The Economic Impact of a NASCAR Racetrack on a Rural Community and Region

Abstract

Economic impact analysis is an important tool for sport and entertainment marketers in the promotion of their event and for host community leaders in developing their economy and promoting tourism. The current study estimates the economic impact of multiple events held at a NASCAR-affiliated track on the economy of its predominantly rural region. Using the Impact Analysis for Planning (IMPLAN) model, results indicated an overall economic impact of $46,220,057 for the two NASCAR weekends (seven events over six paid attendance days) at Darlington Raceway in Darlington, South Carolina. Of this impact, $29,672,352 was direct economic impact, while indirect and induced impact created an additional $16,547,705. The marketing implications of this impact are discussed, and the economic importance of these events to the health and development of a rural economy are explicated.

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