In the summer of 2014, Darlington Raceway President Chip Wile flipped through pages of a decades-old recipe book, but the reason for doing so had more to do with the future than the past.
Wile’s boss, Daryl Wolfe, executive vice president and chief marketing officer of International Speedway Corp., had informed him of a five-year plan to revive the glory days of Darlington and get the track back on solid financial footing. The idea was to transform the track’s Southern 500 from a typical stock car race to a throwback event featuring old-school paint schemes, signage, merchandise, Hall of Fame drivers and, thanks in part to that recipe book, even throwback cuisine.
Wile has spearheaded the program and has landed significant buy-in from sponsors, licensing partners and NASCAR Sprint Cup and Xfinity Series teams. The plan will make its debut at this year’s Southern 500 on Labor Day weekend.
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This tunnel to Darlington’s infield is lined with historic photos that highlight the track’s storied past.
Photo by: Darlington Raceway (2) |
The first year of the program will focus on the year 1974, in part because the desire to celebrate 1950 when Darlington opened had to be weighed against the fact that many NASCAR teams and sponsors weren’t founded then.
Nearly 20 Sprint Cup teams will participate and some of those, along with their sponsors, have gone all in with vintage paint schemes, merchandise, special events, point-of-sale displays, media buys and other marketing assets.
“It’s a real testament to the industry as a whole of how they can collaborate, innovate and really take hold of a promotional platform that may be good for sponsors, networks, fans,” Wolfe said.
Stewart-Haas Racing will have all four of its Sprint Cup cars and connecting brands involved. Bass Pro Shops will run a paint scheme that celebrates the first boat that company founder John Morris designed and built; Budweiser’s scheme will be gold, harking back to the gold can it used in the ’50s; Haas Automation will use the first paint scheme that company founder Gene Haas had as a race team owner; and GoDaddy will play off Darlington’s nickname, The Lady In Black, and how small-business owners want to stay in the black.
“If you look at studies, homework, data and all the analytical boring stuff, nostalgic programs are what resonate with millennials,” said Mike Verlander, vice president of sales and marketing for Stewart-Haas Racing. “What we talked about is, ‘Why don’t we at Stewart-Haas Racing kind of lead the charge in running retro paint schemes?’”
Darlington and ISC have worked to make the event comprehensive. Track concessionaire Americrown will provide three signature items that were offered at the track in the ’70s: a pimento cheese sandwich on white bread ($3), fried green tomatoes ($4) and a sausage perlo ($5). NASCAR trackside merchandiser Fanatics will introduce vintage gear that matches up with the paint schemes and provides a ’70s feel. Racetrack personnel will be clad in throwback gear and race tickets will feature special artwork.
NBC Sports, the race broadcaster, is also getting in on the act. NBC, which will air the race on its broadcast channel, is looking at options ranging from having its on-air talent wear retro wardrobes to bringing on throwback personalities like Ken Squier to share stories about the race. It also is talking with companies about airing throwback-themed commercials during the race.
As for participating brands, Budweiser is looking at point-of-sale displays that show off the throwback theme. The company will deploy a contest in which six winners from each of the 13 markets in the company’s Carolinas region will receive access to the race and the Budweiser Tailgate Zone.
“Both Budweiser and Darlington have history and a lot of heritage, but perhaps in recent years have maybe a negative connotation with Budweiser being your parents’ beer or a bit rednecky,” said Dave Spafford, Anheuser-Busch director of trade marketing for the Mid-Atlantic region. “We’re trying to change that image and … I think NASCAR is in a similar position, so I think the parallels of NASCAR, Darlington and Budweiser [are there].”
