Young, chic race fans give Busch a big boost

Test event in Montreal proves NASCAR racing could have strong future throughout Canada

NIKA ROLCZEWSKI
special to the Toronto Star

Aug 11, 2007

MONTREAL–If colleague Norris McDonald was right about one thing in his column last week, it's that the inaugural NAPA Auto Parts 200 race in Montreal this past weekend didn't attract many old warriors to the stands.

While McDonald was referring to the lack of celebrations for early NASCAR racers such as Dick Foley and Earl Ross, the Busch Series bleachers were also welcoming newcomers to racing: the stands were filled with the young and chic, intertwined with families.

McDonald may think Busch Series racing is the booby prize, but I think we've hit the jackpot.

The race was fantastic – at least from the perspective of a self-confessed Formula One snob. Dodge and Budweiser are the new Ferrari and Champagne in la Belle Province.

While stock car races have been run in Canada for decades under other names, this is a first for NASCAR.

The Busch brand, it seems, is a good fit for Montreal – NASCAR racing is the fastest growing sport in Canada – it is not an issue of B-level stock car racing. The only "B" in this racing is at the front of the name BUSCH.

International expansion is recent for NASCAR, and the organization wants to test the waters first.

Schedules and timing are key – NASCAR is surveying the market for the next three years and, if successful, the door will be open to possibly bring in Nextel Cup.

Dodge's investment is no small change, as its logo is everywhere. NASCAR is grassroots racing and the motto "win on Sunday, sell on Monday" still applies.

Judy Wheeler, vice-president of marketing for Chrysler Canada, knows fans are consumers and sponsoring such events will have them consider a Dodge for their driveway.

Even the local Dodge dealers got involved by supporting talented Canadian driver Patrick Carpentier. His Number 22 Charger, sponsored by Zellers, was the fan favourite. Landing the pole position for the race was just icing on his second-place-finish cake.

Former Formula One racer Jacques Villeneuve, now a restaurateur, was nowhere to be found.

Arriving at the race, stereotypes of NASCAR fans filled my head: tobacco-chewing, beer-bellied rednecks. But my perception quickly changed when I saw the crowd.

The average NASCAR fan is a professional, family-oriented and earns more than $50,000 a year.

Throughout the weekend the occasional Ferrari logo was spotted on a few spectators – those shirts were on sale for 20 per cent off at local stores, while NASCAR merchandise was flying off the shelves at full price.

But it wasn't just T-shirts that were popular. Ticket sales were also in full swing.

In 1978, the first Grand Prix at the Circuit Gilles Villeneuve had 72,000 spectators in attendance. Over the course of two days last weekend, 129,473 spectators were witness to 70 laps of hard charging, with average lap times similar to those of the Ferrari 430 Challenge cars that raced here in June.

The Busch cars weigh at least 318 kilograms more. During the half-hour Challenge race, brake wear was an issue. Busch cars race five times longer.

It's too bad McDonald couldn't experience the excitement of the race. Goosebumps swelled at the roar of those thundering engines.

There were teeth-grinding passes, smoke shows, and cars trading paint. With the removal of some grandstands, general admission tickets meant you could actually see the race from the ground, like the early days of the Grand Prix.

This race lacked the hoity-toity of Formula One. It wasn't a schmooze fest, but rather a race for race fans. Even I've traded my Prada loafers for some Mechanix Wear.

I am converted.

I have the utmost respect for all the Canadian racers that have been an integral part of our motorsports heritage. Four pages in the official race program were dedicated to them. The successes of Ross and Foley were mentioned, but also Larry Pollard, Billy Foster and Roy Smith.

We should never forget that Canadians do have a rich history in stock car racing. But let us not focus on just looking back. It is time to look forward — NASCAR does have a great future in Canada.