Visions in Leisure and Business Monographs Volume 4 Issue 1 Volume 4 Monograph, 2010 Article 2 2010 A History of NASCAR: A Perspective Kathleen Munger Bowling Green State University, [email protected] David L. Groves Bowling Green State University, [email protected] Follow this and additional works at: https://scholarworks.bgsu.edu/visions_monographs Recommended Citation Munger, Kathleen and Groves, David L. (2010) "A History of NASCAR: A Perspective," Visions in Leisure and Business Monographs: Vol. 4 : Iss. 1 , Article 2. Available at: https://scholarworks.bgsu.edu/visions_monographs/vol4/iss1/2 This Article is brought to you for free and open access by the Journals at ScholarWorks@BGSU. It has been accepted for inclusion in Visions in Leisure and Business Monographs by an authorized editor of ScholarWorks@BGSU. A HISTORY OF NASCAR: A PERSPECTIVE BY KATHLLEEN MUNGER, ADJUNCT FACULTY AND DR. DAVID L. GROVES, PROFESSOR EMERITUS SCHOOL OF HUMAN MOVEMENT, SPORT AND LEISURE STUDIES BOWLING GREEN STATE UNIVERSITY BOWLING GREEN, OH 43403 INTRODUCTION using or selling drugs, brag about having children out of wedlock, or carry guns." This study examined and described the rea­ (Bonham, 1999) With a 63 year history, the sons forthe success of the National Associa­ public eye is upon its' owners and the organ­ tion of Stock Car Automobile Racing ization and the scrutiny of its followers is at (NASCAR), including its past, especially a high level. "The pie is getting bigger and focusing on the recent years. An analytical the stakeholders are jockeying for bigger framework utilizing a critical incident his­ slices. Stockholders, the NASCAR organi­ torical approach was used to determine, if zation, marketers, racetrack operators, race the relationships among the primary actors team owners, TV networks, drivers, crew have been and will continue to be a signifi­ chiefs, mechanics, and truck drivers are all cant element in the success of the sport as standing in line." (Poole, 2000, p. 13) The measured by attendance, television ratings, economy within the last two years has had a new tracks and race dates, and gate and tele­ profound effect upon attendance and TV rat­ vision revenues. ings. There has been a significant slippage in attendance. The economy down tum The National Association of Stock Car Au­ could not have come at a worse time for tomobile Racing (NASCAR) is one of the NASCAR because they were in the process growing sports in terms of fans and venues. of transitioning from a regional to a national A NASCAR commissioned fan survey sport. Long term management strategies showed that 37% of the American popula­ have had to give way to short term and/or tion follows NASCAR racing to some de­ crisis management. gree and trails only professional football in popularity. "It's clear right now that An examination of NASCAR history as re­ NASCAR is the No. 2 sport in the United lated to its past and future development States," said senior vice president George builds a foundation for understanding of the Pyne. (Jenkins, 2002) "Here's a sport or­ sport for planning. Significant events in its ganization that has never experienced a past, the cyclic nature of sport, and growth lockout or strike by its athletes. Further­ and popularity have been examined. This more, NASCAR' s drivers do not choke their examination of NASCAR past and present coaches, beat their wives, get arrested for leads to implications for the future. 3 RESEARCHQUESTIONS are repeated. Once the critical incidents were isolated, information was sought on This study addressed the followingresearch how and why they influenced patterns. It questions: must be remembered that this study 1. What is the significance of the relation­ represents a longitudinal perspective and ships of the primary actors in NASCAR that changes occur through time. What is a to the success of the sport? critical incident during one period may not 2. Why has NASCAR as a private entity be a critical incident during another period. been so successful? The study, therefore, identified critical inci­ 3. What past and present variables have dents of two types: one was consistent impacted the success of NASCAR? through time periods and the other was criti­ cal incidents that were situational fora par­ ticular time period. PURPOSE OF THE STUDY There were two media reviewed to identify The purpose of this study was to examine critical incidents and variables related to and describe the reasons for the success of success of NASCAR. Popular media was the National Association of Stock Car Au­ reviewed first to establish the tradition asso­ tomobile Racing (NASCAR), including its ciated with NASCAR on the basis of folk past sixty-three years. A critical incident lore. The second media reviewed was em­ approach was used to determine if the rela­ pirical studies to identify the variables asso­ tionships among the primary actors have ciated with possible models to understand been, and will continue to be, a significant the folklore in terms of established fact. element in the success of the sport as meas­ ured by attendance, television ratings, new tracks and race dates, and gate and television POPULARMEDIA revenues. The analysis of the popular media depends upon understanding the popularity and de­ CONTEXT mand forNASCAR and to the structure and history of the sport. (Amato et al., 2010 & The significant characterizations by critical Brunt, 1922) It is an analysis that synthesiz­ incidence were identified by actor and dec­ es variables and relations to understand the ade. The actors were NASCAR, teams and bigger picture. owners, drivers, fans, sponsorship, mer­ chandisers, and media. The purpose of this type of analysis was to identify the basic in­ NASCAR fluences of the patterns identified. For each of the patterns identified a critical incident NASCAR since 1940's has seen the sport of analysis was performed on professional pub­ racing grow from a regional to a national lications during the time period to develop sport. Growth has been unparalleled in pop­ an understanding of the relationships. The ularity. It has gone through three leadership Critical Incident methodology (Butterfield, periods and leadership has been identifiedas 2005) is factors which influences identified one of the reasons for the success of the patterns. These critical incidents are the sport. In the 1940's, NASCAR organized elements that bring the themes together and stock car racing into a unified association to 4 establish uniformity in the sport. The 1950's The fan base for Cup racing grows yearly. was a time of developing tracks and the de­ NASCAR realized unprecedented growth in velopment of relationships for the recogni­ 2001. (King, 2001) Tracking actual atten­ tion of the sport. The 1960's was an era of dance has become difficult because control to establish the structure in such a NASCAR stopped releasing race attendance way to develop leadership. The 1970's was figures in 1998. (Frank, 2001) The final the era of business. Relationships estab­ Goodyear Racing Attendance Report done lished in the 1960's had to be shown to op­ in 1998 lists total race attendance at erate on a sound basis to produce profits and 6,310,027 with average attendance reported develop a good show that sponsors would be as 190,940 with 32 race dates (Goodyear willing to provide money to support the Racing Attendance Report 1998). This was sport. The 1980's was a period in which a 3.5% increase over the 1997 attendance there was growth in the sport to the general figure of 6,091,356. The 1997 attendance population. This growth was not exponen­ figure represented a 9 .0% increase over tial but at a steady rate. The 1990's was a 1996 figures, with just one additional race. period of demographic expansion and The 1996 season realized a 4.9% increase in growth that was exponential as new fans attendance over 1995 with no additional rac­ realized the entertainment value. The es or venues. (Goodyear Racing Attendance 2000's has been a period of new audiences Report 1996) The average race attendance and new relations to expand the sport into a in 1997 was 190,355, in 1996 it was national arena that has attracted new spon­ 180,260. (Goodyear Racing Attendance Re­ sors and new investment. NASCAR politi­ port 1997) Mel Poole (1999b) says there are cal power even extended to the stimulus bill four simple dynamics that explain why in section 317 which provided funds forcost people are fans of NASCAR: "The show is recovery of tracks. good; fans are touched by and attached to the personalities in the sport; they view the Cup Series a dramatic continuum; and they POPULARITY feel a cultural affinity with the sport." (p. 24) (Canfield,2003) NASCAR as a motor sport has increased in popularity exponentially in the years from Since 1998, growth has been at a rate of 1995 to present. (Oliver, 1995) In the about 3 to 5 percent and has grown to well 1990's it was America's fastest-growing pro­ over 11 million. This growth reflects the fessional sport. (Dunnavant, 1997) It was change from a Southern to a national sport. bigger and more popular than it ever had New tracks in urban areas were built where been in its 63 year history. (Howell, 1997) there has not been race availability. Growth The demand for NASCAR racing, especially in these areas has been good but not stable. at the Cup level, was significant. Cup Grand In the past few years, some of the track at­ National Racing is the epitome of American tendance has been flat. Some tracks like stock car racing. Cup races are the second California have not had the growth as ex­ most watched of the major sports, trailing pected.