The Frontstretch: As The Cookie Cutter Crumbles: What We Can Learn From Their Demise by Thomas Bowles -- Monday April 25, 2011

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As The Cookie Cutter Crumbles: What We Can Learn From Their Demise

Bowles-Eye View · Thomas Bowles · Monday April 25, 2011


Actions may speak louder than words, but when combined, they’re a dangerous force to be reckoned with. The written portion came in the form of a final petition, 45,000 signatures strong, presented at a town hall meeting where action was on the agenda. People packed tightly inside the room, clung together to the point it made sardines claustrophobic as the decision of a racetrack’s future came together. Guns blazing on both sides, the stage was set for the climax of a grassroots movement we rarely see, friends and neighbors bonding together to save a stock car landmark whose future lay threatened by bulldozers and those all-important recovery buzzwords: economic development. To win out, it took four hours of heated debate, but in the end passion and persistence proved worth it; a short track forever a part of NASCAR history was given a dramatic, second lease on life against the wishes of the city’s own mayor. Despite not holding a Cup race in over a quarter-century, a dedicated band of racing fanatics had formed the ultimate stock car David vs. Goliath story; come hell or high water, they were determined to ensure racing survived in their backyard.

Which is why, just on the other side of town they’re perfectly content leaving another racetrack to die.

When the topic of NASCAR’s roots comes up, Nashville isn’t always near the top of anyone’s list. But it should be. The Nashville Fairgrounds was a Cup Series mainstay on the schedule from 1958 on, legends like Richard Petty, Cale Yarborough, Bobby Allison, and David Pearson visiting Victory Lane on its treacherous, half-mile high banks. It was here local boy Darrell Waltrip scored his first NASCAR victory, joining the late Joe Weatherly (who triumphed in that inaugural year) while countless others, like Sterling Marlin used their local experience in the form of track championships to break into the sport’s highest level. The Big Boys left for good after 1984, on to bigger and better places with more grandstands but the love for the sport didn’t just stay alive, it thrived; in fact, the second-tier Nationwide Series returned for a stint there from 1995-2000.

That’s why Music City proves the perfect case study for how NASCAR’s cookie cutters have crumbled before us, the best laid plans for new ideas torn apart by the worst type of fan reaction: indifference. Nashville Superspeedway, based in “nearby” Murfreesboro was built in 2001, one of the last of the great intermediate construction projects: a five-year long explosion of oval-building across the country designed to capitalize on stock car racing’s fanatical growth. From Fontana, California to “Chicagoland” to Kansas City to Las Vegas, these 1.33-to-2-mile superspeedways were supposedly the perfect “next-level” combination, fit for both open-wheel and NASCAR racing while offering the space to expand their at-track audience to well over 100,000 fans.

Sure it might look nice in this picture, but the Nashville Superspeedway just hasn’t been able to live up to the hype.

The Nashville Superspeedway didn’t start with that many seats; the plan was for 50,000, half of which were temporary bleachers until the Cup Series added that track to the schedule – an addition, of course, that never came. In its place, they were left with the Nationwide Series and the IRL, both of which enjoyed a temporary run of success, for a time – Nationwide peaked at an average of 41,500 fans per event in 2007. But that modest, 50K goal was never reached for a track that’s failed to gain traction well, ever with the surrounding locals. Instead, Dover Motorsports, Inc. is forced into a tough decision soon, one of many for these “cookie cutter” ovals that may occur as quickly as the end of this year: after drawing an average of 17,500 fans per event the last year-plus, is it time to cut their losses, shutter their investment and stop the bleeding of red ink all over their financial statements?

The track, to be fair has had its moments, including a five-car wreck on the last lap that handed Michael Waltrip an improbable victory in 2004. But by and large, the on-track action at the Superspeedway, spread out over nearly three times the racetrack as the Fairgrounds has never fully matched the atmosphere generated by the smaller ovals. Just last Saturday, Carl Edwards won a race in which four of the six cautions were for debris; just two cars were involved in accidents, contact was of the limited to none variety and only 16 of 43 starters ended the race on the lead lap. Not exactly the sparks-flying, history-making moments envisioned by the track’s creators, right?

Except maybe those moments were never envisioned, dollar signs dancing through executives’ heads as larger track sizes meant the possibility of more people pouring through the turnstiles. Racing proved secondary to profiteering, a multi-million dollar mistake of forgetting people won’t spend money on entertainment unless, of course, there’s actually something to entertain them. Advances in engineering this decade also met with the dreaded consequences – an aerodynamic push around other cars – and suddenly the perfect parade broke out where a race was supposed to be. That won’t work, no way, no how, no matter how much money you poured into that circular asphalt.

Nor will these supposed “convenient locations” for cookie-cutter tracks, located in some cases over an hour away from the city they’re supposed to represent. Some have survived based on that alone, tracks like Las Vegas lacking in on-track action but whose fan base is so starved for racing, they’ll take virtually anything as long as the Cup guys come and visit. Compare that to Nashville Superspeedway, which sits almost 40 minutes from Nashville itself, three hours from Knoxville and four from Memphis in a region already densely populated with other, unique racetracks – all of whom have Cup dates. Even a “sister” track in Kentucky is better situated, its Sparta location off the beaten path but within 45-90 minutes of three major Cup-deprived cities: Lexington, Louisville and Cincinnati.

So make it too big for racing? Check. Build it where people won’t come? Check. Now the third piece of the puzzle comes out of Nashville’s control, the deterioration of cars within its main draw (the Nationwide Series) to the point no local superstars can slip into a one-race deal there. That was the key to minor league racing in the old days, from South Boston to Indianapolis Raceway Park: a ride could open up for a local star or a headliner from a different series that would pop in and mix it up with the Big Boys. Instead, as is well documented by our own Bryan Keith this morning the Big Boys have risen into a league of their own, demoting series regulars to secondary status and removing many fans from having a direct rooting interest in what’s going on at the track.

This formula doesn’t just apply to Nashville: no less than this year’s Chase debut facility, Chicagoland Speedway fits the same, ugly template of long-term viability problems. Fontana has already lost a date due to attendance, while Homestead-Miami is inching towards critical condition; whispers persist the season finale could be moved within the next few years. Considering the capital for each of those projects, well into the millions, any type of track shutdown would be a massive loss.

Yet at the same time, the people within the Nashville community are showing how much they still love racing. The “Save My Fairgrounds” campaign, documenting a proposal to tear down the old track singlehandedly kept it from facing demolition. Local activists, including former driver Marlin are actively seeking the right management and sponsorship combination to leave the racetrack secure for decades. It’s a reminder that if NASCAR taps back into the right market, there’s thousands if not millions of recently uninterested fans there for the taking.

It’s just they’re not biting on the bait of entertainment in the middle of a field, cars single-file when their local short track offers far better. NASCAR needs to realize that in this upcoming era of schedule realignment, recognizing the value of the South Bostons and the Fairgrounds and all these little speedways that left fans salivating at the end of every weekend afternoon.

And as for Nashville Superspeedway? The ugly ending is near to a failed experiment, the first act in a domino effect that could take several, agonizing years to unfold. The Fairgrounds story is one NASCAR has to learn from; otherwise, the ugly future of Nashville Superspeedway could represent the means to an end.

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Monday on the Frontstretch:
Potts’ Shots: To Cross the Finish Line…
The Favorites Forcing The Fans Out… Nationwide’s Not-So-New Problem
Nationwide Series Breakdown: Nashville 300
Tracking the Trucks: Bully Hill Vineyards 200

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Thinkin’ Out Loud – The Off Week Season Review
Pace Laps: Swan Racing’s Future, Fast Females and Dropping Out
Sprint Cup Series Facilities Can Build Upon Fan Experience by Looking to Their Roots


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04/25/2011 09:28 AM

Dover Motorsports is the ugly stepchild of the major track owning companies. It seems everything the built in last 15 year went to hell. It will probably only be a matter of time before they sell Dover to SMI. If that happens I’m sure Bruton will close it and move a race to Las Vegas, and another back to Atlanta. Yeah, two more races at 1.5 tracks, yuck!

Carl D.
04/25/2011 10:25 AM

“Racing proved secondary to profiteering, a multi-million dollar mistake of forgetting people won’t spend money on entertainment unless, of course, there’s actually something to entertain them.”

That doesn’t just apply to Nashville or the Nationwide series, but to most of Nascar. And then you add to that the fact that sponsoring a race team has become too expensive for most businesses, and you have summed up 95% of what is killing Nascar (the other 5% is the television broadcasts).

But fear not…. I’m sure Brian France already has a plan…

04/25/2011 11:08 AM

I’ve been to “Fontana’s” bane
bane”. Believe me, it’s just as bad in person as it is on TV. If nas$car truly wants to bring fans back into the fold, they need to return to the tracks that promote real racing. Like Rockingham, North Wilkesbiro, etc. But the buffoons in Daytona continue to give the middle finger to the ones eho line their pockets. That’s the fans.

04/25/2011 02:33 PM

Very well stated article, Tom. It’s a shame that the NASCAR simply doesn’t see the blind obvious. Erosion of the fan base due to lack of interest. I keep hearing comments from the track promoters and other NASCAR pundits about the “graying of the fan base”. Well, I’m sure that’s true, but if there was good racing and by that I mean side by side, fun to watch racing, then people – older & the new young fans they want so much – would be interested again. Plus as Carl D mentioned – the way TV shows the fans at home the race is also critical to whether or not those fans buy tickets to a race. Personally, based on what I see on TV, I’d NEVER buy a ticket to Chicagoland, Fontana, Texas or Nashville.

04/25/2011 07:34 PM

I have to laugh every time I hear the sagging ratings and attendance blamed on ‘the greying of the fan base’. How may fans learned to love the sport because they were taken to races by their parents or grandparents, or sat in the living room with older family members, watching the races with them? That ‘greying’ base has the time (due to retirement, perhaps) and the dispoasable income to spend on races. They spread their love of the sport for to others. When you turn their love into distain, you not only lose them, but all the people they would have brought to the sport because of their enthusiasm.

04/25/2011 08:20 PM

I’m one of the members of the group
and I want to personally Thank Tom for doing such a great job of expressing what has needed to be said for a long time in Nashville. Our group feels this is an opportunity for not just Nashville to recognize and embrace the potential that the Fairgrounds has to offer but NASCAR should be front and center on this opportunity. While I do understand it’s loyalty to Dover as owner of the Nash Superspeedway it’s history, fan base, and bottom line deserves to come first. In this case NASCAR has to admit the superspeedway is a failure and move all those races back to the Fairgrounds. The Fairgrounds could be the ultimate short track showplace.

04/25/2011 09:40 PM

I found the Nasville Fairgrounds through a regional stock car series (the Champion Racing Assoc.) and attended an All-American 400. What a great place. They actually race there,not just follow the leader. Economical motels, and close enough to other things in the city to make a racing weekend out of it. I have taken most of my racing funds and travel to big events at smaller venues that do not cost me $1-$2,000 to attend. And the majority of the time, the racing is fabulous. I guess what I am trying to say is my money spends anywhere, just show me a quality product. And I agree with most everyone else, Fox broadcasts insult my intelligence.

Bobby O
04/26/2011 01:13 AM

Tom, it has been so long since the cookie cutter tracks came along, that I forgot why my interest in NASCAR has waned. Oh now I remember, cookie cutter tracks. Thank you for a very nice article, and good luck to the fans in Nashville!

04/26/2011 02:48 PM

I contend that NASCAR isn’t the only game in town. The ProCup Series offers far superior racing in better venues. Too bad they’re not on television anymore…

Ken B
04/26/2011 07:01 PM

Well said. It’s amazing how NASCAR keeps missing the point. Always searching for the the reason for their decline in viewership. This article hits the nail on the head.

I always went to the Fairgrounds but have never been to the newer speedway. I live 50 miles from Sparta, and go every now and then to Kentucky, half-bored. I used to be an avid fan.

Apart from the short tracks, the thing that you hit on that always appealed to me was seeing the local drivers involved. I thought the old “All American 400s” at the Fairgrounds were the best weekend of racing I ever saw.

The place I attend most is Salem these days and would rather see a late model race there or at the Fairgrounds than anything a cookie-cutter can produce.

I’ll always be a race fan, but NASCAR is losing me.

04/26/2011 08:14 PM

Nascar has yet to understand that the ‘cookie cutter’ racetracks are one of the largest reasons for the demise in fan support.
I’ll take Wilksboro, Nashville Fairgounds or Rockingham anyday over all of the ‘imtermediate tracks”.
Until they return to these types of venues, support will continue to evaporate.

04/27/2011 03:40 PM

great article, I would add one thing, what do Memphis, Gateway, and now Nashville have in common? Dover! I live in proximity to all these tracks and Dover is the problem. I have never seen a worse job of promotion. They just schedule races and expect a payday when people show up, not in this lifetime. You have to invest in the facilities, people, advertising, and marketing, Dover does none of that. If there is justice, everyone with a connection to Dover will be unemployed soon.


Contact Tom Bowles

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