Daytona Int'l Speedway (DIS) last weekend recorded its most successful Rolex 24 race with double digit percentage growth in ticket sales, hospitality sales and corporate displays. It was the 50th anniversary of the race, which showcases more than 55 cars racing for 24 hours on the speedway's road course. The Grand-Am Road Racing series, which sanctions the race, estimated total attendance for the race at more than 60,000 spectators. DIS sold out of its special, four-day tickets a week in advance of the race and reported a 20% increase in ticket sales. The infield featured twice as many displays from major manufacturers and companies as any previous Rolex 24. Among the showcased companies were GM, Porsche, Mazda, Nissan, Ferrari, Continental Tire, Grand-Am, BMW and more. DIS President Joie Chitwood said, "We filled the infield. We've never had it as full we did this past weekend. Whether it was displays, camping, motor home, hospitality, we carved up that infield to every five feet." More than 170 credentialed media covered the race, 90 of them from international outlets. Chitwood said he is already focused on how to build on this year's anniversary event in '13. He said, "The anniversary gave us some extra momentum with the heritage to sell. This may have given us an idea. Maybe we try to do something historical every year." Chitwood added the speedway may not be able to bring in every winning car, as it did this year, but it could try to highlight one year in the history of the race as it looks to drive fan interest in the event.
