Track Promoters Spend Big On Big Shows
Track Promoters Spend Big On Big Shows
In all of sports there is no one that gets more criticism or catches more flack than a race track promoter. But what does it really cost to put on a major show?
By Jonathon Masters
In all of sports there is no one who gets more criticism or catches more flack than a race track promoter.
Think of your standard Monday following a big race weekend at your local track. Odds are there are going to be people complaining about a list of things from track conditions to the need for a better restroom janitor to perceived bad calls made by officiating staff.
Who is the person who catches the blame, cursing, and bad vibes? It's that greedy track promoter of course! I mean, did you see those stands? They were packed and all he had to do was open the gates and let all the race fans in at that astronomical $30 ticket price. What a jerk.
A lot of people are unable to do math or more likely have no idea what it took to bring that $10,000 touring series show to the track. Many people think those track promoters are working six-figure day jobs from 9 to 5 and the track just seems to run itself and prepare itself for these big events. Those are also the people who assume the beginning of this article is fact and not a humorous recreation of their reactions.
Either way, I'm here to break it down for you and show the racing public what it takes to bring them a big event at their track of choice.
For the moment, assume you are the track promoter and have got one of the major touring series to sanction your $10,000-to-win event. You're going to have two support classes; let's make it modifieds and bombers on this occasion. You're going to keep your gate price at $30 so there are no surprises to walk-up fans, and your pit pass is going to be set at another $15 -- so $45 altogether if you're going to the pit area.
The first and most important bill you are going to need to cover is those prize purses. A standard $10,000 purse pays out around $60,000 for the entire field. Your support classes are going to earn $6,000-10,000. The sanctioning fee to bring the big boys from the touring series is going to set you back another $3,500. So right now right out of the gate you are on the hook for $71,500.
Now the real work begins.
You also need to make sure everyone knows about the big event, so you're going to take out a $1,000 radio advertisement and a $400 newspaper spot in the local rag. Don't forget about making some posters to hang around town and plaster on people's windows at other events. That will be about $500. You might do some ads on social media as well (it's all the rage these days) with a budget of $250. So the conservative marketing budget is around $2,150.
The next big thing you have to keep in mind is staffing needs for the event. Sure, the series guys will handle their stuff, but the gate staff, concessions, local tower crew (including your announcer), and support division crew are still all on your dime. You also have to pay for an ambulance to stand by for the night. Altogether, you are looking at $4,000 in payroll. And, of course you need to have insurance to keep everyone safe and honest so we are looking at around $1,000 for your weekend policy.
What about the track itself? Between diesel fuel and the standard maintenance needs of your equipment, you're going to be spending around $500 to produce those track conditions that a select few will eventually complain about--I guess those 35-plus hours you spent on that track prep equipment getting ready just weren't enough for everyone. The good news is that you paid that $350 a weekend electric bill so at least people can see it.
So let's do our math. It looks like our total investment in this event, barring any big problems like electrical or plumbing issues, is around $81,000. At your ticketing price of $30, it's only going to take 2,700 people to pay the bills on this race.
You're all set to go, and if you can get your quarter-mile bullring to max capacity, you could easily clear $35,000 this weekend. That should be more than enough to make up for the fact that you are either breaking even on local weekends or making a few hundred bucks. Plus it will make up for those losses of a couple thousand dollars you've had throughout the season.
Now, the day you've been waiting for rolls around, and you open your doors in early September to see--an overcast sky and a 65 percent chance of rain.
Wonderful.
Some of this commentary is tongue-in-cheek, but the numbers and hours spent are a reality to most promoters out there: 60-hour work weeks and $80,000-plus investments that all equal up to what is essentially a gamble.
Most track promoters put everything they have into their big events and dedicate money, resources, and time into their tracks. The bottom line is nobody sets out to put on a bad show. Everyone who opens the door to a track wants to put on great events for the racers and fans. Racing is an outdoor sport, and certain things like the weather and track conditions are subject to forces outside of a promoter's control.
Whenever you see track promoters or attend great events, remember to let them know you appreciate their work. Because in the end, if they didn't love racing they wouldn't willingly put themselves through the financial and physical stress putting on the big shows.
Instead if picking apart every little detail, try saying, "Thank you for putting on the race... you jerk."
- Jonathon Masters has a lifelong connection with dirt racing. His family has owned and operated MasterSbilt Race Cars manufacturing dirt late model chassis for 35 years. He attended college in North Carolina for motor sports management and has wrote for various industry publications. Jonathon was an account executive at The International Motorsports Industry Show, founder of the Heartland Auto Racing Show, and has been a racing industry professional for over a decade.
Shock Wars
What It Takes To Succeed In Racing, Part 1 Equipment | Part 2, Crew | Part 3, Driver | Is A Toterhome And Trailer Worth The Cost?
Eldora's Party On The Hill
The Making of a Crown Jewel
Hotel 'Garages' Increase Fan Support
Drivers Must Get It Right (And Left) At Sonoma
Dale Jr. Snaps Winless Streaks At Michigan
Welcome to the Bigs Bubba
Dover International Speedway Has Some Monster Storylines
In all of sports there is no one who gets more criticism or catches more flack than a race track promoter.
Think of your standard Monday following a big race weekend at your local track. Odds are there are going to be people complaining about a list of things from track conditions to the need for a better restroom janitor to perceived bad calls made by officiating staff.
Who is the person who catches the blame, cursing, and bad vibes? It's that greedy track promoter of course! I mean, did you see those stands? They were packed and all he had to do was open the gates and let all the race fans in at that astronomical $30 ticket price. What a jerk.
A lot of people are unable to do math or more likely have no idea what it took to bring that $10,000 touring series show to the track. Many people think those track promoters are working six-figure day jobs from 9 to 5 and the track just seems to run itself and prepare itself for these big events. Those are also the people who assume the beginning of this article is fact and not a humorous recreation of their reactions.
Either way, I'm here to break it down for you and show the racing public what it takes to bring them a big event at their track of choice.
For the moment, assume you are the track promoter and have got one of the major touring series to sanction your $10,000-to-win event. You're going to have two support classes; let's make it modifieds and bombers on this occasion. You're going to keep your gate price at $30 so there are no surprises to walk-up fans, and your pit pass is going to be set at another $15 -- so $45 altogether if you're going to the pit area.
The first and most important bill you are going to need to cover is those prize purses. A standard $10,000 purse pays out around $60,000 for the entire field. Your support classes are going to earn $6,000-10,000. The sanctioning fee to bring the big boys from the touring series is going to set you back another $3,500. So right now right out of the gate you are on the hook for $71,500.
Now the real work begins.
You also need to make sure everyone knows about the big event, so you're going to take out a $1,000 radio advertisement and a $400 newspaper spot in the local rag. Don't forget about making some posters to hang around town and plaster on people's windows at other events. That will be about $500. You might do some ads on social media as well (it's all the rage these days) with a budget of $250. So the conservative marketing budget is around $2,150.
The next big thing you have to keep in mind is staffing needs for the event. Sure, the series guys will handle their stuff, but the gate staff, concessions, local tower crew (including your announcer), and support division crew are still all on your dime. You also have to pay for an ambulance to stand by for the night. Altogether, you are looking at $4,000 in payroll. And, of course you need to have insurance to keep everyone safe and honest so we are looking at around $1,000 for your weekend policy.
What about the track itself? Between diesel fuel and the standard maintenance needs of your equipment, you're going to be spending around $500 to produce those track conditions that a select few will eventually complain about--I guess those 35-plus hours you spent on that track prep equipment getting ready just weren't enough for everyone. The good news is that you paid that $350 a weekend electric bill so at least people can see it.
So let's do our math. It looks like our total investment in this event, barring any big problems like electrical or plumbing issues, is around $81,000. At your ticketing price of $30, it's only going to take 2,700 people to pay the bills on this race.
You're all set to go, and if you can get your quarter-mile bullring to max capacity, you could easily clear $35,000 this weekend. That should be more than enough to make up for the fact that you are either breaking even on local weekends or making a few hundred bucks. Plus it will make up for those losses of a couple thousand dollars you've had throughout the season.
Now, the day you've been waiting for rolls around, and you open your doors in early September to see--an overcast sky and a 65 percent chance of rain.
Wonderful.
Some of this commentary is tongue-in-cheek, but the numbers and hours spent are a reality to most promoters out there: 60-hour work weeks and $80,000-plus investments that all equal up to what is essentially a gamble.
Most track promoters put everything they have into their big events and dedicate money, resources, and time into their tracks. The bottom line is nobody sets out to put on a bad show. Everyone who opens the door to a track wants to put on great events for the racers and fans. Racing is an outdoor sport, and certain things like the weather and track conditions are subject to forces outside of a promoter's control.
Whenever you see track promoters or attend great events, remember to let them know you appreciate their work. Because in the end, if they didn't love racing they wouldn't willingly put themselves through the financial and physical stress putting on the big shows.
Instead if picking apart every little detail, try saying, "Thank you for putting on the race... you jerk."
- Jonathon Masters has a lifelong connection with dirt racing. His family has owned and operated MasterSbilt Race Cars manufacturing dirt late model chassis for 35 years. He attended college in North Carolina for motor sports management and has wrote for various industry publications. Jonathon was an account executive at The International Motorsports Industry Show, founder of the Heartland Auto Racing Show, and has been a racing industry professional for over a decade.
Exclusive Content
Weekly Columns by Jonathon Masters
The Summer Nationals Require a Hellish CostShock Wars
What It Takes To Succeed In Racing, Part 1 Equipment | Part 2, Crew | Part 3, Driver | Is A Toterhome And Trailer Worth The Cost?
Eldora's Party On The Hill
The Making of a Crown Jewel
Weekly Columns by Lauren Stewart
Clauson Marshall Races OnHotel 'Garages' Increase Fan Support
Weekly Columns by JD Hellman
Big Changes Are Coming For NASCARDrivers Must Get It Right (And Left) At Sonoma
Dale Jr. Snaps Winless Streaks At Michigan
Welcome to the Bigs Bubba
Dover International Speedway Has Some Monster Storylines