The Fight To Preserve Class Racing

Gary Smith · 09-07-2009, 01:47 PM

With all the doom and gloom talk of NHRA doing away with class racing, perhaps it's time for the racers to take control of their destiny. It's all a matter of marketing, and the returns from expense that go with it. In the last decade all but a few NHRA class racers have enjoyed substantial returns, usually a result of winning, along with various other perks. The cold hard reality that NHRA doesn't need class racing has become increasingly evident over the last couple years due to it's straying from being a service organization to pure corporate marketing strategy...it's all about selling speed and it's bottom line cost. And since it's a failing direction, they have and will continue to take from us to supplement that strategy until they've used us up, we "cry uncle", or they fold altogether. True, the average Joe Spectator will never grasp the technical concept or methods of class racing, but he and his family aren't deep minded enough about anything in life. He's only interested in entertainment value, and that's who NHRA is after. As a result NHRA now competes with theatrical shows, stick-ball sports, amusement parks, and even circus acts. Thet have thrown themselves on the track of mainstream entertainment market share. Any sales person knows about the "80-20 rule"...80 percent of your business comes from 20 percent of your customer/audience base.

The good news is that other 80 percent is still out there who we can (and should) focus on. What's better is that this group includes the 20 to 30 percent of deep minded society looking for something beyond general theatrics, danger, or glamour. Rich Christensen with his "Pinks All Out" concept continues to prove this every time he's handing out money like candy.

With our current economic condition, many supporters of class racing have changed their strategies both in marketing and spending habits. The proof could be seen when we watched many of the "sticker sponsors" leave NHRA class racing in droves the last couple years. Have they stopped supporting grassroots drag racing? Hardly. Take a look at other series like NMRA, NMCA, and specifically ADRL.. all alive and well. Why? Full grandstands. A good example of the "other 80 percent" rule is ADRL. Their concept is pure genius: a membership program to offset operating costs and racer fees to support a payout program. Then allow members/spectators free admission (not sure if membership required or not..nonetheless a great concept) which builds consession traffic opportunities, creating a standard admission fee alternative. The results are full grandstands and pit traffic, something supporting sponsors LOVE to see. So even though average Joe may consider Class racing "complex" and not quite the same danger and speed, it still offers the same smell noise, and a fair amount of excitement that come with other forms of motorsports action, but is cheap or FREE to attend. So he's able to bring his family and get better value for his money. Not to mention another venue to attract hot rodders who buy products from the same companies that have traditionally supported class racing (I knew many bracket racers who attended national events just to visit the mfr midways back in the day).

We also need to attract TV or video coverage. Nothing attracts spectators better than the psyche of being in a "TV" audience. And class racing offers some of the best damn material for TV audiences..it's just that producers don't know where to look. Imagine the drama that takes place during teardowns as part of a reality show? No different than Science/History/Discovery group of channel's current programming. Orange County Choppers...go figure. Hell, some top rated TV reality shows are far less entertaining and complicated to follow. And some of the best paid comedians in show business don't hold a candle to many of the personalities in S/SS.

Track operators, S/SS associations, and class racers should take notice....while NHRA is looking for an escape clause...we may be staring down the narrow passage leading to our nirvana...maybe the golden opportunity to capitalize on NHRA's struggles. While they fight for the few big golden nuggets in the sand...there's much more in the form of gold pieces as long as we're willing to sift and work through it. It's time to band together and run our own show.

09-07-2009, 01:47 PM	#1
Gary Smith Senior Member Join Date: Jul 2007 Location: Greensboro, NC Posts: 820 Likes: 9 Liked 132 Times in 30 Posts	The Fight To Preserve Class Racing With all the doom and gloom talk of NHRA doing away with class racing, perhaps it's time for the racers to take control of their destiny. It's all a matter of marketing, and the returns from expense that go with it. In the last decade all but a few NHRA class racers have enjoyed substantial returns, usually a result of winning, along with various other perks. The cold hard reality that NHRA doesn't need class racing has become increasingly evident over the last couple years due to it's straying from being a service organization to pure corporate marketing strategy...it's all about selling speed and it's bottom line cost. And since it's a failing direction, they have and will continue to take from us to supplement that strategy until they've used us up, we "cry uncle", or they fold altogether. True, the average Joe Spectator will never grasp the technical concept or methods of class racing, but he and his family aren't deep minded enough about anything in life. He's only interested in entertainment value, and that's who NHRA is after. As a result NHRA now competes with theatrical shows, stick-ball sports, amusement parks, and even circus acts. Thet have thrown themselves on the track of mainstream entertainment market share. Any sales person knows about the "80-20 rule"...80 percent of your business comes from 20 percent of your customer/audience base. The good news is that other 80 percent is still out there who we can (and should) focus on. What's better is that this group includes the 20 to 30 percent of deep minded society looking for something beyond general theatrics, danger, or glamour. Rich Christensen with his "Pinks All Out" concept continues to prove this every time he's handing out money like candy. With our current economic condition, many supporters of class racing have changed their strategies both in marketing and spending habits. The proof could be seen when we watched many of the "sticker sponsors" leave NHRA class racing in droves the last couple years. Have they stopped supporting grassroots drag racing? Hardly. Take a look at other series like NMRA, NMCA, and specifically ADRL.. all alive and well. Why? Full grandstands. A good example of the "other 80 percent" rule is ADRL. Their concept is pure genius: a membership program to offset operating costs and racer fees to support a payout program. Then allow members/spectators free admission (not sure if membership required or not..nonetheless a great concept) which builds consession traffic opportunities, creating a standard admission fee alternative. The results are full grandstands and pit traffic, something supporting sponsors LOVE to see. So even though average Joe may consider Class racing "complex" and not quite the same danger and speed, it still offers the same smell noise, and a fair amount of excitement that come with other forms of motorsports action, but is cheap or FREE to attend. So he's able to bring his family and get better value for his money. Not to mention another venue to attract hot rodders who buy products from the same companies that have traditionally supported class racing (I knew many bracket racers who attended national events just to visit the mfr midways back in the day). We also need to attract TV or video coverage. Nothing attracts spectators better than the psyche of being in a "TV" audience. And class racing offers some of the best damn material for TV audiences..it's just that producers don't know where to look. Imagine the drama that takes place during teardowns as part of a reality show? No different than Science/History/Discovery group of channel's current programming. Orange County Choppers...go figure. Hell, some top rated TV reality shows are far less entertaining and complicated to follow. And some of the best paid comedians in show business don't hold a candle to many of the personalities in S/SS. Track operators, S/SS associations, and class racers should take notice....while NHRA is looking for an escape clause...we may be staring down the narrow passage leading to our nirvana...maybe the golden opportunity to capitalize on NHRA's struggles. While they fight for the few big golden nuggets in the sand...there's much more in the form of gold pieces as long as we're willing to sift and work through it. It's time to band together and run our own show. __________________ Gary Smith "another broke racer spectating"