Teams turning shops into interactive fan experience

CONCORD, N.C. -- It only makes sense that the trendiest, most en vogue race team in the Cup Series right now, with its international flair, is making an effort to have equally trendy events this season for fans.

For starters, imagine a catwalk full of hot models parading the latest in racing fashions inside an 186,000 square-foot race shop with stock cars parked in the background. All free of charge, fans are treated to cocktails, goodie bags and appearances by the who's who of the sport.

Ganassi Racing models

The scene described is "Ladies Night" at Chip Ganassi Racing with Felix Sabates, a part of a string of new initiatives team leaders are taking to further brand recognition for the organization and grow its driver fan base.

Additional race shops in and around the motorsports capital of the world of Charlotte, N.C., have similar ideas and are also boosting their offerings for fans to experience.

Hosting a "shop tour" or making pit practice viewable for a fan has been going on for years; it's nothing new. State-of-the art race compounds are now taking it a step further.

Carol Wiese, manager for Ganassi Racing merchandising and licensing, discussed plans for "Ladies Night 2008" this week during the NASCAR Sprint Media Tour hosted by Lowe's Motor Speedway where several race shops are showing off their digs to national media outlets; Ganassi included.

She said through creative partnerships, such as the one established with TrackCouture, in addition to team sponsors such as Target and Wrigley, the organization can reinforce its commitment to delivering value back to sponsors as well as provide first-class interactions for fans.

"What is most exciting is that we are just scratching the surface of the opportunity that exists," Wiese said. "The response has been very positive and the event continues to grow. I think we had just over 100 ladies come last season."

In addition to free admission and complimentary behind-the-scenes tours of the Ganassi Racing facility, hors d'oeuvres are on the house for all who attend the annual Ladies Night held the week of the fall race at Lowe's Motor Speedway.

Last year, guest speakers included FOX Sports reporter Krista Voda; Jill Gregory, director of industry marketing for NASCAR; and Ganassi Racing media relations representative Angie Copen. The trio discussed their motorsports careers, how they broke into NASCAR and what it is like being a female in the industry.

Fans of JR Motorsports are getting their fair share of fun as well.

In 2007, the Fan Zone debuted inside Dale Earnhardt Jr.'s multi-acre facility in Mooresville, N.C., rolled out a collection of racecars and custom vehicles for fans to check out as well as a Dale Jr. Fan Experience which chronicled the life and career of the 32-year old racer.

And don't forget JR Nation, the first-ever retail store exclusive to Earnhardt Jr. and his JR Motorsports brand.

This season will be "Amp'd" up with more offerings to make way for some of Earnhardt's new partners such as R.M. Palmer Co. and a new line from adidas which Earnhardt help to design.

Thayer Lavielle, vice president marketing and brand development for JR Motorsports, said fans should mark Feb. 1 on their calendars for an ideal trip to see new changes in the fan experience.

"It will be something they can visit through the race weeks of Charlotte," Lavielle said. "We will be showcasing new merchandise, out-takes from TV shows, footage of fan reaction, the new Nationwide [Series] drivers and information on the new fan club we are launching."

Fan enjoyment at Michael Waltrip Racing is round the clock; no special date necessary.

In its second year, Raceworld USA is a refurbished movie theater located 25 minutes west of Lowe's Motor Speedway. Open six days a week, fans can overdose on racing factoids and stories on Waltrip himself. You can also, for a small fee, purchase a ticket to view a short film on how a team prepares for a race weekend.

Rick Penn, vice president of business development at MWR, said the reason behind the interactive shop is simple.

"Drivers are fans first, Michael grew up going to Daytona and watching his brother race from behind a fence," Penn said. "His thought is this whole sport was built on fans."

Besides, Penn knows fans plan family vacations surrounding Speedweeks and the fall Charlotte race just to visit the shops and this is an opportunity to show appreciation for their loyalty.

"Without [the fans] we wouldn't be here," Penn added. "[Waltrip] feels he has an obligation to give back as much as he can."