By Duane Sprague

Even if you don’t know the difference between NASCAR and IRL, or NMRO and NHRA, or don’t care to know, you can still reap the rewards of a motor sports event at your dealership.

When was the last time you had over 1,000 people at your dealership on a single Saturday? When was the last time your dealership name was on the front page of the Saturday morning newspaper, with a feature story inside. As well as seven other articles spread throughout the week? When was the last time your dealership was on the ABC and NBC evening news, as well as the top radio news and community event broadcasts?

All of these fortunate events happened just recently to one dealership that hosted a “Race Fan Appreciation Day and Charity Auction.” The event was from 11:00 am to 5:00 pm, and consisted of eleven local race cars of all types and series, including stock cars, open wheel, dragsters, mud bog racers, Can Am, SCCA, super truck, racing go-carts, and even a collection of restored antique Cadillacs least anybody feel left out.

The drivers were also present, several in racing attire, signing autographs, posing for pictures, and answering questions about the cars, the sport, and just about anything.

On display for public viewing, was a wide selection of over forty auction items that were autographed by big name, small name, and sort-of big name drivers of every type. These autographed collectable items were donated by the best group of guys in the business, including some of the biggest names: Mario Andretti, Michael Andretti, Jeff Gordon, Terry Labonte, Rusty Wallace, Jack Sprague, Joe Amato, Ernie Ervin, Mark Martin, Randy LaJoie, Jimmy Spencer, Blaise Alexander, Boris Said, and many more.

The autographed items for auction consisted of hats, hoods, side panels, posters, photographs, tires, race programs, shirts, and much more. All of the proceeds from the auction were given to “The Hole In The Wall Gang Camp.” A camp for kids with cancer, founded by retired Indy racer Paul Newman. The professional drivers were happy to donate the items for a worthy children’s charity.

The auction itself raised $2,000 for the camp, which then became an opportunity for two more published newspaper stories.

In addition to the race cars, drivers, and the charity auction, we held a Mini-Indy Race for kids. Using four battery powered mini-Indy style cars made of a very tough plastic, we held a series of races for children 3 to 6 years of age. The winners of the final heat all received trophies. Parents and children were lined up all day for this activity. The young racers learned what the different colored flags meant, and how to drive within a race course.

As a result of the tremendous amount of positive media coverage over an eight day period, the cost to promote and host the event was far outweighed by good press, goodwill, and good fun. The racing fans, motor sports community, and media are still talking about this event. And they all buy cars.

I can tell you this, whenever you have race cars and drivers, autographed race collectibles, a great charity, and kids all rolled into one packaged event, you have success. And you don’t even need to be involved in racing to pull this one off. All you need is a good sense for promotions and PR.