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Michigan International Speedway Takes Lead with New Fan Area Brooklyn, MI 26 August, 2010- While the current economic climate has created challenges for many, it has also helped to create new opportunities.
A recent example was the partnership between Michigan International Speedway and Walldinger Racing, NASCAR driver AJ Allmendinger's management company, as the two joined together to convert an unused space at the track into a once-in-a-lifetime opportunity for race fans during the recent NASCAR Sprint Cup and Nationwide Series event weekend.
When Michigan International Speedway track staff found out that NASCAR officials would not be using the area traditionally reserved for timing and scoring, the question of what to do with the now-vacant space was one that didn't take long to answer. The space, which sits directly above the start/finish line, has long been used for NASCAR officials to keep track of every lap of every session from high above the 2.0 mile circuit just outside of Brooklyn, Michigan.
But with NASCAR timing and scoring moving into a different section of the track, the space was slated not to be used during the recent Carfax 250 and 400 race weekend. Which got Michigan Speedway's Vice President, Consumer Sales & Marketing Dennis Bickmeier thinking. Instead of letting that space go unused, Bickmeier had an idea--why not make this area, which gives visitors a near blimp eye view of the race track, a special destination for select race fans?
Teaming with Walldinger Racing, MIS established a creative way to give fans a truly unique race experience, utilize a space in a new way, and create an affiliation with the track and the driver that will not be soon forgotten.
The NASCAR Nationwide Series Carfax 250 event saw the "Timing Tower Suite" host its inaugural event with AJ Allmendinger Fan Club members as well as members of the MIS "Champions Club." Additionally, MIS made the opportunity available to members of the MIS ticket buying family-those who had declared AJ as their driver.
The event was no fly-by meet and greet, as the affable racer was on hand and hamming it up, for the entire Carfax 250 Nationwide Series race. Not shy by any measure, AJ bounced between taking questions from the fans and offering play by play as the group enjoyed the impressive view from high atop the