Concord Speedway changes mark new season

CONCORD, N.C. — What could be a make-or-break year for Concord Speedway begins March 31 with the Pepsi Night at the races after an off-season of improvements and changes.

“It’s no secret that short tracks around the country have been struggling financially,” said David Laton, managing partner of Concord Speedway. “We’ve put a lot of money into making changes and improvements to make our product better and now it’s up to the fans.”

A new major sponsor, new staff, track improvements, a new website and larger purses are among the changes at the track on U.S. 601 on the north side of Midland.

“We’ve got a strong response from competitors and it looks like car counts are going to be up,” said Jennifer Campbell, new director of sales and marketing. “That will be good for the fans.”

Part of the attraction is the increased purse with a top prize of $2,000 for the late model winner. No entry fee will be charged in that division, Campbell said. With a full 32-car field, the total purse could be more than $15,000 each week.

2003 track champion Shaun Mangum of Monroe and Andrew Thomas are two of the popular drivers who are likely returning to action at Concord Speedway. Clay Rogers also may be racing there from time to time, Campbell said.

2011 Late Model Champion Bobby Measmer is returning and will be bringing two development cars from Stewart-Haas Racing.

Chad Mullis is returning as a team owner. He was injured in a racing accident in November and won’t be driving.

Crate engines will be used this season in the Street Stock division, where Brian Love dominated last year.

On the track, drivers will find a smoother surface with all the bumps eliminated by diamond-grinding in the off-season. In May, the pavement will be sealed, Campbell said.

The racing economy at Concord has shown signs of improvement. Pepsi is on board as a new major sponsor, replacing Coca-Cola. Campbell said it is a 5-year deal and financially better for the track.

Fans will notice a new section of billboards on the backstretch. About half of those are sold and the speedway hopes to have them all filled by the start of the season, Campbell said.

After 15 years at the track, Larry Thomas is no longer there. New public relations director Katelin Longbrake is a UNC Charlotte graduate and former go-kart racer.

The new chief inspector is Ed Canter, a former Hooters Pro Cup inspector fromHickory. “No one can say he plays favorites because he knows someone or plays poker with them. He is coming from Hickory and doesn’t know any of the competitors,” Campbell said.

Fans will find newly renovated concession stands and restrooms. The menu also has changed with the addition of funnel cake fries, home-made chips, cheese sticks and Nathan’s hot dogs.

Ticket prices are $15 for general admission. This year there will be a $5 discount for senior citizens, teenagers and military personnel. Children 12 and under are free with a paying adult.

The half-mile track will have an open practice and open house for racers Saturday. Gates open at 9 a.m. The practice sessions, running from 10 a.m. to 4 p.m., will be rotating between the four divisions. Grandstand admission is free.

Concord Speedway is also on Facebook, Twitter and has a new text message alert system that fans and racers can join for the latest information, Longbrake said.

WSOC