How Well Do You REALLY Know Your Fans?

Every promoter or track operator knows that fans are the lifeblood of their business. But ask yourself honestly: how well do you really know the people walking through your gates?

Do you understand what drives their decisions when choosing where to spend their time and money? Do you know what they expect from a night at the races—or what turns them off? More importantly, are you actively collecting data and engaging with your fans beyond social media likes and shares?

These aren’t just nice-to-know questions—they're critical for your long-term success.

Fans Have Higher Expectations Than Ever

A powerful article in the Harvard Business Review (published November 17, 2022), titled “Your Competitors Aren’t Always Who You Think They Are,” made a key point that every business—yes, even racetracks—needs to understand:

Your competition isn’t just the next track over. You’re competing with every brand and business your fans interact with.

Think about that. You're not just being compared to another speedway. You're being measured against the service someone received at their favorite restaurant, the ease of booking a flight, the fun of their last vacation to Disney, or even how their local coffee shop remembered their name. Fans bring all of those expectations with them when they visit your track.

This means the bar is higher than ever—and it's not enough to just “put on a good show.”

Fans Want to Feel Like They Belong

At the end of the day, fans are looking for more than entertainment. They’re searching for connection. For community. For a place where they feel welcome, seen, and valued.

A night at the races is more than a few hours of excitement—it’s an escape from the everyday. If you can create an environment that feels inclusive, fun, and engaging, your fans will reward you with loyalty. Not only will they come back—they’ll bring their friends, their families, and become your best word-of-mouth ambassadors.

So, How Do You Start Building That Connection?

Here are a few practical ways to start truly getting to know your fans:

1. Build a Database

If you’re not already collecting fan information, you’re missing a huge opportunity. Start building your database through:

• Online ticket sales

• Contests or giveaways that require email submission

• Newsletter signups on your website

• In-person signups at events

Every email you collect is a potential relationship you can build.

2. Create a Direct Line of Communication

Social media is great—but it's rented space. You don’t own those platforms or your followers. With email, you control the message and the timing. A well-crafted, fun, and engaging email newsletter can keep your fans connected and excited all year round.

Remember:

• Keep it concise and visually appealing

• Offer value (behind-the-scenes content, early ticket access, insider news)

• Be consistent but not overwhelming

3. Survey Your Audience

Want to know what your fans love (or hate)? Just ask them. Surveys are a simple, effective way to collect feedback and insights that can improve your events—and make fans feel heard in the process.

4. Leverage What You Learn

As you build a better picture of who your fans are, you’ll be able to:

• Tailor promotions to specific audience segments

• Improve the overall fan experience

• Attract sponsors by showing them you understand your market

Not Sure Where to Start? You're Not Alone.

For many track operators, fan engagement and data collection can feel overwhelming—especially if you’ve been focused mainly on operations and event logistics.

That’s where I come in.

One of the services I offer is helping racetracks build and implement smart fan engagement strategies. Whether you need help creating a fan database, launching a newsletter, or understanding your audience, I’m here to help you take that next step.

Let’s Make Your Track More Than Just a Destination—Let’s Make It a Community.

Want to learn more about how I can help you grow your fanbase and your business? Reach out! And don’t forget to follow along for future blogs with more tips, tools, and insights.