SBJ/November 21-27, 2011/Facilities

NASCAR Hall of Fame selling small business memberships

The NASCAR Hall of Fame, which has struggled to meet attendance expectations the last two years, is introducing three corporate membership products for 2012 in hopes of boosting attendance and revenue.

The three packages, which are designed for local and regional businesses, are priced at $5,000 to $20,000. The $20,000 All-Access Pass gives companies 10 tickets and a table for the hall’s induction ceremony, 10 annual memberships to the hall, one rental of the hall, two rentals of the hall’s Legends Room, a commemorative brick and 200 admission tickets. The $10,000 Hot Pass provides 50 fewer admission tickets and no hall rental, and the $5,000 Cold Pass provides five induction ceremony tickets, 50 admission tickets and one Legends Room rental.

The hall established its corporate membership program in the summer and closed its first corporate membership in August, when it secured an All-Access Pass deal with Carolina Ford Dealers, a group of regional dealers.

“There are smaller, more medium-size companies that may not be interested in traditional sponsorships that include branding and activation,” said Winston Kelley, the NASCAR Hall of Fame’s executive director.

The $200 million NASCAR Hall of Fame last summer reported a loss of $1.42 million in its first year. Attendance estimates predicted the facility would attract 650,000 to 800,000 visitors its first year, but it fell far short of that, drawing 262,000 guests.

The hall’s corporate sales manager, Angela Basso, will sell corporate memberships. Kelley said there aren’t any specific goals for the number of memberships the hall hopes to sell in 2012.


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