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Speedway Motorsports, Inc Launches New 'Fans First' Initiatives For 2013
As it has for more than five decades, Speedway Motorsports, Inc. (NYSE: TRK) will again expand its Fans First platform in 2013. New initiatives will include a four-tiered program reaching across a variety of fan bases, including long-time fans, first-time fans, families and those fans interested in the most exclusive race experience in motorsports.
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“Since our founder, Bruton Smith, first built Charlotte Motor Speedway in 1960, creating an unforgettable fan experience has always been a top priority at Speedway Motorsports,” said Marcus Smith, president and chief operating officer for Speedway Motorsports, Inc. “Each of our eight facilities has accepted the challenge to find new and innovative ways to engage race fans across the board with the goal of making every visitor a lifelong fan of both our sport and our world-class company.”
In the coming year, fans will see a variety of new efforts put in place at all eight Speedway Motorsports facilities, including Atlanta Motor Speedway, Bristol Motor Speedway, Charlotte Motor Speedway, Kentucky Speedway, Las Vegas Motor Speedway, New Hampshire Speedway, Sonoma Raceway and Texas Motor Speedway.
Honoring Long-Time Fans
Each speedway will make a greater effort to recognize long-time fans with special events and amenities honoring their continued patronage, as some of the speedways have been hosting loyal fans for more than 50 years. In addition, tracks will celebrate “fan-iversaries” for fans celebrating 10, 25, 40 and 50 years of attendance at the races.
Welcoming First-Time Fans
Among the expanded initiatives, Speedway Motorsports facilities will welcome first-time fans with unique programs to help educate and engage patrons who are new to the sport. First-time fan sections on speedway websites will showcase activities, offer tips for enjoying a weekend at the races and feature videos from track ambassadors. Facilities will find new and innovative ways to make every race fan feel welcome and help make their first at-track experience a memorable one.
Creating Fan Families
Race venues will further expand on family-friendly programs to capture the interest of the next generation of race fans through kid-friendly entertainment options and other family-friendly activities. In 2013, all SMI tracks will offer special kids’ ticket options, from discounts on select sections to free tickets and pit passes. The facilities also will expand family camping and seating selections, add kids’ zone play areas and enhance the kids’ clubs. In addition, the speedways will offer kid-sized headsets for scanners so the entire family can enjoy the race experience.
Rewarding the Ultimate Fan
In 2013, Speedway Motorsports will also launch the Chairman’s Club, the ultimate season-long race experience for the ultimate race fan. Each ultra-exclusive Chairman’s Club membership includes VIP access to races at all eight Speedway Motorsports facilities including invitations to the drivers’ meeting and introductions; garage tours; pit passes; the very best camping and parking; and choice of luxury seating options including suite access with food and beverage. Members will also have a personal concierge to plan their high-roller race experiences. The Chairman’s Club will be limited to just 100 fans, with an annual membership set at $10,000. For more information, fans can e-mail chairmansclub@smicorporate.com or call 704-454-4702.
Going Undercover
To help bring the Fans First program to life at the SMI speedways, all of the track general managers will be going undercover as a fan for one race during the season at another SMI facility. From ordering tickets to coordinating camping to planning the activities and enjoying the race weekend, the SMI general managers will experience the race weekend just like a fan. Their undercover race weekends will be chronicled with photos and video and shared online, and their experiences will be invaluable in identifying additional opportunities for new services and amenities.
PaddockTalk Perspective
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