Jun 26, 2003

Careful in Those Parking Lots

Can't make it to the racetrack this week? Then think about racing out to your local Wal-Mart. The National Association for Stock Car Auto Racing (NASCAR) and Wal-Mart have teamed-up for a 10-market, nationwide fan tour to offer NASCAR fans of all ages the chance to experience the thrills of NASCAR up close and somewhat personal.

"NASCAR on Tour at Wal-Mart" is a mobile fan zone that visits major markets where the NASCAR Winston Cup series races throughout the year. In each participating city, NASCAR on Tour visits five major Wal-Mart stores -- usually Supercenters within a 75- to 100-mile radius of the race track -- one each day, from Tuesday through Saturday of race week. In 2003, the fan festival is visiting Charlotte; Daytona; Chicago; Indianapolis; Myrtle Beach, South Carolina; Richmond; Birmingham; Kansas City; Atlanta; and Raleigh, North Carolina.

NASCAR on Tour at Wal-Mart allows the giant retailer to utilize its parking lots to create an exciting experience for shoppers, something much more exciting than simply dodging stray shopping carts and the occasional weirdo. The NASCAR event covers more than 10,000 square feet of space in the parking areas where fans can experience show cars, simulators and interactive exhibits first-hand. Key attractions include: the #59 Kingsford Chevrolet Charcoal "Grill Car" simulator; the #10 Nesquik and Tollhouse Ford show cars and simulator; Goodyear's NASCAR Pit Crew Challenge and "NASCAR Class of 2003" Challenge; Energizer's Pit Stop Coloring Zone; XM Radio NASCAR Listening Center; the #4 Kodak Pontiac show car; the Richard Petty Diving Experience/Victory Junction Gang show car; the #23 Stacker 2 Dodge. Many events will also include exhibits, drivers and show cars from the NASCAR Dodge Weekly Race Series.

"The NASCAR Tour and fan festival is a perfect fit for our customers who follow NASCAR," said Julie Loder, senior marketing manager for Wal-Mart. "This 'retail-tainment' event will appeal to customers of all ages and may even bring an awareness of NASCAR to some new fans along the tour."

"While NASCAR on Tour has the participation of large, nationally known brands, we are also personalizing each event with a local flavor," said Mark Dyer, vice president of licensing and consumer products for NASCAR. "Local drivers from the NASCAR Dodge Weekly Series bring their race cars to the Wal-Mart parking lots, interact with fans, and promote the local race tracks. We are pleased to have NASCAR partners such as Kodak, Goodyear and XM Satellite Radio creating excitement and bonds with their customers right in Wal-Mart's parking lots."

NASCAR internal research shows that its fans are three times as likely to try and purchase its sponsors' products compared to companies not involved in NASCAR.