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NASCAR’s Missing Fans Speak Out

An Opinion



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September 11, 2010

By Allen Madding

Allen Madding

For months now, a lot of speculation has been tossed around to answer the begging question of empty seats in the grandstands at the tracks on the NASCAR Sprint Cup circuit, the declining television audience for NASCAR Sprint Cup Series race broadcasts, and the decline in sales in NASCAR merchandise.

I elected to carry it back to some of the fans that used to be in the grandstands, that used to watch the television broadcasts religiously, and some of the ones that used to be shelling out their hard earned dollars for NASCAR gear.

So, I am going to share with you some of conversations I have had with different fans and notes I have received. I think the responses from some of the folks polled reveal several reoccurring themes that clearly explained where they went.

D. Stover from Alabama wrote:

First of all, I remember being a race fan all my life. Following NASCAR seriously, probably since the early 80's. For approximately 8 years in a row during the 90's, we went to the Spring and Fall Race at Talladega. In the late 90's, we switched up and started going to the Spring and Fall Atlanta race. Mike has also been to Charlotte, Darlington, Homestead, and Bristol while on different boy’s trips.

“Back then, I would buy t-shirts every time we went and sometimes different merchandise for Christmas presents. I'd say we'd spend anywhere from $300 to $500 bucks a year on NASCAR crap. Doh!

“We recorded every race and sometimes re-watched them two or three times! (another doh!)

“Now... we haven't gone to a race in the last two years. We haven't bought a single NASCAR product. And if I don't catch the race on TV, it's really no big deal to me anymore.

“The why to all three of those is Mike Helton. I may be a bit unfair in our thinking, but in my opinion, when Mr. Helton took over NASCAR, it became all about the money. It seemed like they started targeting a higher class of fans to help erase stock car racing's "redneck" stigma. Everything started to cost more money to participate or buy stuff.

“But in doing so, they left behind the very folks that put NASCAR on the map... the common people. The ones who have to work hard for what they have, but can manage to scrape enough change together to hit the races on Sunday. The ones who appreciated their favorite driver and cheered for his victory all the way to the checkers.

“And the rules changes! One after the other. Geesh! A lot got lost somewhere when they started tampering with all the restrictions and rules and what not. I think we should go back to giving each driver a car off the showroom floor, the very same one I could go into a dealership and buy, and let them work from that. Give them a spending budget that is equal across the board, and let them go from there. See what comes out of it. Maybe I'm naive, but it sounds good to me.

“I can't say when I would get as active as I once was, I just know right now, I can't afford them. Not and still have other interests in my life other than NASCAR. (like riding Harley's. lol!)”

S. Layton of Florida wrote:

“Followed NASCAR for 14 years, I've been to Miami, Daytona, Homestead, Tallahassee (Talladega?) and Atlanta. At one time I spent approximately $100 a year but I don't buy anything now. The economy is bad and I believe most people would prefer to go to the races than to buy merchandise. I watch some of the races on TV now. They need to bring the older cars back and get rid of those cars of tomorrow. The races are boring now.”

C. Davis of Georgia wrote:

“I have followed NASCAR since childhood. I purchased an occasional t-shirt and cap. I used to be attentive (watching the race on television), but since the new car, I move around and come in and out during the broadcast. There are too many commercials. I would rather record and skip the blah-blah-blah.”

D. Stuckey of Georgia wrote:

“I have followed NASCAR for probably 20 yrs, and although I enjoy watching, its always better to go to the track. But, as a family, who can afford that plus merchandise? I rarely watch it on TV. It's 20 min. of racing and 4 hours of commercials!

I am SICK to death of the great Jimmy (ie) Johnson, and I do not think racing is over because of Dale Jr. I told you YEARS ago he would NEVER be his daddy! The going to the race sticker shock, is the worst for me. $150 bucks or so a piece for tickets where you can see any portion of the track and who wants to pay that for a kid too. It’s pathetic!”

N. Young of Georgia:

Mr. Young, a fan of 15 years, says that he has attended the two races at Atlanta every year and that his family purchased a couple hundred dollars worth of NASCAR merchandise a year. He watches half of the remaining races on television. He noted that his purchase of NASCAR merchandise and time he devotes to following the television broadcasts of the race have significantly declined due to the demands on his families time and finances while raising their children.

When asked what would need to change to increase his trackside attendance, he replied, “Affordability and track access which Atlanta has improved on tremendously over the last four years.”

These responses mirror a lot of what I have heard talking with long time fans of NASCAR. The cost of attending a race weekend has risen sharply faster than their pay check has. One couple quickly pointed out that by the time they bought two tickets to the track for the weekend, paid for a hotel room, and paid for meals, the weekend cost them over $1,000 without figuring in fuel costs.

But what about the newer fans that came on in the early 2000’s as NASCAR hit the height of its popularity?

M.M. Cadwell of Georgia wrote:

“My Family has followed it (NASCAR) since I was a kid, but I didn't really start paying attention to it until maybe 5 years ago. I've only attended 3 races: October 2008 – Atlanta, March 2009 – Atlanta, July 2009 – Daytona.

“I usually buy a new shirt and hat at each race, so maybe $100 total over the 2 years that I attended races. I try to watch at least a few minutes of all of the races. I catch more of the spring and summer races. Now that football season has started, the hubby has claimed the TV on Sunday.

“Going to NASCAR races was something I did with groups of friends. Getting married to a non-NASCAR fan means not going to races as often, or at all. I don't go to races anymore, so I have no reason to buy anything. I don't have a favorite driver. I just like the sport. So any of the merchandise I would buy was not 'driver-branded'. It was NASCAR merchandise only.

“I don't think the sport itself needs to change anything. My habits have changed because of priority shifts. Saving money and spending time with family is where my focus is right now.”

K. Krubek of Georgia wrote:

“I have been a serious fan for the past 5 years. Before that, I caught a few races on TV each year. I have been to: 2006 Las Vegas Motor Speedway (Busch and Sprint cup races), 2007 Las Vegas Motor Speedway (Busch and Sprint cup races), 2008 Las Vegas Motor Speedway (Nationwide and Sprint cup races), 2009 Atlanta Motor Speedway (Nationwide and Sprint cup races – Fall race (first Sprint cup night race), 2010 Bristol Motor Speedway (Nationwide and Sprint cup races – Spring race).

“In 2011, the races I am planning to attend are the Daytona 500 and the Bristol spring race.”

He noted that his family spends about $150 a year on NASCAR merchandise, and he watches all of the NASCAR Sprint Cup races on television and some of the NASCAR Nationwide races.

Regarding the tracks and the competition, K. Krubek wrote:

“Some race tracks are just a lot more exciting than others. Take Las Vega Motor Speedway as an example. The races before they increased the banking and added the Neon garage were not nearly as action packed as they are today. The overall spectator experience increased greatly when the Las Vegas track went thru its’ overhaul. Something similar needs to happen at the Atlanta Motor Speedway.

“It is no surprise to me why Atlanta lost a race for the 2011 race season. It’s not uncommon for only 13 of the 43 cars to be on the lead lap at the end of that race…restrictor plate needed??? I was stoked to go to Bristol this year, from all of the times I watched on TV, but must admit was a little disappointed with seeing cars 3 wide at some points. That’s Bristol, 3 wide???

“If the race track is over a mile long and is not a restrictor plate race, it is a bit difficult to watch the entire race on TV.

“Keep making the sport more competitive. Tracks which have a little bumping or more cars in it at the end of the race are by far more exciting to watch. I love how this year NASCAR is letting the drivers work things out themselves for the most part on the track. I think that as a sport overall, NASCAR rocks. Just there are some track/races which are much more exciting to watch than others. Maybe time for some of those less thrilling tracks to step up a bit”

The common thread I have heard and read from the generation 2000 NASCAR fans is that they became fans before they started raising their family and their budget did not have room for both. Many of them follow college football and professional football, so when football season starts they fall away from NASCAR to follow football.

So what’s the solution?

No single silver bullet will bring the lost longtime NASCAR fan and the lost generation 2000 NASCAR fan back. But several of both groups had the same complaint about attending the NASCAR races – cost. Some tracks have started addressing this issue recently, but all of the tracks on the NASCAR circuit need to give it a hard look. Hotels and Motels adjacent to NASCAR tracks need to join in the cost saving focus. A Super-8 that gets $19.99 a night year round should not charge $300 a night on race weekends.

NASCAR merchandisers need a hard gut check as well. If clothing sales are off, should it really cost $20 for a hat and $40 for a t-shirt?

Television broadcast partners need to carefully consider the complaint that keeps airing regarding the number of laps versus the number of commercials. It has become laughable that during several races this year that when the broadcast cuts away for a commercial there is going to be a yellow for a wreck. The television audience comes back wondering what happened while we were seeing commercials. Some of that cannot be helped, the part that can is how long the commercial break lasts. The split screen idea for having the commercial on in the major portion of the screen with the race video still running is a really ideal solution. Why it has not been adopted is unimaginable. It needs to be given careful consideration over the off season.

If NASCAR really wants to lock in the generation 2000 NASCAR fans, the reoccurring discussion of shortening the season so it does not go head to head with college and professional football as many months as it currently does needs to be given careful consideration as well. Does the NASCAR Sprint Cup Series need to visit tracks twice a year?

Would it be just as good if it only visited each track once a year?

You can contact Allen Madding at .. Insider Racing News
You Can Read Other Articles By Allen Madding

The thoughts and ideas expressed by this writer or any other writer on Insider Racing News, are not necessarily the views of the staff and/or management of IRN.

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