By Michael Swanger

Lucky for the $60 million Iowa Speedway, Craig Armstrong missed his calling as a preacher. With arms flailing and his voice reaching a fevered pitch, the track’s vice president and general manager preaches the gospel of racing to an audience gathered in Des Moines for Drake University’s “Let’s DU Lunch” with the kind of enthusiasm that would be the envy of an ordained minister.

Forget fire and brimstone, let’s talk about the magic that happens when rubber meets pavement and corporate sponsors excite fan loyalty. Call it the green light district — a place where the need for speed generates hot laps and fast-moving billboards.

Selling the Newton-based Iowa Speedway, a.k.a. “America’s Place to Race,” to industry insiders and racing fans is preaching to the choir. Drivers and fans appreciate the finer points of the 25,000-seat, 7/8-mile oval “Rusty Wallace Signature Series” track created by retired NASCAR legend Rusty Wallace — the industry’s first driver-designed speedway. They speak the language, spend their weekends worshipping at the church of NASCAR [National Association for Stock Car Auto Racing] and are among the 85 to 90 percent of all racing fans who are brand loyal.

Armstrong, however, is more interested in jump-starting the engines of non-race fans in hopes they will join the ranks of America’s fastest-growing spectator sport. It’s a curious crusade, he admits, considering Iowa has more actively successful race tracks per capita than any state in the country and it is second only to Pennsylvania in the number of tracks — by one — “making Iowa the racing-est state in the union.”

“It disturbs me that most people in our industry have heard great things about us, but not enough Iowans have heard of us,” he tells the audience. “I want to impart to our fellow Iowans that we have one of the finest motor sports facilities in the world. All we ask is that you give us a try. Come out and take a look.”

A self-proclaimed lifelong advocate of racing, Armstrong knows a thing or two about launching a track. He served as general manager of Portland Speedway — a NASCAR Weekly Racing Series short track — for 15 years. He also worked as general manager of the National Hot Rod Association at Atlanta Dragway and managed various racing projects in Georgia. In 2005, he joined South Georgia Motorsports Park, assisting with its start-up. He says the Iowa Speedway is the best he’s worked for.

“Besides the fact the track is fast, and fan- and driver-friendly, it’s centrally-located and easy to get to thanks to Interstate 80 and a nearby airport,” he says. “It’s an hour and 40 minute flight from Charlotte, North Carolina, [home to some of the best drivers in the world] to Newton. Drivers can fly up for a day and be home for dinner with their wives.”

On Saturday, Iowa Speedway kicks off its first full season with the Grand AM Cup/KONI Challenge where “everyday cars” (modified high-performance sports cars, coupes, sedans) go straight from the showroom to the track so fans can see what a professional driver can do in a car they might own. The track opened last fall for a handful of races and concerts, but the buzz about the first full season is increasing, especially now that the speedway will host its first NASCAR event on May 20 — the NASCAR Grand National East-West races.

To add to the hype, speedway officials announced that Kevin Harvick and Mark Martin — the top two finishers at this year’s Daytona 500 — would race in Newton this year. Harvick will compete in the NASCAR Grand Nationals on May 20 and Martin will drive in the Grand American Rolex Sports Car Series race July 13.

“To have two NASCAR greats like Kevin and Mark here in Iowa really puts us on the map,” says Andy Vertrees, chief operating officer at Iowa Speedway who helped Wallace design the track.

In addition to Harvick and Martin, a trio of top female drivers will add to the excitement by racing in Newton in 2007. They are Danica Patrick [the darling of the IndyCar Series], as well as Sarah Fisher [who became the third female to race in the Indianapolis 500] and Milka Duno [the first woman to win a major international sport scar race in North America, capturing the Grand Prix of Miami].

“They’re great racecar drivers and the fans love them,” Armstrong says.

Big name drivers and a festive atmosphere, including post-race country music concerts by artists like Aaron Tippin and Blake Shelton, are sure to attract casual and loyal fans, Armstrong says. There are even various levels of season memberships, including a $2,000 lifelong membership into the Newton Club, which includes good seats, access to a clubhouse and other perks. Fans can also get behind the wheel and enroll in driver’s schools by Richard Petty and Frank Kimmel, a fantasy camp of sorts for diehard fans.

But nothing sells the track better than its fast-paced action, Armstrong says. He credits Wallace for his attention to detail in designing the track and combining the best parts of the Richmond International Speedway in Virginia and Bristol Motor Speedway in Tennessee.

“It allows for lots of passing and wheel-to-wheel action,” he says, “and every seat in the house is so good you don’t need field glasses. Every time Rusty came to town we thought it would cost another $100,000, but thank goodness he had the commitment to make it the best track it could be.”

One reason the track is fast is because Wallace installed a Safer Barrier system reinforced with a steel core that absorbs energy and protects the drivers. The system gives the drivers more confidence to be aggressive in the turns [in racing they call a driver’s concentration “up on the wheel”], which translates into more action for the fans. “If they’re not thinking of getting hurt they’ll stand on the gas and go for it,” Armstrong says. “That’s what we want.”

Officials say they also want big-time NASCAR events to come to Iowa. Armstrong says it’s the most frequently asked question he fields when he’s traveling the Midwest promoting the track.

“There are no dates available for the Nextel Cup Series. They’re gone,” he says. “But the real possibility exists that in the next couple of years we’ll have NASCAR events like the Craftsman Truck or Busch Series races.”

Nonetheless, network television is interested in the Iowa Speedway — the first track to use Treadcams, tiny cameras installed on the track. ABC will broadcast live the NASCAR Grand Nationals on May 20 and Armstrong says tape-delayed races will be shown on the Speed Channel.

That kind of national attention is what racetrack and city officials are looking for to not only make Iowa Speedway a tourist destination, but to spark Newton’s economy. Though the track can’t offer the same number of jobs and competitive wages to the town’s thousands of displaced Maytag employees — the last of which will be out of work this fall when Maytag closes its last operation in Newton — everyone hopes it will help create a more diversified economy in Newton by being open at least 200 days a year.

Talks of a 300-room hotel/waterpark and a conference center abound, as do rumors of national retailers and chain restaurants. Already, plans for a Love’s travel plaza and two restaurants yet to be named have been approved. Officials with the Newton Development Corp. estimate that the total investment in the development will be about $70 million and that the speedway will draw 60,000 to 100,000 tourists each year.

“It’s my favorite subject to talk about,” says 36-year-old Newton Mayor Chaz Allen, a lifelong racing fan. “On May 9, 2006, I was having dinner with Rusty Wallace talking about what the track will bring to Newton. Later that night, I got a call from Whirlpool saying it was closing the facility. That’s the roller coaster the town has been on. But from that day forward, the community has responded positively.”

It hasn’t always been smooth sailing for the Iowa Speedway, following a series of starts and stops dating back to 1998. But thanks to the collaborative efforts of Stan Clement [who swayed developers to build in Iowa, not Illinois], the Manatt family [whose Newton-based construction company bankrolled $40 million for the track], the Iowa Legislature [which passed Iowa’s first-ever sales tax rebate to provide up to $12.5 million] and the City of Newton [which provided more than $15 million in infrastructure and incentives], the speedway is a reality.

“Now I understand why most proposed speedways never get built,” Clement said in a statement last fall.
Newton native Dennis Farland, 63, is a good example of how Newton residents are responding to a post-Maytag world. He retired from Maytag last year after 20 years on the factory floor and now works part-time in security on pit road at the Iowa Speedway. In his youth, Farland raced motorcycles on weekends, but says the Iowa Speedway is nothing like he has ever seen.

“The last year has been very stressful and I didn’t think I’d be able to settle in as easily as I have,” he says. “It will never replace Maytag, but it proves for some of us there’s life after Maytag, and I think it will bring lots of things to Newton. The people are great to work for and the track is like a mini Daytona or Indy 500. It’s awesome.”

Jane Morrison, 79, of Newton, may not fit the bill of your typical race fan, but she agrees with Farland. Morrison watches NASCAR every weekend, has attended the Indianapolis 500 and has Iowa Speedway season tickets. “I like the action and the speed,” she says.

What’s good for Newton is good for Iowa, track officials say. That’s why Armstrong continues to tour the lecture circuit, selling the track to anyone who will listen to him.

“I realize we’re one facility in a state of three million people. Not everybody’s going to know about us,” Armstrong says. “But once they do, they’ll be impressed. All they have to do is give us a try.” CV

Track facts
Location: 3333 Rusty Wallace Dr., Newton, U.S. Interstate 80 at Exit 168
Contact: (641) 791-8000, www.iowaspeedway.com
Track designer: Rusty Wallace
Road course designer: Alan Wilson
Size: 7/8 mile Tri-Oval
Width: 60 feet with 20-foot apron
Banking: Turns 12-14 degree compound banking, front stretch 10 degrees, back stretch 4 degrees
Road course: 1.3 miles, 40-foot wide
Other: Only course in the world with new-age SAFER Barrier System around perimeter of the track. Turns similar to Turn 3 at Infineon Raceway and Turn 4 at Watkins Glen.

Facilities
Garages: Built for 50 competitors with year-round facility use.
Suites: 28 outside the track.
Newton Club: Designed for up to 2,000 patrons and year-round indoor use.
Grandstands: 25,000 permanent seats. Section 404 is a family section (no smoking, no alcohol).
Concessions: Five permanent and satellite vendors.
Camping: 105 motor home spaces plus additional campgrounds on site. Season pass, $2,500, includes electric hookups, four tickets and exclusive backstretch view. Single event sites might be available after Saturday.
Parking: Free. Approximately 9,000 on-site spaces.
Gift shop: (641) 791-8024, www.iowaspeedway.com
Other amenities: Corporate Hospitality Village for businesses to entertain guests, media facility, tire building, Infield Care Center with adjacent helipad, maintenance building and administration building (ticket offices, staff offices, gift shop).

Tickets
Season tickets: $199-$299
Single event tickets: $10-$75
Fan/pit passes: Fan Walk ($10),
Cold Pit ($35-$75)
Newton Club membership: One-time fee $2,000 includes premium seats, access to clubhouse, infield passes, full food and beverage service, access to VIP events.
How to buy: Call ticket office (866)-RUSTY-GO or Ticketmaster 243-1888. Group tickets call (641) 791-8100.

Driving schools
Frank Kimmel Racing School: May 26-30. $119-$2,995. Call (503) 519-4115 or visit www.ChrisEvansInc.com
Richard Petty Driving Experience: June 28-30, July 1, Aug. 8-12. $99-$2,999. Call 1-(800)-BE-PETTY or visit www.1800bepetty.com

Public off-season track testing
Price: $5,500 for two cars,
$1,500 for each additional car
Times: Garage opens at 7 a.m. Track goes “hot” 9 a.m. – 5 p.m. $750 per additional hour. Night lighting,
$500 per hour.
Fuel: Sunoco 110, $6.50 per gallon, Sunoco 112, $7 per gallon
To schedule: Call Gale Nungesser,
(641) 791-8032

2007 schedule
Legend Series — Held most weekends through Oct. 21, these 5/8 scale cars are fast and fun to watch.

Drag Race — No traffic lights, speed limits or cops. Held most weekends through Oct. 26, anyone with a valid NHRA license and Iowa driver’s license can compete. Call (641) 791-8023.

Saturday, Grand Am Cup/KONI Challenge — “Everyday cars” (modified high-performance sports cars, coupes, sedans) go straight from showroom to track so fans can see what a professional driver can do in a car they might own. Gates 8 a.m. Race noon.

May 5, USAC Triple Crown — Three classes of cars (Midgets, Sprint Cars, Silver Crown Cars) compete. USAC’s first visit to Iowa Speedway in 2006 saw plenty of speed and records shattered. Silver Crown Cars have boasted champions like Jeff Gordon and Tony Stewart. Gates noon. Race 3 p.m. Post-race concert by country music singer Blake Shelton.

May 19, ASA Late Model Challenge Super Trucks — Celebrating its 50th anniversary season, ASA prides itself on grooming prospective racing stars as they make their way up the proverbial racing ladder. Three recent ASA champions — Stephen Leicht, Kelly Bires and Landon Cassill — have moved on in the past two years from the ASA Late Model Series to the ranks of NASCAR. Gates noon. Race 7 p.m.

May 20, NASCAR Grand National East/West — NASCAR’s inaugural event at Iowa Speedway is sure to be a highlight of the season as NASCAR West Series and Busch East Series visit Iowa Speedway for a 200-lap clash offering the best of both teams. Drivers race cars similar to NASCAR Busch Series stock cars in hopes of advancing to NASCAR events like Craftsman Truck Series, Busch Series and NEXTEL Cup Series. Gates 9 a.m. Race 3 p.m.

June 2, Prairie Meadows 250 — ARCA RE/MAX Series is a high profile, fast-paced, nationally televised stock car racing series with stars like eight-time series champion Frank Kimmel. ARCA features same powerful cars as the NEXTEL Cup and is becoming a fan-favorite at Iowa Speedway for its thrilling races. Gates noon. Race 8 p.m. Pre-race concert by country music singer Aaron Tippin.

June 22, IndyPro Series Qualifying and IndyCar Series Practices — Driver development series for future IndyCar drivers. Gates 9 a.m. Qualifying begins 1:15 p.m. IndyCar practice 2:30 p.m.

June 23, IndyPro Series Main Event and IndyCar Series Qualifying — More qualifying rounds for drivers hoping to compete in Indy events, which are some of the fastest and most competitive racing series on the planet. Gates 9 a.m. Indy Pro race 4 p.m. IndyCar qualifying 5:15 p.m. Post-race concert by classic rockers Three Dog Night.

June 24, Iowa Corn Indy 250 — A leader in motor sports technology, the IndyCar Series is the first racing series to power its engines on 100 percent fuel-grade Ethanol. Gates 9 a.m. Race noon.

July 13, Daytona Prototypes — Daytona Prototype division is fastest-growing auto racing class in the world and features international and American-made high-performance sports cars and coupes. Gates noon. Race 8 p.m.

July 14, MOTO-ST Endurance Motorcycle and Grand American Rolex Sports Car Series — Endurance is truly the name of the game in MOTO-ST events as teams of two or three riders compete in events that require driver changes at least once during a race. The Rolex Sports Car Series is leading a resurgence of major league road racing in North America. Gates 9 a.m. GT Series 1 p.m. MOTO-ST race 6:30 p.m. Post-race concert by country music group Lonestar.

Sept. 22, USAR Hooters Pro Cup Series — United Speed Alliance Racing (USAR) Hooters Pro Cup Series is short track stock car racing at its best. The cars are similar to a NASCAR Busch Series car and the series is a place where young drivers cut their teeth against some of the best short-track drivers in the country. Brian Vickers and Jon Wood honed their skills in the Hooters Pro Cup Series. Gates noon. Race 7 p.m. Pre-race concert by country music singer Craig Morgan.

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