After a "hugely successful Indianapolis 500 in May," IMS officials are hoping NASCAR's Brickyard 400 "enjoys a resurgence as well -- a goal that will get a boost from the hoopla surrounding the retirement" of Indiana native Tony Stewart, according to Max Gabovitch of the INDIANAPOLIS BUSINESS JOURNAL. Attendance for the annual race "had been dropping each year" since '08, but "saw a slight increase last year." The bump "stemmed largely from five-time Brickyard 400 winner Jeff Gordon’s then-looming retirement." Now IMS "is pushing for another upswing through a range of marketing strategies, including promoting the race around Stewart." In recent years, IMS added concerts to Brickyard 400 festivities, "with tickets costing extra." But this year, a Kid Rock performance following Saturday’s Xfinity Series race "will be included in the price of admission." In fact, venues around the country "are adding concerts to NASCAR races in an attempt to curb declining attendance." IMS President Doug Boles said that one of the speedway’s challenges is that the track’s "massive seating capacity leaves large sections of stands empty for the Brickyard 400, fueling a perception that attendance is even weaker than it is." Even with an attendance of 101,000, "more than half the seats at IMS would sit empty." But Boles said that ticket sales "are in line with where they were at this point" in '14. Another way IMS is bolstering attendance and revenue is through "top-tier seating options it added" as part of its recent $92M renovation. Meanwhile, Crown Royal's five-year title-sponsorship deal for the event "ends with this year’s race." But Boles said that he "expects Crown Royal will remain beyond" '16 (INDIANAPOLIS BUSINESS JOURNAL, 7/4 issue).
FOR YOUR CONSIDERATION: In Indianapolis, Curt Cavin noted IMS' small dirt track inside Turn 3 made its debut this week, and if the "right opportunity becomes available, the world’s most famous racing facility might one day offer a larger dirt track." That "might help the sport reach a bigger audience." Boles "would consider dirt track racing, but there is nothing on the schedule." Cavin noted that is because there are "too many logistics to work through and too many other major events to work on." The IMS dirt track "was built over three days with 56 loads of dirt," and the banking in the corners "was minimal, but again, it was a temporary layout." In recent weeks, Boles "envisioned this track going closer to the north end tunnel, but it was moved closer to the backstretch so the spectator mounds could better be used" (INDIANAPOLIS STAR, 7/6).
