The Ultimate Tailgate Package... In an RV?
Friday, February 22, 2008 at 08:46PM 
What Do SEC Football and NASCAR Weekends Have in Common?
- Scarcity of Premium Tickets (unless you are at Vanderbilt)
- An Abundance of RV's
- A Passionate, Loyal Fanbase Seeking Unique Experiences
Creating a package that capitalizes on these three (3) variables together can generate some very high returns for a property. Officials at Talladega Superspeedway recently caught notice of this fact and created the Orange Infield RV Park Package, offering 180 RVers a reserved parking spot and two (2) infield admissions in a package deal for $330.
But are sports marketers taking full advantage of this? Outlandish condominiums and townhouses are being constructed on every square inch of real estate near stadiums and racetracks - elements existing outside of the property's control. But why don't property stakeholders drive artificial demand by creating VIP RV sections within the confines of the venue? By incorporating sponsor support, a property can easily package an "Ultimate RV Package", offering premium seats, prime real estate for parking, and a VIP experience (a unique meet-n-greet with drivers/track president, coach/University athletic director), to loyal fans and donors at a premium price. While the University/track cannot sell the tickets higher than face value, they can easily overvalue the VIP experience to suffice demand.
Why not use this opportunity to drive incremental revenue before these consumers motor home?
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