Denver is buzzing about a $200 million racetrack complex that has reportedly received the green flag. The location is ideal - 10 minutes east of Denver International Airport off of I-70.
However, if developers expect a Sprint Cup Race, they’ll have to get in line. And they do expect it. Otherwise, there wouldn’t be 65,000 – 100,000 seats in the plan.
We’re excited about the prospect of elevating the motorsports scene in Denver. Hopefully this announcement spurs action after many failed attempts to build a racetrack.
The key to success is partnership. The developers must align with ISC (Int’l Speedway Corp.) in order to secure a Sprint Cup date. Additionally, local attractions such as Bandimere Speedway and the National Western Stock Show Complex could relocate and upgrade their facilities.
These partnerships need to be solidified in advance of any groundbreaking. It’s a tough task, but it is possible. It’s the only way this venture will be successful.
The real question is why haven’t more Colorado companies taken advantage of NASCAR? With its 10-month schedule that criss-crosses the country, and rabid fan base, NASCAR is ideal for companies that want to increase awareness and expand nationally. And Colorado has a long track record of successful start-ups!
NASCAR is incredibly accommodating to budgets big and small. The common myth is that it requires $15 million to play. In reality, the cost of entry is considerably lower than any of the major sports leagues. Effective use of sponsorship assets is what allows success at a variety of investment levels.
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