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2021 Marketing Information 2021 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, thus making many of the seasons races 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 2021 with events running 2021 SCHEDULE between March and October; most are located within large southeastern markets. & MARKETS Dillon Motor Speedway (Dillon, SC) Hickory Motor Speedway (Hickory, NC) Greenville-Pickens Speedway (Greenville, SC) Orange County Speedway (Raleigh/Durham, NC) Ace Speedway (Elon, NC) Nashville Fairgrounds Speedway (Nashville, TN) Caraway Speedway (Asheboro, NC) Langley Speedway (Hampton/Norfolk, VA) Rockingham Speedway (Rockingham, NC) Dominion Raceway (Richmond, VA) Jennerstown Speedway (Jennerstown, PA) Wake County Speedway (Raleigh, NC) Motor Mile Speedway (Radford, VA) Tri-County Motor Speedway (Hudson, NC) Florence Motor Speedway (Timmonsville, SC) South Boston Speedway (South Boston, VA) 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 and walks of life. The sanctioning body is exceptionally strong 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 TOP ATTENDANCE CARS Tour fans have shown an Each year the CARS Tour track affinity for various activities, the attendance has increased! Fans all top five classifications below. across the country have travelled to see CARS Tour live in addition to 1. Thrill Seekers (77%) following the series on CARS Tour 2. Sports Fans (74%) TV! 3. Movie Lovers (63%) 4. TV Lovers (61%) Average Attendance Per Race: 1,497 5. News Junkies (52%) Total Attendance in 2020: GROWING RACE ATTENDANCE 16,468 In 2019, the CARS Tour saw record breaking fan attendance for the season! This marked the fifth 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 (2019) Greenville-Pickens (2020) In 2019 and 2020, the CARS Tour “Old North State Nationals” was be the highest paying Late Model Stock Car race in history; awarding $30,000 to the feature winner! The inaugural race (2019) was the largest attended CARS Tour event in the series’ seven year history. This annual race attracts both local residents as well as fans from all over the country bringing revenue to the host county. In just two short years this race has become the “Super Bowl” of Late Model Stock racing. The best short track drivers of our time as well as future NASCAR drivers have competed annually. 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 asphalt late model 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 elite in it’s ability to maximize fan engagement by leading content with an in-house marketing group. Throughout the year content is created in the form of videos, graphics, imagery, shareable race broadcasts, Instagram LIVE post race reports, personable stories of CARS Tour competitors, and more! SOCIAL MEDIA METRICS FACEBOOK TWITTER • Over 23,000 Likes • Over 9,000 Followers • 6.1 Million Reached in 2020 • Over 1.3 Million Organic Reach in • Over 400,000 Total Engagement 2020 in 2020 YOUTUBE • Over 86,000 Total Video Views • Over 700,000 Total Organic Impressions for 2020 INSTAGRAM • Over 7,500 Followers • Over 900,000 Organic Impressions in 2020 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. Mike Looney is interviewed by Lenny Batycki from PRN At The Track during a CARS Tour event he attended at Greenville-Pickens Speedway in 2020. 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. In 2020, the CARS Tour series produced over 13,000 viewer hours with over 1,200 unqiue viewers. CARS Tour reporter, Jacklyn Drake, delivers content for the fans at every event as well as NATIONAL RADIO AUDIENCE pit reporting for Pit Row TV. 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 at select track infields. MAVTV channel. The broadcast and re-air of the events reached throughout 49 million homes in the United States. Chief steward of Pit Row TV, Tony Stevens, captures pre- race videography of CARS Tour competitors. 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 “We thought the service and exposure we gained from our association with the Cars Tour in 2020 was outstanding. Definitely the best year yet for us and one of the few bright aspects of the 2020 Year-in-Review. You (CARS Tour) said you were going to “step it up” going into 2020 and in spite of all that COVID-19 could do to squander that opportunity for all of us involved, you and your team pulled it off with style! Well Done! “ -Gary Johnson Owner of Fluidyne “Working with the CARS Tour as an event race sponsor was an exceptional experience! We were able to have race event promotions in our store, while they did a great job of marketing our brand via race promotions throughout the area leading up to the event.
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