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An Idea To Expand Short Track Ticket Sales
By John Kilroy on September 27, 2011

We had a great day yesterday visiting with Tim Huddleston, High Point Racing, and Jeff Schrader, Racecar Factory. And we have an interesting idea of theirs to greatly expand the number of people promoting ticket sales at a local short track.

They’re both important assets to the racing at Toyota Speedway at Irwindale, where Tim’s driver development program fields several cars in the track’s top late model series. The Racecar Factory builds the cars for High Point Racing, and the series. As a driver, Tim has won more late model races at Toyota Speedway than any other driver, five track championships. This year, Brandon Davis, in a High Point Racing car, has secured the track championship.

Their idea is, “Irwindale Bucks Program.” Here is a basic explanation of what Tim and Jeff have in mind.

The short track goes to all of their racers and gives them a stack of 100, to 500, coupons that are redeemable for general admission tickets for $15. Perhaps, the coupon could represent a discounted ticket price.

The coupons can provide the race track with information as to which racer was responsible for handing them out to race fans.

When the person turns in the coupon at the track, they pay the $15 for tickets. The short track would get $9 and $6 would go into a fund for the racer responsible for the ticket sale.

All of the racers at the local short track would have an easy way to talk up the great racing to all of their friends and acquaintances, and finish each conversation with a ticket coupon.

The races would have an added motivation from the Bucks Program established in their name. Selling 100 tickets would put $600 in the fund, to be used for such expenses as pit passes, track rental time, fuel, tires, etc.

The race track would benefit from getting more first-timers to the track, many of whom would hopefully become regulars. The track would also have a chance to make money from sales of beverages and food. As Jeff said, movie theaters may have $8 tickets for matinee showings, etc., but they charge plenty popcorn and other snack bar fare to make their numbers.

Sponsors connected with local racers could participate in the racer’s Bucks Program, too. Crew members could help. Friends and acquaintances of racers would take advantage of the program to help the team’s Bucks Program account grow in dollars.

Eventually, the number of people working to seriously develop ticket sales at the local short track is expanded by hundreds. Most of the cost of the promotion is printing up the coupons, which doesn't cost much at all.

“Who is going to go out and talk up Saturday night racing? The racer!” exclaimed Jeff.

About the Author
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John Kilroy is the Publisher of Performance Racing Industry magazine.
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