A study and recommendation on broadening the age demographics and increasing the youth fan base at the Indianapolis Motor Speedway

Abstract

Since its beginning in 1909, the Indianapolis Motor Speedway (IMS) has developed a legacy for itself in the world of racing and motorsports. Despite the IMS's current and past success, they could potentially face obstacles in the near future due to the aging demographics of their fan base, likely resulting in a decline in ticket sales. The majority of the IMS's fans are made up of the older generations, and in order for the IMS to maintain relevance and continue their legacy, they must begin to consider ways to better relate to and engage the younger generations. In this study, I analyze the IMS's current situation and develop a marketing plan proposal for the IMS to implement in hopes of increasing awareness and engagement among youth age 4-34, therefore increasing ticket sales in younger fans and creating longevity for the company.