LOUDON, N.H. (January 23, 2012) – The new year is off to a fast start at New Hampshire Motor Speedway. As the deadline for season ticket renewals closed, “The Magic Mile” has seen a spike in sales from 2011 for both the July and September NASCAR Sprint Cup Series races in 2012.
“We haven’t seen this level of sales activity this early in quite some time. We are up an average of double digits between the two races,” explains Jerry Gappens, executive vice president and general manager of the speedway. “Our fans and our families have been struggling for quite a while in this economy. I take this as a sign that the recovery is underway.”
According to Susan Colby, the vice president of guest services at NHMS, ticket sales for the LENOX Industrial Tools 301 for July are up 4% from last year. Sales for the SYLVANIA 300 in September are up 19%.
“When times are tight for fans, one of the first things people cut from their budget is vacations and summertime extras. We are thrilled to see them coming back in big numbers,” said Colby.
Colby noted sales for camping spaces and pre-race pit passes are a good sign that fans have more discretionary funds this year than in the previous few seasons.
The encouraging stats are also a result of the harder work being done at venues like NHMS to attract fans back through the gates. Speedway management ran off-season ticket sales a lot like a campaign, with mailers and email reminders to regular customers, as well as aggressive public relations efforts to keep Loudon in the spotlight for locals and fans.
“Strong sales don’t just happen,” explains Gappens. “In this environment, you have to work that much harder to bring fans to the speedway. We use every tool at our disposal, from traditional media and mailers to social media. We are thrilled with the results and hopeful the trend continues. I believe we are a barometer for economic activity and this is certainly a hopeful sign of recovery.”
While NHMS is pleased with the spike in sales, there are still plenty of tickets for both NASCAR Sprint Cup Series events. If you have a favorite seat, please call the tracks ticket hotline at (603) 783-4931 by Feb. 1 to ensure your spot. After Feb. 1 all seats will be released to the public. Guests can also visit www.nhms.com for tickets and more information.