It's full speed ahead for NASCAR Media Group (cont'd)

NASCAR Media Group also will gain significantly more space for its tapeless content storage, also known as Digital Asset Management System, which will be used not only for NASCAR content, but paying third parties, whether they are other sports leagues, teams, colleges, whatever.

In its old facility, the media group had gone as far as it can with its storage capabilities. Other limitations hamper the space as well. There's no backup power source, for example, so if a storm knocks out power in the media group's current office, it is down. The new facility will have 48 hours' worth of backup power.

The Hall of Fame will bring NASCAR's history to life and preserves that history in the appropriate environments. The facility will allow fans to have the opportunity to relive the sport's greatest moments.

• More on the Hall of Fame

The new space also will give the media group the ability to store content at a second site within the building and a third site away from the building.

In the old office, the media group has spent thousands to fire-safety the rooms where content is stored because the aging business complex simply wasn't equipped.

The things that have kept Abraham awake at night for years will evaporate with the move.

"With the old place, we've done it with duct tape and chicken wire, but it gets done," said John Martin, NASCAR Media Group's managing director of business development and strategic planning.

The new facility also will give the media group the flexibility to turn around the same content for several different delivery platforms, whether it's HD, web or mobile phone. The flexibility and storage capabilities will be revenue drivers for the media group more than they have been in the past.

"I don't want to say the [revenue] possibilities are limitless, but ..." Abraham said. "We're not going to be limited by the infrastructure to grow this business."

A broad sales pitch

With all of NASCAR's media rights -- TV, radio, mobile, Internet -- ending after the 2014 season, the sanctioning body is two to three years from beginning negotiations on its next round of contracts.

By that time, the media group will be fully up and running in the Hall of Fame and will have a better understanding of what the media landscape looks like when it's time to decide on creating its own network from scratch, buying Speed and its existing 75 million-home reach, or sticking with the status quo.

"The biggest benefit to NASCAR's timing is that they can see all of the different ways the leagues have gone about starting their networks and gauge the benefits," Lazarus said. "You can build, buy or partner and if I'm a sports league, I would investigate all three."

And if NASCAR does move forward with its own network, what happens to Speed?

Jim Liberatore, the former Speed chief who is now president of SportsTime Ohio, calls the creation of a NASCAR network "an eventuality."

"If NASCAR does their own network, which I think they will, Speed becomes extremely vulnerable," Liberatore said. "It would really give NASCAR enormous leverage. With all of NASCAR's feeder series, all of the programming it already produces, it could be a huge business for them."

While NASCAR's cynics are quick to point out that the sanctioning body is in the business of collecting checks, not writing them, the media group's new headquarters marks a significant investment by NASCAR in its media future.

"We know what we have," Abraham said. "The biggest issue is, what is the industry going to look like in 2014? There's a convergence of media going on. Internet companies are getting into other types of distribution and TV networks are relying on the Internet to help support their businesses more.

Economy doesn't deter Hall officials

With its opening a year away, NASCAR Hall of Fame officials remain confident in their business plan despite economic forces that could affect sponsorship sales and visitors.

• Complete story

"You're seeing less delineation between the channels of distribution. Cable operators are acting more like networks. That's a key part of what we have to evaluate: What is happening with the industry and where are the opportunities?"

A significant part of Abraham's ongoing analysis includes a re-evaluation of the media group's sales arm and whether it should be reorganized. Among the objectives in front of the media group is educating the industry on its broad array of services.

The sales team is now split among its current client list, which include teams, sponsors, tracks, ad agencies, networks, Turner (for NASCAR.COM), DVD distributors, other leagues and, soon, the Hall of Fame.

But what about when the media group is trying to convince a Charlotte production house to use its sound stage? Does the person working with the teams and sponsors selling NASCAR content also try to sell the sound stage?

The new facility will offer the media group revenue possibilities that its sales force isn't currently equipped to handle.

There will be other considerations, such as how much capacity the new studios will allow. At its current rate of production, the media group will likely have studio time left over and it will be Abraham's job to make sure there's enough new business to keep those studios busy.

"Now that the building is mostly completed, it comes down to asset utilization," the media group's Martin said. "If a local production company needs a sound studio, if local radio wants to talk to Jimmie Johnson and knows that he's going to be at the Hall of Fame, if Fox News wants to talk to the president of Bank of America, those are all opportunities."

"Not everyone knows all that we can do," said Abraham, with an oversized trash barrel next to his desk, a reminder of the impending move. "It's our responsibility to get out in the marketplace and educate people about our capabilities. When I think of all the challenges we have, that might be the biggest.

"It's a year away before the Hall opens. But it's only a year away."