We’ll get back to the number crunching and structure later. The purpose of these events is to create a front gate-driven event. With the alcohol categories no longer at the divisionals, the proposed regional events should strengthen fields that may have been weak in some divisions. With solid fields in TAD/TAFC/Pro Mod coupled with T/D and T/S, you got one hell of a show. These races would really fit nicely in a summertime night race format, and only should be contested during the day in the spring or fall. Rather than have an event strung out all day, qualifying would start with Top Dragster, and wouldn’t stop until the last pair at the end of the night. TAD/TAFC/Pro Mod would be on 75 minute turnarounds.
This series would give the NHRA an opportunity to showcase nationally recognized names and cars in non-national event markets. For non-national event tracks, this could be a ‘mini’ national event. The key to this series being a success, like anything, is promotion.
Putting this on the schedule and getting an ad in National Dragster doesn’t count. That’s about as far as some of the divisionals out there get promoted. With this being a front gate-driven event, you have to hit the local area hard. Whether it’s TV or radio that better
suits a particular track, a track needs to start three to four weeks out and gradually ramp up hype until it’s all you hear about the week prior. Yes, that costs money. Spectators pay money at the gate, too. If the proposed lineup with adequate promotion can’t bring at a very minimum 3,000 paying spectators each day, our sport is really in trouble. I don’t think the problem lies in our sport itself, or the drawing power of the cars/drivers, it comes down to the sales pitch and budget. I think many tracks fail when they get into a “no man’s land” in advertising budget.
There’s going to be a certain percentage of fans that are informed enough that in-sport promotions will get them to the track. Whether they’re a regular at the track and heard them pumping the event on the PA, or saw something on a website, it’s not hard to get this spectator. So, let’s say if you didn’t spend a dime advertising, you’ll get 1,000 fans per day.
A modest amount of advertising may get you another 1,000 fans. While there’s no number or formula, I think from that point of a relatively small advertising push to a really heavy two to three week push, there is a relatively small rate of return, or “no man’s land,” until you break over center with a large marketing push that yields a very large crowd. Some markets will take less to get a big crowd, some areas will take more. The cost of advertising can greatly vary per market. All of those factors must be considered when determining which tracks get regional events.
I don’t think it’s unreasonable to draw 5,000 or more paying spectators a day. Why and how? The why is you have top caliber cars going at it heads up for the championship. 5.20’s and nitro for the dragsters, high winding, 5.50, 260-mph floppers and the always colorful and wild Pro Mods should pack the stands. Not only do you have the cars, but with stronger fields, now you get to see the big names going at it more often. How? Market it right.
It starts at the top and works its way down. The NHRA can make a big push to promote the series through their media and television. Down to the track level, there doesn’t need to be an event at the track where they don’t plug it multiple times. Bottom line, you have to create the buzz and make it into a big deal. In promotion, perception really is reality. NHRA could lay a blueprint for marketing these events for tracks to use.
Back to the numbers. By a rough estimate, before advertising, you’re looking at somewhere in the $80,000 range (payouts, personnel, materials). An event to this scale should probably spend in the neighborhood of $40,000 in advertising, depending on the market. What that equates to, is before any sponsor dollars are factored into the equation, you have to bring in 4,000 fans for the weekend to break even at $30 per day, or 2,000 per day. That number decreases as you get event sponsorships, along with series sponsorship. Don’t forget the $5 hamburgers and $4 sodas they’ll drink when they get there.
One idea that has floated around regarding a potential regional series is splitting the country into three regions, and selling a regional sponsor. Getting the series televised should not only be the goal of those marketing the series, but the selling point.
So what happens to the divisionals? The system will work better for them, because once the alcohol cars leave, they will be a pure back gate event, much like the IHRA Divisionals are.
This regional series is a step forward in a number of areas. As a whole, if drag racing can draw new fans in non-national event areas, that’s a major plus. It creates a better venue for the alcohol cars that has much more marketing value than the current divisional system. The tracks stand to make a good profit. It also brings one hell of a show to the fans in those areas.
These regionals would fit perfectly into a Sports Nationals setting…
In closing I’ll note a few changes from Part I some of you may have noticed. Originally I envisioned Comp Eliminator in these regional events. While I certainly think these cars would be a good fit in the program, it creates too many events for Comp when you add divisionals and nationals to the equation. I also have readjusted the number of events for competitors in TAD/TAFC to a best eight of 12 format rather than a best 10 of 14 as I originally noted. Fewer events would help smaller budget teams compete for a championship, and help cut additional travel.
I apologize for not being able to get more in depth in some areas. There’s only so much you can fit in one column. Feel free to discuss my ideas with me on www.InsideTopAlcohol.com or send your feedback to DRO at response@dragracingonline.com
Now that you’re ON THE TIRE, go forth and spread the good word! 
|
 |
|
|
|
 |
