1. INTRODUCTION
It began as a concept in the mid-1990’s. Los A ngeles, California, w here much
of motor racing was born, was rapidly losing short track racing facilities
to commercial and urban development. Tw o legendary area tracks—the
famed Ascot half-mile track w hich shut do w n in 1990 and the fabled
Saugus Speed way closed in 1995—leaving fans with no option but to travel
far outside the Los A ngeles Basin to get the kind of exciting door-to-door
paint-swapping action they had gro w n to love.
MARKET PROFILE
TOYOTA Speed way at Ir windale is centrally located in the heart of the
Then, in 1996, a group of successful business people w ho also happened to nation’s #2 D M A— Southern California.
be racing enthusiasts decided that Southern California had gone too long
Southern California has gro w n to become one of the most successful
without real short track racing excitement. In w hat could only be called
economic regions in the w orld, ranking 10th in the w orld in economic size
a wonderful stroke of luck, they happened upon a 63-acre parcel of land with a gross regional product (goods and services produced by the region’s
in Ir windale California, centrally located within the LA Basin and directly businesses) estimated at $335 billion in 1997. That fi gure is projected to
adjacent to the 605, 10 and 210 freeways. reach $778 billion by the year 2010, surpassing the gross national product
projected for Ne w York, making it number one in the nation, and accounting
The partners of Ir windale Speed way LLC kne w the plot of land had for 62 percent of the California economy.
everything they w ould need for the envisioned Ir windale Speed way to
become a reality. These visionaries saw the need for a fi rst class facility; The 13-county region comprises over 47 percent of the state’s land area
a destination that w ould rank right up there with other top-fl ight and is home to more than 20 million residents. With one of the largest and
most diverse economic bases in the country, the Southern California region
outdoor entertainment venues consumers had gro w n to love and become
is expected to continue gro wing from the already astonishing 7.2 million
accustomed to. A bsolutely no corners w ould be cut with this project. employees, $177 billion payroll and 451,384 business establishments.
The dream came to fruition in just three short years and on M arch 27, 1999 Sou thern California maint ains one of the largest concentrations of
Ir windale Speed way opened to a full house, rave revie ws, sports and movie p opulation, employment, income, business, industry and fi nance compare d
NASCAR Toyota All-Star Showdown No points… no championship…
stars galore. Af ter many millions of dollars, along with thousands of man
hours, racing history in Southern California had been recreated.
with other leading urban areas in the Unite d St ates. In addition to its
streng th in the manufacturing and service sectors, Sou thern California
has le d the Unite d St ates with the greatest concentration of high-tech
The Speed way celebrated rights! This all-star M arch 22, 2008 together the young and talented up-and-coming top
just pure bragging its 10th anniversary on race brings by industries, mathematicians, scientists, engineers and skille d technicians
in recent years. This resource has at tracte d top public companies in the
announcing a multi-year grass root stock car program like Camping World East and West, Whelen Modified, and
drivers from local naming rights sponsorship series with the Sou thern California area.
Southern California Toyota Dealers A dvertising Association (SCTDA A)
and Toyota M otor Sales, U.S. A . in w hich the Speed way has been renamed non-stop action.Source: Los Angeles County Overview Statistics.
Canadian Tire. These all-stars race for two days of
TOYOTA Speed way at Ir windale.
The sponsorship, w hich is the fi rst for any N ASC AR w eekly short track rac-
ing facility in the United States, allo ws Toyota the opportunity to utilize the
Speed way to conduct various activities including vehicle demonstrations,
training and ride and drive
events. Toyota will have
an extensive branding
presence at the Speed way
including signage on the
oval track and drag strip as
w ell as an interactive vehi-
cle display. Toyota dealers
will utilize corporate hos
hos-
pitality and event tickets
for dealer promotion and
OFILE
entertainment activities.
is centrally located in the heart of the
ornia.
to become one of the most successful
anking 10th in the w orld in economic size

2. “The NASCAR Toyota All-Star Showdown is, without question, the pinnacle event of our
touring and weekly series calendar,” said George Silbermann, NASCAR’s managing director of
racing operations. “The excitement and competition has grown with each running of the event.
The all-star weekend is a perfect way to cap a tremendous 2009 season, and also get drivers
and fans ready for another great year of racing.”
Candace Muzny has
joined with Gene Price Racing
and last years Super Late
Model Champion Greg Pursley
EVENT AUDIENCE PROFILE
to run this years Toyota All-Star FACILITY PROFILE
GENDER
M ale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 %
( c ontinued)
Showdown. Candace who cut Special Activities
Female . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 %
AGE
her teeth on this 1/2 mile oval I Independence Day fi re w orks sho w
Under 18 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26%
18-24 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13%
will be traveling from the East I A dvanced Driving Dynamics School sessions w hich serve as an
25-34 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13%
educational tool for licensed drivers of all ages on defensive driving
35-44 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 %
cost to race in The Camping techniques
45+ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8%
HOUSEHOLD INCOME
World Series event that will take I L. A . Racing Experience school sessions to learn ho w to drive a race
Under $20,000 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15%
car and for corporate business outings
20,000 - 49,000 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36%
place Jan 29 & 30 and will be 50,000 – 79,000 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28%
I Location shoot venue for the entertainment and advertising
80,000 + . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21%
televised on . industries, having hosted location shoots for such television sho ws as
N ASC AR Racing is ranked #1 in brand loyalty among spectators of all
spectator sports.
Las Vegas, Fear Factor, M alcolm In the Middle, M onster Garage, Fast
N ASC AR Lane, ranked #2 MTV,all rated sports on television.
racing is VH1, among Entertainment Tonight, Tech TV, History Channel,
Candace continues to 75 million people at tend N ASC AR sho wswatch thecountless other Holly w ood productions.
various reality events or plus races on television—
1/3 of the U.S. population.
Commercial shoots include FedEx, A fl ac Insurance, Vitamin Water,
Source: National Association of Stock Car Auto Racing, 2005.
secure Primary and State Farm Insurance, Toyota, FOX SPORTS, Home Depot, Craf tsman
Tools, Daw n Dish Washing Liquid, Nike, Kellogg’s Frosted Flakes and
Secondary All-Tel
I Special interest events including literature and art sho ws
sponsorship for this
I Training center for the California High way Patrol, L. A . County Fire
event Dept. and other Southern California area law enforcement and fi re
prevention agencies.
Candace Muzny Is a
diamond in the rough, a
proven driver at this track
and a local fan favorite
Candace is sure to shine in
this 250 lap event. Candace
appeals to every level of the
audience demographic
young and old alike.
Marketing Associates will
benefit from the racing
ability, smile, and sure
determination that this up
and coming female driver
brings to the track week The Toyota All-Star Showdown is NASCAR’s most prestigious
after week. short track racing event featuring some of the finest talent this
segment of motor racing has to offer
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3. “THE DAYTONA 500 OF
SHORT TRACK RACING”
This season will showcase
several women in the sport of
Stock Car Racing and will reach
media outlets from coast to
coast. Don’t miss your chance
to be the first to capitalize on
this marketing opportunity an be
part of this epic season.
Additional marketing and
hosting accommodations are
available by request.
PRIMARY SPONSORSHIP
$25,000
SECONDARY SPONSORSHIP
$10,000
3