DAYTONA BEACH, FL (Thursday, June 3, 2010) - It is the number one reason why a certain group of theme parks are successful and it keeps its customers coming back over and over. The same thing can also happen at short tracks all across the United States as well.
It’s all about promoting a positive experience at local short tracks. It’s about creating an environment that will make anyone from a fan, a competitor, a sponsor, and employees to look forward to returning again and again. This year, the American Speed Association is promoting to its ASA Member Tracks and Series to be the leader of promoting those positive experiences.
Joe Graziano, along with his partner Lance Fielitz, co-promote Dells Raceway Park, an ASA Member Track in Wisconsin Dells, WI. Both feel that creating a positive environment will reap its rewards, "I know that when I am personally treated well in a customer service situation, I remember that feeling for a long, long time,” Graziano said. “So now when we go out of our way to treat our customers well, I am confident that they'll feel great about their experience at the race track."
That experience at Dells Raceway Park starts as the fans enter the main gate and get a warm welcome from Mike Schergen, one of the staff members at DRP. They then enhance that positive experience by putting on a well-rounded race show with hardly any interruptions, a fast moving concession stand with great customer service, a good variety of food and friendly service.
Adam Nelson, Promoter of Meridian Speedway, an ASA Member Track in Meridian, ID, also feels that a positive effect will go a long way at his track. Especially when they host a big event like the two-day Diamond Cup that starts this Friday night. “Fans come out to the speedway when the product is great,” Nelson said. “We strive to have a good product at meridian speedway every weekend with great racing, food and entertainment.”
In the pits, the key word to providing a positive experience is respect. Tim Olson, President of the ASA Midwest Tour, feels that a great deal of the tour’s success comes from the positive attitude and respect that he along with his other officials and staff bring to each event. “We all come to the track to have fun, short track racing is meant to be fun and we try to promote that from the top down,” Olson said. “Yes, some will not have an enjoyable night when something happens, but you cannot let that negative attitude take over. It will make things worse than make it better. I think our positive attitude has kept our car counts up, created a competitive environment where everyone works together to put on a good show. It appears to be working as we are in our fourth year and our car count is still strong and more sponsors are coming on board.”
Earlier this year, the American Speed Association put together a group of drivers, crews, and staff to present the first ever American style stock car race in the Republic of South Africa. The event was successful with one of the main reasons that everyone went over with a positive attitude along with the goal of putting on a great event for the South African race fans. The success of the event has created friendships that transcend worldwide and left a positive feeling for all involved. Not even a bus breaking down ruined the spirit of all who were part of the event.
“Here is a simple question, if a friend tells you a movie was bad, would you go and see it? Many would not. But if they said it was a great movie, you would be looking for the next showing,” Dennis Huth, ASA President said. “Everyone involved in short track racing needs to positively promote this sport. We need to feature the excitement, the fun, the camaraderie, and the family atmosphere that short tracks are famous for providing. No matter if its at the track, at a local restaurant, a bar, or a gas station, when someone asks you about short track racing we need to tell them the good things about our sport and not be negative about it. This starts from the top down. Promoters need to lead by example, competitors need to be with other competitors and fans. Yes, we have the competitive spirit at the track, but we all need to work together to promote our sport in a positive way.”
With today’s competition for the entertainment dollar, short track racing needs to put promote that positive image to be successful and thrive.
The ASA Member Track program is comprised of dirt and asphalt short tracks along with road courses around the United States, as well as a variety of regional and national touring series. For more information, call (386) 258-2221 or send an e-mail to info@asa-racing.com. For news and information from all the racetracks and tours involved in the ASA, visit www.ASA-Racing.com.
ASA®, ASA Racing®, American Speed Association® are registered trademarks of Racing Speed Associates, LLC. ASA International, LLC or Racing Speed Associates, LLC are not related to or affiliated with ASA Late Model Series.
