Kentucky Speedway Sparks Youth

Selling It

January 2, 2008
Volume 6, Issue 22 

Selling It is a bi-weekly e-newsletter dedicated to showcasing the best sports marketing and promotions. Every other week Selling It focuses on an outstanding program/initiative that a sports organization has implemented, which has either increased ticket sales or generated incremental sponsorship or non-traditional revenue. Would you like to join over 1600 sports executives and have the latest edition of Selling It delivered to your inbox for FREE every other week? Click here to subscribe

  
 

 NSF Inner Circle

KY-Speedway-Headline2.jpg

 

Kentucky Speedway Mascot - Horsepower
Kentucky Speedway Mascot  "Horsepower"

Contact:
Mike Schmaltz
Senior Manager of Public Relations, Marketing and Communications
Phone: (859) 578-2692
E-mail: [email protected]
Website: www.kentuckyspeedway.com
  
Organization: Kentucky Speedway

 
Program Title: Radio Disney Fanfest
 
Objectives: In an attempt to see whether children have an influence on entertainment purchasing decisions and to cultivate children into the motor racing scene, Kentucky Speedway teamed with a local Radio Disney to attract younger fans and their families during an Indy Car Series weekend.                          
     
Program Description: In response to a similar success from 2006, Kentucky Speedway went a step further and created an atmosphere that catered more towards children and their parents.  The race weekend was headlined by the Radio Disney AM 680 Fanfest.  Fans had access to driver practices and race qualifying.  In addition, there were numerous family activities which included race-related trivia, checkered flag relays, road ralley remote control racing games, pedal-car competitions, a Disney tattoo station, decorating a racing photo frame, and opportunities to have your picture taken with an Indy Car Series “show car”.  After on-track activities had finished, fans had the ability to interact with the drivers as well as getting their autograph and picture taken with them in front of their garage stall.  If that wasn’t enough, there was a live performance by a teen-band from Louisville throughout the end of the night.  On race day, the first 3,000 children through the Speedway gates were presented with a bobblehead doll of the speedway mascot, “Horsepower”.  The race ticket also included a pre-race concert performance by Radio Disney favorite, “The Jonas Brothers”.
 

Vitor Meira and youth fan at Fanfest
Media: Kentucky Speedway sent media releases to local media contacts.  They targeted the “tween” and teen demographics through Top 40 and pop mix radio stations.  TV spots were inserted during popular shows on The Disney Channel, Nickelodeon and network television when slots were available.  ClearChannel Cincinnati was the August media partner for the Fanfest, which allowed for a more diverse demographic audience.    
  
Partners: Disney Radio AM 680 was the sponsor of the Fanfest as they successfully worked off of the fun generated by race sponsors Meijer, Coca-Cola and Edy’s Grand Ice Cream.

Results: The Fanfest totaled an increase of 10,000 fans from the 2006 event.  Race day attendance increased by 56% from the 2006 main event race.  Mike Schmaltz, Senior Manager of Public Relations, Marketing and Communications commented, “Our youth-oriented approach to the August Fanfest and Indy Car Series ‘Meijer Indy 300' Presented by Coca-Cola and Edy’s clearly had a significant, positive impact for our venue.  We hope we cultivated future race fans as well.  Using our event as a case study, there is a place for youth marketing in motorsports.”  
  
Looking Ahead: The same event is not in next year’s plan, but the use of a fanfest and marketing toward the youth are feasible options.



Kentucky Speedway

If you like Selling It...
You'll love the Forum!
2008 National Sports Forum
Click the logo to learn more about
the 2008 National Sports Forum or call
1-800-232-3133 for more information.

The National Sports Forum salutes our Platinum Vendor:

infoUSA

To learn more about infoUSA,
click the logo.

The National Sports Forum
8419 La Mesa Blvd., Suite B
La Mesa, CA 91941
(619)469-4101
www.sports-forum.com


| Back to index...

Search Archive »





Browse by Month »

May 2017
April 2017
March 2017
January 2017
December 2016
November 2016
October 2016
September 2016
August 2016
July 2016
June 2016
May 2016
April 2016
March 2016
February 2016
January 2016
December 2015
November 2015
October 2015
September 2015
August 2015
July 2015
June 2015
May 2015
April 2015
March 2015
February 2015
January 2015
December 2014
November 2014
October 2014
September 2014
August 2014
July 2014
June 2014
May 2014
April 2014
March 2014
February 2014
January 2014
December 2013
November 2013
October 2013
September 2013
August 2013
July 2013
June 2013
May 2013
April 2013
March 2013
February 2013
January 2013
December 2012
November 2012
October 2012
September 2012
August 2012
July 2012
June 2012
May 2012
April 2012
March 2012
February 2012
January 2012
December 2011
November 2011
October 2011
September 2011
August 2011
July 2011
June 2011
May 2011
April 2011
March 2011
February 2011
January 2011
December 2010
November 2010
October 2010
September 2010
August 2010
July 2010
June 2010
May 2010
April 2010
March 2010
February 2010
January 2010
December 2009
November 2009
October 2009
September 2009
August 2009
July 2009
June 2009
May 2009
April 2009
March 2009
February 2009
January 2009
December 2008
November 2008
October 2008
September 2008
August 2008
July 2008
June 2008
May 2008
April 2008
March 2008
February 2008
January 2008
December 2007
November 2007
October 2007
September 2007
August 2007
July 2007
June 2007
May 2007
April 2007
March 2007
February 2007
January 2007
December 2006
November 2006
October 2006
September 2006
August 2006
July 2006
June 2006
May 2006
April 2006
March 2006
February 2006
January 2006
December 2005
November 2005
October 2005
September 2005
August 2005
July 2005
June 2005
May 2005
April 2005
March 2005
February 2005
January 2005
December 2004
November 2004
October 2004
September 2004
August 2004
July 2004
June 2004
May 2004
April 2004
March 2004
February 2004
January 2004
December 2003
November 2003
October 2003
September 2003
August 2003
July 2003
June 2003
May 2003
April 2003
March 2003
February 2003
December 2002
November 2002
October 2002
September 2002
August 2002
July 2002