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2019 Marketing Information 2019 MARKETING INFORMATION WHAT IS THE CARS TOUR? The CARS Tour was formed out of the former USAR Hooters ProCup Series, long considered the premiere short track development series in the 2000s for drivers looking to advance their careers to the upper levels of NASCAR. Because so many CARS Tour competitors have dreams of competing in NASCAR, the cars raced in the CARS Tour closely resemble the racers seen in NASCAR except with less expensive technology and rules to control costs. The CARS Tour hosts two types of popular pavement short track racing divisions, with most being held as dual division events. This allows fans to catch the action of both the Super Late Model and Late Model Stock divisions racing at the same track on the same night, for the price of just one ticket. Late model stock cars, a machine from which the NASCAR Xfinity Series cars originated in the 1980s and is still popular in the southeast today, weigh in at over 3100 lbs, teaching drivers car control and momentum as they advance their career. The super late model cars boast nearly 600 horsepower and weigh in at less than 2800 lbs, the true speed demons of short track racing where drivers learn to handle large amounts of horsepower. The CARS Tour has attracted teams from across the motorsports industry, including teams competing annually owned by NASCAR notables Dale Earnhardt Jr. and Kyle Busch. In addition the tour has grown on loyal veteran short track drivers that fans have grown accustom to. The CARS Tour races at nearly a dozen tracks over the course of 2019 with events running 2019 SCHEDULE between March and November; most are located within large southeastern markets. TOTAL RACES BY MARKET: & MARKETS Southern National Motorsports Park (Raleigh/Durham, NC) (3) Raleigh/Durham, NC - 1.2M Hickory Motor Speedway (Hickory, NC) (2) Hickory/Charlotte, NC - 1.2M Orange County Speedway (Raleigh/Durham, NC) (2) Richmond/Petersburg, VA - 564K Ace Speedway (Greensboro, NC) (2) Greenville/New Bern, NC - 302K (1) Roanoke/Lynchburg, VA - 439K Fairgrounds Speedway Nashville (Nashville, TN) (1) Nashville, TN - 1M Motor Mile (Christiansburg/Blacksburg, VA) (1) Hampton/Norfolk, VA - 717K Bristol Motor Speedway (Bristol/Johnson City/Kingsport, TN) (1) Greensboro/Winston-Salem, NC - 690K (1) Bristol, TN - 480K (Hampton/Norfolk, VA) Langley Speedway (1) Tri-Cities, NC - 307K Dominion Raceway (Richmond/Fredricksburg, VA) *Source 2017 Nielsen DMA Rankings Carteret County Speedway (Wilmington, NC) TOTAL MARKET POPULATIONS: South Boston Speedway (Danville/South Boston, VA) 6,899,000 PEOPLE Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212 Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour THE CARS TOUR FAN BASE CARS Tour fans represent a wide array of lifestyles, interests AGE and walks of life. The sanctioning body is exceptionally strong BREAKDOWN across the 25-54 demographic with over 60% of the fan base falling within the age group. The tour’s fans are educated, have disposable income and live economically stable lives as represented by home ownership. TOP FAN INTERESTS CARS TOUR ATTENDANCE CARS Tour fans have shown an Each year attendance has affinity for various activities, the increased in the CARS Tour! top five classifications below. Average Attendance in 2018: 1. Thrill Seekers (77%) 2,511 People 2. Sports Fans (74%) 3. Movie Lovers (63%) Total Attendance in 2018: 4. TV Lovers (61%) 35,000 People 5. News Junkies (52%) GENDER GROWING RACE ATTENDANCE BREAKDOWN In 2018, the CARS Tour saw record breaking fan attendance for the season! This marked the fourth consecutive year of growth since the tour’s inception in 2015. Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212 Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour CARS TOUR PRESTIGIOUS EVENTS THROWBACK 276 The Throwback 276 is held annually on the first weekend of August at Hickory Motor Speedway; the Hickory Motor Speedway in Hickory, NC “Birthplace of the NASCAR stars.” In only two years, the race has turned into a national event where late model drivers honor racers of the sports past. Teams and drivers present one-off historic paint schemes for one night only, as fans dress in their favorite “throwback” gear. Each year, the CARS Tour unveils racing legends that appear in person for the pre-race festivities. Names like Ned Jarrett, Jack Ingram, Harry Gant, Bobby Allison, Waddell Wilson and Ron Hornaday have all signed autographs as part of the event. Fans and teams add this race to their bucket list as it has quickly become the largest attended race on the tour. In 2018, the Throwback 276 was produced and broadcasted on MAVTV. CROWNING OF CHAMPIONS South Boston Speedway in South Boston, VA At the end of each season, the CARS Tour caps off the year at South Boston Speedway for the Crowning of Champions. The newly renovated 4/10 mile track features large crowds around all sides. Each year the attendance at South Boston continues to grow as fans attend to watch a Championship battle! OLD NORTH STATE NATIONALS Orange County Speedway in Rougemont, NC Debuting in 2019, the CARS Tour “Old North State Nationals” will be the highest paying Late Model Stock Car race in history; awarding $30,000 to the feature winner! The race attracts competitors from the Carolinas, Virginia, Georgia, Florida, and Tennessee making it one of the most highly sought races in the region to enter. Orange County Speedway is sure to fill the stands and campgrounds as teams and drivers pursue to be crowned the Old North State Nationals Winner. Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212 Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour CARS TOUR ON SOCIAL MEDIA The CARS Tour is a leader in social media amongst all short track racing series across the country. With an active presence on Facebook, Twitter, Instagram, YouTube and Snapchat, no other sanctioning body produces the quantity of content that the CARS Tour does during any given race weekend. The strength of the CARS Tour social media program is led by a partnership with Pit Row Media who produces a sizeable portion of content by virtue of their race broadcasts, yet other in-house content is also successful in reaching fans and engaging them in their favorite short track sanctioning body. “We love what the CARS Tour does with their social content. Most of our marketing is now done through social, and they reach more eyeballs than almost any of our other partners. We’re extremely happy with what they have done for us during our partnership with them.” - Alex Cummings, SRI Performance SOCIAL MEDIA METRICS FACEBOOK TWITTER • Over 7 million total impressions • Nearly 7000 followers of @CARSTour by • Over 4 million users reached November 2018 (6,482 total followers) • Over 4 million total engagements • Over .75 million total impressions. • Nearly .75 million video views (706,455) • Over 18,000 followers increasing 16% OLD NORTH STATE NATIONALS from 2017 Orange County Speedway in Rougemont, NC YOUTUBE • Over 40,000 total video views. • Over 2000 user hours of video content consumption INSTAGRAM • Over 4,000 Followers (4,299 November 2018) • 84% Male and 16% Female • Over 500,000 Impressions in 2018 Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212 Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour PROFESSIONAL MEDIA COVERAGE OF THE CARS TOUR Media partnerships and coverage are essential to the success of any sporting organization and also act as an added benefit for those involved in a business relationship with the sanction through sponsorships or other partnership. The CARS Tour has various media connections and partnerships from national broadcast media to local papers and periodicals. LIVE VIDEO & TV BROADCASTS Since the launch of the series in 2015, every CARS Tour event has been covered LIVE by Pit Row TV, part of the Hammer TV network. NASCAR Hall-of-Famer Rusty Wallace is interviewed by Lenny Batycki from PRN At The Track during a CARS Tour event he attended at Concord Speedway. Broadcasting through ‘new media’ including streaming and Roku devices, their network of engaged web fans exceeds 100,000 with over 7,000 online subscriptions passing through the platform for their events since 2015. Pit Row TV also has partnerships for content distribution with various over-the-air, cable, and satellite outlets. Dressed in throwback attire, the Pit Row TV crew shoots the Throwback 276 at Hickory NATIONAL RADIO AUDIENCE Motor Speedway, one of two marquee events for the CARS Tour each season. Presented by Bojangles’, O’Reilly Auto Parts, and Wix Filters, PRN At The Track utilizes the same PRN network of affiliates who broadcast NASCAR races to bring news and CARS Tour features to an audience of millions. In the southeast, 40 over-the-air stations carry programming to markets like Atlanta, Charlotte, Greenville, Richmond, Roanoke, Spartanburg and Winston-Salem. CARS TOUR RACING NATIONAL TV REACH In 2018, the CARS Tour was featured on the national broadcasted A Pit Row TV broadcast is shown to fans at-track through a jumbotron available in the track’s infield. MAVTV channel. The broadcast and re-air of the events reached throughout 49 million homes in the United States. Broadcast media descend on Josh Berry immediately following a victory in CARS Tour competition to get his reaction for live and taped television content. Championship Auto Racing Series - 136 Bridle Path Lane - Mooresville, NC 28117 - 704.662.9212 Website: CARSRacingTour.com // Facebook: @CARSTour // Twitter: @CARSTour // Instagram: @cars_tour // YouTube: @CARSTour // Snapchat: @carstour MARKETING SUCCESS THROUGH THE CARS TOUR “The CARS Tour continues to beour ideal choice in growing the Response Energy Drink brand throughout the regions of Tennessee, Virginia, and the Carolinas.
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