November 5, 2010
By Rebecca Gladden
Earlier this year, I had a chance to sit down with NASCAR champion crew chief turned television commentator Jeff Hammond and talk a little racing.
It was back in the spring, when the season was still fairly young and NASCAR's "have at it, boys" edict was the next big thing.
While acknowledging that NASCAR seemed to be moving in a more fan-friendly direction with decisions such as that one, double-file restarts and more, I was eager to ask Jeff what more he thought the sport could do to bring disenfranchised fans back into the fold and attract new ones.
Hammond's reply came to mind this week when I was talking with a longtime fan who was lamenting the loss of contact between the average race fan and NASCAR's top drivers. "When I was in high school, we could go in the pits after the race and meet drivers. We didn't need a fancy pit pass -- you did for during the race, but not after. And the drivers didn't escape on helicopters. When I was a kid, I met them all. (Drivers would) practice Friday morning and spend the afternoon signing."
These days, the fan alleged, some drivers at the track only sign autographs when the cameras are on them. "The old drivers had to drive to the track, work on their cars, sign for the fans, and race three or four times a week. I know it's not their job (now) and they don't have to, but the decline in personal interaction has been met with a decline in ratings, etc."
Of course, that is just one fan's opinion. But it's a complaint I hear time and again.
The distance between fans and drivers -- whether real or perceived -- is a trend I've termed the "Garage Gap."
It's a gap that seems to be widening.
And it's killing the sport.
Nowadays, access to NASCAR's top stars is limited at best, and usually involves an off-track appearance which goes something like this: First, you take the day off from work. Arrive at the location by 8 a.m. and stand in a long line to receive one of a limited number of wristbands being distributed that day. Actually, you should be in line by 6 a.m. to make sure you get your wristband. If you're fortunate enough to get one, you now have several hours to kill before returning to the location to stand in another long line to get the actual autograph. The driver may or may not look up from the table and acknowledge you. And there's no time for chit-chat -- someone from the driver's PR team will quickly hurry you along if you linger. But, consider yourself lucky! At least you got an autograph, right? A lot of fans were turned away.
Race fans who spend their hard-earned dollars to support their favorite drivers, especially in this economy, don't want to be treated like that. Limiting access to the drivers -- for whatever reason -- makes fans feel like they simply don't matter.
I know the drivers work very hard and have sponsor obligations and appearances all week long. But that's a double-edged sword.
Increasingly, the only people who have access to the superstars are those who can afford to attend exclusive engagements or purchase race-day accommodations geared toward affluent fans.
Which brings me back to my conversation with Jeff Hammond. When I asked what he thought the sport's next major agenda item should be, Hammond didn't hesitate:
"I think the next thing we have to do is to look at what we can do to help really get the drivers back connected with the fans." Referring to his role as a spokesperson for Discount Tire, which also sponsors driver Brad Keselowski in the NASCAR Nationwide Series, Hammond said, "They allow Brad and myself to go out to the different locations and say thank you to the folks who buy product from us and give them an opportunity to come and meet us and understand who we are, and develop a relationship and a friendship. That's where you get your fan base. I think that's where NASCAR and the drivers themselves have to do a better job.
"We can reconnect in such a way that we've got our kids growing up understanding the benefits of being friends with a Brad Keselowski or a Jimmie Johnson. That's what grew our sport … We all like friendships, we like business relationships, and this is what I think made our sport great. But, we got away from that a little too much. We got a little too hoity-toity with the idea that we all had to be in the suites. The suites are the corporate people and we know how important they are, but the real fan is the one that sits in the grandstands, that is still down in what you call the 'chicken bone' section. If we can do that - if we can get back to being more connected - I think that we would grow once again and we would bring back some old fans that we lost."
And the drivers feel it, too - at least some of them. Jeff Gordon said in a recent interview at SBNation - 12 In 12: An Interview With Jeff Gordon that he talked to NASCAR about a possible solution to the dilemma.
"I've actually talked to NASCAR about trying to schedule and organize (autograph) events throughout the weekend," said Gordon. "Maybe not the same drivers doing it every weekend, but there are those diehard fans that really want that autograph … So why don't we take care of those people?"
Agreed. At this point, what does NASCAR have to lose by trying something different? More importantly, what do they have to gain?
So, tell me, race fans -- have you felt the Garage Gap? And is it widening?
What solutions would YOU propose?
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