'The Party Is Still Here': Talladega Tops 2019 Ticket Sales Ahead Of Big Return To Form

TALLADEGA, AL — Sunday will mark 890 days since Talladega Superspeedway last hosted a NASCAR cup race in front of a capacity crowd. But after nearly two years of uncertainty due to the COVID-19 pandemic, track officials are expecting the approaching weekend to be one of the most well-attended events to date.

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Patch caught up with Talladega Superspeedway President Brian Crichton ahead of the weekend to get a better idea of what fans can expect for the track's big return to form, as NASCAR looks to improve its appeal as it reemerges from the pandemic.

"There's so much excitement and so much passion for us opening 100% and we're trending higher than we did in 2019," Crichton told Patch in an interview Wednesday. "We loaded in some of our outside campgrounds starting on Monday, but had campers lined up last Wednesday who were here five days in advance. All of our sales trends are higher ... we have 2,800 reserved RV campsites in [the infield] and those pretty much sold out. So we're expecting a huge crowd, pushing up over 100,000 people when you count grandstands and all of the surrounding campgrounds."

The buzz around Talladega Superspeedway is a welcome feeling for many ahead of the race weekend following nearly two years of uncertainty. This is in tandem with NASCAR as a whole seeing its popularity diminish over the years.

There has been extensive reporting on declining attendance and viewership for the sport and its largest events, as one pre-pandemic report from Forbes noted in 2018. And on top of the sport's image problem, the ongoing COVID-19 pandemic has done little in the way of helping fill grandstands.

While Talladega is historically tops among the most-watched races for NASCAR along with the likes of the Daytona 500, criticism of the sport has been leveled at its lack of fan participation and engagement as the root cause for empty seats and low television ratings.

As the big race approaches on Sunday, though, the excitement was apparent in Crichton's voice as he described plans for the track's big return to normalcy — one that he hopes will signal a rebirth for the sport and provide the potential hook for the next generation of NASCAR fans.

'The Party Is Still Here'

Some criticism of the NASCAR fan experience as a whole has centered on the sport becoming more political than it ever has been, coupled with a departure from its gruff, rowdy past in favor of a more family-friendly, new-age environment. Gone are the days of Talladega favorites like Davey Allison and Dale Earnhardt, as traditional fans seem to have more difficulty connecting with flashy millennial drivers than they did with their predecessors.

While other racing venues may be shuffling to change with the times, Crichton argues that Talladega will continue to offer the same experience 'Dega Diehards have come to love, while also having a wide range of offerings for families and all of the other groups in between.

He did concede, though, that there seems to have been a generation that was missed over the last 20 years as the sport's popularity waned, presenting a gap that track officials are continually work to bridge by expanding its allure.

"We still cater to every group that wants to be out here," he said. "We still have Talladega Boulevard and it's still a party area inside of there. While I would absolutely agree it's calmed down a lot, the party is still here. We also have alcohol-free campgrounds, scout campgrounds, family campgrounds. We're trying to expand the fan base here at Talladega, but still make sure we’re not leaving the core Talladega fan behind and providing that unbelievable experience to them, as well."

Crichton said visitors on Friday will be treated to the track's first-ever rodeo hosted in the infield, which will be free to ticket-holders. Dubbed “Ride the Lightning,” the event will feature bull riding and bull fighting.

"Also, on Friday night, we'll have a fireworks show for the first time," Crichton said, pointing out the spectacle will last 10-12 minutes and be visible within a wide radius of the track. "It's something for all of the fans and all of the campgrounds that surround us. We wanted something for everyone to be able to enjoy."

Crichton also confirmed the return of another race weekend tradition, as country music star Dustin Lynch will headline the Saturday night concert in the infield, with Alabama native and Nashville recording artist Tim Dugger opening the show. The infield concert was put on hold in 2020 due to COVID-19 attendance restrictions.

"But we did roll around concerts this past April, where we kind of went old school and put a band on a trailer and put it behind a pickup truck with a sound system and some lights and would stop at certain locations and play three or four songs and then roll around to the next location," Crichton said. "We plan to do that again this Friday."

One longstanding tradition, however, will once again be put on hold as Crichton confirmed The Big One on the Boulevard would not take place. The annual parade features NASCAR drivers on floats making their way down Talladega Boulevard in the track's infield, culminating in events and games for the drivers and fans to enjoy.

"Because of the race schedule this weekend and cup drivers just coming here to race — they’re not practicing or qualifying — we had to put that one on hold because it's really just about the drivers," he said. "But we hope to bring that back in 2022."

Another offering for fans aimed at boosting appeal can be seen in the $35 million Talladega Garage Experience, which puts fans under the same roof in garages as NASCAR teams in an effort to provide a more interactive experience.

"It immerses the fan into the sport like never before," Crichton pointed out. "Victory Lane is a part of it, there's a kids playground and we have family value pricing in there ... We're gearing it back toward the family."

The YellaWood 500 will begin at 1 p.m. central and will be broadcast on NBC.

Be sure to follow Patch for more coverage from the race weekend.

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