Promoters Are Offsetting Rising Cost Of Fuel

Imagine showing up to watch a race at the local dirt track and getting $25 toward gas just for being there.
That’s the premise behind a new program this year at Knoxville Raceway in Iowa.
With gas prices forecast to hit $4 a gallon this summer, race tracks are presented with yet another obstacle.
“We’re aware of the rising gas prices,” said Brian Stickel, director of marketing and sales at Knoxville Raceway. “We want to give people an incentive if they get here. What better than to give back some gas money?”
On each race night at the famed half-mile dirt track — including all four nights of the Aug. 6-9 Knoxville Nationals — fans enter into a drawing for $25 in cash to go toward gas. Two names each night will be drawn. With 34 events, that means 68 people will get $25 each, or a total of $1,700.

HERE FOR THE SHOW: Even with rising fuel prices, The Dirt Track @ Lowe’s Motor Speedway saw it’s largest crowd for the third-annual World of Outlaws Late Model Series Circle K Colossal 100 April 19. (HHP/Harold Hinson Photo)

While $25 doesn’t go as far as it used to in terms of gas, every little bit helps.
“It’s fun for people, getting a chance to win something,” Stickel said. “We’re footing the bill on it. We think people will appreciate the little gimme that two people can win.”
John Padjen, promoter of Silver Dollar and Placerville speedways in California, likes the thought of giving money back to fans to help with gas costs.
“That’s a pretty good idea,” said Padjen, noting gas was costing $3.72 per gallon for unleaded and $4.25 a gallon for diesel in his area in mid-April. “I might have to take a look at it.”
Steve Beitler, owner of Skagit Speedway in Washington State, also likes the idea of fans having a chance to win gas money.
“I think that’s a great idea,” said Beitler, noting he’s working with a local sponsor to put together a similar program at Skagit. “That’s a great deal. Anytime you can do something for the fans, it’s great. It’s important. You’ve got to take care of your fans.”
According to Padjen, that means holding down the cost of admission even as gas costs creep up.
“It’s tough for everybody,” he said. “Everything we purchase has gone up in price, because it is all fuel related. You can only pass a little bit on. You still have to try to make it affordable for people to come.”
That goes for more than just the fans. Beitler finds ways to help racers willing to make the long tow to Alger, Wash., for the Jim Raper Memorial Dirt Cup in June.
“The last two or three years now, I’ve personally walked around to teams from out of town and handed them all $100 bills as my form of appreciation,” said Beitler, a former sprint-car racer himself. “Now, we have a sponsor willing to put in $50 more, so it’s going to be $150 per out of state team.”
Beitler, who noted a company out of California is chipping in the extra money, has seen appreciation teams show back to him.

TOW IN: Haulers line turn two at The Dirt Track @ Lowe's Motor Speedway for the April 19 Circle K Colossal 100. (Joe Secka/JMS Pro Photo)

“You’d think you’re giving them $500,” he said. “They say thanks a lot. I know it won’t pay for all the gas, but every little bit helps. I was a small-time racer myself. Fans would come down and give me some money. That meant a lot.”
Beitler also likes Padjen for involving businesses to help racers.
“I know John Padjen helps find local sponsors for teams coming in,” Beitler said. “He’s always helped out racers. He knows the value of getting help for racers.”
Padjen said the process is easier said than done, as financial situations are tight.
“We try to do that,” the 2006 Auto Racing Promoter of the Year said. “But it’s a small community. There’s only so much money to go around.”
Padjen noted the Advanced Auto Parts World of Outlaw Sprint Car Series pays tow money to teams in the top-20, and sanction fees tracks pay for hosting the series help pay for that. The situation is tougher for helping local racers with fuel costs.
“That’s pretty tough for a track to do,” Padjen said. “All of my fuel prices have gone up for my equipment like the graders. There’s no extra money to be given for tow money.”
Silver Dollar Speedway is one of the few tracks that has already held a big event this year, the Mini Gold Cup in early March. Padjen noted rising gas costs didn’t negatively impact car counts as 64 cars took qualifying times.
“Right now, I really can’t tell anything,” he said. “So far as the crowd goes, (the cost of gas) hasn’t affected it yet. But that’s all everybody talks about. No matter where you go, everybody talks about it. I think middle of summer, that’s when it is really going to hit.”
Though it may sound odd, Beitler said local racing could actually benefit from higher gas prices.
“I think the gas situation is going to help local tracks,” Beitler predicted. “A lot of people won’t take vacations due to the cost of gas and will spend that money locally at places like their local track.”
Stickel hopes that is indeed the case at Knoxville, where there are other promotions in place. For example, fans bringing in empty cans of NOS Energy Drink get $2 off the ticket price.
“We have quite a few ticket promotions and giveaways,” Stickel said. “I think a lot of tracks will be doing something similar.”
The way Stickel figures it, a trip to the track can pay for itself, at least for two lucky fans a night.
“It’s the best $12 a night you can spend,” he said. “If you win the $25, that makes for a pretty cheap date.”