Wednesday, November 25, 2015

An Incredible Comeback

This post originally appeared on the Blotch page at the Fort Worth Weekly. To read it on that site : http://www.fwweekly.com/2015/11/25/a-west-texas-comeback/



R1
A small-town Texas quarterback has two minutes to drive his team 58 yards for a touchdown. If he doesn’t do it, the playoff loss will end the season and his high school football career. For many kids, it would represent the most stressful situation of their lives. Friday night in Huntsville, however, a schoolboy QB and his teammates knew they had faced challenges far greater than those posed by onrushing defensive linemen. 

Two and a half years earlier, senior signal-caller Mason Tobola had seen his town put through stress that dwarfs that of even the most high-pressure football game. He witnessed a fertilizer plant explosion that killed fifteen people, injured scores of others, and damaged surrounding buildings beyond repair. That night, students had to help the injured, and in the intervening years, they’ve watched their hometown of West, Texas rebuild damaged structures and psyches. The experience has left those who made it through with valuable perspective.

“I think it opened up everyone’s eyes on the team. It made everybody realize how hard they had to work to accomplish the simplest tasks in life,” Tobola said.



Some three minutes of clock time before the West Trojans found themselves needing a touchdown to extend their season, the players had had a lot of work to do. They had just gone down by two scores. Their opponents, the Kirbyville Wildcats, had shown resolve of their own in overcoming a nine-point halftime deficit to post 20 unanswered points and forge a 32-21 lead with just over five minutes to go in the 4th quarter.

A coach could have found it a challenge to stay positive when his tired players missed tackles and lost control of their biggest game of the year. As his players trudged off the field following Kirbyville’s PAT, however, West Head Coach David Woodard remained relentlessly upbeat.

West Head Coach David Woodard


Coach Woodard also serves as the district’s athletic director and has kids of his own attending schools in the West ISD system. Since the April, 2013 tragedy, he has had to constantly find ways to keep himself and his charges looking forward, even as he dealt with the added challenge of rebuilding his own destroyed house.

“Kids feed off of you and they know how you feel and what you’re doing and what you’re thinking,” Woodard said. “You can’t let those negative thoughts get in your head.” He was talking about the football game, but he could have easily been referring to his responsibilities as an administrator, husband, and father.

The district has actually found a good bit of success recently on its fields and floors, many of which sustained damage in the explosion. West High School has fielded several playoff teams, including this fall’s girls volleyball squad, and the baseball team won the 3A state title this past spring. The football team, however, had not won a playoff game since 2007.

West has historically been known for strong baseball and softball teams, but football on Friday nights still matters a lot in a small Texas town. That medical personnel had to use the football stadium for triage in the explosion’s aftermath only heightened the sport’s symbolic importance. When the team won only one game in the fall of 2013, it created yet another obstacle to overcome. The way the team handled it set an example for more than just their peers.

“We all learn a lot from kids,” said Woodard. “What they’ve accomplished in these couple of years since the blast and going 1-9, it showed us adults that if you decide you want to do something and you want to work hard to get it done, then it can get done.”

A handful of today’s seniors played as sophomores on that one-win 2013 team, with underclassmen having watched it as JV, freshman, or eighth-grade players. Tobola, who started under center that year as a tenth-grader, explained that he and his teammates had turned things around “through experience and hard work, through 7-on-7, and lifting weights, just getting down and dirty and making it happen.”

The 2014 season saw the team go 7-3. They missed the playoffs after a final weekend loss to Comanche. The near-miss gave them added resolve headed into 2015.

“Everybody thought it was about time to step up and time to make playoffs and go into the postseason,” said Tobola.

They did it, too, losing only one regular season game en route to the program’s first 10-win season since 1992. In the opening round of the playoffs, Tobola kicked a PAT to defeat Troy by a point in overtime.



Playing on a neutral field at Sam Houston State’s Bowers Stadium in the area round, the Trojans found themselves down 12-0 early. It could have been worse save for a Kirbyville encroachment infraction that nullified a first-quarter pick six. Both teams, in fact, seemed a touch ragged in a penalty-filled first half. West overcame any jitters, however, to score three second-quarter touchdowns and take a 21-12 halftime lead.

Kirbyville, who had gone 10-1 on the season themselves, looked like the stronger team for most of the game’s final two quarters. When the Wildcats scored their third second-half TD with 5:38 left in the fourth quarter, the raucously supportive West fans quieted. Perhaps they thought about the season, that even it were to end there in Huntsville, they would fondly remember it as a marvelous experience for the school, the town, and the players.

But the season didn’t end there. The Trojans quickly drove 69 yards, with Tobola running the last four to cut the deficit to 32-27. The defense produced a three-and-out, and that’s when the Trojans found themselves with the ball and one chance to extend their season. Tobola threw to Bailey Horn in the left flat and Horn somehow eluded a horde of Wildcats to turn the short pass into a long touchdown. Kirbyville still had time for their own rally, and three quick first downs moved the ball into West territory. However, senior Trevon Harold, who had played on the 2013 varsity as a sophomore, tipped a second-down pass and junior Dawson Sulak intercepted it. The Trojans’ amazing season would continue. They will play Teague in Midlothian on Friday.

Tobola, who plays offense and defense, and kicks and punts, had fought through a fourth-quarter injury. His teammates overcame fatigue, nerves, pain, and everything else with which an athlete must deal to win a pressure-filled contest.

In the minutes following the game, as the players slapped hands with the students, parents, and neighbors who had driven more than two hours each way to support them, Coach Woodard explained what made the difference for his team. “To be able to battle back twice tonight, early in the first half and then the last five minutes, it just shows so much of what we’ve always been talking about – a kind of a never-give-up, that resiliency attitude. (I’m) so proud of them.”



Kirbyville could take pride in their players as well. The Wildcats deserved to win the game. They played their hearts out, showing skill and sportsmanship. They, too, had faced tragedy, as their coach had buried his brother earlier in the week. On the field after the game, one boy cursed his missed chances. Another wept. The loss will pain them for a long time, even as they proceed on through high school and into life, One hopes that the Wildcats will react to strife the way the West students have, and let the lessons of a setback set them up to succeed.

David Woodard understands the long-term importance of the lessons his athletes learned the hard way.

“They’re just a great group of kids that have their head on straight and that are successful in football and athletics right now. In three or four or five, ten years, you’re going to hear about them being really successful in life as well.”




Rush Olson has spent two decades directing creative efforts for sports teams and broadcasters. He currently creates ad campaigns and related creative projects for sports entities through his company, Rush Olson Creative & Sports.

RushOlson.com

Linkedin.com/company/rush-olson-creative-&-sports

Facebook.com/RushOlsonCreativeandSports

Wednesday, November 18, 2015

Will the U.S. Embrace Cricket? Sachin Tendulkar and Company Try to Make It So

This post originally appeared on the Blotch page at the Fort Worth Weekly's website. To read it on that site : http://www.fwweekly.com/2015/11/17/will-it-be-cricket/



R1

Kumar Sangakkara: “If something is not done right, you don’t say ‘It’s not football’ or ‘It’s not tennis.’ You always say ‘It’s not cricket.’”

The Sri Lankan batsman knows you’ve probably heard that catchphrase about his sport. He visited Texas last week as part of a group of cricketing legends to help you learn why he feels his game does things right.



“It’s given us a lot, and I think everyone here is trying to give back to the game while enjoying themselves and putting up the best spectacle that we can,” he said.



Sangakkara did his part to provide a compelling cricket experience last Wednesday in Houston’s Minute Maid Park, as he produced 70 runs to lead his team to a 262-205 win. The victory came in game 2 of the three-game Cricket All-Stars Series. The matches featured two teams of retired world-class cricketers playing in Major League baseball stadiums. The games did not have television coverage in the U.S., though ESPN3 streamed them online.



Warne’s Warriors, captained by Australian spin bowler Shane Warne, swept the series against Sachin’s Blasters, helmed by perhaps the most famous cricketer in world history, Sachin Tendulkar.



If you hadn’t heard of Mr. Tendulkar or any of his fellow All-Stars until now, don’t feel badly about it. While cricket enjoys a large following in a number of mostly current or former Commonwealth nations, the United States is not among the former English colonies where the game garners a lot of attention. The Cricket All-Stars tour aims to start elevating cricket’s status in this country.

“It’s all about creating interest,” said South African all-rounder Shaun Pollock. “This is a way of using ourselves as a vehicle to expose the USA to cricket.”

Tendulkar and Warne identified the tour as a potential catalyst for driving the game’s worldwide growth.

“We’re here to globalize cricket,” said Warne. “We’d love everyone to play it.”

Raj Ramakrishnan of Australia-based United Sports Associates helped organize the tour. He sees establishing cricket’s foothold in the United States through the tour as an attainable goal.

“The U.S. is a sport-loving country and definitely it will take a big step in moving forward,” he said.

The games drew announced crowds of more than 20,000 in each of three cities: New York, Houston, and Los Angeles. The bulk of the attendees seemed to consist of fans who already knew the game and wanted to see its stars. The cheering in Minute Maid Park, ostensibly led by some University of Houston cheerleaders, was fairly raucous, even in the normally staid press box.

The most well-known of the competitors drew huge roars when he took the field and batted. Signs bearing his likeness proliferated in the stands, including one that read “Houston, God has landed.” While Sachin Tendulkar knew that many had come to see long-admired familiar faces, he felt that even a small percentage of strangers at the game represented a meaningful total.

“Somebody has to start,” he said. “In these spectators, (if) even there are two percent Americans, then two percent is better than nothing.”

Ramakrishnan believes the tour is vital to the success of U.S. cricket.

“There are already a lot of cricket clubs and a lot of kids that do play cricket in the U.S.,” he noted. “We need games like this that help them to watch some of the big legends of this game.”

The All-Stars hope this tour won’t be the last one, either.

“We’d love to come back every year, all of us,” said Warne.
“We want to come here every year and to play in different cities to spread this game that we all love,” Ramakrishnan said.



In each city they visited, the players looked to engage the future of the U.S. game through grassroots clinics.

“We’ve done a lot of coaching for kids” said Warne. “We’ve done a lot of promotion for the game of cricket in New York, here in Houston, (and) all the kids have been happy. We’ve signed lots of autographs. We’ve had expert coaching from all sorts of players – all-rounders, spinners, batsmen, bowlers. I think we’re doing our part at promoting the game of cricket. “

“The whole idea is to motivate as many youngsters as possible to pick up a cricket bat,” said Tendulkar.

“If we see an American holding a cricket bat along with a baseball bat, that’s what we want to see down the track. We want to have everyone enjoy this game,” said Ramakrishnan.
“Maybe one of these kids or some of these guys that we’ve coached in New York or Houston or maybe in L.A., we might see them in one of the World Cups,” said Warne. “That would be fantastic.”

“Hopefully we can sow a few seeds that we can see come to fruition in years to come,” added Pollock.

Cricket has some qualities U.S. sports fans might appreciate, most notably offense. In baseball, an announcer might suggest that an overeager hitter on a team trailing by half a dozen runs tried to “hit a six-run homer.” In cricket, batters do hit six-run homers (aka “boundaries”). While it’s not easy to hit one per se, they happen often enough that chicks who dig the longball will have a lot to cheer. In Houston, six-run shots induced the Astros to set off the home run scoreboard graphics and start the stadium’s train in motion the same way they would have had Chris Carter or Evan Gattis gone yard. The ’Stros finished second in the American League with 230 home runs, but one of these teams might eclipse that total in a single long homestand.



Because the rules mandate using the same ball for long periods of the match, you do have to throw it back on a six, even if your team hit it. The scoreboard needed to occasionally show the American audience a graphic reading: “Can we have our ball back?”

You’ll also see athletic fielding plays and amazing ball control from bowlers. A match doesn’t have to take forever, either. The Twenty20 format played on this tour takes threeish hours to play, a far cry from the days-long test matches many Americans may associate with cricket.
The most important reasons these men feel the world should embrace the sport, however, might be ones that extend past the playing field.

“Cricket is a unique sport because it goes just beyond hitting a ball with a bat. It teaches you a lot of good values that stand you in good stead in life,” said Sangakkara. “Cricket has something great to offer for any young kid playing the sport, be it in the U.S. or be it anywhere else in the world. Us playing here is to ensure that kids are inspired to take up this wonderful sport.”

MMA, poker, soccer, e-sports, rugby union, lacrosse, and other pastimes have started to make inroads into the world’s most important commercial market in recent years. There’s no set formula for taking a sport from small-time to big-time in the U.S.

The All-Stars hope their tour concept will be a catalyst toward Americans considering their game to be, well, cricket.

Tendulkar believes that process has begun.

“It will take time for Americans to pick up a cricket bat, and to understand what cricket is all about, but it has started, for sure. That much I can guarantee.”




Rush Olson has spent two decades directing creative efforts for sports teams and broadcasters. He currently creates ad campaigns and related creative projects for sports entities through his company, Rush Olson Creative & Sports.

RushOlson.com

Linkedin.com/company/rush-olson-creative-&-sports

Facebook.com/RushOlsonCreativeandSports

Thursday, November 12, 2015

Bucket Hats Are the New Black

This post originally appeared on the Blotch page at the Fort Worth Weekly. To read it on their site : http://www.fwweekly.com/2015/11/10/nascars-knickknacks/
 


Breaking fashion news: Bucket hats are in this year.

This comes as happy tidings for those of us who have hung to ours waiting for them to re-ascend the style ladder.

My source for this apparel assessment, Alex Dean, no doubt considers such headwear especially fashionable if it sports a colorful number, like 31, or 20, or 14. Mr. Dean is Executive Vice President – Strategy for Fanatics, the company that runs the new NASCAR Track Superstore. Fanatics hopes to bring a high-quality retail experience to stock car racing fans looking stay on trend with, say, some Danica Patrick flip flops or a Jeff Gordon Penn State tee.



“There used to be a lot of merchandise haulers that had either single drivers or combinations of drivers. That has been phased out to be one giant superstore,” Dean explained. He hopes the new setup, organized mostly by driver, will enable fans to touch and feel more merchandise and have a speedier checkout experience.



The new concept debuted at the Pocono races in early August and visited Fort Worth’s Texas Motor Speedway last week. A huge store should conceivably offer a sizable selection. As someone whose day job revolves around doing creative work for sports entities, I was curious about what sorts of fun and innovative items might populate the Superstore’s shelves. I found lots.



For instance, why rehydrate out of a plain water bottle when you can sip from a Fan Fueler – a replica of the gas cans pit crews use to refuel race cars. The NASCAR-logoed ones have proven popular enough this year that Dean indicated Fanatics will introduce driver-specific vessels next season.
Dean’s crew has had 2016 on their minds over the past two-plus months as they’ve tweaked their brand-new concept.

“We’re testing a lot of things right now,” said Dean. “Some things that work on Friday and Saturday don’t work on Sunday because they don’t scale due to the amount of traffic we have. We’ve done a lot of testing over this year to figure it out.”



That evaluation, performed with an eye to next season’s improvements, applies to all aspects of the store, including inventory. Hence the introduction of those sexy bucket hats, which Dean called “trend-relevant.” That might not be the same thing as “in-fashion,” but I’m going with it. One focus moving forward will be on women looking for the latest fab NASCAR wear, I assume to accessorize their chic new bucket hats.




“We brought a lot of really nice women’s fashion pieces into play,” Dean said. “When they could see the quality, see the cut, they started to do really well. Unfortunately, we didn’t buy enough. We definitely sold through a lot of it and we’re making those adjustments for next year.”



Dean cited die-cast replica cars as another beneficiary of the new system.

“We’ve seen big increases in sales in that business, partly because kids now can go and interact with the car,” he said. “If you think about the old trailer model, they could barely see over the counter. So the shopping market for children is much more engaging and we’re actually carrying a lot of drivers (cars) that weren’t represented on the haulers.”

Less well-known teams who didn’t take haulers to the tracks may benefit from the new setup.

“Given the expense associated with the prior at-track merchandise model, we had virtually no presence on race weekend,” explained Don Smyle, Director of Marketing & Sponsorship for Leavine Family Racing.  “The new business model provides smaller teams the same opportunity to showcase merchandise as the much larger organizations, albeit on a smaller scale.”



Leavine Family Racing runs the number 95 car in the Sprint Cup Series, driven by Michael McDowell.

“We’ve met with quite a few of the smaller teams and Xfinity (Series) teams and we’re doing a lot of testing with drivers and they’re able to have a representation where they haven’t had it before, which is fantastic,” said Dean. “It’s good for their sponsors, it’s good for the sport, fans of those drivers, and people who wouldn’t know those drivers by name, but now are introduced to them in the retail environment.”




The more those drivers sell, the more of their, say, LED flashlights or plush dolls we’ll see on Superstore shelves. Not every item bears a driver’s mark, however. A growler/beer glass set or SPF15 smooth mint lip balm might bear the NASCAR logo or that of a team’s advertising partner.




“There are some really cool sponsors in the sport,” noted Dean. “The affinity may not even be for the driver, but more for the fan to the sponsor.”




So you can get M&M stuffed toys, for instance, next to the shirts for the driver the candy brand sponsors, Kyle Busch. South of the Trackside Superstore, specialty vendors and car manufacturers maintain hauler emplacements, along with a pair of team Penske drivers whose contracts mandated they run haulers until the end of this season. Dean indicated that Ford, Toyota, and Chevrolet will move some retail product into the Superstore next year, along with the two remaining drivers, Brad Keselowski and Joey Logano.

Logano’s trailer may have gotten some extra attention this past weekend after he got tangled up in a controversial wreck during the previous week’s Martinsville Sprint Cup race.

“Performance on the track, and even, potentially, controversy on the track, drives consumer interest,” noted Dean, citing Jeff Gordon’s Martinsville win as an event likely to stoke sales in Texas.

Logano himself professed to have seen an impact on merch sales from his recent success – and altercations.

“There are more No. 22 T-shirts and Joey Logano T-shirts and hats walking around,” the driver said in his press conference Friday. “I have more fans than I’ve had before and I love it and I appreciate every one of them.”

Dean agreed that notoriety could help Logano move shirts and hats.
“It’s definitely going to drive interest and help his long-term brand, which is good for the sport and good for us in 2016.”

Logano isn’t the only competitor who may raise his merchandise profile thanks to the most recent dustup. The “Free Matt” t-shirts his suspended antagonist created are available at Matt Kenneth’s website. Online sales at the official circuit site have a role in Fanatics’ approach to its physical retail space.

For example, what if some floozy punches you with a Carl Edwards foam fist so she can grab the last pair of those steering wheel earrings you had your eye on? Dean has anticipated such a possibility (okay, maybe not that one specifically).

“Fanatics runs and powers NASCAR Superstore on nascar.com. Those two businesses are going through a kind of a merging process right now,” he said. “If they can’t find what they are looking for here, we also have free shipping coupons that we give them so they can get it online and not have to pay any shipping, so it would basically be the same price as it was at the track.”



Thus you can get your replica helmet without much hassle – just heed the on-product warning: ”Collectible helmet only. Not intended to be worn.” You should also find ample supplies of traditional NASCAR items, like Total Print T-shirts.



“This is NASCAR loud and proud,” said Dean of the shirts boasting a front filled with art. “This was the number one seller on the trailers and it is still close to number one.”




I saw a few patrons browsing the shelves accompanied by their dogs. Your hound can pick out her own leash or water bottle from the shelves stocked with pet apparel. If you bring your hunting dog, that’s so much the better. You can find plenty of camoflauge patterns and other gear designed for the outdoors enthusiast.




“There’s a big crossover between the NASCAR core consumer segment and hunting,” Dean pointed out.



Let’s say you need to feed your baby and you don’t want to drip pea puree in your deer blind. You can get a Jeff Gordon camo bib so the little guy can neatly eat while also evading detection by nearby whitetails.





You can pick up a logo decal to attach to your 4×4’s front grille and a car flag for the window. Keeping those on the store racks alongside the flair hair, color-me pennants, party lights, and bluetooth speakers requires a lot of work.





“We have a team that goes to every track, a team that goes to every other track, and a tent company that sets up at every third track,” said Dean, who travels to all the races and hopes to spend 1-2 days a week at his Fort Lauderdale, Florida home. “Start to finish, it’s about a three-week process.”



The inventory travels to every track. If they’ve sold too many “Dale Jr. fans have more fun” t-shirts, they just truck in more.

“We have a warehouse facility in Concord, North Carolina, just outside of Charlotte, which basically supports this business,” said Dean. “Replenishment product usually comes in on a Tuesday, sometimes a Wednesday. One to two trucks are filled with product to basically restock for the next race.”



I wonder if the truck drivers wear blockheads on the road? You know, foam hats in the shape of engine blocks? Or maybe they just go for bucket hats.



NASCAR and the Trackside Superstore will return to Texas in April, and you’ll be able to pick up your own officially licensed bucket hat, assuming they’re still in fashion (I really hope so).



Rush Olson has spent two decades directing creative efforts for sports teams and broadcasters. He currently creates ad campaigns and related creative projects for sports entities through his company, Rush Olson Creative & Sports.

RushOlson.com

Linkedin.com/company/rush-olson-creative-&-sports

Facebook.com/RushOlsonCreativeandSports

Thursday, November 5, 2015

The Fast Track to Beer at Texas Motor Speedway

This post originally appeared on the Blotch page at the Fort Worth Weekly. To read it on their site : http://www.fwweekly.com/2015/11/04/the-fast-track-to-beer-ar-texas-motor-speedway/

S1

Drinking beer and driving your car don’t mix. Drinking beer and watching others drive, on the other hand, have long paired well together. The latter assertion is especially true when those other people drive in a contained environment and race each other at a really high rate of speed.

Today, we cover the Texas Motor Speedway as the third installment in our public service series about where to find beer at sporting venues of interest to Fort Worth-Dallas fans. The Fort Worth Weekly staff knows you like beer (we do, too, actually), and don’t want you wandering aimlessly trying to locate it when enmeshed in a sporting spectacle. TMS hosts NASCAR events this week and weekend, so we want you prepared as you head to the track.



Street signs reflecting the speedway’s marketing campaign declare the area “No Limits, Texas.” Speed limits may not apply on the track, but knowledge of one’s own alcohol intake limits enhances the raceday party experience. Texas Motor Speedway’s size (it swells to become the seventh largest city in Texas during a race weekend) and relatively remote location make it a little different from some other sports venues, so you really need to make sure you plan ahead for getting home safely.

Track Media Relations Manager Louis Mora notes, “We have to move 160,000 fans, workers and campers out at once, making access to the facility difficult.”

Because of the volume of traffic, post-race roads are rerouted to move in the direction of egress. Mora indicated that if you called a cab, the driver likely wouldn’t be able to reach the facility for up to a couple of hours after the race. So your best, and most affordable, option is to designate a driver in advance.

The RV culture thrives in auto racing, so if you plan ahead, you can always drive yours to the track and park it. Sleep it off in your own urban assault vehicle and go find some breakfast tacos Monday. If you’re parked in the infield area, you’ve got a couple of your own beer stands to choose from, plus a Fuzzy’s Taco Shop emplacement.

If you don’t mind dropping a bit of cash on transportation, you can arrive in a limousine. This option has the added advantage of a bar in the back where you could stock more beer. The track also has a helipad north of the speedway if you can manage to borrow or steal a Chinook or Sikorsky.



As you depart your chopper and enter one of the gates, you’ll no doubt start to think about where to find something beery to slake your thirst. The track has helpfully wrapped signs around columns reading “Ice Cold Beer.” These unambiguously indicate you have drawn nigh to a vendor who will sell you some suds.

Lincoln Engstrom is Executive Chef of Levy Restaurants’ emplacement at the track. He knows where the beer is. Engstrom said their biggest sellers are the standard domestics, as in most places. The track doesn’t have a beer sponsor, so the selection is pretty balanced. You’ll find Budweiser, Bud Light, Miller Lite, Michelob Ultra, and ZiegenBock cans at 18 different concession stands. You can add the official beer of NASCAR, Coors Light, to the stands by sections 107, 115, 131, 143, 414, 419, and 429.

Note to brewers : the brewskis sponsorship category is indeed available and I can tell you who to talk to. Let’s meet up for a beer (your treat) and I’ll clue you in. You could have a huge freaking sign, some clever scoreboard features, and a leg up on pouring rights before the next dirt track race.

A small number of drivers have beer sponsors from the big breweries, so if you want to choose your consumables based on your support for Kevin Harvick (Budweiser, switching to Busch in 2016) or Brad Keselowski (Miller Lite), you have that option.
If a drinker wants to expand her selection beyond the norm, she can find Shiner, Corona, and Angry Orchard at portable carts by sections 115 and 414. The true beer oasis, however, appears by Gate 4, near the start/finish line.



“The real beer star is the local beer tap wall,” said Engstrom. “That gives you the full gamut. You’ve got an IPA, you’ve got blonde, we’ve got a couple lagers in there.”
“Levy Restaurants, as a premium food service provider, is kind of trying to stay on top of trends,” he said. “That’s kind of the biggest growing category is these craft brews.”
At the Local Texas Craft Beers tap wall, you’ll find the above-mentioned Budweiser, Bud Light, Michelob Ultra, and ZiegenBock. You’ll also find an assortment of Texas brews in a variety of styles:

• ZiegenBock Dungskier (Houston)
• Audacity Sunset Vienna-Style Lager (Denton)
• Deep Ellum Dallas Blonde (Dallas)
• Franconia Lager (McKinney)
• Grapevine Lakefire Rye IPA (Grapevine)
• Karachi Hopadillo (Houston)
• Nine Band Cactus Cat Kolsch (Allen)

They come in a 22-ounce souvenir cup and cost $12 (regular domestics run $7 or $8). Engstrom’s team selects the beers through tastings and consultation with vendors.

An advertising landmark might help you remember how to find the craft beer stand. Whether you find it awesome or politically incorrect, the nearby Miss Sprint Cup sign is certainly memorable and could speed your successful return to Gate 4’s location.
I always feel it’s important to check what plans a sporting venue might have in place for ensuring they don’t run out of beer.

“We do projections way ahead. In the concessions area in particular, we will overstock, almost by a hundred percent,” explained Engstrom. “We’ll have trucks sitting on property, refrigerated trucks that have beer sitting there so that never happens.”

You can actually take personal responsibility for not running out of beer, as TMS allows you to lug in your own cooler. Few venues allow fans to bring in outside food and beverage of any kind, and almost none allow one to bring alcohol. That means it’s a special privilege – don’t abuse it and ruin it for the rest of us. Do not bring glass of any kind in that cooler. It needs to measure no more than 14″ x 14″ x 14″ and you can’t bring your own alcohol to the suite level, Victory Lane Club or in the Village of Champions.

Here’s a fact beer drinkers will appreciate: the speedway boasts capacity for 200,000 spectators. That means, as Engstrom points out, “We have bathrooms for 200,000 people,” even if not that many fans show up for, say, a truck race. As long as you don’t all head for the same loo, you should find manageable lines.

Whatever kind of beer you end up recycling, TMS policy allows freedom of movement within most areas of the speedway, and fans with any sort of ticket can access any of the craft or big-name brewery beer options. Just don’t try to drive after drinking a lot of it – at TMS, it makes sense to leave the driving to the professionals.



Rush Olson has spent two decades directing creative efforts for sports teams and broadcasters. He currently creates ad campaigns and related creative projects for sports entities through his company, Rush Olson Creative & Sports.

RushOlson.com

Linkedin.com/company/rush-olson-creative-&-sports

Facebook.com/RushOlsonCreativeandSports