Impressions - Sports Fan Retailer - June 2015 - 33

And the Winner Is...

This rendering depicts NASCAR's new trackside, courtyard-style retail layout. It
features a 20,000- to 30,000-square-foot, tent-type merchandise center divided into
segments. Image courtesy of NASCAR

side merchandise. The new model features a covered, courtyard-style layout
- a design Davidson promises will take
the fan-based trackside experience to
the next level.
"We thought this new model was critically important to the whole NASCAR
experience," Davidson says. "A NASCAR
weekend is a compilation of a lot of things
that come together at once. It is a worldclass sporting event. It is a festival. There
is just so much going on at any given time.
NASCAR fans don't just come on race
day and leave. It's a week-long vacation
for many. It is not unusual for people
to spend two to three days at an event."
The new merchandise center is a
20,000- to 30,000-square-foot, tent-type
structure that can be adapted to each
track on the NASCAR Sprint Cup Series
schedule. The layouts include segmented
areas for each driver, and separate areas
for children's offerings, women's apparel
and exclusive product lines, such as NASCAR Classics. The full environment, including the courtyard, will span 50,000
square feet or more than an acre.
Davidson says the newly enhanced
layout, which is being rolled out in full
force the first weekend of August 2015 at
Pocono Raceway, will evolve during the
year - eventually transforming from
testing concepts into a full-fledged presence by the end of the season. Davidson
anticipates the new model will take shape
and fully be implemented by 2016.
SportsFan Retailer

Because each track is different, the
design will vary because of space limitations. For example, at larger speedways
like Daytona, the rolling merchandising
caravan can adjust and grow through the
use of satellite locations.
The rollout will be executed through
a partnership between three entities:
NASCAR, NASCAR Team Properties
(NTP) and licensed sports product retailer Fanatics. Earlier this year, Fanatics inked a 10-year agreement as the
primary retailer of NASCAR and NTP
merchandise at the NASCAR Sprint Cup
Series race weekends. The retailer has
extensive experience with broad-scale
fan merchandising at events such as the
NHL Winter Classic, SEC Championship
football game and Shamrock Series for
Notre Dame athletics.

A look at NASCAR's Top 10
drivers in licensed merchandise sales:
1. Dale Earnhardt Jr.
2. Jeff Gordon
3. Jimmie Johnson
4. Kevin Harvick
5. Tony Stewart
6. Kyle Busch
7. Danica Patrick
8. Kasey Kahne
9. Brad Keselowski
10. Carl Edwards
Source: NASCAR

"This will be a whole different look for
our fans," Davidson says. "The NASCAR
experience is a compilation of a lot of
different things. We're combining all of
this into one place - a place where our
fans spend a lot of time. Providing an atmosphere where they can interact with
the merchandise is very important. This
type of merchandising environment also
will allow us to attract different brands
to the sport."
BUILDING 'NASCAR EVANGELISTS'
Davidson says the ability to touch and
feel products is central to the new trackside retail model. The new layout makes
it more practical for fans to browse,
shop and interact with the merchandise,
something Davidson believes is important as the sport continues to grow.

The Apparel Leaderboard
NASCAR.com Superstore's Top 10 apparel styles for spring 2015:
1. New Era 39Thirty Driver Trackside Cap
2. JH Design Color Replica Twill Jacket
3. JH Design Black Replica Twill Jacket
2.
4. Under Armour Pit Crew Caps
5. Driver Uniform T-shirt by Chase Authentics
6. Driver Pit Cap by Chase Authentics
7. Camber T-shirt by Chase Authentics
8. Replica Pit Shirt by Chase Authentics
9. Speedbolt T-Shirt by Checkered Flag Sports
10. 2015 Schedule T-shirt
3.
Source: NASCAR

June 2015 33

http://www.NASCAR.com

Impressions - Sports Fan Retailer - June 2015

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