NASCAR Heir Adopts ‘Secret Shopper’ Approach to Address Fan Concerns in New Era
NASCAR, Motorsport, USA NASCAR Cup Series Race at WWTR Sep 7, 2025 Madison, Illinois, USA Fans enter the infield prior to the Enjoy Illinois 300 at World Wide Technology Raceway. Madison World Wide Technology Raceway Illinois USA, EDITORIAL USE ONLY PUBLICATIONxINxGERxSUIxAUTxONLY Copyright: xJoexPuetzx 20250907_sjb_pa2_007 ©IMAGO/Imagn Images The modern NASCAR finds itself in a tricky spot. It has to attract new fans but also keep the old ones.
While this may seem like a difficult thing to do, the new leadership of the sport under Steve O’Donnell and Ben Kennedy aims to do exactly that. And to do that, their strategy is pretty simple: listen. Kennedy, the new Chief Operating Officer of NASCAR, recently revealed the ways in which the leadership is connecting with fans in order to improve their experience of attending a race.
Speaking on SiriusXM NASCAR Radio, Kennedy touched on the ‘lot of things’ the events and venues team is trying to accomplish. “This came out of our Darlington Secret Shopper exercise, where we went as fans for a day, and we’re setting up another team to really focus on the fan experience at our tracks. So, how do we enhance that?
We’ve heard a lot from a lot of our fans that we need to focus on egress at our tracks. We need to focus on the food and beverage. We call it vertical transportation.
Escalators and elevators are really important in our facility. So we have another team that’s going to really hone in and focus on that. And then just the overall, you know, fan experience, hospitality, things we’re doing in the infield, how we partner our programming with our teams and drivers throughout the weekend.
Continue to the original source for the full article.