Home | News | Drivers | Tracks | Series  | Message Boards | Letters | Got News?

October 9, 1998

                          Racing On The Web

The following topic stemmed from a conversation my friend and I had on our car ride back from Volusia Speedway this Saturday.

What is a race track? To some people, it is a place to bring family for a
night out. For others, a place to compete and meet old friends. To the
owners, it is a business. That may not be their first answer as they may
have gotten into racing because of the love. But, at some point, the taxes
are due and the bills must be paid. A race track is a business.

Seems every business has a webpage today. High tech companies. Auto makers. TV stations. Airlines. It's a way to advertise their products, be it microchips, books, financial services or food. The web has exploded as a communications medium for work and for pleasure. Everyone's jumping on the bandwagon. Race tracks should be no different.

Some of the reasons a race track should be on the internet are mentioned
above. More will be given below. For the following example, I'll create a
race track from the past, the Eau Gallie Speedway.

1. What would it take to put Eau Gallie Speedway on the internet?

There are a couple of ways. They are all going to cost some money. First, the speedway will need a computer to work on. Then, they will need a homepage. They can either use the computer to act as the web server or get help from a company out there to maintain a web page for them. These companies have sprouted up all over in the past few years. In the short run, getting help from an outside company is cheaper because a computer acting as a web server needs more power (which like in racing costs more $$$). In the long run, having the web server under self control cuts out the middle man and allows greater freedom.

2. Ok, Eau Gallie Speedway spent all this money on a computer. Now what?

 Eau Gallie Speedway will need a domain name. That's one of those blah-blah-blah.com thingy's. A race track could get any old name. But, it will be helpful to the fans if it makes sense. Usually, this means havingthe name of the race track in the domain name. www.newsmyrnaspeedway.com and www.volusiaspeedwaypark.com come to mind. Ok, www.eaugalliespeedway.com it is.

3. Now that all this technical stuff is done, how can Eau Gallie Speedway
use the webpage to help the business?

The answer to this question is endless. The limit is your imagination.
but, for starters, here are a few. Think of a website as an advertising
platform. Unlike at a weekly race show where you are selling "Dan's Auto
Body Night", or "Slim's Trucking Mini Stocks", you are selling YOURSELF!
Make the page look good and be easy to use. Have a schedule of upcoming events. Post reports of previous races. That way, fans of the track can find out what happened and what will happen next week when they come to the races ($$).

Put up pictures of your track. Show great action photos and people having fun. Sell your product as a fun, family atmosphere. People who happen to surf on by your website might be intrigued and want to see a show ($$).

Here is another great idea. Put up a page or two for your sponsors.
They'll love the extra exposure. When you try to get new sponsors, you'll
be able to say, "Not only will you get a billboard in Turn 3, we'll put a
link to your webpage from www.eaugalliespeedway.com". Or, you could just sell advertising space on your website ($$).

Have you ever gotten a postcard from a race track talking about a future
race. It's nice, but what an expense for a track. First they have to buy
the postcards. Then print the ad on the back. Then, sort, stamp, and mail them. The longer the mailing list, the longer it takes and the more it
costs.

A webpage could make that a whole lot simpler. Create something on your homepage where people can sign up for a monthly newsletter or to receive emails of upcoming events. The track can send out their news letters or advertisements when it is needed. No postcards. No envelopes. No stamps. If 100 more people join the list, it still just takes a click on the send button.
Finally, establish a large web presence. A website can also function as
part of your public relations department. Since you control your website,
it can be thought of as free advertising. Mention www.eaugalliespeedway.com on all your letterheads and business cards. Paint it on the walls at the track. Mention it frequently over the PA system as THE place to go for the most up to date information on all Eau Gallie Speedway news.

There are lots of news orientated web sites out there that deal just with
racing. www.karnac.com is one. Send those sites press releases with track results, points updates and future races. The more places you send your press releases, the more people will see what your speedway is all about. Visibility.

And isn't visibility what advertising is all about.

In part 2 of this article, I'll examine the state of webpages for race
tracks in Florida. Here's to hoping all the race tracks in Florida have or
get a webpage.

(Note, www.eaugalliespeedway.com is not a real website.)

Comment on this story? Post it on the Message Board!
                                                       
                                                               or send a letter to the editor!                                             

                                        -John V. Matthews

Home | News | Drivers | Tracks | Series  | Message Boards | Letters | History | Got News?