Driving Toward NASCAR;

In Pursuit of the Motorsports Customer.

by Bob Zagami
Associate Editor

Cover Photo...Race fan, Cheryl Eakin, Medway, Massachusetts, gets totally involved with not only what she reads, but also with the office decorations ­ including a life-sized cutout of her favorite NASCAR star, Dale Jarrett, co-sponsored by Fleetwood RV.

The nation's largest and fastest growing spectator sport has caught the attention of many companies in the RV industry. The motorsports customer, in many cases, also happens to be an avid RV enthusiast who will travel to the NASCAR stock car races in their travel trailer, motorhome, or luxury bus conversion.

Fans aren't the only ones who have combined their love for racing with the convenience of travel and accommodations provided by the home-away-from-home that they live in on race weekends.

Many crewmembers, crew chiefs and the drivers live in their RVs right at the track from Thursday through Sunday as they prepare the cars, qualify for a starting slot, and wait for the big race.  

Alan Piercy, director of communications at RVIA, points out that the most recent Simmons Market Research Bureau statistics show a direct parallel between NASCAR's television viewer demographics and the Go RVing campaign's target audience. Piercy notes that 50% fall in the 30-49 age range, 60% are married, and 41% have children.

Go RVing ran a schedule of ads during NASCAR Winston Cup and Busch Grand National races in 2000 and will run a similar schedule during 2001.

How popular is  NASCAR? Well they have just signed a $2.4 billion dollar television deal with NBC, Fox, and TBS. NASCAR is celebrating its 52nd year of competitive stock car racing and there is no slowdown in sight. NASCAR is now under the direction of Mike Helton, its third president, and the first who was not part of the France family . . . founders of NASCAR.

Several RV manufacturers, suppliers and dealers have found their involvement in NASCAR to be a very lucrative  investment. We would expect others to follow their lead as they learn more about the opportunities that exist in many of the NASCAR sponsored race circuits around the country and individual race tracks that fans flock to each weekend.

Nascar fans bring their RVs to the track in large numbers.	RVs are popular among both NASCAR drivers and their crew chiefs

Damon Corporation
(damonrv)

An expanded motorsports program at Damon in 2001 is getting a lot of attention at the track.

Jim Calderbank, director of marketing at Damon, said: "This year Damon has expanded our race program and is proud to be named "The Official Motorhome of ARCA". Damon and Damon dealers will be at more than a dozen ARCA and NASCAR races throughout the country in 2001. All of this means more attention to Damon motor-homes, more sales for Damon dealers, and a lot of fun for both. And in the end, isn't that what our industry is all about....fun? Shouldn't we make business fun for our partners and retail buyers? Racing is one way to do that," Calderbank noted.

During the 2000 season, Robbie Loomis -- one of the most visible crew chiefs on the Winston Cup circuit -- drove a Damon Escaper. This kind of sponsorship generates good will, product recognition, and sales for Damon. It is a win-win situation for our fans, our dealers and us.

Loomis was recruited to the Rick Hendricks team from the Petty group and was crew chief for Jeff Gordon and the #24 Monte Carlo. Gordon quickly established himself as a rising star in Winston Cup by winning 52 of his first 257 races and three Winston Cup championships since first joining the circuit in 1993. Gordon has already won over $34,500,000 in prize money.

Another young star with racing in his blood is joining the Damon team in 2001. Jason Jarrett, son of 1999 Winston Cup Champion Dale Jarrett and grandson of former Winston Cup Champion Ned Jarrett, has joined the Damon motorsports team. Jason will be driving the #67 ML Motorsports Monte Carlo in the ARCA series.

Ned Jarrett said, "We're certainly proud of Jason, and the fact that he has an opportunity with ML Motorsports to compete in the entire 25-race ARCA REMAX Series in 2001."

The proud father, Dale Jarrett said: "I think this is a great opportunity for Jason. Naturally, I'm excited for Jason to have the chance to gain that kind of experience and develop his skills. I'd like to say 'thanks' to ML Motorsports for this opportunity with a quality race team."

Damon has joined other industry leading companies in the recognition of the RV lifestyle and the role it plays for NASCAR race fans. "Damon sees this as an opportunity to bring additional prospects into our dealer showrooms", said Calderbank. Jim also reminded us of the message he  delivered last year at the RVDA conference in Florida: "I believe that true success for our industry lies in moving the RV lifestyle from a niche market to the main stream. Race fans are a segment that expands our market. This is part of the strategy that hopefully will lead to families purchasing an RV as a third vehicle instead of the new retro convertible or four-wheel drive SUV."

NASCAR races can draw over 100,000 plus fans to the racetrack while millions more tune in to radio and television to enjoy the race. "To some people it is like a religion, and they see RVs on the telecast and you can't miss them at the track. This is a natural market that loves our product and promotes our lifestyle. We need to be a part of this," said Calderbank. continued