The Pearl of the Pee Dee: A Story of NASCAR’s First

Super-Speedway and the town that keeps it alive

Cody BarrExecutive Office InternJan/Feb 2014

America’s First Super Speedway is home to…

↷ first +100mph race↷ largest margin of victory in Sprint Cup (14 laps)↷ closest margin of victory in NASCAR (.002 secs)

↷ unique egg-shaped track

Notable Winners↷ Fireball Roberts

↷ Richard Petty↷ David Pearson↷ Cale Yarorough

↷ Dale Earnhardt

↷ Jeff Gordon

↷ Kyle Busch

↷ first Southern 500

↷ first asphalt speedway race

↷ Joe Weatherly Stock Car Museum↷ National Motorsports Press Association Hall of Fame (est. 1965)

small town

BIG

IMPACT

↷ track activities $30 million to South Carolina’s GDP

↷ creates 874 jobs, $19 million in labor income

↷ $65 million impact on state/region

↷ less than 6,500 residents↷ 4.55 square miles

↷ $27,044 median household income

Spotlight on Joe Saleeby:↷ owner & head chef

↷ family owned restaurant

↷ open every day since January 9, 1952

↷ new menu every day

↷ 2.5 miles from racetrack

↷ NASCAR enthusiast

A Fan Favorite!

2013: highest-rated sports event of the day with 5.9 million

viewerscompeted against ABC's Knicks-Pacers NBA playoff game

2012: 5.716 million viewers

2011: 7.391 million viewers

2010: 5.756 million viewers

2009: 6.088 million viewers

Fulfill A Lingering Desire:“We are blessed to have Darlington Raceway here, but we will continue to work, invest and do everything we can to

make sure it is one of the top sports events in the Southeast”- Nikki Haley, Governor of South Carolina

We want to “encourage the millions of television viewers to leave the living room and seek the at-track experience”- Lesa F.

Kennedy, CEO of ISC

We want to “broaden the reach of our marketing initiatives, whether that’s in state or out of state”- Jake

Harris, raceway spokesman

“We’ve got to get those people as fans of Darlington”- Chip Wile, raceway President

Impeccable Timing!

inaugural year of NBCSN’s deal with NASCAR

65th anniversary of first race at Darlington

Interviewees & Contacts:

↷ Tony Watkins, Mayor of Darlington

↷ Chip Wile, Darlington Raceway President

↷ Nikki Haley, Governor of South Carolina

↷ John Saunders, ISC President

↷ John Darby, former Sprint Cup Managing Director

↷ Shane Martin, South Carolina State Senate

↷ Mac Josey, former General Manager (20 years)

↷ Lady in Black (past and present)

↷ David Pearson↷ Dale Earnhardt Jr.↷ Cale Yarborough↷ Kyle Busch↷ Jeff Gordon↷ Kurt Busch↷ Ricky Rudd

↷ Bob Colvin’s children, Co-Founder of Track

↷ Harold Brasington’s son, Co-Founder of Track↷ Local Business Owners↷ Lifelong Residents↷ Annual Tailgaters

Proposed Schedule:

PRODUCTION WAVE ONE

April 6-13th 2014April 9th- Car Hauler Parade &

FestivalApril 11th-VFW Sports Clip 200April 12th- Bojangles Southern

500

OBJECTIVEB-Roll of weekend eventsField interviews with fans

B-Roll of townInterviews with citizens &

business owners

PRODUCTION WAVE TWOlate February 2015

weekend trip

OBJECTIVEB-Roll of track

Interviews with active driversInterviews with government & track

officials

Proposed Budget:

FLIGHTSUS Air

April round-trip = $252February round-trip = $270

CAR SERVICECargo Van & 15 passenger

April trip = $1218February = $ 2450

HOTELLINGApril trip = $105/night @

RamadaFebruary trip= $124/night @

Hilton

PRODUCTION COSTS

Pre- Production:1 x 4 person crew

(Producer, AP, Camera, PA)$2000/dayx 7 daysx 3 days

Post- Production:archival video- $5000

music packaging- $4000VO & mixing- $2000graphics- $10,000

Personnel:editors- $14,400

feature producer- $11,000

CURRENTESTIMATED

TOTAL

$76, 736

NASCAR Productions:

↷ 25 Final Cut/Mac-based editing rooms↷ 4 audio suites with Fairlight mixers↷ Cutting-edge archive and preservation services offered by NASCAR Productions↷ state-of-the-art lineup of equipment and the skilled personnel

Potential Partnership production

services archived video footage

7.8/12 & 12.7 million viewers

Recent Successes:Sun. 2/23 @ 7-8:30PM

ET

Sat. 2/22 @ 8-8:30PM ET

Sun. 2/23 @ 2:30- 3:30PM ET

7.8/11

3.2/3 *all aired during

relevant programming

Long Way Home: The Jessica Long

Story

Nancy and Tonya

Lokomotiv

↷ On air mentions 1 (10 sec) / 90 mins

↷ On air mentions 1 (15 sec) / 90 mins↷ Lead Ins/Outs 3 / race

↷ Commercials during regularly scheduled programming

↷ Use of TwitterNBCSN- 155K followersNBCSports- 268K followersNASCAR- 1.34M followersDarlington- 28.8K followersDrivers- upwards of 4M followers

PromotionalOpportunities:

Rick Allen

Mike Massaro

Kelli StavastMarty Snider

Jeff Burton

Darlington Race weekend

Premiere- 5:30PM on NBCRace begins @ 7PM

to finish before 30 minute pre-race program

Encore Presentation- Post Race on NBCSN

**2014 dates

↷ Posters hung around raceway complexes

: Daytona: Phoenix Intl: Las Vegas: Bristol Motor: Martinsville: Texas: Darlington

↷ On Air Green Sheets (FSCG)

↷ Ticketing/ Race Related Printing (Sprint Cup races only)

Promo Graphics:

Pre-Race Exclusive Screening: ↷ Corporate Chalet holds >

50 people

↷ Invite past drivers, town leaders, business owners, NASCAR/NBCSN execs & press (each allowed one guest)

↷ Auction off 4 tickets @ festival proceeds to the USO

↷ 4 passes for fans before race weekend– free via radio competition (2 to Sunny 105.5, 2 to Swagga 94.1)