Increase Local  Attendance at MMSP

 

Opportunity: Miller Motor Sports Park is a premier NASCAR level racing track in Tooelle, UT that is relatively unused by the citizens of Utah. Why, and how can we increase local attendance?

 

Research Methodology: We performed one-on-one interviews to analyze attitudes. On-site interviews occured with local Utahn's who attend MMSP.

 

Research Findings: Utahn’s associate “Red Necks” with racing, and the association is not appealing for most. MMSP location is perceived as an inconvenient location - too far away. There is a huge gap in traditional Nascar fan base in Utah versus other states.

 

Strategy: Reach out to a local grass roots target audience that races friends, attends demolition derbies, etc... telling them how close the track is.

 

Creative Execution: Use the vocabulary of the target audience such as, "Brickyard”, to communicate that their is a professional raceway nearby. Show the closeness of the track to local Utahn homes by using the backyard as an analogy to the distance the track is from home.