same weekend that we’re doing a NASCAR race weekend, and we did and we knew we could." The festival "costs $60 and includes admission into Sunday's race." Curtis: "How many fans did we bring in because of Keloorah? We’re not sure. ... (But) we certainly did notice a lot more younger folks, from teenagers to late 20s, that would not have otherwise been here just to see NASCAR." He added, "I think $60 is an amazing value, and that’s watching the race on The Deck (in Turn 3). ... The Deck is kind of that Social/Sports hangout more so than sitting in the stands and watching every lap." He said that the space for the concerts "can handle 20,000 fans." Curtis: "The goal is not to become Faster Horses (MIS’ three-day Music Festival from July 15-17) or Lollapalooza. ... It’s finding something that’s not too big, but bigger than what we we’re doing" (DETROIT NEWS, 6/8).
FIGHTER OF THE NIGHTMAN: Curtis said that while NASCAR tracks like Bristol and Daytona run night races, MIS' future is "still days." In Detroit, Mike Brudenell notes Curtis has "ruled out any change soon to the traditional daytime format." As well as the "huge expense of installing floodlights," Curtis believes Michigan fans "prefer their racing during the day." Curtis: "We are not even remotely talking lights. There are so many other things we continue to build on out here like garages, restrooms and the Wi-Fi service." He said that installing lights for a night race would cost about $17M. Meanwhile, fans at MIS will "see new safety improvements in the form of extended SAFER Barriers on the outside and inside of the track and pit wall" (DETROIT FREE PRESS, 6/8).
FAN OUTREACH: In Jacksonville, Don Coble writes under the header, "NASCAR, Drivers Working To Reconnect With Fans." Driver Brad Keselowski said, "The entire sports world is trying to engage a new younger demographic." Coble writes while it is "impossible for a driver to sign every autograph request, drivers are making themselves more reachable on race weekends." Fans now have "greater access to the infield and garage areas." Drivers also are "reaching out to a younger fan base through social media." Dale Earnhardt Jr., Joey Logano, Keselowski, Danica Patrick, Kevin Harvick, David Ragan, Clint Bowyer, Chase Elliott, Denny Hamlin and Kyle Larson "are a few of the drivers who are regulars on Twitter." Snapchat also has become "a popular tool to connect with fans" (FLORIDA TIMES-UNION, 6/8). Driver Greg Biffle said of NASCAR's attendance decline, "It's a combination of things. One is technology. To be able to stay tuned to a race, watch the race, listen to the race, get an idea of what's happening without being there is tremendous now. You can follow on Twitter and watch on your phone, with different in-car shots of any car on the race track. You can watch from anywhere. You don't have to be at the race track." Curtis said that NASCAR, including promoters, "failed to address the problems when attendance first nosedived, giving the fallout from the recession too much credit for the decline." Curtis: "There are a lot of stake holders in our sport. I think it took a while to get them all rowing in the same direction. We are now. That includes everything from the on-track product to star power" (MLIVE.com, 6/7).
