| The Return of the Media Tour | | Date Created: Jan 24, 2008, 11:03 AM |
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The annual Lowe's Motor Speedway media tour is in full swing this week, and I'm sure fans suffering withdrawl symptoms or spring fever are enjoying the voluminous coverage - most of which includes mention of Dale Jr. no matter who is interviewed or what the original topic of the story.
The media tour is a way for the traveling circus of scribes and mic handlers to load up on stories heading into the season as well as a never-ending stream of meals while elbowing their way amongst the scrum to get their questions answered and receiving major swag and schmoozing from the top teams.
I was proud to have played a small role in helping coordinate the public debut of the new race shop of Petty Enterprises. The decision to move their race operation after 60 years was certainly an emotional and momentus choice (Richard and Kyle were born in homes on the grounds of the Level Cross, NC shops). With some key new hires, such as Jeff Meendering, combined with the new locale, optimism is very high at PE for 2008 and beyond. They have seemingly overcome the shattering effect of Adam Petty's death, and are moving forward to reestablish the glory that earned them 10 Cup titles and 273 victories.
After working nine seasons elsewhere, I am taken aback at the way I was immediately treated as an appreciated part of the extended family - and it's been refreshing to be around a family and an entire organization that truly and sincerely LIKES one another.
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RUSTY: I will admit up-front I've never been a Rusty Wallace fan - motivated mainly because his former sponsor was the major competitor to my beverage client. I tried not to carry that bias forward to his TV work with the ABC/ESPN family, but his analysis had the effect of fingernails-on-a-blackboard in his fish-out-of-water role on IRL coverage and then NASCAR telecasts. So, color me pleased that Dale Jarrett will be taking Wallace's seat in the booth in 2008.
I was disappointed in Wallace's rant about NASCAR losing their core audience since Dale Sr's death. I agree that the sport certainly lost some of its blue collar appeal when Big E passed. No one in the sport has the same kind of life story or appeal, so it's natural that losing a legendary, larger-than-life character would impact the sport as a whole. You can't invent or fake that kind of charisma or appeal - no matter what kind of music is played before the race or on the telecasts.
Wallace is positing that NASCAR needs to go back to focusing their growth by appealing only to the old-school fans. I could not disagree more. While it is vital and important to honor and build upon the legacy of the sport, retreating to an approach that is focused only on one region of the country or a single demographic is not the way to grow the sport beyond what is still perceived in many circles as purely a southeastern, confederate-flag-flyin' audience.
If we learned anything from the success of Dale Jr in the 'non-traditional' media, you can bring new fans from many walks of life by focusing on interesting personalities and by telling compelling stories. We were able to honor his multi-generational legacy while bringing the sport kicking and screaming into this century.
I laughed out loud when Rusty used the term "acid-rock." That phrase alone signals he is 40 years behind on the cultural scene. And, like any good Republican politician, he drops the word "California" into the rant, obvious code for 'diversity' of the kind that offends xenophobes. (I don't recall Rusty complaining when he won at - gasp- Fontana, California in 2001.)
Yes, NASCAR has made some nonsensical moves in the past few years in aligning with some C-list musicians and celebs, but if they are truly commited to diversity and growth, the sports needs to continue to look in new areas to bring more women, minorities and non-traditional fans into the fold. That is the road to growth.
I too wish the Southern 500 still existed, but the world goes on with or without you if you don't keep up with progress. It's not always ideal, but to go backwards or to stay the same is to wither on the vine. One must always look forward. Just ask the Pettys - and stop by to see their sweet new home if you're in or near Mooresville, NC.
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