Staff Writer
Amid a “perfect storm” of issues that have affected its popularity and finances in recent years, NASCAR can count on Jacksonville as a reliable draw.
“It’s (the Northeast Florida market) been very strong for us,” said John Guthrie, Daytona International Speedway vice president of sales, business development and partnerships.
“Jacksonville has always responded to NASCAR very well,” he said.
Guthrie discussed the market viability, NASCAR’s roots and the business behind the sport Wednesday to the Southside Business Men’s Club.
The sport has a $1.8 billion impact across Florida, said Guthrie, and while Jacksonville doesn’t have a venue to be directly affected, it does benefit from having one of the hallowed grounds of racing a little more than an hour’s drive south.
Fans travel within a several hour radius to catch races live at Daytona International Speedway, spending close to $500 a trip on travel expenses, said Guthrie, with many fans taking Interstate 95 through Jacksonville.
In addition, the company hires around 3,000 seasonal employees.
While still popular, said Guthrie, the downturn in the economy combined with an aging demographic and fan-driver connection concerns have hurt profits.
“You can’t put your finger on just one of those,” said Guthrie, referring to the “perfect storm” of issues.
In response, Guthrie is bringing the NASCAR story to business communities across Florida to re-establish connections and educate people, especially younger audiences, on the benefits of aligning with the sport to promote their businesses and products.
“What we have to do is what any business has to do in times like these,” said Guthrie.
“We’re looking out to see how we can add value to businesses and it’s forcing us to step up and not just look at the usual suspects (revenue streams).”
Given the economic circumstances, Guthrie said the business was “doing as well as could be expected,” but is looking forward to working with businesses for greater success.
The presentation of both the history and business sides of the sport and Daytona International Speedway was revealing to many of Southside Business Men’s Club members, some of whom have made the trek themselves.
“We’ve been a few times, but I learned a lot,” said Michael Haney, with his wife, Diane. “Especially the business aspects with all of the companies associated with NASCAR.”
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