Gillian Zucker knows the climb that faces her to increase crowds at California Speedway. Credit: California Speedway

Zucker trying everything to fill seats in Fontana

Track president has learned Spanish, increased communication

It is no secret that California Speedway has struggled to sell out its two race dates on the Nextel Cup schedule, so track president Gillian Zucker has taken on a new approach.

She is learning Spanish.

	Gillian Zucker inducts Greg Biffle into the speedway's Walk of Fame. Credit: California Speedway
	Inside the Numbers Past winners at California Speedway Year Winner 1997 Jeff Gordon 1998 Mark Martin 1999 Jeff Gordon 2000 Jeremy Mayfield 2001 Rusty Wallace 2002 Jimmie Johnson 2003 Kurt Busch 2004 Jeff Gordon   Elliott Sadler 2005 Greg Biffle   Kyle Busch 2006 Matt Kenseth

"I [just] did an interview for Telemundo," said Zucker, whose track hosts this weekend's Sony 500 at California. "It is so important in this market -- 48 percent of this market is Latino. So when we market to the fan base, we market to people who speak Spanish."

Zucker is trying everything but the kitchen sink to boost ticket sales at Fontana, which have lagged since the date was awarded two dates for the 2005 season. Zucker, 37, was hired a year ago to lead the push to make sure the track is able to retain those dates.

It hasn't been easy. Hence the Spanish lessons and the push to make everything easier at the track (the track recently introduced web-based house-to-parking lot maps). She has also spent a considerable amount of time personally answering fan e-mails.

Zucker, a New Jersey native, obviously doesn't fit the white male stereotype of a typical track president at stock car racing's highest level. She didn't start out in racing -- she worked in minor league baseball for several years while in her 20s and she was found by an International Speedway Corporation recruiter while working for the Durham Bulls.

Despite never having seen a race before her hire, Zucker's rise through the ISC ladder was rapid, culminating with her promotion to track president in June 2005. Despite the speedway's young age -- it didn't host a Nextel Cup race until 1997 -- Zucker is already the fourth person to serve in the position.

Zucker jokes that she was "terrified" at merely giving interviews just after her promotion to track president, but February's less-than-optimal crowd gave her a lot of practice.

"I don't allow excuses," said Zucker. "There is always a reason something doesn't sell. We need to create ways to overcome them."

Zucker's main problem is selling two race dates to a region that already has a multitude of entertainment options. Fontana is also a considerable drive from most of Los Angeles' market, even though television lauds it as right next door.

"First off, there is a stereotype that goes along with the sport that has been overcome in the vast majority of the country but we still battle a little bit in Los Angeles," Zucker said. "Secondly, the traffic. It is major obstacle in their daily lives. Some people plan their entire day to avoid rush-hour traffic."

Ticket sales for this weekend's race are strong, Zucker said, but she says that Southern California is a late-buying market. She is adamant that she can make the late-winter Nextel Cup date work.

"We have a game plan to sell out here eventually," said Zucker. "Not sure if it will be next February. We are not taking an existing fan base and encouraging them to come to the speedway.

"Here, it is about developing people into a NASCAR fan. Because of the size of this market, reaching these people is cost prohibitive because of advertising.

"We have made a huge amount of progress in a period of a year. For February, our internal goal and benchmark is to grow and build and maintain the integrity of our ticket prices. If we do those things, we are well on track to sell out."

Zucker openly admits that California Speedway's wide racing groove and gentle banking has led to less-than-spectacular racing action, but she says that adding variable banking isn't an immediate option.

Homestead-Miami Speedway added variable banking a few years ago to rave reviews, and Las Vegas followed suit this summer. But both of those tracks measure 1.5 miles, and Zucker says following their lead isn't as feasible as it may seem.

"The same engineering can't be applied to a 2-mile track," Zucker said. "There is much more involved. I have talked with drivers, owners, NASCAR and engineers about if something is possible to make the competition more competitive and more side-by-side racing, which is more appealing to fans."