Racing for Solutions: Industry Learnings as Venues Reopen

To illustrate the reopening trend, the ALSD turned to Jessica Fickenscher, Steve Swift, and Geoff Ulrich from Speedway Motorsports to share their lessons learned from multiple recent events for which racing venues welcomed fans back to the track.


The return of live events is uplifting for the sports and entertainment industry, and with each event, we learn more about how to provide the best fan experiences during these times of face coverings and temperature checks. Learn how Speedway Motorsports successfully and safely hosted patrons, accounting for fluid health and safety guidelines, social distancing, ingress and egress patterns, foodservice operations, and all the unexpected pivots that result in the successful execution of the next event.

Welcome and Introduction: 0:15
Speedway Motorsports Video: 5:55
Limited Capacity Crowds: 8:05
Service and Operations: 11:33
Fan Communication and Engagement: 15:53
Staff Communication and Training: 17:43
Evolving Fan Experiences and Expectations: 22:18
Change Management: 23:42
Food and Beverage Considerations: 25:01
Cashless and Contactless: 29:53
Post-Race Evaluations: 32:11
Effective Temperature Checks: 34:12
Budget Reallocations: 38:55
Reverse ATMs: 40:24
Ingress/Egress: 40:54
Working with Partners: 42:38
Virtual, At-Home Experiences: 44:06
Merchandising/Retail: 44:56
Pandemic-Influenced Capital Projects: 46:09
Psychology of Employee and Fan Safety: 50:03

Discussion Moderated By: Amanda Verhoff, President, ALSD

Jessica Fickenscher, Chief Experience Officer, Speedway Motorsports
Steve Swift, SVP of Operations and Development, Speedway Motorsports
Geoff Ulrich, SVP of Consumer Strategy, Speedway Motorsports

For more opportunities to gain clear insight into all facets of reopening your venue, REGISTER NOW for the ALSD's 2020 Virtual Conference and Tradeshow.