LAS VEGAS, Nev. (Dec. 10, 2004) -- Leading short track promoters from across North America created a Top-10 list of their most successful ideas Friday, Dec. 10. The list was formulated during day two of their inaugural Short Track Racing Summit in Las Vegas, Nev.

The emerging coalition of independent motorsports business operators shared candid tips that increased their speedway’s bottom line while enhancing fan experience at their race tracks.

Attendees of the inaugural Summit also held the short track racing industry’s historic first discussion of the groundswell Diversity Initiative in motorsports. The National Association for Stock Car Auto Racing (NASCAR) is America’s leader in motorsports diversity outreach initiatives. NASCAR is one of more than a dozen sponsors of the Summit.

NASCAR’s Director of Diversity Initiatives Tish Sheets told the new coalition of short track operators that they hold a key to creating an all-inclusive fan base and driver pool.

“America’s short tracks are where minority and female motorsports participants can begin their career development,” Sheets said. “You are the grass roots recruiters developing a feeder system, mentoring new talent being tapped for the first time.”

Sheets advocated some simple ideas such as advertising in urban and Hispanic media at the local level. This can attract new customers, and young new talent to broaden the sport’s appeal. She also said the local speedways can include minority owned and operated vendors in their daily business operations.

Topics included in the Top-10 Promotional Ideas were followed by question and answer sessions, and yielded some frank dialog on financial successes.

Advance ticket sales, cross promotions among track sponsors, fan and sponsor appreciation nights, building a successful corporate hospitality program, novelty events and basic ideas in attracting new customers were among some successful ideas that have contributed to the financial success of short tracks throughout North America.

Other speakers Friday included motorsports journalist Jack Arute of ABC Sports, and a print media roundtable of experts including Las Vegas sportswriter Jeff Wolf, NASCAR Vice President Jim Hunter, and professional publicists Chip Williams and Ernie Saxton.

The Short Track Racing Summit concludes Saturday. The group will reconvene at the Ocean Center in Daytona Beach, Fla., February 14-16.