Iowa Speedway has come up with an innovative way of getting fans their money's worth (LAT photo)
In a recent column in The Indianapolis Star, racing journalist Curt Cavin received praise from a reader for an award won by the paper’s sports section. Did this mean, the reader wondered, that Cavin would get a raise?
“It means we get to keep our jobs,” Cavin deadpanned.
Amen, brother. Everyone involved in racing is feeling the effect of an economy in the dumper. Jobs in motorsports are as scarce as ethics in a corporate boardroom. Sponsorships are as rare as snow in the desert, and some mighty talented mechanical minds are applying for unemployment benefits. The Big Three are begging for a handout, while usually strong foreign auto manufacturers are bruised badly. This is not good, folks.
How bad does it suck? Look around the racing scene. Honda is out of F1. Audi and Porsche are out of ALMS. Once-solid NASCAR teams are on the verge of collapse. The Detroit Grand Prix has been postponed. Sponsorships have disappeared. Top-notch drivers are angling for seats that don‘t even exist. First-rate mechanics and engineers are out of work. Fans are bagging their plans to attend races. It’s likely that we’ll see large chunks of open seats at the Daytona 500 in February.
We’re all hurting to some degree -- racers, team owners, crew chiefs, mechanics, fans, journalists -- and we’re all asking two essential questions:
1) How bad will it get?
2) When will it end?
If you pay any attention to CNBC or other business channels, you know that the answers to those questions run the gamut. It could be the bottom now, some say. Others say we’re not there yet. It could last a few more months. Or just short of a decade. The government either needs to get further involved or stay the hell out, depending upon which talking head is doing the talking.
Some are predicting another wave of foreclosures to begin in the spring because of option ARMs, which doesn‘t bode well for a quick recovery. Even if you split the difference between the optimists and pessimists, the lull is going to last another two years, at least. Since advertising is the first cut in a weak economy, and racing is an advertising-fueled business, this is not good for anybody in the business.
Before you put your silverware for sale on eBay, though, remember one proven anomaly of recessions and depressions: When the economy gets tough, the tough want to escape. Movies, TV, sports and other entertainment diversions and vices historically perform well during crappy economic times. Even if people don’t have as much as they‘re accustomed to, they still smoke, drink, gamble and watch TV. They might not waste as much as usual at the casino, and they might buy cheaper booze and generic smokes, but they won’t give up their vices. Or their cable or satellite. In fact, it will be one of the most important bills they pay each month.
So, while attendance might be alarmingly thin for the next few years, it’s highly likely that TV ratings will remain steady or even improve. For most racing enthusiasts, the telecasts will become the most important part of their weekend. A chance to escape from the bad and focus on something they enjoy. A diversion from the grind.
This is an opportunity for everyone in racing to capitalize. Even if they can’t afford to see it in person, fans might be paying more attention to racing than ever. Here’s a chance to regain their attention and their enthusiasm, so that when the economy recovers, they’ll be better paying customers than before. More loyal, more steadfast, more interested.
True, a sanctioning body can’t magically improve its telecasts, but it does have an influence on the product that’s being televised. As much as some of us despise manipulations like the Chase and green-white-checkered finishes, tweaking the game might be an essential element in down times. Make it interesting, make it big and make it sing, and your customer will remain with you even if he or she can’t justify the expense of being there in person.
Recession also offers chance for promoters to shine. Instead of the usual gouge, cut fans a break. Make the tickets as cheap as possible. Put the butts in the seats. Instead of profit margin, focus on getting the customer to come to the next race. Make the experience so damned delightful that they can’t help but return (even after you raise ticket prices once the economy recovers).
Good example: For the past three months, Iowa Speedway has been offering a season ticket package for $99. That’s 10 races -- not including the recently added NASCAR Camping World Truck Series race -- for $99. IndyCar, Nationwide, USAC, ARCA and a variety of other support races. Ten bucks a race. You can’t go to a minor-league baseball game for $10. Hell, you can’t go to a high-school football game for $10. Sources say the promotion is a hit, and more than a few race fans got a 10-race surprise for Christmas.
The bottom line? Jerry Jauron and his group at Iowa Speedway will pack the place for their three premier events, and they’ll draw reasonably well for the rest of it. It’s a simple concept, but one that eludes some promoters. Pull people in with an attractive price, give them good entertainment and a positive experience, and they’ll return -- even when you jack up the prices.
During times like these, we find out just how sharp and determined we are. We rely on our wits and strengths. We plan and scheme and persevere. No matter how long it lasts or how bad it gets, this is just a blip. It will get better, and we’ll be better when it ends.
This isn’t a time of weakness for racing. It’s a time for racing to become stronger.
The opinions reflected herein are solely those of the above commentator and are not necessarily those of SPEEDtv.com, FOX, NewsCorp, or SPEED Channel
The opinions reflected herein are solely those of the above commentator
and are not necessarily those of SPEED.com, FOX, NewsCorp, or SPEED
