NHRA Racers Eager To Add Chapter To Bristol Dragway Legend

BRISTOL, Tenn. – Mike Neff says Bristol Dragway is unique. Allen Johnson calls it a place of magic.
The veteran racers compete coast-to-coast on the National Hot Rod Association Full Throttle drag racing series, yet few stops hold as much history as the scenic facility known as Thunder Valley.

For the past eight years, fan and media interest has grown for the annual NHRA national event at Bristol Dragway. Fans from 28 states and several foreign countries are expected to attend next week’s NHRA Thunder Valley Nationals while ESPN2 will provide television coverage.

Despite that broad reach, the appeal of drag racing in the Bristol area pales in comparison to the two NASCAR weekends held annually at Bristol Motor Speedway.
That lack of regional buzz is frustrating to folks like Johnson, a Greeneville, Tenn., resident who has competed in the NHRA Pro Stock ranks since 1996.

“I wish we had a little more promotion for this event, because people do not know what all they’re missing,” Johnson said.

Starting line

Johnson has encouraged many fans who favor the NASCAR brand of motorsports to attend a drag race. He said the sensory overload can be intoxicating.

“Once a fan tries drag racing the first time, they have that ‘wow’ factor and can’t believe it,” Johnson said. “Drag racing is something you have to hear, smell and touch to really appreciate.”

Bristol Motor Speedway vice president of public affairs Kevin Triplett said the sluggish economy has impacted the sale of tickets for the 2009 Thunder Valley Nationals, but he added that overall interest remains strong.

“We’re down a little bit [in ticket sales], no question about it, but that’s just because people are being a little more discreet with their money,” Triplett said. “We firmly believe that we have an event that people in the drag racing world want to see.”

Near-sellout crowds in the 22,000 range attended the Friday and Saturday qualifying sessions at Bristol Dragway last year. There were empty seats for Sunday’s eliminations, which were plagued by rain and numerous delays.

History lesson

The NHRA sanctioned the first national event in Bristol in 1965. At the time, Bristol Dragway was considered one of the premier facilities in the sport. All the major stars and cars have since appeared at Thunder Valley, with either the International Hot Rod Association or the NHRA.

Bristol Dragway closed for the 1998 season, when new owner Bruton Smith gave the track a nearly $18-million facelift that featured hospitality suites, new seating and expanded parking.
After experimenting with a unique all-star event pitting Top Fuel dragsters against Funny Cars for two years, Bristol Dragway was placed back on the 24-event NHRA national event schedule.

From 2001-06, the Thunder Valley Nationals were held either in late April or early May. Because of problems with the racing surface in 2007, track officials were forced to move the event to July. The race date was switched to mid-May for the first time last year.

Triplett feels the date change will add stability to an event long handicapped by rain.

“We’ve had all kinds of speed bumps over the years, but you are going to have challenges in the outdoors sports business,” Triplett said. “Once we get two or three consistent weekends under our belt, we believe that this will be one of, it not the, premier event on the whole circuit.”

Big business

Motorsports, at all levels, is fueled by the dollars and advertising of corporate sponsors. While Bristol Dragway officials were unable to land a title sponsor for the Thunder Valley Nationals this year, they were able to attract the help of Food City.

Bristol Motor Speedway and Food City have the second-longest sponsorship marriage in NASCAR, a pact that has led to 54 consecutive sellouts for Sprint Cup events.
It was announced on Wednesday that Food City will sponsor this year’s Friday night qualifying session at Bristol Dragway. According to Food City spokesman Tom Hembree, the new affiliation with the dragway is a natural fit.

“We’ve always worked well with Bristol Motor Speedway,” Hembree said. “They asked us to be involved in this event, and we decided to try it. Maybe it is something we will be involved with for a long time.”

Food City has 105 retail food outlets scattered through the motorsports-hungry states of Kentucky, Virginia and Tennessee.

“When we decided to get involved in this [drag] race, we were really surprised at how much associates like the sport and wanted to come to the race,” Hembree said.

Hembree said the Food City presence will be noticeable via signs at the dragway and through the familiar presence of the company’s oversized, motorized grocery cart.

“Like in NASCAR, we’d like to be able to support the sport and allow our customers a chance to get closer to it,” Hembree said. “It’s good for our business and good for the community. When people come to the drag race, they are often here for three or four days and they shop our stores.”

Welcome to Bristol
Lisa Meadows, president of the Bristol Chamber of Commerce, said she welcomes the fans and national media coverage.

“Anytime you have a major event in your town with national exposure, it adds value to your community,” Meadows said. “It would cost thousands of dollars if we had to go out and purchase that sort of advertising.”

Some drag racing fans, both on the local and national level, have expressed frustration at the lukewarm reception of some Bristol-area businesses. Unlike the two NASCAR weekends, there are no street festivals and very little in the way of signage on storefront marquees.

Meadows pointed out that many of the promotional banners seen along the Volunteer Parkway during NASCAR events are paid for by companies who support the various teams, drivers and sanctioning body.

“We support everything that goes on Bristol Motor Speedway, including the drag races, Speedway in Lights and anything else that can bring visitors our area,” Meadows said. “We feel fortunate to have both facilities in our community.”

The two NASCAR events at BMS attract fans from 50 states and 12 countries, many of whom arrive well in advance of the race weekend. Drag racing continues to have more of a niche following.

“Even though drag racing fans they follow their favorite drivers and teams, it’s a different pace,” Meadows said. “With the NASCAR events in Bristol, things have progressed to the point where people plan their vacation around the race.
“From our experience with the drag races, people tend to stay in town only for maybe three days."

Bottom line

Triplett said that the NHRA Thunder Valley Nationals generates a direct economic impact of $37 million.

“This is our third largest event, behind only our two NASCAR weekends,” Triplett said. “With good weather, you’re looking at around 70,000 people over three days for the Thunder Valley Nationals.”

Triplett said he believes there is plenty of growth for a rebirth of drag racing in the Bristol area. It’s all about building a rich foundation.

“When racers talk about Bristol Dragway, you hear the same kind of comments you hear from a baseball player talking about Wrigley Field, a golfer talking about The Masters at Augusta National, or a football player talking about Lambeau Field in Green Bay.
“Bristol Dragway is just a legendary facility.”

Johnson said he is eager to add another chapter to the legend of Thunder Valley.

“Television does a great job covering drag racing, but TV doesn’t do us justice,” Johnson said. “This is a place and sport you just have to experience in person.”

agregory@bristolnews.com|(276) 645-2544