County advertising itself

FONTANA - San Bernardino County brokered a nearly

$1 million three-year marketing deal with California Speedway to place the county logo in the Opportunity, California FanZone - and officials expect a major return on their investment.

The FanZone, which turns a year old this weekend, is the area behind the grandstands where race fans can buy souvenirs and concessions, and receive samples from sponsors. They also can view exhibits on display, watch concerts and see motorcycle shows.

For $956,000 a year, the county will see its logo on the FanZone's trackside billboards, turf space, fencing, banners and signs.

Having the logo present at the FanZone provides invaluable exposure for the county and helps court business interests, said Paul Herrera, communications coordinator with the county's Economic Development Agency.

"NASCAR brings such a major audience that we could never access otherwise," Herrera said. "It provides a platform for us to let businesses know why they should invest here."

A county report released in June echoed Herrera's sentiments, saying "marketing at the California Speedway and through NASCAR has allowed San Bernardino County to extend its image to the broadest

possible audience at far lower cost than otherwise possible."

Last year's races drew a television audience of 8 million, Herrera said - not including all of the replays on ESPN.Many clips showed the county's logo.

"Our name is out there, and that has value to it. That brings in the inquiries. Some people, they know Los Angeles and Orange counties but they have never heard of us before."

The exposure may pay off in such a big way that soon business interests will see how much San Bernardino County has to offer, Herrera said.

"Then, eventually," he said, " we'll become the ones who are courted."

County officials estimate that they have seen a return of $7.1 million on their initial $700,000 first-year investment to sponsor the FanZone.

"So far, San Bernardino County has reached an estimated 16 million people through our marketing partnership with the California Speedway," said county Board of Supervisors Chairman Paul Biane.

That's the kind of positive and far-reaching exposure the county needs in order to attract new investment, he said.

"We can't stand on the sidelines and wait for businesses to discover the opportunities San Bernardino County has to offer," Biane said. "We have to get out there and shout it from the rooftops, and that's exactly what our partnership with the Speedway allows us to do."

County officials are not worried about competition with the Laughlin Party Zone, a VIP area that provides food and beverage service, personal question-and-answer sessions with drivers, which the Speedway has been heavily promoting.

However, unlike the FanZone, the PartyZone isn't free. Fans must pay between $85 and $175 to get in, depending on how long they want to remain in the Zone.

"There are 50,000 people who visit the FanZone per day during the races," Herrera said. "The PartyZone is going to see a fraction of that."

Fans are willing to drop big bucks at the FanZone, too.

Robbin McGinnis of Fontana said she "does all of her Christmas shopping at the FanZone."

Visitors who arrived at the races early on Friday also appreciated some of the new luxuries introduced at the FanZone this year.

"These misters are great," McGinnis said of the new cooling devices installed outside the restrooms. "And it seems like the FanZone is easier to negotiate this year and it seems like there's a little more shade."

Even the searing temperatures Friday were not enough to keep die-hard fans away from the Speedway.

Mark Wendt and his sister Cheryl said they drove in from Tustin early Friday to beat the traffic and to make sure they had enough time to peruse the FanZone "just to see what the souvenir trailers and the other set-ups are offering."

Victorville resident Cindy Navarette said her three sons - Joseph, 8, Jacob, 6, and Jesse, 3 - wanted to come to the races early to wander the FanZone, even in the heat.

"We're fans," said Navarette.

She added that the boys were rooting for their favorite drivers, Dale Earnhardt Jr., Jimmie Johnson and Kasey Kahne.

Weekend events

Today: The Opportunity, California FanZone gates open at noon. The NASCAR Busch Series Camping World 300 race starts at 7 p.m. Former driver and 17-year NASCAR veteran Brett Bodine, who now serves as NASCAR's director of cost research and has been instrumental in the testing of the Car of Tomorrow, will be on hand for a Q&A session on the Car of Tomorrow at 2 p.m. in the Laughlin Party Zone.

At 2 p.m. today, last year's winner, driver Kasey Kahne, will be inducted into the Speedway's Walk of Fame at Gate 12 where he will imprint his hands and feet.

Sunday: FanZone gates open at 10 a.m. The Rock 'n' Racing Miller Lite Concert featuring actor Jared Leto's band, 30 Seconds to Mars, starts at 2 p.m. The California Speedway Girls make their debut and provide umbrella shade to drivers during the introductions and escort them in the parade.

The Sharp Aquos 500 race starts at 5:15 p.m.