PHILOSOPHY: Bruton Smith is the Chairman and CEO of Speedway Motorsports, Inc. But Mr. Smith consistently reminds us who we really work for are the race fans. That goes beyond selling tickets. It involves listening and applying what we hear. We encourage their engagement and through relevant input and opportunity, we react by employing the ideas presented by our guests.
Through this line of thinking, we at Bristol Motor Speedway have expanded our long-adopted attitude of exceeding expectations to strategically addressing recognition of our guests and providing them value, exclusivity and memories that last a lifetime.
GUEST EMPOWERMENT
The ideas and recommendations of our fans are never too large, nor too small for us to take under consideration.
Our reactions to input has ranged from the simple: concessions offerings and on-site tram/shuttle routes; to the complex: including Bristol’s recent track modifications that were made during the summer of 2012 after fan feedback called for it.
o In 2006, we became the first NASCAR-sanctioned venue to employee a full-time Fan Advisory Board. The input of the group has, and continues to provide, thinking, ideas and innovations that improve the experiences for all of our guests.
§ Now in its eighth year, the FAB has made more than a dozen recommendations to improving the fan experience at BMS that have been put into practice.
§ Members of our Fan Advisory Board regularly volunteer and work in our Guest Relations outreach areas.
§ Since 2010, Bristol Motor Speedway has staffed and provided a dedicated area within the O. Bruton Smith Building specifically for those visiting Bristol on event weekends.
§ Our Guest Relations Office/Department provides guest information, assistance and one-on-one interaction with Bristol Motor Speedway senior management.
o The staff at BMS has been expanded to include a research position. The primary role of this position is to learn from our guests, their likes and dislikes, study trends and help establish strategy in reacting to those findings.
GUEST LOYALTY
In 2010 we implemented our fan affinity program for season ticket holders. Focusing on value, recognition and exclusivity this program rewards season ticket holders for their loyalty, provides retention incentives and also generates future ticket sales.
iBelong Membership Card – Distributed with lanyard and worn during race weekends, our most loyal fans are immediately recognized as Bristol’s best.
We worked with our longtime sponsor, Food City, to implement the iBelong card as a frequent shopper card providing discounts for iBelong members when purchasing groceries.
Other iBelong benefits include regional retail discounts, exclusive merchandise at special pricing, concessions and souvenir discounts, membership decals and more.
We value our iBelong members and provide additional recognition by placing their names on Bristol Motor Speedway’s inside retaining wall and under the Turn 1 grandstand, reinforcing that as valuable as corporate partners are, we are successful due to the loyalty of our fans.
We host exclusive events for iBelong members on each race weekend.
GUEST VALUE
o While Bristol Motor Speedway and Bristol Dragway stand at the pinnacle of on-track racing action and entertainment, our core is, has been, and always will be, centered on our guests, and providing an ultimate motorsports experience that extends beyond what happens on the track.
§ For the last three years we have had pre-race concerts, like the one we’ll have with Charlie Daniels on March 17, at no extra cost to our guests.
§ For two years now, we have hosted a free brunch the morning after our August night race, which includes a driver appearance, for the first 600 season-ticket holders who register.
§ We have opened a new low-cost camping area which is only $99 for RVs (for the week) and as low as $50 for tents.
§ We offer our guests the ability to rent fully-stocked and loaded campers parked on-site during NASCAR race weekends.
§ We have worked with area malls and downtown businesses to offer discounts for guests who show their race tickets. This gives additional value to being a Bristol guest.
§ Other iBelong benefits include regional retail discounts, exclusive merchandise at special pricing, concessions and souvenir discounts, membership decals and more.
§ BMS was among the first tracks, if not the first, to provide driver ticket packages that included exclusive questions-and-answer sessions with some of the top drivers in NASCAR, along with souvenirs from each respective driver.
GUEST COMFORT:
Bristol Motor Speedway is committed to extending unparalleled hospitality, a unique environment and exclusive events that reach well beyond what happens on the half-mile oval.
§ We have offered our guests ticket payment plans for several years and were among the first to do so.
§ During the warmer weather of the August night race weekend, we provide hydration stations with free water and cool towels.
§ We provide misting stations at various locations around the property to allow fans a refreshing break.
§ Cooling benches that provide refrigerated air for our guests are located around our property during August race week.
§ We have a non-alcohol section of grandstands for the comfort of those who prefer that type of seating.
§ To address the many questions guest have when they come to a large facility, our satellite information locations were expanded in 2012 to include Guest Welcome Center. In the same concept of interstate state visitor centers, the GWC is stocked information, food and entertainment.
§ In an additional example of GUEST EMPOWERMENT, the GWC employs actual ticket holders at BMS as workers.
§ We are adding additional Wi-Fi capabilities in the grandstands.
· FAMILY FOCUS:
o Making family memories that last a lifetime is a critical emphasis at Bristol Motor Speedway.
§ BMS hosts an on-site Kid’s Zone
§ We have half-price spring Cup tickets for children 15-and-under.
§ We have a family seating section (non-alcohol).
§ A popular ticket package we offer is the Family Four-Pack offers, which include tickets, food and drinks for two adults and two guests 15 or younger.
§ We are developing a Kid’s Club membership program.
