It’s a statement as simple as a Wheelie bar and as important as a Wally trophy:

Other than safety, The Fan Experience should be the No. 1 priority for NHRA and its national event promoters.

Is it?

Are the sanctioning organization and its track operators doing ALL that can reasonably be done to make that happen?

Honestly, I don’t think so.

It’s a statement as simple as a Wheelie bar and as important as a Wally trophy:

Other than safety, The Fan Experience should be the No. 1 priority for NHRA and its national event promoters.

Is it?

Are the sanctioning organization and its track operators doing ALL that can reasonably be done to make that happen?

Honestly, I don’t think so.

NHRA, during this 60th anniversary season, has rightfully celebrated the men (and women), machines and moments that have made history. In some ways, though, that old-time thinking has reflected the issue that concerns me most -- that the drag racing industry isn’t forward-thinking enough when it comes to keeping its current customers, and attracting new ones.

As far as I can best determine, NHRA’s selling points have been the same for decades. You know what I mean. All together now:

Speed! (300 mph!)

Sound! (8,000 nitro-fueled horsepower!)

Every ticket is a pit pass! (autographs!)

Those are completely legitimate and wonderful elements of drag racing’s entertainment experience . . . but, it’s time for an update. After all, I bet no one in the Glendora office is still pounding away on a Radio Shack TRS-80.

I enjoy the actual on-track action as much as anyone. These days, however, given the sputtering economy and intense-as-Funny Car competition for the available entertainment dollar, it’s just not enough. When the NFL -- the country’s dominant sport by any measure -- puts all-out effort into the Super Bowl pre-game and halftime shows, that proves more than the game is needed.

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Improving The Fan Experience has been the broad theme of my three most recent columns, and I’d respectfully request you to read them as a set.

In June, I asked various NHRAers what they’d do as the sport’s King for one day. Most answers involved upping the showbiz quotient.

“If you go to a NASCAR race, there’s probably more things for a fan to do,” said Robert Hight. “I took my daughter to Fontana (Auto Club Speedway) and there was a place for kids to get into a bubble and fool around. There’s a lot of different entertainment there. I believe we need to entertain the fans a little better. Pre-race over there is spectacular and you need to have something like that here, like a concert, something to break up the day a little bit.”

Last month, I explained that at a time in our culture when appearance is everything, it would be good for business for the straight-line speedways to improve their look and become more distinctive. It’s a flat-out fact: Fenway Park, Lambeau Field and Churchill Downs are iconic American sports venues, and -- no -- you don’t have to be a baseball, football or horse racing fan to instantly recognize them. One glance and you know -- this is a BIG DEAL! This isn’t about what tracks drag fans can ID. It’s about attracting the attention of the general public and mainstream media in an attempt to build and grow the Full Throttle series.

Now, I must deal with the most painful burrs under my saddle: Cost, spectator comfort, and amenities.

The TV images and still photos don’t lie -- too often, there are a lot of empty seats at these national meetings. I say that taking into full consideration many fans leave the stands to cruise the pits or manufacturers’ midway.

The recent posting of ticket prices for the Oct. 14-16 Arizona Nationals at Firebird International Raceway set me back on my heels like nothing since the last time I stood near the starting line when Tony Schumacher and Larry Dixon hit the throttle.

I’ve been a Scottsdale resident for almost two decades. I can tell you the state’s economy is one of the more-battered in our nation, due largely to a huge downturn in property values and decline in tourism dollars. The stats show it: Consumer confidence is down and that discourages people from spending. Yet an adult three-day general admission package at Firebird starts at $108, with a “reserved plus” package beginning at $229. Friday only ranges from $36-$58. Saturday is $46-$80. Sunday is $48-$85.

Oh, you need to park? That’s an extra $10 a day.

This isn’t meant to target Firebird, but rather, to illustrate a larger issue. I realize $200,000 was spent last year to repave both lanes after the tragic fiasco of February 2010. But these numbers belong in Fantasyland. They are at the extreme top end in all of NHRA at a facility where “modern” doesn’t fit its description. Just because the race is now part of the Countdown doesn’t automatically justify a premium price.

I know some will accuse me of using an apples-and-oranges comparison, but . . . less than a month later, Nov. 13, Phoenix International Raceway (where major improvements are underway) will host NASCAR’s Sprint Cup Chase semifinal, the Kobalt Tools 500k. A few years ago, in a pro-active response to the woeful economy, PIR President Bryan Sperber created a $25 Cup ticket.

That’s right -- you can see NASCAR for as little as 25 bucks.

Sperber told me it was a way to keep budget-cutting customers and to attract curious new ones. The idea has worked, and one outcome has been people who have a good experience come back and upgrade. There are 50,000 grandstand seats at PIR and all of them were sold in advance of last February’s Subway Fresh Fit 500k Cup race.

The most expensive Cup tix is $117. You can get a Saturday, Nov. 12 Wypall 200 Nationwide series seat for as low as $15, $50 tops. Weekend packages vary from $140-$279. Parking and shuttle service is $7.

Sure, PIR has more seats -- and much higher prize money and operational expenses. But the bottom line is clear: The ticket price contrast is simply stunning. These days, it’s all about value-for-money for many people, and it’s hard to beat $25 to see a NASCAR Sprint Cup Chase race.

I’ll conclude with a story that sums-up the mindset that I think is too-often the problem.

A couple of years ago, at a national event, a winning nitro-class team owner told me the track’s promoter had been over to talk. The trackman had a few complaints, including not enough sales at his concession stands.

I laughed out loud. I knew, from a personal case of heartburn, that the quality was garbage. The primary food shack’s appearance was so ramshackle that it might as well have had this sign out front: Ptomaine Palace.

I’ll say this again:

The Fan Experience should be the No. 1 priority for NHRA and its national event promoters.

Is it?

Are the sanctioning organization and its track operators doing ALL that can reasonably be done to make that happen?

Really?

Honestly?

Are you sure?

 

 



 

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