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The Rise and Fall of Dale Earnhardt Inc.

An Opinion



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February 13, 2011

By Kim Roberson

Kim Roberson

This Friday marks a milestone in many NASCAR fans’ lives; it was ten years ago on February 18, 2001, that Dale Earnhardt lost his life on the last lap of the Daytona 500. Hard to believe it has been a decade since that moment when a seemingly survivable crash took the life of NASCAR’s biggest name.

Think of it; Dale didn’t see the terror attacks of 9/11, or the changes in the world that resulted. George W. Bush hadn’t even been President of the United States for a month.

But in a way, he died so that others could live. The changes that came about in safety for drivers after his death have made the sport survivable. Earnhardt’s is the last name on a long list of drivers lost in the sport of NASCAR. Just the year before, the sport had lost Kenny Irwin and Adam Petty in New Hampshire.

It’s a little ironic that a man who was so old school would be the reason for so much change. I don’t know if Earnhardt himself would have liked all the changes, but I am pretty sure he would be proud of the way they have prevented any further deaths in the sport.

Could you see Dale strapping in with a HANS and full faced helmet? Being surrounded by one of the new carbon fiber seats that are custom fit to each driver? And what about the new car? You know he would have had a few words about that old wing.

Dale was ever loyal to the man who was also his best friend and hunting buddy, Richard Childress, and there was never a chance that he would race for himself. He knew he was Childress’ “franchise” driver, and that he could have the best of both worlds in starting his own team while driving with RCR.

Dale was just beginning to build what looked to be a dynasty with Dale Earnhardt, Inc. when he died.

His first full-time cup driver was a kid from Long Island named Steve Park. Park, who was a household name in the Northeast in modified racing, was almost unknown when Earnhardt called and left a message on his answering machine that he wanted to talk with him about a job. (A message Park at first ignored, thinking it was a buddy playing a joke on him.) Park came on at first in the Busch series, and then was moved to the No. 1 Pennzoil car in the then, Winston Cup Series. A crash that broke his leg, collarbone, and chipped two teeth pulled Park from contention for the Rookie of the Year honors in 1998, but Park would eventually win his first Cup trophy in 2000 at Watkins Glen.

Dale’s second Cup driver was his son, Dale Jr. Junior started on his own, his father having told him to earn his way up the ladder. When he was ready to get into NASCAR’s top series, Senior put Junior in his Busch Series car; where he went on to win two Championships. He then moved Junior to the famous No. 8 Budweiser car in 2000. In his rookie season, Junior won twice, at Texas and Richmond, giving DEI three wins in one year between their two drivers.

At the end of 2000, Senior decided it was time to add a third driver. When he announced that driver was 0-for-462 Michael Waltrip, many wondered if he might be losing his mind a little bit. But Waltrip says Dale had a plan, and was certain that all Mikey needed was the equipment to win in. It turns out he was right, but that win came at a very heavy price.

Today, DEI is nothing much more than a memory. The building, once dubbed the Garagemahal because of its size and high technology, is now a building along Highway 3 in Mooresville, filled with memories and a gift shop. Steve Park is no longer in the Cup Series. Dale Jr. is no longer with the team bearing his family name. And Michael Waltrip is starting to build his own winning team with Michael Waltrip Racing, and still racing at the two plate tracks: Daytona and Talladega. (In tribute to his friend, Michael will be running a No. 15 black and blue NAPA car with the throwback DEI stripes this week in Daytona.)

If you ask me, Earnhardt’s legacy isn’t his seven Championships, or his Intimidator title, or even DEI. He was a leader in the garage, and drivers used him to be their mouthpiece when they wanted NASCAR to know about issues and try to get changes made to make the sport better. In the end, it wasn’t his voice, but his silence that has led to the biggest change in the sport. Yes, we have lost drivers (like Jerry Nadeau) to major injuries, but we haven’t lost a single man or woman to death since that day ten years ago in 2001.

I wasn’t a fan of the sport on that day in 2001 when he died in an effort to ensure that Michael Waltrip won his first race in 463 tries. But Ty Norris noted, with a small smile between his tears, that “He knew Mikey had won.” His mission that day was accomplished. And unknowingly, he started a mission that day that has had even bigger results. It is sad that it took him not being here to get that mission started, but I am pretty sure he would be damned proud of that accomplishment IF he were here today.

For fans of Dale, or those like me who weren't fans on that day ten years ago, Speed TV is running a special about that day in 2001. "The Day: Remembering Dale Earnhardt" will leave even a hardened man with tears in his eyes as the men and women who were closest to Dale recall the events of February 18, 2001. The show is on several times over the next week, so check your listings for a time to watch. I highly recommend it.

Follow Kim on Twitter: @nscrwriter




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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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