The Monster Energy NASCAR Cup Series is at Bristol Motor Speedway this weekend for the Bass Pro Shops NRA Night Race, and fans will "not only get to experience racing, but also concerts and other activities — all in an effort to broaden the sport’s appeal," according to Zach Irby of the BRISTOL HERALD COURIER.
BMS VP/Corporate Sales Greg Harvey said that the track has "made it a priority in recent years to market certain events and ticket prices to college students during race week."
Harvey said that the first step to "attracting a younger generation like college students to the track was to offer lower ticket prices that students would be able to afford."
College ticket prices for the race have been "reduced to $45 with a valid college ID." Regular ticket prices for Saturday night’s race "start at $79."
Other events for college students planned by Harvey and his staff during race week "include a post-race winner’s celebration on Saturday night and a track walk before the start" of the race. Irby noted this is the "second year for the lawn party, located in the BMS Fan Zone by the Bristol Tower in Turn 2."
Highlights include "giant beer pong, inflatables, human billiards and a photo booth."
BMS "hasn’t seen a change in demographics just yet." But Harvey said that they have been "able to pull in a younger audience thanks to free kids’ tickets and discounted tickets from Food City." BRISTOL HERALD COURIER