Dale Earnhardt Jr.'s final Cup season could lead to greater ticket sales
Dale Earnhardt Jr.’s announcement Tuesday that he will retire from the NASCAR Cup Series after this season could help minimize attendance declines that have become common at tracks.
Asked about the impact Earnhardt could have in the final 28 races of the season, Marcus Smith, chief executive officer and president of Speedway Motorsports Inc., likened Earnhardt to another famous athlete.
“Dale Jr.’s announcement yesterday is significant, it’s similar to when Michael Jordan decided it was time for him to retire from basketball,’’ Smith said Wednesday in a conference call with investor analysts. “The opportunity for fans to see Dale Jr. race one more time is certainly special and something we expect will be inspiring to a lot of fans to come to races.’’
Speedway Motorsports Inc. reported that admissions revenue was down 4.5 percent in the first quarter this year compared to the same time last season. The first quarter covered race weekends for Atlanta and Las Vegas. SMI reported that attendance at Atlanta was “up a little bit” and attendance at Las Vegas was “down a little bit” but did not provide numbers.
Earnhardt will be the fourth major NASCAR driver to leave the Cup series since last year Jeff Gordon and Tony Stewart ran their final races last season. Carl Edwards announced before the season that he would not race this year.
International Speedway Corp., which owns tracks such as Daytona, Talladega, Darlington and Homestead-Miami Speedway, cited the absence of Gordon, Stewart and Earnhardt (when he missed the last 18 races of last year) as impacting admission revenue last season.
ISC reported its fourth-quarter admissions revenue was down 9.3 percent last year from the previous season. The company hosted Cup races at Darlington, Richmond, Chicagoland, Kansas, Talladega, Martinsville, Phoenix and Homestead during that quarter.
“The impact of Jeff Gordon’s retirement was underestimated, which was compounded with Tony Stewart and Dale Earnhardt Jr. missing races throughout the season,’’ said John Saunders, ISC president, in January about one of the reasons for the decline.
Earnhardt’s announcement that this will be his last Cup series already has some fans purchasing or looking to purchase tickets.
Richmond International Raceway reported an increase in interest for this weekend’s race after Earnhardt’s announcement. Richmond also is selling tickets to its fall race weekend. Earnhardt is scheduled to compete in both the Xfinity and Cup races there Sept. 8-9.
The series heads to Talladega next weekend and Grant Lynch, chairman of Talladega Superspeedway, anticipates more Earnhardt fans showing up.
“If you’re going to go see him one more time, why wouldn’t you go to the track where he runs the best,’’ Lynch said. “We think that’s the a positive for Talladega. He’s always been great at Talladega. It’s an Earnhardt track. I hope folks will take the attitude that ‘Wow, I’ll get two more chances to see him,’ see him next weekend and come see us again in October.’’
The greatest demands for tickets likely will come for races at the end of the season.
Earnhardt’s final Cup race will be Nov. 19 at Homestead. The track is selling three-day weekend packages. Deposits for single-day tickets, which go on sale May 5, are being taken. That race sold out last year.
The week before Homestead, the series races at Phoenix Raceway. The track is in the renewal process for the Nov. 12 race with fall race ticket holders. The track is selling tickets to its new Club 64 section above Turn 1 now. Grandstand tickets and camping go on sale June 2.
The week before Phoenix, the series races at Texas Motor Speedway. The track is selling weekend ticket packages only at this point. The track will sell individual tickets to its fall Cup race in June. A date has yet to be determined but it will come after the June 10 IndyCar race there.