| TRACK |
| OF THE YEAR |
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| KANSAS INTERNATIONAL SPEEDWAY |
For many years, NASCAR eyed the Midwest enviously, glimpsing a territory filled with potential stock car racing fans. The sport finally expanded its reach last year by opening new tracks in Chicago and Kansas City.
Both drew raves. But the early edge goes to the $225 million Kansas International Speedway, an International Speedway Corp.-owned venue closer than Chicago's to the heart of its downtown — and the new fans NASCAR is trying to reach.
The track holds the distinction of being the first in NASCAR to attract public financing. The state of Kansas contributed $50 million toward its completion.
The 1.5-mile tri-oval opened to a packed house for its debut Winston Cup race, the Protection One 400, on Sept. 30. Season tickets accounted for all 78,000 fans at the race. That includes 68 luxury suites that were fully leased, double the original target.
The track hosted five events during its debut season. Of the 78,000 season tickets sold, about 20 percent came from 30-year seat licenses priced at $400 to $1,250 each. The rest of the season tickets are sold on a year-to-year basis, meaning fans don't pay a license fee but are not guaranteed the same seat location beyond one season.
While the initial plans allowed for capacity to someday reach 150,000, track officials aren't in any hurry to expand. Instead, the emphasis is on maintaining momentum.
"We're keeping a tight control on supply and demand," said Jeff Boerger, Kansas Speedway general manager and vice president. "This year, we want to take a close look at things and make sure the fans are satisfied. Then we can look at expansion."
Brian France, NASCAR's executive vice president, said the Kansas track met all expectations. The league tipped its cap to city and state leaders for helping generate enthusiasm for the sport from the moment the speedway opened.
"By the time we got to race weekend, the whole thing really came together," France said. "And it's a part of the country we believe can help our sport keep growing."
NASCAR's junior circuits, the Craftsman Truck and Busch Grand National Series, hold races at Kansas. The track's schedule also includes dates for the Indy Racing League and a minor league open-wheel event. Since tickets are only available on a seasonlong basis, these events are also sold out, bringing new interest in NASCAR's other events.
Boerger, a native Kansan, said expectations are high. The track marked the first major sports facility built in the area in 27 years.
"People don't want things to drop off, they want them to get better," Boerger said. "That's what we're trying to figure out every day: How do we get better?"
Erik Spanberg writes for The Business Journal of Charlotte.
