Texas speedway's ticket campaign makes waves
By Tripp Mickle
Special to Sporting News NASCAR Wire Service
Texas Motor Speedway president Eddie Gossage doodles for inspiration, and while drawing last spring, he developed an idea for a new marketing campaign driven by "hot cars and hot chicks."
The resulting "No Limits" campaign, which launched in August with a $500,000 Goo Goo Dolls concert at the House of Blues, features MMA-style lettering, an edgier Texas Motor Speedway logo, flashy hot rods with flame paint schemes and scantily clad women known as "The Great American Sweethearts." The campaign is featured on 15 area billboards, poster-sized calendars, online and print advertisements.
The cost of the campaign is far greater than anything the speedway has spent in the past. The $500,000 party alone cost $400,000 more than the speedway had ever spent on a previous campaign, Gossage said. But the results have been encouraging.
Since rolling it out, the speedway has seen season-ticket renewals surge to more than 80 percent, well above its historic highs of 70 percent, Gossage said. The season-ticket packages include tickets for 12 events at the speedway.
"That's quite strong," he said. "We finally found something that moves the needle a bit, and that's what we're always looking for."
The campaign has not triggered a high number of new sales, but former season-ticket holders have begun buying packages again, Gossage said. He expects a "No Limits" Garage Party at the AAA Texas 500 Sprint Cup race Nov. 7 to trigger new sales. The speedway will turn the Nationwide Series garage into an entertainment complex with a giant pool that will host wakeboarding demonstrations. It will be free to season-ticket holders.
"We want people to see it and say, 'Why can't I go in there?'" Gossage said. "You just have to buy season tickets. We want them to want the forbidden fruit."
Tripp Mickle is a reporter with SportsBusiness Journal.
Thursday, October 28, 2010
Saturday, October 16, 2010
JOURNALIST TOM HIGGINS RECALLS THREE SPECIAL MARTINSVILLE RACES
JOURNALIST TOM HIGGINS RECALLS THREE SPECIAL MARTINSVILLE RACES
MARTINSVILLE, Va. (Oct. 15, 2010) – For more than two decades, Tom Higgins chronicled NASCAR Sprint Cup racing and its personalities in The Charlotte Observer, painting a picture of the sport that earned him national recognition and his induction into the National Motorsports Press Association's Hall of Fame next year.
NOTE: TUMS is the sponsor of the TUMS Fast Relief 500, the sixth race in the Chase for the Sprint Cup, at Martinsville Speedway on Oct. 24.
A Western North Carolina native, Higgins often sat in Martinsville Speedway's press box and marveled at Dale Earnhardt's approach to the short track. The seven-time NASCAR champion often appeared to be enjoying a Sunday afternoon drive, laying his right arm on the roll cage while steering his race car with only one hand.
However, there were three races during the years that stand out in the personable man's mind. One was the Sept. 23, 1979, Old Dominion 500. It was Buddy Baker's second and last short-track victory, and his only win at the 0.526-mile Martinsville track.
"Buddy led the final 207 laps and won despite having no brakes for almost all of the distance," Higgins recalled. "He said with a car that handled as well as his Ranier Chevy that he didn't need brakes. Buddy won by 18 seconds over Richard Petty."
Next on Higgins' memorable list was the April 28, 1985, Sovran Bank 500.
"Harry Gant's victory in this race came just two days after he stated that NASCAR should 'get rid of all its short tracks’," Higgins said. "Naturally, the first questions Harry heard when he came to the press box were about his blast against short tracks. Harry made the usual excuse 'I was misquoted.' Then, someone played Harry a tape of him making the remark. Harry glowed red in embarrassment, then claimed he meant NASCAR should get rid of heavier cars on short tracks.
"Martinsville Speedway owner Clay Earles was not amused. He didn't take kindly to anyone criticizing his track. Clay, known to carry a firearm, said he had a pistol and he was willing to use it. Few, if any, drivers downgraded Martinsville again."
The third race at the forefront of Higgins' memories was the Sept. 27, 1988, Goody's 500.
"Darrell Waltrip, running third on the last lap, got 'two for one' in an accident that enabled him to win," Higgins explained. "Waltrip wrecked both Terry Labonte and Dale Earnhardt entering turn three and raced around them as they spun. After the race, Waltrip exulted in the press box, 'I shot into Terry, he shot into Dale and I shot into the lead.'
"Earnhardt and Labonte recovered to finish second and third. Both howled in anger. Earnhardt demanded that Waltrip be 'put in the penalty box.' NASCAR officials checked video tape, declared the incident a 'racing accident' and refused to take any action."
Higgins' memorable moments clearly show the one thing the fans and teams can expect at Martinsville Speedway is the unexpected.
MARTINSVILLE, Va. (Oct. 15, 2010) – For more than two decades, Tom Higgins chronicled NASCAR Sprint Cup racing and its personalities in The Charlotte Observer, painting a picture of the sport that earned him national recognition and his induction into the National Motorsports Press Association's Hall of Fame next year.
NOTE: TUMS is the sponsor of the TUMS Fast Relief 500, the sixth race in the Chase for the Sprint Cup, at Martinsville Speedway on Oct. 24.
A Western North Carolina native, Higgins often sat in Martinsville Speedway's press box and marveled at Dale Earnhardt's approach to the short track. The seven-time NASCAR champion often appeared to be enjoying a Sunday afternoon drive, laying his right arm on the roll cage while steering his race car with only one hand.
However, there were three races during the years that stand out in the personable man's mind. One was the Sept. 23, 1979, Old Dominion 500. It was Buddy Baker's second and last short-track victory, and his only win at the 0.526-mile Martinsville track.
"Buddy led the final 207 laps and won despite having no brakes for almost all of the distance," Higgins recalled. "He said with a car that handled as well as his Ranier Chevy that he didn't need brakes. Buddy won by 18 seconds over Richard Petty."
Next on Higgins' memorable list was the April 28, 1985, Sovran Bank 500.
"Harry Gant's victory in this race came just two days after he stated that NASCAR should 'get rid of all its short tracks’," Higgins said. "Naturally, the first questions Harry heard when he came to the press box were about his blast against short tracks. Harry made the usual excuse 'I was misquoted.' Then, someone played Harry a tape of him making the remark. Harry glowed red in embarrassment, then claimed he meant NASCAR should get rid of heavier cars on short tracks.
"Martinsville Speedway owner Clay Earles was not amused. He didn't take kindly to anyone criticizing his track. Clay, known to carry a firearm, said he had a pistol and he was willing to use it. Few, if any, drivers downgraded Martinsville again."
The third race at the forefront of Higgins' memories was the Sept. 27, 1988, Goody's 500.
"Darrell Waltrip, running third on the last lap, got 'two for one' in an accident that enabled him to win," Higgins explained. "Waltrip wrecked both Terry Labonte and Dale Earnhardt entering turn three and raced around them as they spun. After the race, Waltrip exulted in the press box, 'I shot into Terry, he shot into Dale and I shot into the lead.'
"Earnhardt and Labonte recovered to finish second and third. Both howled in anger. Earnhardt demanded that Waltrip be 'put in the penalty box.' NASCAR officials checked video tape, declared the incident a 'racing accident' and refused to take any action."
Higgins' memorable moments clearly show the one thing the fans and teams can expect at Martinsville Speedway is the unexpected.
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