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Race Vs. Show: What Do Fans Really Want?

Present-day attention spans are shorter than Chef Ramsay’s fuse when someone struggles to cook risotto properly.

Throw in the countless activities and options for entertainment, and short-track promoters face a difficult task. The first obstacle is convincing fans who aren’t die-hards to show up at the race track. Step No. 2 is to keep their attention, which isn’t easy because most adults and children own a smartphone that allows them to focus elsewhere.

“I would have to say the competition for the person’s time is becoming more and more important,” said Tom Deery, president and chief operating officer of World Racing Group. “That’s our competition. That’s what we fight against is to make sure we are utilizing the time of our fans, the time of our participants and sponsors as efficiently and effectively as we can in that time. That’s just the way the world is now. That’s the one thing we’re all short in is time. I think that’s different than it was 10, 15, 20 years ago.”

Many promoters have been focusing on how to capture attention by making a race program enjoyable enough fans not only want to return but will bring friends and family the next time. There are fireworks, contests, giveaways and more. Drivers participate in interviews and autograph sessions. Some tracks have playgrounds and even hire people dressed as clowns or cartoon characters to entertain children.

This brings up a great question. Is a good night of entertainment more important to the average spectator than the race itself?

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