Decline in nascar popularity and its effects on daytona beach
The rumbling of cars as the engines start. The roaring of the crowd in the stands. The smell of fuel and burning rubber. These are a few of the elements that every NASCAR fan has come to know and love about the sport.
Fans have been going to races since the very first ever NASCAR race in Daytona Beach in 1948. They return to support their favorite drivers and to experience the thrill that the race has to offer. However, in recent years, attendance and television viewership for NASCAR events has declined drastically. What is the cause of this and how has it affected the economies of the cities that host the races, such as Daytona Beach?
In 2001, tragedy struck at the Daytona 500. One of NASCAR’s most popular drivers, Dale Earnhardt, was killed during the final lap of the race when his car collided nearly head-on with the outside wall. His death was significant because he was one of the last “rags to riches” NASCAR driver stories. NASCAR fans found him extremely relatable, and his death marked the end of an era for many long-time fans. Not only was it a great loss and tragedy, but the event sparked controversy and coincidentally, a decline in attendance.
“I vividly remember the day that Dale Earnhardt died,” told Kristy McLarnan. “My family, much like the rest of the community, was devastated.”
With races taking place in many different locations far and wide across the country, it has always been a sport that fans have to travel to. In the past, fans had no problem trekking to a different city and camping out to witness a race. But then came the recession in 2008. The ticket price for a NASCAR race can be as high as over $250. Suddenly it became less feasible for the average working class American to afford the travel cost, let alone the cost of a hotel room.
Data retrieved from Sports Media
In the midst of the fluctuating attendance numbers, NASCAR has seen more than 15 drivers retire since 2010. Of these drivers, a few were fan favorites such as Tony Stewart and Jeff Gordon, who retired in 2015. 2017 brought the retirement of Danica Patrick and Dale Earnhardt Jr.
The retiring of popular NASCAR drivers is very significant. Fans are extremely loyal to their favorite driver and these drivers have the tendency to remain favorites for years at a time. Driver Bill Elliot was awarded NASCAR’s Most Popular Driver award for ten consecutive years. Following him, Dale Earnhardt Jr. was awarded the Most Popular Driver for fifteen consecutive years, all the way up until his retirement in 2017.
Dale Earnhardt Jr.’s retirement leaves a major void to be filled, and with so many new faces on the speedway, fans have to pick a new driver to root for.
“I used to go to the races in Homestead and it was always fun,” said Marjorie Kirby. “One of the things that really stuck out to me though, was how committed the fans were to their favorite driver. You would be shoulder to shoulder in the stands with people who were cheering for a different driver than the next person, but win or lose, the fans stayed loyal to their favorite driver. I think that’s what made going to the races so much fun for me.”
All of this information brings us to the next question: What has been done to combat changes in drivers and drops in attendance? Daytona International Speedway is one race track that has taken major steps to improve the race experience for fans.
Daytona International Speedway underwent a $400 million renovation, funded by the International Speedway Corporation titled Daytona Rising. This project began in 2013 and was completed in 2016. It has made the experience much more modern and comfortable for the fans.
“Daytona Rising has made easier to retain and renew customers,” said Andrew Booth, Public Relations Director for the Daytona International Speedway. “The old Daytona Speedway had grand stands. Now, the seating is wider and much more comfortable. Surveys for the fan experience have gone up dramatically.”
Daytona Rising has also provided a major facelift when it comes to modernization. FanVision Controllers have been incorporated, in which the fan can watch a live stream of their favorite driver, including the real-time audio. It has accommodated for the new age in which smart phones and selfies exist. There is even a designated “selfie spot” that gives the perfect backdrop of the Daytona International Speedway.
“Younger audience expectations have changed. Daytona is historic but it lacked the amenities that modern sports facilities provide. There are areas to take pictures and post content. There is now a social board in the speedway where fans can have their posts displayed. There is also now Wi-Fi provided throughout the speedway with the exception of the seating area,” said Booth.
In addition to the Daytona Rising project, there have been major renovations made across the street from the speedway. This area is now called One Daytona.
One Daytona is a $300 million project with over 20 shops and restaurants, including a movie theater and two hotels conveniently located across the street from the speedway. When fans make the trek to attend Daytona 500, they now have two brand new hotels to add to their options of places to stay.
Out of race season, visitors and locals can enjoy all that One Daytona has to offer year-round. It is very family friendly with a playground area and a life size chess set.
“What was formerly a run- down area with many homeless people, is now very family friendly,” said Lynne Eratcher, supervisor of restaurant Rock Bottom.
One Daytona has also had a major impact on stimulating the economy.
“4 managers just at Rock Bottom have moved here from other places for this job. When that happens they buy houses here, they bring their families, and their kids stay. Nicer areas have been popping up. One Daytona will bring revenue for the city,” told Eratcher.
A new generation of NASCAR drivers and projects like Daytona Rising could very well turn around the trends for NASCAR. Daytona is certainly already seeing the benefits, selling out for the Daytona 500 two years in a row since the completion of Daytona Rising.
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