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October 30, 2005
Big Apple fans...sour towards NASCAR?
By Krista Voda
NASCAR's marketing gurus have, for the last few years, had NYC media exposure at the top of their to-do lists, constantly pitching drivers and promotions to the national talk show circuits.
In the last month, alone, Ray Evernham and Erin Crocker were outside the New York Stock Exchange. Mark Martin and Carl Edwards appeared on "Guiding Light." Larry King's roundtable discussion with Jeff Gordon, Rusty Wallace, Kyle Petty, and Kasey Kahne re-aired on CNN, as the network heavily promoted its hourlong medical special with Dr. Sanjay Gupta last month.
The sport is banking on its popularity, its growth, and its transition from southeastern moonshiners to Hollywood city-slickers. Just look at today's drivers...how they dress, who they date. They are the future of a sport that's trying to change its image. Not because anything is necessarily wrong with the old one. But because that image just doesn't fit Manhattan, a city that speaks in dollar signs.
I was recently in the Big Apple for a day. Just enough time to see that in a city made up of residents from all over the world, NASCAR is the only thing that's foreign.
It's true. Mike...the taxi cab driver from Romania...has more in common with most New Yorkers than the sport built on American horsepower.
Some gentlemen who work in Manhattan asked me if I'm familiar with the city. I tell them just enough to be dangerous, as I've been to NYC a handful of times, including each December for NASCAR's awards banquet.
They seem shocked. "Why in the world would NASCAR come to NYC?" (Hmm. Exactly what the marketing folks DON'T want to hear). What my new friends don't realize is that the sport's top gala is a pretty big deal. It was first held at the Waldorf-Astoria in 1981.
Next, these guys ask me if I've always been a racing fan. I say no. The sport became part of my job, and it was only then that I came to appreciate it. I point out some of the changes and developments NASCAR has made in its effort to go "mainstream." One of the guys agrees, basically saying the sport has really taken off now that Danica Patrick is on board.
Seriously. Here's the kicker. These guys don't work on wall street. They work in sports.
These are the guys who snicker when they hear the southern twang of an Elliott Sadler. They are also the guys who stand in line at NYC clubs (and probably never get in) while Sadler and Jeff Gordon are escorted to private VIP tables. I imagine Gordon shops in stores that these guys have only read about in magazines.
Yet, Sadler and Gordon (and probably every other driver in the sport) will take the time to talk to someone on the street. Something most New Yorkers wouldn't fathom. After all, no time for small talk or casual observances. Barely enough time to choke down that triple-grande mocha-cinnamon soy latte, nonfat.
Maybe these guys just need some time to learn the sport.
After all, the city that thrives on speed is scheduled to get some of it around 2010. ISC has already slapped down a cool 100-million for a plot of industrial land on Staten Island. Plans are in the works for a state-of-the art NASCAR-sanctioned track.
Perfect. Maybe, then, they'll be able to meet Dan Wheldon.
October 30, 2005 | Permalink
Comments
Seems NASCAR has never heard the expression "You can lead a mule to water , but you can't make him drink". Putting a race in NYC, won't convert New YAWKers, no more than Fontana converted those in LA LA land. And putting a race or racetrack in "A major TV market" doesnt insure large ratings, as Fontana, Chicago, are usually snoozers and not watched
Posted by: Clay | Oct 31, 2005 10:22:09 AM
In my humble opinion, New Yorkers (and that's a catch-all phrase) will NEVER get it. The whole point being that NASCAR and everything it stands (stood) for, is family valued, down-home, good old southern charm. Those who appreciate things like that don't watch NASCAR to see Entertainment Tonight, Hollywood type action. The 'powers that be' are really making an effort to ruin what once was... and I'm from California!
Posted by: Robbie | Oct 31, 2005 11:09:10 AM
Krista, Nascar had a great product,changed it,turned it's back on it's most loyal fans,took away some of our best racing,all to appeal to an audience that will probably never get it! If Donald Trump were to evaluate Brian France he'd probably say "You're FIRED!!"
Posted by: Wayne | Oct 31, 2005 11:32:46 AM
NASCAR's never ending pursuit to satisify their greedy pockets is slowly ruining the sport. They keep wanting to appease markets they have not yet reached, at the expense of what was a great product.
Posted by: Doug Johnson | Oct 31, 2005 11:44:01 AM
I don't understand this media market thing at all.
The race is on the TV no matter where its held. The race is covered by those sports reporters and sports news outlets which cover racing no matter where its held. What does it matter if its NYC or somewhere in the middle of nowhere?
I understand wanting to have tracks in population centers where they can draw good live crowds, but I don't get how it makes any difference in terms of race coverage.
Posted by: M. B. Voelker | Oct 31, 2005 11:46:13 AM
Robbie and Clay, I agree with both of you. New Yorkers will never get it. I can tell you for a fact, most people from big cities in the Northeast are stick and ball fans. And they've always been and always will be. I live in Philly. Almost all of my friends watch Eagles games on Sunday afternoons. Or Flyers or Sixers games. NASCAR fans here are still pretty hard to come by, though there's more now than there was 5 years ago.
But as far as actual local coverage goes for racing, there's next to none. We just got an MRN affiliate this year, finally. NASCAR never makes local sports highlights (unless the series is in Pocono or Dover, and then it's just 30 seconds at most). When I go out to bars on Saturday nights that co-incide with races, the races aren't on TV. We get college football, hockey, baseball, or something else instead. The Charlotte race a couple of weeks ago, was the only race I've seen any of in a bar, and it was on one TV in the far corner of the place I was in. I really don't think anyone else was watching either. That doesn't bid well for NASCAR's march into urban areas when most people in their key age demographic still don't care about the sport of auto racing. Also, I always get the same reaction you did, Krista; when you tell people you're a NASCAR fan. It's kinda funny anymore to me. Because most people around here just don't get it, and they never will. Same goes for NYC.
Posted by: Joe C. | Oct 31, 2005 11:49:44 AM
One of the biggest appeals of NASCAR is that is/was something something different. There are several (hundreds?) of "sports entertatainment" products that appeal to the NY/California market. But there's only one NASCAR.
If NASCAR wants to dump the girl next door (rockingham/darlington/anything southern etc etc.) for a chance for a date with the head cheerleader (California/NYC "market"). NASCAR may wind up with neither.
Posted by: Russ | Oct 31, 2005 12:00:07 PM
I like Russ's comment which is basically "A bird in hand is worth 2 in the bush." First NYC folk will never buy into anything they can't have influence over. I.E. don't have a home driver, can't buy one. Second is they have no clue...Basically that's it. They've never grown up around cars why would they embrace them as a sport? Ok thirdly...If they did they'd want it all sophisticated like they think they are...NASCAR doesn't need to go there, but they will.
In the end you and I pay...We "Real Fans" cut down on races we can attend because of prices caused by this. And, if we stay home we get the new media commercials.
Posted by: Keith | Oct 31, 2005 12:53:50 PM
You know this artical is a funny coincidence. I was in a co-worker's office this morning and he randomely pulled out a Martinsville race program from 1986. Boy, talk about a night and day comparison from today's Nascar. I'd forgotten just how much the sport has changed since I starting watching as a kid in the 80's. Pictures of drivers and crew members in sneakers on pit road, a Richard Petty sponsorship appearance at a martinsville textile plant employee appreciation day. Boxy race cars modeled after the monte carlo ss and the thunderbird. And 39th in the points standing paid a whopping $10,000. Wow, how things have changed. Funny thing is, the fan base hasn't changed all that much.
Posted by: Michael | Oct 31, 2005 1:50:13 PM
Krista,
People living in New York City will NEVER get NASCAR, how can they most of them don't own cars. They ride public transportation all the time. Also if people think getting out of Charlotte, Bristol or any other track takes a long time, just wait til they open the track on Staten Island. Just one word - nightmare!!
Posted by: Maxa | Oct 31, 2005 2:18:41 PM
Hey, Clay! I gotta disagree with you about the California race. Celebs definitely DO come to the races there, and buddy, those stands are packed! I was thrilled to pieces when NASCAR added a second race there, although I wish they had made it later in the year when the weather is better, and let Darlington keep its traditional Labor Day weekend gig.
Posted by: BIG Rusty fan | Oct 31, 2005 2:35:43 PM
NASCAR has been forcing itself on these major markets with only marginal success. Let's say, for example, that you live in New York and are a big sports fan. Chances are that you follow the Yankees or the Mets, Knicks or the Nets, Rangers or the Islanders, Giants or the Jets. That doesn't leave much time for NASCAR. Plus those teams have established traditions while NASCAR is a relatively new phenomenom in big markets. NASCAR would have done itself more justice by improving the facilities and increasing seating capacities at tracks like North Wilkesboro, NC. As much as I like NASCAR, I don't think it will ever been "big time" in cities like New York, Chicago and L.A..
Posted by: Alex | Oct 31, 2005 2:44:19 PM
I disagree with most of what I read. I am from Iowa and have lived most of my life in chicagoland. I have just recently in the last few years got the NASCAR bug. I became interested in this sport by listening to Larry King Live as He interveiwed Jeff Gordon...and from that point everywhere I looked there Jeff was... I now have a race track in my back yard. The 1st time I saw this sport live....clinched the deal...sold me hook line and sinker...no I don't have a rebel flag attached to my camper..but I am a new brand off NASCAR lover..and I am crazy about it...and my freinds see this and they have got the bug from me...NASCAR can make it in New York city...It's just like any other sport...the 1st time I ever watched football I didn't understand the sport..so it was not that interesting...yet when I learned what a wedge was..and pit stratagy...and sticker tires..and tuning a car in..and getting loose..and being tight...it is no longer cars going in a circle...
Posted by: George | Oct 31, 2005 3:21:36 PM
Krista,
Hooray for you courage writing about New Yorkers and NASCAR. I married a NEW YORKER and believe me, they have no clue how to respond to "the good ole boys" of racing, as it came from the days of running moonshine. After all, most of them probably can't operate a stick shift anyway, never mind owning a car to begin with. Rapid transit doesn't even get close to it.
I too am new to NASCAR, as a "corporate america" sport now. It has lost its original appeal and has turned on the advertising dollars, and turned down a lot of good racing teams, trying to follow their dreams.
I speak of Kim Crosby and her struggles in this past years racing. She too was invited to New York for an interview. Let's not forget what new image NASCAR is trying to convey. Diversity - and the survey says?
How can strive for something we don't practice? I ask you to focus on reporting positive actions of the drivers off the track. We all know them on race day. How about in their normal struggling lives, and how even the smaller teams, are helping out where and when they can. They too have dreams and aspirations, and we forget them all too often.
As a woman, surely you can understand the challenges they face in still a "man's" sport. Why not turn your attention to women in racing? You will be surprised who is making a difference off the track.
Respectfully,
Cynthia@race2learn.com
Teaching the Science of Racing
Posted by: Cynthia Campagnale | Oct 31, 2005 3:44:26 PM
Krista,
NASCAR will never get a New York Speedway. The city doesn't want it (there is no political support for it that I can see), the locals don't care about NASCAR (the city politically is among the more hostile car environments in the country), and the sport shouldn't want it. NASCAR is a rural sport, not an urban one, and rural regions are replacing cities as the nation's relevent regions.
Posted by: Mike Daly | Oct 31, 2005 4:01:20 PM
Can't see NASCAR getting a track built in Long Island. Unless Brian wants to spend way too much of his family's money.
Stories I've read in the past mentioned all kinds of laws and ordinances related to noise, traffic, pollution, etc. These were local, state, hell, I think I remember something about the Army corp of engineers involved in some way.
Back about 8 or 9 years ago that guy with the dead wolverine on his head (Donald Trump) was acting like he wanted to get in bed with NASCAR over a NYC project. Of course that was only if it didn't cost him any money. He thought he had a money mark in Bill France, Jr., maybe he, or some other city slicker will have better luck with Brian.
NASCAR: Don't be ashamed of where you came from. You are already the 2nd or 3rd biggest sport in North America. You need to worry about keeping the long time fans who made you what you are.
Posted by: Gene | Oct 31, 2005 5:09:44 PM
this from way at the top of the comments and I have to comment on it. California and Chicago have low ratings because the races are BORING. So if they put a short track like richmond or Bristol in NYC it will be big but ISC is pretty fond of boring 1.5 mile tracks. Plus darlington and rockingham races are snozers just as well. Only thing they did was wear tires and get so spread out that their was little passing. So give me 1 mile to a half mile tracks with passing not tracks where drivers get so spread out that they dont even go side by side.
Posted by: jayho | Oct 31, 2005 6:29:19 PM
The thing that makes NASCAR what is it are things many won't ever understand. But those of us that do....have loved this sport and its slowly killing us to watch this sport losing all of what it stood for. The day Brian France succeeds in making this a sport where the drivers are fake and don't care about the fans....will be the day I stop watching and sadly Brian France is slowly trying to make NASCAR just that. He wants political correct, poster children.....the fact is one of the reasons I love watching racing so much is that half the guys working in it could be my neighbor that I've grown up with. As Brian France starts caring less and less about the fans and only tries to please "corporate america" this sport gets ruined. It's a shame....
and to the person who said Darlington and Rockingham are snoozers.....have you ever watched races there? I sure have and thats better racing than you'll see at any of those cookie-cutters! In the past couple years both Darlington and Rockingham played host to some of the best finishes in this sport.....its tracks like that this sport needs more of.
Posted by: Christy | Oct 31, 2005 9:23:46 PM
jayhu,
Richmond and Bristol are grossly overrated.
Posted by: Mike Daly | Oct 31, 2005 11:15:12 PM
It's true that NYC doesn't get NASCAR--that town is about baseball, hockey, and basketball. But I'd should point out that NASCAR is pretty huge in upstate New York, especially as you get in the vicinity of Watkins Glen. I spent some time up there this summer and ran into lots of cars and trucks sporting NASCAR stickers and drivers' numbers on their rear windows. There were also racing magazines and stuff like that in the gas stations. If it weren't for the accent, I would have thought I was near Talladega or Darlington.
Posted by: George | Nov 1, 2005 12:34:52 AM
Let me tell ya something,I use to live an hour from NYC and you had fans up there in Orange county , Rockland ,Ducthess.And thats only one hour and a half from NYC.I grew up on long island and in the eightys I watched NASCAR and I went to Hamptons Raceway and Riverhead.Now I live in PA and I go to Pocono and Dover and there 3 hrs away.even when I lived Upstate New York I traveled to those tracks.So if ya look at what surounds 2 or 3 hours from New York your looking at PA,MD,NJ,DE,LI,and Up State NY Where people do GET IT!!!So I think it will work.People travel from all around to got to a race.
Posted by: John G. | Nov 1, 2005 9:39:11 AM
Some reasons why NASCAR goes to New York City.
1. NYC is the financial capital of the world. Let me repeat, NYC is the financial capital of the world.
2. Madison Avenue is one of the top marketing and advertising areas in the United States, if not the world.
3. NYC is one of the top media markets in the US and also houses representatives of all the networks.
4. Going to NYC has nothing to do with the fans, it has to do with the Franklins.
Posted by: David | Nov 1, 2005 11:39:50 AM
I've lived all of my 48 years on Long Island. I've been a NASCAR fan since 1967. I can't say for sure whether NYC "gets" NASCAR but, I can say for sure that Long Islanders do. ISC's original plan was for a track on Long Island. Traffic concerns killed that idea. Long Island is a car-based society. Over the years there have been more than 20 racetracks here. I owned a racing collectible store here for more than ten years & I can tell you that there are thousands of NASCAR fans of all ages on Long Island!
I miss racing at North Wilkesboro & Rockingham(also Ontario, Flemington & Islip) and I prefer tracks like Dover, Richmond & Bristol to the new "cookie cutter" tracks. I'm not sure if I really want a track on Staten Island or not. When I want to go to a race(about 6-8 a year) I travel to a track of my choice. It could be near or far. I have never been to a race on NASCAR's schedule without running into a fellow Long Islander. Maybe a Staten Island track will increase NYC's awareness of NASCAR but, Long Islanders have been very much aware of NASCAR for decades! I wonder if NASCAR is aware of that?
Posted by: Glen | Nov 1, 2005 11:50:49 AM
As noted by others, NASCAR is catching on in Hollywood. Where it has not caught on is among the news media, who are, of course, based in NYC. Even though they work in the Big City, these reporters are very provincial. Only when they can't help but trip over stock car racing, will they cover it.
Posted by: a young | Nov 1, 2005 1:59:52 PM
Them sidewalk stompers inNY think they are better than us NASCAR fan and do not want to get it!!
Posted by: Steve Elkin | Nov 1, 2005 2:00:32 PM
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