So is the new NAPA Speedway going to be promoted by anything other than word of mouth?
Posted by kristin on March 7, 2012, 10:20 pm 107.4.22.250
I bring this question based on a conversation we had with the previous "promotion person" while at Super Nationals a while back. He feels that as race fans we should just know that a track is in our fair city and/or that it is our responsibility to find it on the web and call to see when the races are. Really? That was Sandia’s marketing plan?
We said "do you know how many people we have talked to over the last few years that thought Sandia had closed years ago except for the maybe the occasional motorcycle race? A few other people didn’t even know that there’s a track (now tracks) in Albuquerque." Again the same song and dance that if they were "real" race fans they would have found the track. *headshake* We even told him stories of two families that came to the track last year because of either fliers or a car show that Brenda did and that it was the first time they had been there. They thoroughly enjoyed themselves and would definitely come to more races. Until they saw the flier/car show they had no idea the track was here. All he could say was well I could tell you a hundred stories that were the opposite. Very Sad. That said I think Brenda Gantt did more last year to help promote the track and get the word out than anyone else has.
I also wondered what ever happened to the competition between UNM and NMSU business schools to come up with a marketing and promotion plan for the track. There was even a big article about that in the paper when Guthrie took over a couple years ago. What happened? I also know for a fact that last year one of UNM’s Executive MBA Marketing class groups had to come up with a plan for the track as their project. I’m sure they had some good workable ideas. Again what happened with that? Anyone? Anyone? Bueller? Anyone? I mean come on what a great way to tie into the rivalry between UNM and State. A definite missed opportunity there.
We also asked why are there no ads on radio stations like 94 Rock, both country stations, Coyote, The Mountain? Lots a race fans and potential race fans listen to these stations. And not to be mean but come on how many people really listen to 610AM in comparison to 94 Rock and company? Also asked why aren’t there a few strategic TV ads. I’m sure some type of deal could be made. Local personalities race factory fours? Too much money blah, blah, blah. Same tired closed minded song and dance.
Which brings me to this -- So anyone seen the new CarCrafters ads during the race? And come to think of it anyone remember the old CarCrafters ads on 94rock back when they were on McCleod? Just saying.
You know word of mouth only gets you so far. Even the biggest show in town right now Lobo basketball still has ads and promotions to bring in fans even though pretty much everyone in town knows about the Lobos. Other sports teams in town also advertise and have promotions to bring in fans. The Isotopes have ads and promotions for every home stand. The new arena football team the New Mexico Stars advertise. The Mustangs hockey team advertises. Get the picture yet?
It’s great that the track has a big name sponsor in NAPA. I saw on the blog that McKernan Sports and Entertainment is going to operate the concessions and merchandising. Let’s hope they can bring to the track what their dad brought to the Dukes back in the day. I hope that it comes with new blood and new innovative ideas to get people to come out and that we can say goodbye to the same tired closed minded crap that has bogged the track down for years. I would love to see this be the most successful year of many successful years to come.
I would have to say that word of mouth worked relatively well for the dirt track last year. The average race attendance was pretty healthy for an opening season, considering how bad the dust and wind was for most of the events.
Different story on the asphalt side. Attendance, payout, and car count are all directly related. Advertisement only pays off for racetracks when the drivers consistently put on a show that forces fans with the urge to come back for more.
In my opinion, the promotional staff's job is no longer just getting the word out on the track itself, but now they are responsible for selling a brand in general. A fan's experience at the track will now directly influence their opinion of NAPA Auto Parts, so I could not agree more that the closed minded mentality needs to be changed for the partnership to be successful.
Is this or is this not a recurring theme? I remember HH having the same issue, as a matter of fact I only ever saw 2 commercials on TV about that track and one was after it was closed, one or two on the radio and one billboard. And even with those the stands were known fans. The Monster Truck show when the Cruisers raced did more to promote that track than anything else. Those fans loved the car racing. Many did not know about it untill then. I do think there are ways to get free advertising, report the race to the local news stations, who won in what class, where the race was at, whether it was a close finish or not, and of course the next race date, I am sure sports broadcasters would cover it. If they will cover high school football, baseball, tennis, why not cover racing? Get a radio station to broadcast live from the track, an FM radio station! Granted TV ads are very visible however they cost a lot, maybe Car Crafters could sponsor the TV ads, I’ve seen Jim and his daughter four or five times on TV lately, so maybe since word of mouth has proved (judging from these TV ads and billboards) to not be the most effective campaign add for Car Crafters that Jim will apply that same theory to his racetrack promoting venture as well. One could only hope.
Re: Same old story
Posted by steve jr on March 8, 2012, 2:10 pm, in reply to "Same old story" 184.155.177.76
a small correction gary, when bobby had hhs i heard a lot of advertisment on the radio plus they had the billboards on I-25 and san mateo and a few others in the city area. It was after he left they all dissapeared. Sorry didnt mean to be so anal lol.
Re: Same old story
Posted by K Seals on March 8, 2012, 4:42 pm, in reply to "Re: Same old story" 198.102.153.2
And if I remember correctly, we would see ticket sales increase 25 to 50 units each Saturday night. Hard to say though if it was the advertising or word of mouth. Maybe a little of both.
Re: Same old story
Posted by K Seals on March 8, 2012, 4:32 pm, in reply to "Re: Same old story" 198.102.153.2
Kristin, very good observations and well written to boot. If you put a few personal references on you could use it as a resume for the position.
Advertising dirt track is diffcult it would seem. TV and Radio are big $$$, Newspapers are a dying medium, online maybe,maybe not. Bill boards - plenty of empty ones these days. Bar bathrooms, Alibi, Blimps or airplanes pulling banners.
I know!
"WWRD" What Would Royal Do ? Royal, you got the hottest thing on dirt in the Southwest. Where do you spend the advertising budget for the best return?
And now the section of the show where the bald dude gets to crow a little:
I enjoy telling people that the only division of racecars to ever race at a sold-out show at HHS was not the Outlaws, USAC, CRA/SCRA, IMCA or the ASCS but the Mighty Cruiser Nation. (With the help of a few Monster Trucks of course)
Good Times..
-K
Re: Same old story
Posted by gguinn on March 9, 2012, 8:33 am, in reply to "Re: Same old story" 71.216.54.161
Going purely off of the spirit of the Cruiser class, it was an amazingly good idea that was cost effective, introduced many drivers into racing, and had a huge car count. It is too bad that the rules were perverted into a hobby stock with a stock four barrel. Aluminum radiators, 3-speed Trans, and duel exhaust; I also disagree with the engine swaps, car came with a 305 and now it has a 350 or a V-6 now equipped with a V-8. The costs increased and the car count fell. I can understand making changes in the rules for safety but not performance, beginner classes should be the very basic to allow for driver development. I say if it came stock with a V-6 it races with a V-6, if it came with an automatic transmission it races with it, ALL STOCK PARTS! Here is a crazy idea for the Cruisers; win three mains and track buys your car for $1,500, then the track could auction the car off to anyone interested, if the car sells for over $1,500 the extra could go to a points fund, keep it cheap could be the rule. Just a thought to re-increase car counts.
Re: Same old story
Posted by Bill Moharter on March 9, 2012, 11:09 am, in reply to "Re: Same old story" 69.39.20.182
Cruisers are cool man. The car count went down when we had to move around from HH to Milan to Pavement. I believe the track championship car on pavement was purchased for 1300$ before the 2010 season and the 2011 championship car went for 2000$. Most of the performance modifications came because the junk yard parts leaked fluids on the pavement and had to be changed. I have a stock 305 in the car now and I got the standard trans on a parts trade. The spider gears are welded and the springs were never changed, Sarah finished 2nd in her first dirt race and is looking foreward to racing dirt Cruiser 16K this season. I will be sitting in the stands at NAPA this Sunday (for free) and watching the practice. Come sit with me and I'll tell you where you can get a cruiser for 300 bucks. We are all waiting for the season to get started and prepared to help other newcomers; go cruisers.
Re: Same old story
Posted by Eric on March 11, 2012, 6:12 pm, in reply to "Re: Same old story" 166.250.67.233
What I don't understand is why the "ring leaders" of the cruisers are so opposed to the 4 cyl cars increasing the car count for the cruisers.
Re: Same old story
Posted by K Seals on March 11, 2012, 9:19 pm, in reply to "Re: Same old story" 71.222.229.160
Maybe it is because the ill taste of getting beat on a regular basis by a few of them still lingers.
-K
Re: Same old story
Posted by russelh on March 10, 2012, 6:48 am, in reply to "Re: Same old story" 207.200.116.10
how about the bone stock dodge neon that won the championship at hhs. do you think the driver has something to do with it?
Re: Same old story
Posted by royal on March 11, 2012, 7:05 pm, in reply to "Re: Same old story" 50.130.134.166
Advertising a dirt track is questionable at best. Too many radio stations and too many TV stations. We did trade outs last year with two local radio stations and that seemed to help. a little Newspaper. I think word of mouth, Facebook, racing websites etc work best. In El Paso I have a couple of trailers that our truck driving school pulls that have speedway stuff on them. Like K mentioned you can spend yourself in to the poorhouse on advertising and get 50 more people. There are no rain checks on advertising. You spend it, they dn't come and you are screwed.
Re: Same old story
Posted by Truman on March 12, 2012, 7:01 am, in reply to "Re: Same old story" 75.173.131.46
BINGO Royal, I,ve found that in Albuquere,there are X amount of Race Fans & most of them know when & where the races are,Alot of racers(Myself included) just want to see ads on TV so We can go to work & say "did You see that ad on TV last night?--- that's us. I have resolved Myself to be as POSISTIVE as I can about THE DIRT TRACK the place has some Isues ,And They know that, People come to watch & They know that too . NAPA came on board & that is truly a GREAT thing that will create avtersing it's self!Here is my point ALBUQUERQUE is NOT a Racing town. So let's be happy for what WE HAVE Truman West
The good,the bad&the ugly...
Posted by mychal on March 13, 2012, 2:29 pm, in reply to "Re: Same old story" 216.184.25.222
{quote:Albuquerque is NOT a Racing town} Truman...it used to be. As a kid,it was friday nights Speedway Park,sprint Cars 30+,and good crowds. Sat.nights...Speedway Park 100+cars,packed grandstands,across town,Albuquerque Raceway 60+cars,nearly full(larger)Grandstands. HHS not that long ago...car counts were off the charts...and the stands were starting to fill up,people were coming back... I think Albuquerque is a racing town...it's just in hibernation. The causes...the on again off again status of HHS. The asphalt deal being pretty boring. ...Remember,Cruces wasn't a racing town either til Royal took over. The good... Swope is gone,he was basically overhead,hopefully his coupons and "monkey math" pay sheets went with him... Hiring Richard Johnson as race director. He's respected throughout the state,and I can't think of anyone more fair minded.
The bad,,, Track conditions/payouts. Track prep began saturday@3/3:30(ask me how I know)and the results were predictable. Good crowds initially that started to dwindle as people got tired of being sandblasted. Payouts were pathetic(if you actually got paid). Car counts started to drop accordingly. With SANDia's sucess predicated upon back gate economics,thier take started to dissipate. ...so they began working the #'s from the front gate to compensate. It seemed as if management was doing the bare minimum,or just enough to get by. Back gate entry for a driver was the highest in the state,conversly,payouts the lowest. Throw in the unabated carnage...and things got out of hand. The Ugly... The spectator area...c'mon gentleman,it's embarresing,You have to be a true die hard race fan to endure the lack of any ammenities. So,where do we go from here... Revenue enhancement, Alcohol sales..race fans/spectators like adult beverges. Pass out some swag(free tickets) to the local radio stations,let them give them away on air(free advertising) Set payout...dosen't have to be huge,just let us know what we're running for before hand. Track prep... Has to start prior to late saturday afternoon,actually put some effort into fixing the craters that exist out there,beyond shovels of dirt from the infield patted down to fill them in. Some water would be nice... As several people have already alluded to... WORD OF MOUTH... People started coming back out to HHS because they'd heard the racing was good and the track was fixed...that deal was starting to roll. It can be done at SANDia...just up to management to put in the effort...
Re: Same old story
Posted by royal on March 12, 2012, 7:06 pm, in reply to "Re: Same old story" 50.130.134.166
Everyone doesn't love racing or dirt track racing. We need to add a dog and pony show that they like and they will come. ie, our 4th of July show. The only thing we do different as far as advertising is a half page in the paper to remind them that what they "love' will be on that weekend. Last year we had 3500 thru the gate and we only hold 2500... apparently they didn't come for the races that are there every saturday night.
Re: Same old story
Posted by Joe S on March 12, 2012, 11:32 pm, in reply to "Re: Same old story" 69.254.130.153
Royal, if even 50 of those first timers at your 4th of July show come back, that is huge! Truman, while I agree that Albuq. isnt a Cruces/Aztec or Tucson. When Bobby Seals ran HH back in '07-'08? He had the Biggest crowds I have seen since the Early 70's, around 1,300-1,500 every show! I still have the Article, opening day 1972 at both Speedway Park and Albuq. Raceway had FULL Stands, they had pics of both! My guess is there is just too many Entertainment options now that we didnt have back then!
Re: Same old story
Posted by butch r on March 13, 2012, 4:34 am, in reply to "Re: Same old story" 24.56.163.162
Too many options is one excuse,but Sandia had to turn people away at their opener back in 2000,and they had hired a promotor who had worked months(year?) getting ready for that first pavement season,'Chris Beck',but they said he was overepaid so they fired him?!HH has seperate issues being so far out,but i still believe that if you can get em there once they better see a 'GOOD' show cause if they do they'll come back,if not they probably won't. Sandia dirt track is going through growing pains that will only get better with time,just hope it doesn't have the same fate as the other previous dirt tracks;forced out or sold out for profit/growth. The worst thing about this current trend is the next generation of dirt racers is finding other things to do,after Duke City closing this started in Albq,probably some back when Speedway park closed too.And HH closed -we lost racers kids that we're growing up at that track,the future!
Re: Same old story
Posted by royal on March 13, 2012, 7:34 am, in reply to "Re: Same old story" 50.130.134.166
Good points.. Everyday you all post about someone dying, but how many new ones are coming. If we can get more kids involved , it brings more kids and we start it all over. We have to put on a show that makes people want to come back. It needs to be fast and not dusty. Imagine if you went to a soccer or football game for the first time and they were always under penalty and then you got all dirty to boot from sitting in the stands... Would you go back?
Re: Same old story
Posted by gguinn on March 13, 2012, 8:41 am, in reply to "Re: Same old story" 71.216.54.161
Royal I have to say your right, but I have to add to it. You also would not be inclined to go back to the soccer/football game if you were sitting on hay bales with a field lit by halogen lights either. Now none of our tracks are that extreme, but the more professional the facility looks and the staff act helps, cost and taste of food offered at the track is another. What ever happened to the days where 1-2 cars per class park on the front stretch and kids and family can walk out on the front stretch and sit in cars and talk to drivers during intermission? Sell this to the kids, if it's cheaper than the movies or other entertainment places and the kids are asking to go, well wouldn't you take your kids or grandkids? What about intermission tire races, foot races, drivers throwing out candy to the kids, a few toy give a ways, something? We need not worry about "our" children or grandchildren as drivers and die-hards, we need to sell this to the casual fans kids, get them hooked as "ours" usually already are.
Re: Same old story
Posted by royal on March 13, 2012, 6:58 pm, in reply to "Re: Same old story" 50.130.134.166
Sounds like you are promoting! Tha kind of stuff and thinking 0ut of the box is what will keep it going and or bring it back. Gotta make em smile and go back to work talking about it..
Re: Same old story
Posted by royal on March 12, 2012, 7:09 pm, in reply to "Re: Same old story" 50.130.134.166
OH by the way.... for those of you who do love racing-- Our 305 Sprint shootout this weekend with X-mods, late models, hornets and ASCS 305 sprints. Friday qualifier pays 1,000 to win and Sat pays 5,000.
Re: Same old story
Posted by russelh on March 13, 2012, 8:11 am, in reply to "Re: Same old story" 207.200.116.10
IT is a shame that you are the only promoter within a reasonable travelling distance that the first thing out of his mouth is what's in it for me? pleasure before profit has always been what drives true racers. that is my $5.02 worth. it"s a shame it only used to cost .02 cents
Re: Same old story
Posted by royal on March 13, 2012, 8:08 pm, in reply to "Re: Same old story" 50.130.134.166
Believe me if my first thoughts were profit I would use the exact format that Sandia (NAPA) was using last year. I know it would run off all the racers, but we could sure make money for one year.. I really think that a successful track needs someone with money behind them that can take the chance to make money and afford the losses. Noone can run a track that does not love racing... It is just too crazy and takes all your time and efforts. So I can't belittle anyone that is trying.. I will always try to help even if it is just my .02 worth.
