We have spent a lot of time at Jacksonville Speedway discussing how to get fans in the pits in order to get more immersed in what goes on at the track.

This week we hired a Director of Fan Experience. (See story at www.jacksonvillespeedway.com) It's not a title we just gave to the trophy girl.. its a serious position we are investing in with the sole purpose of making sure we have an entertainment product that appeals to a broad spectrum and attempt to build some casual fans besides our hard core race fans that are there every week.

One thing we plan to have her do is find ways early in the night to upgrade a number of fans to a free pit pass. It could be selecting 20 people through a contest...it could be when she sees a parent and child that look like they'd enjoy it, or it could be where we have drivers come to stands and we pair them up to be drivers guest in the pits the rest of the night.

Regardless, once a fan has paid his grandstand admission, he wasn't buying a pit pass anyway. The upgrade doesn't cost us a dime. But they will appreciate the upgrade and will get a better experience from the night.

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