BROOKLYN, MI (WLNS) – It’s a family affair at MIS. Young and old alike are taking part in the racing, food vendors and now country concerts.
Believe it when they say it’s intentional.
“We’re looking to attract millennials to get them interested in racing, get them interested in the track and let them see all that we have to offer out here,” said Brad Kuhbander, Michigan International Speedway, media relations.
With Faster Horses already becoming a staple in the MIS schedule and now Keloorah, a country concert taking place just beyond turn three, it’s no wonder who their target audience is.
“Millennials like music they like festivals and they like that type of atmosphere and we thought okay let’s bring that festival atmosphere back to racing and have them intermix, and show them what you do at a festival really isn’t that different than what we do at a race track.”
It’s all about using an unexpected approach to getting young people interested in racing. Get them to the music festival and maybe you will peak their interest in the sport.
“They’re the future of NASCAR the future of racing and we really want to get them interested in the sport and get them excited about coming out here so when they start to have families they will bring their kids along.”
6 News will be at MIS all weekend long, bringing you race highlights and news from the track.