Movie theaters have closed. Popular franchises have scaled back and closed non-revenue generating stores. Strip malls sit dormant, waiting anxiously for someone, anyone, to fill empty space.
Businesses have come and gone in the last three years and people have lost jobs. But that hasn’t stopped local racing from finding a way to persevere in a climate that has gobbled up the most dedicated and hard-working business owner.
“Look at Area Auto Racing News compared to regular newspapers. Daily newspapers are down in advertisements and pages and a regional, niche newspaper covering auto racing is up. That is a real positive for our industry.” said Alan Kreitzer, who shares ownership of Lincoln Speedway in Hanover with Bob and Don Leiby.
Williams Grove Speedway is the big tamale on the local racing landscape and although they are down a little bit on their Friday night Sprint Car program, the Saturday night Super Sportsman card is booming — attendance has increased from 200 to 700 people from last year — and has the Cumberland County oval up five percent in attendance from a year ago.
Lincoln is also seeing a small upward spike. Despite being down three shows to last year’s numbers, Kreitzer estimates that weekly crowds are up five to 10 percent on average.
Part of the reason is fair pricing. Weekly Weekly programs range from $5 to $14, with special shows ranging from $18-$20. The only ticket above that is when the World of Outlaws come to town.
“It cost me around $18 to get in at Lincoln and get something to eat,” Hawkins said. “I got to the movies and until I get popcorn and a soda, I’m spending around $25.
But success and survival isn’t just in the admission price. It takes tough decisions, good marketing strategies and solid planning for track owners like Kreitzer and Williams Grove’s Kathy Hughes to win the battle to put butts in the seats.
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