The news that J.S. Promotions had signed a multi-year contract with the Wabash Valley Fair Association to operate the historic Terre Haute Action Track was certainly good news for Indiana race fans. It often comes as a surprise to many that the Action Track is the lone operating half-mile dirt oval in the Hoosier State. The facility dates back to 1952 when Joe James triumphed in a AAA sprint car race, and since 1956, the United States Auto Club has staged over 250 events on the Vigo County Fairgrounds.

For many years, banker and racing enthusiast Don Smith skillfully oversaw racing activities at The Action Track, later the late Bill Hopton and a group of supporters staged a successful campaign to install lights at the plant in the 1990’s, and Bob Sargent’s Track Enterprises managed affairs for several seasons. Nonetheless, the venue was dark for a long spell in the late 1980’s, and there seems to be perpetual anxiety about the future of the track.

It seems that everywhere one turns there is concern about the stability of a given racetrack. Even race crazy Indiana is not immune to this trend. Not long ago, it was reported that Paragon Speedway would become the site of an implement dealer; Bloomington Speedway was seemingly in danger just a few years ago, things have been less than solid at Gas City, and Dave and Kim Rudisell called it quits after seventeen years at Lawrenceburg. While it seems that most of these situations have been rectified, turbulence still seems to be the order of the day.

It can be a sad tale. Sometimes a track that was once situated in a rural setting is engulfed by urban sprawl leading to skyrocketing land values. At other times, new neighbors take legal action to force the gates to be locked. Then there are those situations when aging promoters have just had it and with no viable replacement to be found, just walk away. The reasons are varied, but the end result is the same. Every year the number of operating facilities dwindles.

Yet, as I ponder the next steps to help racetracks thrive, I am struck by one simple observation. Too often in the quest to ward off external threats to their existence track operators are forced to be on the defensive. It may be time to flip the script and take the initiative. Just like in football, sometimes the best defense is a good offense.

So, let’s take the Terre Haute Action Track as an example. Terre Haute is a town with a metropolitan population of approximately 170,000 residents that sits across the Wabash River from Illinois. It is the home of Indiana State University and the acclaimed Rose-Hulman Institute of Technology. Like so many Midwest cities, it has had to evolve with the rise and fall of manufacturing as the core backbone of the economy. Accordingly, leaders share the same concerns with many comparable cities. The questions are legion. Can downtown be revitalized? Can the local economy be diversified? Can we attract people and resources to our region?

So how does a racing figure in these conversations and quandaries?

It seems when racetracks are locked in a tussle with neighbors and city hall too often it is because the facility is viewed as a problem to be rectified rather than a resource to leverage. The time has come to change the paradigm. A racetrack can be viewed as a public utility much like a park, a museum, or a recreation center. Many cities market these kinds of facilities as attractions and assets to be enjoyed and so it should be with racetracks. The truth of the matter is every year thousands of people travel to Knoxville, Iowa, Port Royal, Pennsylvania, and Rossburg, (or if you prefer, New Weston) Ohio for one reason. Granted, it is much easier to understand how vital racing is to the lifeblood of these communities than it is in Terre Haute, Indiana, but it is incumbent on all of us to tell this story.

When the late Bill Hopton spearheaded the drive to put lights around the Terre Haute Action Track, it was nearly a community effort. People purchased buttons that proclaimed, “Light it Up,” and it was a rallying cry for a needed improvement. This was a matter of civic pride that was built on a shared understanding of the importance of racing to the community. At one point in history, the Tony Hulman Classic was recognized as one of the most prestigious sprint car races in America. Today, it still has the deepest history of any sprint car race on the USAC schedule. I personally own a Tony Hulman Classic coffee cup, letter opener, and a decorative plate with the images of former winners such as Joe Saldana, George Snider, Jan Opperman, Pancho Carter, and more. There were dinners before the race with community leaders in attendance. In short, it was a big deal and the populace recognized that. I contend that it can and should still be a big deal today. Granted, it will take hard work.

So, what would it take to go on the offensive? First, find someone capable of conducting a credible economic impact statement. In all spheres of life, money talks. If hotels, restaurants, and other businesses are patronized on big race weekends that can be translated into dollars and cents. Do you think the movers and shakers in Tulsa, Oklahoma have figured out just how important two weeks in January are to the local economy? Well, for a time, some wanted to thwart Emmett Hahn and the late Lanny Edwards at every turn – that is until someone did the math. Still, if you watch closely, notice how skillfully Hahn recognizes key stakeholders at every Chili Bowl Nationals. That’s simply a matter of being proactive and smart.

Second, work with the local tourism department. Some of the major short track races in the nation have become destination vacations. You can log on to any racing website and find examples of people who are making their first trip to the Knoxville Nationals, the World 100, or Indiana Sprint Week seeking travel advice. Can we somehow work with tourism officials in a mutually beneficial manner?

Third, work directly with civic and community leaders like the Chamber of Commerce and bring them under the tent. Ever get on YouTube and find old films of the Indy 500 and other races? Those were shown at business meetings, and to groups like the Lion’s or Rotary Club to spur interest in the sport. In that same vein, it can never be forgotten that the gap between how many perceive auto racing and reality may be wider than in any other professional sport. Think of the most articulate and thoughtful drivers in our industry. When they stand before an audience, they become instant myth busters and often stimulate the interest of the very people we need on our side. Sometimes those interactions directly benefit the racer and their team. Social media is useful, but face to face contact is still a powerful tool.

In so many ways, short track racing is as professional as it has ever been. There are more important sponsors involved, more money up for grabs; there is greater diligence to the total operation, and more eyes on the action via live streaming. This is the story we have to tell, and we have to enter into a dialogue with people who don’t know the difference between a sprint car and a late model. We can’t assume that people understand that a racetrack is important to the local economy and enhances the lives of those in the community. To be effective, we have to speak a language they understand.