NASCAR finally listened to their fans. North Wilkesboro Speedway is returning to the Cup Series schedule. Not only is the track returning, it will be a featured race. North Wilkesboro will host the 2023 All-Star Race. After hosting some local races, including a late model event featuring Dale Earnhardt Jr, North Wilkesboro proved the track is ready to host a NASCAR event. The Cup Series is returning to its roots.
Over the past two seasons, MLB has done something similar to this move by NASCAR. MLB has played two games at the “Field of Dreams” ballpark. Based on the movie Field of Dreams, MLB built a stadium in a cornfield and hosted a national event during the summer. In 2021, the New York Yankees and Chicago White Sox squared off in an instant classic. This year, the game was played between two basement dwellers in the Cincinnati Reds and Chicago Cubs. MLB went all out for these events. Each of the teams wore throwback jerseys from their early years. The players entered through the cornfield to replicate the movie. Overall, it has been a great success for MLB.
Why mention MLB when discussing the North Wilkesboro All-Star Race one might ask? Well, it is because NASCAR can learn from MLB on how to pull off a throwback spectacle.
Ensure Quality on Track
MLB was able to draw their most viewers on a regular season game since 1998 with the 2021 Field of Dreams game. Chalk some of it to the Yankees taking part. Initial itrigue alone was enough to get people to watch. However, the main reason people kept watching was the on-field action. It was one of the best regular season games of 2021 that ended in a dramatic fashion. NASCAR might be able to draw a big initial rating based on type of intrigue, but they need a great race to keep the viewers tuned in.
As discussed in a previous article, NASCAR’s Next Gen car has been bad at short tracks in 2022. NASCAR cannot allow the Next Gen car to ruin this race. North Wilkesboro Speedway is a cherished short track. Imagine the backlash if the racing is subpar. No matter what pageantry NASCAR throws at this race, it will not matter if the racing disappoints.
The cars need to be able to pass each other, both cleanly and with some rubbing. Fast cars need to be able to move through the field. Leaders should be challenged for the top spot without needing lapped traffic to interfere. Drama should remain on the track rather than the mystery box of issues the Next Gen car can produce. Tires should wear over the course of the run instead of being a non-factor until one fails out of nowhere. It should be short track racing done right.
NASCAR cannot make the miscalculation MLB did this year. For 2022, MLB decided to have two tanking teams play the Field of Dreams game. While it was a season high for ratings (at that time), it was a steep drop off from 2021. The quality of the product matters. Ratings and attention will come from the intrigue and nostalgia alone. In order to build off of that, NASCAR needs to prioritize ensuring the racing is top notch.
Demand the Spotlight
The Daytona 500 is NASCAR’s Super Bowl. Phoenix is the Championship Race. The Clash is NASCAR’s adventure to the Hollywood market. North Wilkesboro needs to feel as important as these races. Spare no dime in promoting the event. After the Daytona 500, use every national advertisement to keep the attention on this race. The ultimate goal should be to get non-NASCAR fans excited for this event.
MLB never let the fans forget that the Field of Dreams game was coming. One of their featured sponsors had a contest to allow fans operate the old-timey scoreboard. NASCAR should get one of their premier sponsors to do the same. Not only a contest to win tickets to the race, but to engage in some way that will be special to North Wilkesboro Speedway. Promote the history of North Wilkesboro, especially to a younger/newer fan who will not understand the hype. The last Cup Series race run at North Wilkesboro was in 1996. A vast wealth of NASCAR’s current fans have no idea why North Wilkesboro has been so coveted for all these years.
MLB used Kevin Costner for their Field of Dreams games since he was the star of the movie. NASCAR should seriously consider using Tom Cruise in some capacity for the race. Whether it is an appearance, a voice over for a pre-race video, or having him drive the Mellow Yellow car from the movie, Tom Cruise needs to leave his mark somewhere. If not Tom Cruise, at least do something using Days of Thunder. Recreate the scene from the movie that takes place at North Wilkesboro where Cole Trickle and Russ Wheeler tangle and their pit crews fight. You know FOX would love to do that. They recreated the civilian car race with Jeff Gordon and Clint Bowyer two years ago.
The All-Star Race already has its own pomp and circumstance to it. But this is North Wilkesboro. NASCAR has to do everything to make this race the must-see sporting event of the Spring.
Embrace the Throwback
People love throwbacks, especially in sports. NASCAR fans are no different. For most fans, one of the favorite race weekends is Darlington’s throwback weekend. When a team does not participate in the throwback, it is upsetting. Fans want to see the old schemes on the modern cars.
MLB embraced this throwback element to great effect. All four teams wore throwbacks that resemble their uniforms from the 1910s, significant to the time period of the players from the movie. NASCAR should do the same. Not only making this race a throwback,, but the throwback schemes should be specific to North Wilkesboro. This would allow Darlington to keep their throwback race for one of their races. A great idea would be to have each car throwback to a scheme from the 1996 race. If not that, throwback to schemes from past winners of the speedway. Either way, it should tie directly to the history of North Wilkesboro.
Current sponsors could get in the way of this idea. Depending on the sponsor, throwbacks are either not allowed or have to follow strict guidelines for what teams can do (for example, Monster Energy logo has to be on a black background). With an event that will garner this much attention, sponsors will likely want their current logos and color pallets to be featured on the car. It may take some convincing to have these sponsors allow a second throwback race. Some sponsors would surely embrace the throwback idea. Others will need some convincing. NASCAR should help with that convincing. It will only add to the event to see 36 throwbacks on the track.
A Tradition to Continue
Much like MLB has done, NASCAR needs to make this event an annual tradition. This type of event is perfect for the All-Star Race. Assuming that this event meets the expectations NASCAR has for it, there is no reason to not repeat it.
With that said, that does not mean that NASCAR has to do North Wilkesboro Speedway every year for the All-Star Race. Other than the NFL, every other major American sport rotates their All-Star Race. NASCAR could easily do the same. What NASCAR should keep is the theme of racing back at their roots. If the renovations get approved for the Nashville Fairgrounds, host the All-Star Race there one year. Shift the Bristol dirt race to the All-Star Race or pick an actual dirt track to host the All-Star Race. NASCAR could race at Rockingham again with their plans of a repave and adding lights to the track in place.
Rotating the All-Star Race around historic venues is an idea with legs. It will appeal to most NASCAR fans, both new and old. The All-Star Race is a spectacle that can have fun ideas thrown at it. If done right, NASCAR could hit a home run with it moving forward.
