How would you SAVE CLASS RACING ???

[Michael Beard]

Hi Dan! Glad to know you're still out there.

I do think you hit the nail on the head with media coverage being crucial -- for both the sponsors and the racers. Guys like to see their cars in print and on the screen. Even some bracket races are starting to figure out that a little ink goes a long way. Sponsors need that same coverage to leverage the support that they provide to racers to make it a viable means of advertising. (Good example, see pg 22-23 of the new Drag Review, online at www.ihramag.com)

People *do* pay more attention to the smaller segments of racing than you might imagine. Everywhere I went last year, I heard from bracket racers and spectators at small local events, "Man! I've seen that Duck Tape car in about every magazine this year!" The real kicker for me was getting my truck inspected at the local NAPA last month, and afterwards the guy says, "You must race a lot", noting the decals in the back window. I gave him a card with the Volare on it, and he stared at it for a second and said, "This car looks familiar.... Hey! I saw this car on TV last year!" How cool is that?

In terms of marketing to the hardcore racer vs a throng of fans in the stands, it may depend on what you're trying to sell, how big your business is (or needs to be), and the makeup of each audience (as you can have VERY different demographics involved in the fans at different types of events or even at different venues for the same type of event) My Staging Light graphic design and printing business targets the hardcore racer market, and has grown to the point of being overwhelming -- competing at the race track *is* my marketing. I think the same goes for Jim Bailey's FINISHED, CAM2 Oil, etc. Then you've got crossover companies that need to market to both hardcore racers and casual fans to varying degrees, like Mickey Thompson and K&N Filters. You have companies that have different segments that complement each other, like Southland Speed (hardcore) and Southland Dodge (hardcore & broad-base consumer). The Duck brand is a line of consumer products, including everything from the obvious Duck Tape to mailing/packaging supplies, things that everyone can use, so they look for the widest possible base. They have found that the hardcore racer has been an effective branding tool to help reach the consumer base, and we're now going into our 9th year together, showing that they have indeed found value in our marketing partnership. Every business model is going to be a little different.

Despite its bracket racing attributes, Class Racing is most certainly performance driven. I think you've got guys who will buy a lot more parts than your average bracket guy. I *am* a bracket racer, but my bracket car admittedly gets upgraded few and far between, while the two Stockers get new toys for them on a semi-regular basis.

Unfortunately, I think the "sleeper combination" guys are dwindling, as we see more and more "Stocker in a box" cars. Both the perception and reality of competitiveness along with the unintended(?) consequences of several rule changes over the years has created a major shift into the kinds of cars that people choose to build or buy.

Enough random thoughts for now...