KIN 354 - Dont Act Like Youre Not Impressed with our...

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Don’t Act Like You’re Not Impressed with our Results Report Submitted to Tara Kiel Texas Motor Speedway Alex Hubbard (uthookem3088@comcast.net) Griffin Warner (gwarner@mail.utexas.edu) Kate Pearson (kpearson41@gmail.com) Tallie Thrasher ( longhornzsballer11@mail.utexas.edu )
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Executive Summary The purpose of our research was to identify a suitable target market for The Texas Motor Speedway. Measurements included participants interest in sports (also specifically in motor sport), familiarity with NASCAR and Texas Motor Speedway and how likely they were to travel to the Dallas-Fort Worth area from the University of Texas at Austin campus. Data was collected via handwritten or web-based surveys of people who actively participate in a sport or sports at UT. Participants played at least one sport, ranging from football to golf at the university with basketball, volleyball and football being among the most popular. Although most participants were very interested in sports, most had little or no interest in motor sport as a whole. Respondents who participated in track & field or golf were the most interested in motor sport, despite averaging out at “somewhat disagree.” Participants who play golf, track & field, volleyball or basketball were the most likely to attend sporting events, while volleyball players scored highest in specific NASCAR attendance. Similar to other responses, questions referring to interest in motor sport and/or NASCAR scored significantly lower than interest levels in other sports. In terms of promotions, incentives like student discounts and “pit passes” yielded the highest interest in attending the race. Based on these results, golfers and swimmers were selected as the best markets to target because they scored higher on NASCAR-related questions compared to other sports, while still showing a high interest in attending sporting events. As a result of the information gathered in this project, sponsoring events around the Austin area would be the best way for Texas Motor Speedway to increase interest. Recommendations include: sponsoring a golf tournament at a local country club, offering a tailgate at a football game or basketball game, and include other contests that provide discounts for those who attend.
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Purpose For Texas Motor Speedway, we were trying to aid them in identifying better ways to market to UT students because we felt there was plenty of room for improvement. The research problem that we discovered was a large student body and market that had the potential to increase interest and become NASCAR fans. Our objectives were to determine the degree to which sport
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This note was uploaded on 06/15/2011 for the course KIN 354 taught by Professor Robinson during the Fall '09 term at University of Texas at Austin.

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KIN 354 - Dont Act Like Youre Not Impressed with our...

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