Sign Up for Our Daily Newsletter
When the mega-event known as Las Vegas NASCAR weekend kicks off
March 10-12, it will mark the 10th anniversary of the speedway’s
opening. The track and the event have come a long way in a
According to NASCAR, there are more than 75 million race fans in
150 countries, and it seems like a large portion of them will
travel to Las Vegas for the Sam’s Town 300 on March 11 and the
UAW-DaimlerChrysler 400 on March 12.
Okay, so maybe it’s not the entire 75 million, but the estimated
150,000 fans who do converge on the city for the weekend will take
up every one of the city’s 130,000-plus rooms as well as those in
towns for miles around.
The track on the extreme north rim of the Las Vegas Valley was
originally built by a group of local investors and developers
including the late Ralph Engelstad, owner of the Imperial Palace;
and the late Bill Bennett, co-founder of Circus-Circus Corp. The
track originally had 107,000 seats.
Two years after the speedway opened, its entire 1,600 acres were
purchased by Bruton Smith, a self-made billionaire who also owns
the famous Lowes Motor Speedway in Concord, N.C., as well as three
During his tenure, Smith has spent almost $50 million to improve
and expand the facility, and there are no signs that he will be
stopping any time soon. He added what has been called the country’s
best drag-racing facility and rebuilt an asphalt track known as the
By the time next year’s races roll in, Smith will have added
about 30,000 seats over three years. He plans to spend an estimated
$40 million this year to completely rebuild the infield, build a
new media center and team garages and add more spectator areas
including more space for infield parking (or partying).
Today, the track has the distinction of being the first new
super-speedway to be built in the Southwest in more than 20 years.
The track features the 1½-mile super-speedway, a 2½-mile road
course, the 4,000-foot-long drag strip, paved and dirt short
tracks, motocross circuits, truck-racing facilities, go-kart
tracks, a Junior Drag racing strip and racecar driving schools.
In spite of the huge popularity of the sport, the Las Vegas
Strip casinos have been slow to get involved, said speedway public
relations director, John Bisci, perhaps because of the track’s
remote location from the Vegas scene.
Sam’s Town, a casino/hotel known for catering to local
clientele, jumped into the action early on by sponsoring a
preliminary race on the Saturday before the “big” 400 race on
Sunday. Sam’s Town is part of Boyd Gaming Corp., which owns the
Stardust along with a dozen or so local and downtown casinos. The
company is so devoted to the NASCAR fan base, it also sponsors a
250-mile Busch Series race in Memphis, Tenn., near the company’s
casino in Tunica, Miss.
The Sahara Hotel and Casino, once owned by track founder
Bennett, was also an early supporter. The casino has an entire wing
with a restaurant and rollercoaster that boasts a NASCAR theme.
This year’s race weekend generated between $25-$30 million for
the track and more than $167 million for the city, according to the
Las Vegas Convention and Visitors Authority. Next year, the numbers
will be even higher with even more seats available and more resorts
participating with room and ticket packages, special entertainment
and appearances by race drivers past and present.
The huge influx strains even Las Vegas’ resources, a city that
thrives on accommodating large crowds. Interstate 15 heading north
toward the track becomes a parking lot for three days, beginning
with qualifying rounds and pre-race events on Saturday, March 10.
Helicopter services are busy during the event shuttling
high-rollers to and fro. Shuttle buses are available and many fans
take RVs and camp in the infield for the entire event.
Some fans have been known to beat the traffic by booking rooms
in Mesquite, Nev., a little town about 90 miles north of the track.
Many say they can make the trip to the track faster than those
traveling the 14 miles from the Strip.
Tickets to the event start at around $65 for grandstand seats
and go up into the thousands for skybox packages for the weekend.
Many Strip resorts offer ticket and room packages, and complete
travel packages including air can be found on the Las Vegas
Speedway’s Web site.
By the time the race begins, the track will have finished the
new Richard Petty Terrace adding 17,000 seats. The new terrace
along with the Dale Earnhardt Terrace offer excellent views of the
speedway and a panoramic view of the Strip.
While the big weekend in March attracts the most visitors, there
are events throughout the year at the speedway and other
Fans who visit Las Vegas any time of the year will have to make
the trip out to the track for one of the daily tours. For $8 per
person, clients can see all of the facilities they see on TV plus,
when the track is not in use, they can walk the speedway and stand
on the finish line for a photo. Tours leave from the track gift
shop, and group tours are available.
Las Vegas Motor Speedway
800-644-4444 (for tickets)
702-632-8260 (for tours)www.lvms.com
Dan Stark, Boyd Gaming Corp. director of marketing,
said that with his company, “it’s all about horsepower.”
The company that owns Sam’s Town Hotel and Gambling
Hall, the Stardust Resort and Casino and a host others including
the recently acquired Coast casinos, was one of the first major
resort companies to become actively involved in the NASCAR races at
the Las Vegas Motor Speedway. The company also participates in the
Las Vegas Air Races held at Nellis Air Force Base in November and
the National Finals Rodeo in December.
Sam’s Town sponsors the Sam’s Town 300 held the day
before the UAW-DaimlerChrysler 400 held at the speedway in March
and hosts a series of events that promote the race. All the Boyd
Gaming properties offer NASCAR packages, including tickets, rooms,
transportation to the track and more, Stark said.
The company will host the Speedway Children’s
Charity Drivers Auction on Thursday March 9, in the Sam’s Town Live
concert venue. There, bidders vie for the opportunity to ride with
the drivers in the pre-race parade lap on race day. Some of the
drivers make personal appearances at the event. Ricky Rudd, Greg
Biffle, Kyle Petty and Kurt Busch are among NASCAR stars who have
attended, Stark said.
Between the sale of $35 tickets and the auction
revenue, the event raised $180,000 for children’s charities last
Sam’s Town and its sister properties hold
meet-and-greets and autograph-signing parties for the drivers. The
hotel will also be the site of a pre-race party on Friday sponsored
by Anheuser-Busch and local radio station KWNR, where attendees can
win race tickets and passes to a VIP party at the track on
Commissions vary from property to property, Stark
said, so check with the individual properties.
For more information on the Las Vegas Air Races,