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Tuesday
August 29, 2006
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Michael Waltrip To Open NASCAR Garage/Theme Park Complex

Waltrip Planning NASCAR Garage
With An Interactive Theme Park

NASCAR driver Michael Waltrip is planning to open Waltrip Racing World in Cornelius, North Carolina, next spring, combining a “traditional NASCAR garage with an interactive theme park,” according to Erik Spanberg of the CHARLOTTE BUSINESS JOURNAL. The project, expected to cost “at least $15[M] and likely many millions more,” is a joint effort between Michael Waltrip Racing (MWR) and Charlotte-based Ark Group. The concept will “pair day-to-day race operations with an aggressive campaign to generate fan attendance on a regular, and repeat, basis.” MWR co-Owner Buffy Waltrip: “People drive thousands of miles to come see these race shops and when they get there all they have access to is a finished car and a gift shop. What we wanted to do was give the fans something special and really let them see and feel the sport while learning how it works.” Spanberg reports interactive tours of the facility called “The Experience” will cost $10-15. The lobby and gift shop will be free. Promotion of the shop will include a billboard marketing campaign around Charlotte. Also, a ten-episode series for ESPN “is in the works that will document the building of Waltrip Racing World and feature Waltrip’s teams.” Speed Channel will also film “as many as 35 episodes of a Monday night racing show with Waltrip” from the facility (CHARLOTTE BUSINESS JOURNAL, 8/25 issue).

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