Think NASCAR is just for the mullet and cut-off jean shorts crowd? Think again.
    NASCAR is the National Association for Stock Car Auto Racing, and it’s the next big thing in professional sports. The growth rate of NASCAR’s television ratings puts it on track to challenge the NFL for the most popular sport in the United States. Notice there was no mention of the MLB or NBA? That’s because it already has surpassed those sporting institutions and is gaining on football. Still not paying attention? Don’t get caught asleep at the wheel and overlook the potential NASCAR can have on your beverage program.

NASCAR CAFÉ
    When it comes to inspiration for implementing NASCAR into your beverage program, look to the lead car, The NASCAR Café, a virtual Graceland for racing enthusiasts. One step inside and you’re living and breathing NASCAR.
    “NASCAR is going crazy!” says Las Vegas General Manager Scott Wade. He describes the atmosphere inside as, “Push on the gas and go, like when you were 15 and borrowed your mother’s car and were doing 100 miles per hour down the back road. That feeling in your stomach is replicated here every race day. The crowd here is high fuel octane and when that pre-race show comes on, its turn up the volume and get LOUD!”
    The décor inside screams NASCAR. Replica cars are everywhere, trophy cases are full and autographs from visiting racers cover the walls. The tables even have acrylic outlines of different tracks from around the country.
    To get your motor running, head to The Carzilla Bar, which surrounds a 32-foot replica, stock car complete with working engine and spinning tires. The Carzilla Bar also is the host of the infamous NAS-CAR-AOKE, with cash and prizes available to winners. Wade exhibits an expert move with this post-race event that offers a great way to unwind after the excitement of a race and keeps the fans around long after the checkered flag. While you’re there pick up the Holy Grail of souvenirs for NASCAR fans –– the Fuel Can Glass! Any well cocktail or domestic draft can be purchased in this collectible 32-ounce ceramic glass for $24.95, and they’re selling faster than Dale Earnhardt Jr. on a straightaway. And, these were introduced before race season began.
    “The best part about the NASCAR Café is that it’s a different world and it’s for them,” says Wade. “The fans wear their colors proud and feel like a part of the actual race team.”

Freddie’s Anchor Sports Grill
    For another example of a finely tuned operation successful in capitalizing on NASCAR, let’s head down to Florida where NASCAR is roaring. Go ahead and employ a bit of drafting and follow the lead of Freddie’s Anchor Sports Grill in Fort Lauderdale, Fla.
    “Freddie’s is your classic neighborhood sports bar that’s been around for over 50 years,” says Manager Jenna Ross. Freddie’s isn’t just a sports bar, though. “Freddie’s is a NASCAR bar,” clarifies Ross.
    Freddie’s hangs its hat on being a NASCAR bar, which is no surprise when guests walk inside and see the hoods of various cards plastered all over and the entire shell of Bill Elliott’s 1993 Number 11 Thunderbird hanging from the ceiling.
    “Everyone is wearing their own driver, and it’s just like football, “ Ross says. (Think about that for a second. Are you giving NASCAR a tenth of the attention you give to football?)
    Freddie’s staff adds excitement to race day by offering raffles for NASCAR memorabilia. Tickets are sold prior to the race and between laps they raffle off smaller prizes, leading up to a grand prize at the conclusion. They also keep everyone well-oiled with specials on buckets of beer.
    “When you come to watch a race, there are fans of all the different drivers yelling and screaming and really getting into it. It’s the next best thing to being at a race. People come to watch the game even though they can get the game at home,” Ross says. “You don’t have to know anyone, but once you step inside you are a part of the NASCAR family and experience.” NCB

Jason Stone is the premier account manager for MarkeTeam Inc., a sales, promotion and marketing agency specializing in the hospitality industry. Visit marketeaminc.com for more information.