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CUP: NASCAR Hall Of Fame Notebook - November
Survey results show that 84 percent of visitors to the NHoF are coming from at least 50 miles away...
The NASCAR Hall of Fame opened in May 2010. (Photo: Getty Images)
Six-month-old Charlotte Attraction Excels in Patron Satisfaction and Economic Impact Contributions: With the half-year mark in the rearview mirror, the NASCAR Hall of Fame is collecting data that points to impressive customer service and satisfied patrons. Survey results were gathered from more than 3,200 visitors who have experienced the NASCAR Hall of Fame since its May 11 grand opening, and the new Charlotte attraction is earning high marks on features like quality of exhibits and artifacts and economic impact.
Among many encouraging results, 84% of visitors to the venue are coming from at least 50 miles away, staying for approximately 2.1 days and traveling with a party size of 3.5 guests. Even more encouraging, 57% of respondents say they’re making the trip primarily to visit the NASCAR Hall of Fame. That’s a significant visitation indicator since the economic impact of these visitors is approximately $191 per person per day – nearly double what Charlotte typically sees from leisure travelers.
“These latest results show the NASCAR Hall of Fame is doing a tremendous job in upholding the CRVA’s commitment to customer service and driving Charlotte tourism,” said Charlotte Regional Visitors Authority CEO Tim Newman. “Patrons have had incredible experiences in the Hall, and we are particularly pleased that the facility is attracting people to the Queen City. Just as we hoped, it is having a positive impact on our hospitality industry.”
In patron satisfaction surveys, out of a possible five points, exhibits received an average of 4.78, friendliness of crew members 4.81, overall quality 4.83, likelihood to recommend 4.70 and likelihood to visit again 4.35. Feedback from initial visitors has been instrumental in measuring and maintaining customer satisfaction.
Hundreds of comments collected from patrons about their overall experience demonstrate this further. “The interactive nature of the Hall of Fame was its strongest feature,” wrote one visitor. “Our two children, ages 5 and 9, had a terrific time and are already asking when we are going to visit again.” The most common theme among anecdotal feedback is that the NASCAR Hall of Fame offered much more than the guest expected.
“We have positive momentum from the guest ratings we have received over the last six months, particularly in relation to the excellent ratings in overall experience and the customer service,” said NASCAR Hall of Fame Executive Director Winston Kelley. “We recently had a company reach out asking if we could offer counsel for customer service since they were so impressed with ours. That tells me we are staying true to our mission of making sure each visitor who passes through our doors has a memorable experience.
“We are thankful for the strong foundation we’ve built in just six short months with the guest experience, but we know we need to increase the number of visitors. One of our biggest challenges is educating the public about the breadth and depth of the NASCAR Hall of Fame. We recently evolved our advertising to target families and illustrate the interactive, entertainment nature of the facility. We are not a car museum; we really do have something for everyone regardless of their interest in the sport and our patron surveys validate that claim.”
In the first six months, the NASCAR Hall of Fame has had more than 150,000 visitors and is on pace with similar attractions. According to recent media reports, last year the Pro Football Hall of Fame had 196,205 visitors, the Baseball Hall of Fame had 289,818 and the Rock and Roll Hall of Fame drew 373,604.
In addition to general admission tickets, the NASCAR Hall of Fame generates revenue through a variety of sources. Group sales and facility rentals have been particularly successful, with 773 groups totaling 34,642 individuals visiting the Hall to date and 92 facility rentals for special events of all sizes. Also, approximately 100 on-site special events and promotions activities have occurred at the NASCAR Hall of Fame since it first opened its doors less than 200 days ago.
“We are proud of the brand we have built in the first six months,” said Kelley. “We have to remind ourselves that we are in our infancy. We have a long way to go, but our customers confirm the product is spectacular and, over time, the word-of-mouth advertising will pay dividends.”
NASCAR Hall of Fame Team Names Marylaurel Eberhart Wilks To Oversee Sales & Marketing Efforts
Marylaurel Eberhart Wilks, a veteran motorsports executive and dedicated Charlotte civic leader, will oversee NASCAR Hall of Fame sales and marketing efforts for the Charlotte Regional Visitors Authority (CRVA) beginning Nov. 22: Wilks has two decades of experience in the entertainment industry through roles at Speedway Motorsports Inc. (SMI) and International Speedway Corporation (ISC). Most recently, Wilks served as vice president of marketing for Richmond International Raceway, where she managed marketing, advertising, promotions, public relations and ticketing. Previously she performed a variety of management functions at SMI, including general counsel, executive vice president of management and administration at Charlotte Motor Speedway and vice president of communications and investor relations for SMI.
“I could not be more pleased to have Lauri join the NASCAR Hall of Fame team.” said Winston Kelley, executive director of the NASCAR Hall of Fame. “She brings a wealth of knowledge and a proven track record of accomplishments from her work at SMI, Lowe’s Motor Speedway and Richmond International Raceway that will enable her to provide significant and immediate impact in leading our sales and marketing areas. She has tremendous credibility and strong relationships throughout the NASCAR industry and greater Charlotte community. I am extremely proud to work with this incredible team of professionals, and we are indeed fortunate to have someone of Lauri’s caliber join the NASCAR Hall of Fame management team.”
Wilks will serve as sales and marketing manager and report to Kelley. She will manage all aspects of sales and marketing, including advertising, promotions, marketing, branding, group sales, facility rentals, sponsorships and memberships. In addition to the in-house sales and marketing team, the NASCAR Hall of Fame will continue to use Just Marketing International for sponsorship sales and Wray Ward for advertising and marketing.
NASCAR Hall of Fame Offers Weeklong Discount In Honor of Veterans Day
Military members receive 50% off admission Nov. 8-14 - Active members also receive FREE international calling card provided by Cell Phones for Soldiers: In honor of Veterans Day, the NASCAR Hall of Fame is offering a weeklong military discount. Retired and active military members can enjoy a special discount of 50% off admission to the facility for a Veterans Week Celebration Monday, Nov. 8 – Sunday, Nov. 14, a savings of nearly $9 per person. As an added bonus, active-duty service members will receive a free international 60-minute calling card from Cell Phones for Soldiers.
Military members should bring a military ID to receive their discount. The discounted ticket can be purchased at the NASCAR Hall of Fame box office only. In addition to this special one-week offer, the NASCAR Hall of Fame also offers a year round $2 discount for military personnel.
General admission tickets for the NASCAR Hall of Fame can be purchased by calling 877-231-2010 or at www.NASCARHall.com. General admission is $19.95 for adults, $17.95 for seniors and military, $12.95 for children 5-12 and free for children younger than 5. For more details, visit www.NASCARHall.com. The NASCAR Hall of Fame is open 10 a.m. – 6 p.m. seven days a week.
Among many encouraging results, 84% of visitors to the venue are coming from at least 50 miles away, staying for approximately 2.1 days and traveling with a party size of 3.5 guests. Even more encouraging, 57% of respondents say they’re making the trip primarily to visit the NASCAR Hall of Fame. That’s a significant visitation indicator since the economic impact of these visitors is approximately $191 per person per day – nearly double what Charlotte typically sees from leisure travelers.
“These latest results show the NASCAR Hall of Fame is doing a tremendous job in upholding the CRVA’s commitment to customer service and driving Charlotte tourism,” said Charlotte Regional Visitors Authority CEO Tim Newman. “Patrons have had incredible experiences in the Hall, and we are particularly pleased that the facility is attracting people to the Queen City. Just as we hoped, it is having a positive impact on our hospitality industry.”
In patron satisfaction surveys, out of a possible five points, exhibits received an average of 4.78, friendliness of crew members 4.81, overall quality 4.83, likelihood to recommend 4.70 and likelihood to visit again 4.35. Feedback from initial visitors has been instrumental in measuring and maintaining customer satisfaction.
Hundreds of comments collected from patrons about their overall experience demonstrate this further. “The interactive nature of the Hall of Fame was its strongest feature,” wrote one visitor. “Our two children, ages 5 and 9, had a terrific time and are already asking when we are going to visit again.” The most common theme among anecdotal feedback is that the NASCAR Hall of Fame offered much more than the guest expected.
“We have positive momentum from the guest ratings we have received over the last six months, particularly in relation to the excellent ratings in overall experience and the customer service,” said NASCAR Hall of Fame Executive Director Winston Kelley. “We recently had a company reach out asking if we could offer counsel for customer service since they were so impressed with ours. That tells me we are staying true to our mission of making sure each visitor who passes through our doors has a memorable experience.
“We are thankful for the strong foundation we’ve built in just six short months with the guest experience, but we know we need to increase the number of visitors. One of our biggest challenges is educating the public about the breadth and depth of the NASCAR Hall of Fame. We recently evolved our advertising to target families and illustrate the interactive, entertainment nature of the facility. We are not a car museum; we really do have something for everyone regardless of their interest in the sport and our patron surveys validate that claim.”
In the first six months, the NASCAR Hall of Fame has had more than 150,000 visitors and is on pace with similar attractions. According to recent media reports, last year the Pro Football Hall of Fame had 196,205 visitors, the Baseball Hall of Fame had 289,818 and the Rock and Roll Hall of Fame drew 373,604.
In addition to general admission tickets, the NASCAR Hall of Fame generates revenue through a variety of sources. Group sales and facility rentals have been particularly successful, with 773 groups totaling 34,642 individuals visiting the Hall to date and 92 facility rentals for special events of all sizes. Also, approximately 100 on-site special events and promotions activities have occurred at the NASCAR Hall of Fame since it first opened its doors less than 200 days ago.
“We are proud of the brand we have built in the first six months,” said Kelley. “We have to remind ourselves that we are in our infancy. We have a long way to go, but our customers confirm the product is spectacular and, over time, the word-of-mouth advertising will pay dividends.”
NASCAR Hall of Fame Team Names Marylaurel Eberhart Wilks To Oversee Sales & Marketing Efforts
Marylaurel Eberhart Wilks, a veteran motorsports executive and dedicated Charlotte civic leader, will oversee NASCAR Hall of Fame sales and marketing efforts for the Charlotte Regional Visitors Authority (CRVA) beginning Nov. 22: Wilks has two decades of experience in the entertainment industry through roles at Speedway Motorsports Inc. (SMI) and International Speedway Corporation (ISC). Most recently, Wilks served as vice president of marketing for Richmond International Raceway, where she managed marketing, advertising, promotions, public relations and ticketing. Previously she performed a variety of management functions at SMI, including general counsel, executive vice president of management and administration at Charlotte Motor Speedway and vice president of communications and investor relations for SMI.
“I could not be more pleased to have Lauri join the NASCAR Hall of Fame team.” said Winston Kelley, executive director of the NASCAR Hall of Fame. “She brings a wealth of knowledge and a proven track record of accomplishments from her work at SMI, Lowe’s Motor Speedway and Richmond International Raceway that will enable her to provide significant and immediate impact in leading our sales and marketing areas. She has tremendous credibility and strong relationships throughout the NASCAR industry and greater Charlotte community. I am extremely proud to work with this incredible team of professionals, and we are indeed fortunate to have someone of Lauri’s caliber join the NASCAR Hall of Fame management team.”
Wilks will serve as sales and marketing manager and report to Kelley. She will manage all aspects of sales and marketing, including advertising, promotions, marketing, branding, group sales, facility rentals, sponsorships and memberships. In addition to the in-house sales and marketing team, the NASCAR Hall of Fame will continue to use Just Marketing International for sponsorship sales and Wray Ward for advertising and marketing.
NASCAR Hall of Fame Offers Weeklong Discount In Honor of Veterans Day
Military members receive 50% off admission Nov. 8-14 - Active members also receive FREE international calling card provided by Cell Phones for Soldiers: In honor of Veterans Day, the NASCAR Hall of Fame is offering a weeklong military discount. Retired and active military members can enjoy a special discount of 50% off admission to the facility for a Veterans Week Celebration Monday, Nov. 8 – Sunday, Nov. 14, a savings of nearly $9 per person. As an added bonus, active-duty service members will receive a free international 60-minute calling card from Cell Phones for Soldiers.
Military members should bring a military ID to receive their discount. The discounted ticket can be purchased at the NASCAR Hall of Fame box office only. In addition to this special one-week offer, the NASCAR Hall of Fame also offers a year round $2 discount for military personnel.
General admission tickets for the NASCAR Hall of Fame can be purchased by calling 877-231-2010 or at www.NASCARHall.com. General admission is $19.95 for adults, $17.95 for seniors and military, $12.95 for children 5-12 and free for children younger than 5. For more details, visit www.NASCARHall.com. The NASCAR Hall of Fame is open 10 a.m. – 6 p.m. seven days a week.
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