International Speedway Corp.’s annual report was released Wednesday. Among the information in the report is the capacity for each of its tracks. Those capacities are:
Daytona International Speedway … 101,000 seats with 124 suites
Talladega Superspeedway … 78,000 seats with 30 suites
Michigan International Speedway … 71,000 seats with 46 suites
Auto Club Speedway … 68,000 seats with 80 suites
Kansas Speedway … 64,000 seats and with 56 suites
Richmond International Raceway … 59,000 seats with 40 suites
Darlington Raceway … 58,000 seats with 13 suites
Chicagoland Speedway … 55,500 seats with 24 suites
Martinsville Speedway … 55,000 seats with 20 suites
Phoenix International Raceway … 51,000 seats with 45 suites
Homestead-Miami Speedway … 46,000 seats with 66 suites
Watkins Glen International … 33,000 seats with 4 suites
Other items in the annual report:
— NASCAR-sanctioned races at its tracks accounted for about 88.8 percent of ISC’s total revenue in fiscal 2015.
— The breakdown of broadcast money remains the same as previous years with NASCAR receiving 10 percent, teams 25 percent and tracks 65 percent.
— In regards to the future, the report stated: “Looking ahead, we expect the continuing slow, but uneven, recovery in the broader U.S. economy to provide an environment for improved attendance-related and corporate partnership revenues. Our industry will further benefit from NASCAR securing its broadcast rights through the 2024 season with the largest broadcast rights deal in the sport’s 66-year history. Consistent with major sports properties throughout the world, broadcast rights represent our company’s largest revenue segment. Expanding and extending this contracted revenue will provide us unparalleled long-term cash flow visibility. We also believe the strategic initiatives we and the motorsports industry have undertaken to grow the sport will continue to strengthen the long-term health of our company.”
— On the subject of downsizing seats, the report stated: “Adjusting seating capacity is another consumer-focused strategy to promote sellouts, create excess demand and in turn increase capacity utilization at our major motorsports facilities. Over the past few years, we have reduced capacity at our major motorsports facilities. A significant portion of the capacity reduction was a result of our goal to provide improved fan amenities such as wider seating, create social zones with greater fan interaction/engagement for our guests, and remove sections that do not provide adequate sight lines. Based on our experience and the continual evolution of modern sports facilities, ticket demand relies strongly on creating a more personal experience for the fans. Enhancing the live event experience to compete with the at-home television experience is a critical strategy for our future growth. Other benefits derived from capacity management include improved pricing power for our events; enticing more customers to renew or purchase tickets earlier in the sales cycle; increasing customer retention; driving greater attendance to our lead-in events, such as NASCAR’s Xfinity and Camping World Truck series events; generating stronger interest from corporate sponsors; and creating a more visually compelling event for the television audience.”
— On fan amenities, the report stated: “Other key strategic focus areas designed to build fan engagement and augment the live-event experience include providing enhanced at-track audio and visual experiences, additional and improved concession and merchandise points-of-sale, creating more interactive social zones and offering greater wireless connectivity. We continuously monitor market demand, evaluate customer feedback, and explore next generation live-sports entertainment fan amenities, all of which could further impact how we manage capacity and spend capital at our major motorsports facilities.”
To read the annual report (form 10-K), you can download it from International Speedway Corp.’s site.