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2020 Marketing Information 2020 MARKETING INFORMATION Pictured: 2019 CARS Tour Old North State Nationals 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 2020 with events running 2020 SCHEDULE between March and September; most are located within large southeastern markets. Southern National Motorsports Park (Raleigh/Durham, NC) & MARKETS Hickory Motor Speedway (Hickory, NC) Orange County Speedway (Raleigh/Durham, NC) Ace Speedway (Greensboro, NC) Langley Speedway (Hampton/Norfolk, VA) Dominion Raceway (Richmond/Fredricksburg, VA) Jennerstown Speedway (Jennerstown, PA) Carteret County Speedway (Wilmington, NC) Bristol Motor Speedway (Bristol/Johnson City/Kingsport, TN) South Boston Speedway (Danville/South Boston, VA) Gresham Motorsports Park (Jefferson, GA) Fairgrounds Speedway (Nashville, TN) 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 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: 1,949 5. News Junkies (52%) GENDER Total Attendance in 2019: GROWING RACE ATTENDANCE BREAKDOWN 25,338 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 in Rougemont, NC 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 inaugural race was the largest attended CARS Tour event sponsored by Orange County North Carolina Visit Chapel Hill campaign. This attracted local residents as well as fans from all over the county bringing revenue to the city. Competitors from the Carolinas, Virginia, Georgia, Florida, and Tennessee made it one of the most highly sought races in the region to enter. 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 21,000 Likes • Over 7,800 Followers • 1.3 Million Organically Reached • Over 1 Million Organic Reach in in 2019 2019 • Nearly 2 Million Video Views (1,987,022) in 2019 YOUTUBE • Over 40,000 Total Video Views • Over 2,000 User Hours of Video Content Consumption INSTAGRAM • Over 6,000 Followers • 85% Male and 15% Female • Over 500,000 Impressions in 2019 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. 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 “The CARS Tour is the best complete series there is in the country when it comes to pavement racing. The on track product speaks for itself, but what they do with social media and promoting the drivers in the series with original content is what makes them different than everyone else. That’s what is needed to grow a fan base, grow the amount of competitors and be at the top. We are all in with the CARS Tour, and always will be.” -Max Papis Max Papis Innovations “We were very pleased with our involvement with the CARS Tour. The event had a good crowd and we received lots of positive feedback and results from our wholesale customers in addition to the fan base at large.
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