Opinion: The Trouble with Asphalt Racing Part 4

Jim Foose Speedway Action Magazine

The problem with asphalt racing that’s causing a steep decline in spectator attendance and participation, along with closing tracks, is self-inflicted. In Part 4, we will be looking into the effect social media has had on racing.

The Good:

Facebook gives the race track a place to post its information for the masses to consume.  Millions of people around the world have a Facebook account and, in turn, have access to content posted by race tracks and race teams.  While there are paid “boosts” for content, Facebook is free to use and create content on the platform.  Facebook and other social media platforms allow easy sharing of photos, videos, and more.  It also offers a place for content sharing that creates viral moments, when something happens that creates a “you’ve got to see this” moment.  

Using social media to grow the business of short track racing can have positive effects on bringing crowds out to the track. Just a few years ago, during Ohio Sprint Speedweek, Wayne County Speedway put a race together in less than a day, and the stands were packed.  They had no traditional advertising (radio, newspaper or TV), just social media, and the fans packed the place.  It was so packed that the concession stand was running out of food by the time the heat races were completed.  That race showed many of the old school promoters that social media can make things happen for a race track and opened eyes to the value of Facebook and other social media platforms. 

It’s safe to say the explosive growth of the Ohio Wheelman Series is due in part to their social media presence.  The transparency of what Wil Wiggins is trying to do with the series, and the exposure his sponsors get from his weekly “Facebook Live” shows, has built a good following and made Wiggins one of the most recognizable faces in the racing community.  

When rumors began to find their way to social media that Sandusky Speedway may be closing at the end of the 2025 season, fans flocked to the track for the annual Hy-Miler Nationals.  The crowd, hampered by a terrible weather forecast and two rain delays, was the track’s best crowd of the season.  People wanted to be there because of the “fear of missing out” (FOMO). 

A fictional race track, “Weaber Valley Raceway” has a Facebook page that has over 250,000 followers.  The posts filled with spelling and grammatical errors are often tongue-in-cheek comments, jabs at other race tracks, and humorous posts about the fictional track owner or fictional fans that have provided race fans across the world with a little light-hearted humor.  Weather Valley, situated “somewhere in Tennessee” and sponsored by the fictitious Celina 52 Truck Stop.  While the track is not real, the interaction with fans and followers from the page is something many tracks could study to make their own social media content better.  

The Bad:

Things happen fast in the social media world and news spreads like wildfire.  An incident on the track captured on video by a fan or bystander can quickly erupt into a riot in the pit area.  Punches get thrown and things get said and it’s all recorded on social media.  Similarly, a bad call on the track can quickly turn into a negativity-filled rant by drivers, fans, crew members, and others.  Those posts often simmer down without exploding into bad publicity for the track.  

Misinformation can lead the headlines on social media. When it was announced earlier this month that Lorain Raceway Park up for sale, the immediate response from the racing community was that Lorain is closing.  That was further complicated by a post calling the situation at the track “sudden death” by the promoter.  Confusion led to hysteria that the area was losing a local race track.  

Reviews can be a promoter’s best friend. A family comes out to the races for the first time and enjoys their night. They go home and write a glowing review for the track, post about it in the “Community Facebook group”, and tell all their friends about it in a Facebook post.  But that’s not how it usually works; people who have a good time are far more likely to share their experience on Facebook.  However, a negative experience is more likely to warrant a Facebook post; the process is exactly the same as the family that enjoyed their experience at the track, but this post is negative and is seen by others.  Others add their thoughts, begin piling on their negative experiences, then the Karens of the community come out and make statements about the noise, the pollution, and anything else they can come up with.  It’s a story played out across the country and it’s hurting race tracks in every state.  

Social Media gave everyone a place to be heard, to share their thoughts and their lives with the world.  For a few, they want to take away that fun from others.  They thrive on creating drama and unrest, they stir the pot and ultimately they can ruin a business such as a short track.  No matter how good a program might be, there will always be one or two “Keyboard Warriors” tearing it down and ripping on the promoter for doing what they do.  Generally, it’s the same group of a few detractors that fill this role.  And they don’t stop with their negativity, regardless of the situation.  Comments like “Close the track” or “Keep running it into the ground” are commonplace on track-posted content.  

The Ugly:

Recently, several parody pages have popped up on social media, allowing users to send photos and captions to post anonymously.  In the beginning, the posts were somewhat funny and just drivers and fans having fun with each other.  But recently, the page has become a place to bring up criminal charges that drivers and crew members have been charged with.  The posts have become more hateful and harmful to the sport and really is a black eye on the sport.  

The Verdict:

The jury is still out on if social media is a positive or a negative for race track promoters.  If used correctly, social media can offer a free avenue to advertise and interact with the very customers that come through your gates on race night.  If not maintained or poorly executed, social media can kill a race track.  Complaints will always gather more attention than rave reviews; that’s human nature.  And those negative comments will stick in a person’s mind much longer than a 5-star review.  

As we prepare for the fifth part of this series, we will explore the value of an efficient program while also building value for the paying customers…