Executing NASCAR After The Lap

July 20, 2012

Since 2010, JHE Production Group Inc. has worked closely with NASCAR to produce the unique and unforgettable event, NASCAR After The Lap. The annual event held during NASCAR Sprint Cup Series Champion’s Week gives fans a never-seen-before perspective of the sport.

The 2011 unfiltered, tell-all question-and-answer session featured the top-12 NASCAR drivers and was held at Hard Rock Hotel & Casino Las Vegas on Dec. 1, 2011.

 

Send Me 2 Vegas Sweepstakes

As a means to capture data for Ford, NASCAR created the Send Me 2 Vegas sweepstakes.  

JHE served as the administrator of the sweepstakes, managed data collection, legal and more.  The website collected sweepstakes entries and hosted JHE-produced videos.

Beginning September 15, Send Me 2 Vegas launched for a robust 10-week campaign with entries accepted online and at select race tracks.

The sweepstakes wrapped up on Nov. 20, awarding Mary Ann Manna a 2012 Ford Explorer XLT, a trip for two to NASCAR After The Lap, two nights at Hard Rock Hotel & Casino and more. The sweepstakes received more than 325,000 entries exceeding 2010 efforts by more than 40%.

NASCAR After The Lap & Coca-Cola Fan Zone

After the launch of Send Me 2 Vegas, JHE shifted its attention to the event such as venue design and logistics, run of show for the hour-and-a-half live program, scripting for two hosts, organizing the Coca-Cola Fan Zone and event promotion.      

Prior to the start of NASCAR After The Lap on December 1, the free, interactive Coca-Cola Fan Zone began at noon PT with an estimated 1,600 fans enjoying 16,800 square feet of fun including The Sprint Experience; Game Show Network, Ford and Coca-Cola displays; games, concessions, and more. Logistics included load in and load out, fencing, display layout and needs and programming for four hours.

The Coca-Cola Fan Zone served as the finish line for the NASCAR Victory Lap parade requiring coordination of 12 race cars and drivers in entering the Hard Rock Hotel & Casino.  JHE managed the fans trying to see their favorite driver. To assist with seeing the drivers, JHE constructed a walk-over bridge, created an outdoor red carpet entrance and managed multiple TV crew. Then JHE and team escorted the drivers safely from their cars inside The Joint.

NASCAR After The Lap was held at The Joint, providing 80,226 square feet of space. The first and third floors were general admission tickets while the second floor was hospitality for corporate partners.

JHE was responsible for food and beverage and hospitality for five suites. Customized décor included sponsor-branded drum heads in the suites and a guitar in the red room.

Coca-Cola’s “red” room served as the private room for the 12 drivers. The room setup, branding and hospitality were managed by JHE.

For the show, producers utilized a 60 by 40 feet by five feet high stage. Ten banners were flown above the stage to create the backdrop resembling a sunburst of red and orange.

An interior red carpet was designed to allow the drivers to enter from behind the fans, walk down the center of the room, over a 12 by 4 foot specially-constructed bridge and then onto the stage.

Working closely with the lighting designer, organizers incorporated multiple moving light features throughout the show, conventional lighting fixtures, spot lights, and effects.

The 2011 Champion entered via a one-of-a-kind race car reveal. The car was hoisted onto a specially-constructed decking and tent and then driven into the venue under a confetti cloud and smoke.

As a new element, JHE incorporated funny videos into the show from VIPs and industry personalities, appearing on two large projector screens flanking the stage. They also designed custom graphics to ask drivers questions with fan tweets and Facebook posts.

Ford randomly gave away a truck thus requiring JHE to manage the legal ramifications quickly and incorporate into the show. The truck was unveiled utilizing the same entrance as the Champion.

NASCAR.com offered a live webcast which required a “plug in” to JHE’s in house video and thus streamed the event to 14,000 viewers, a 64% increase in viewership from 2010.

JHE coordinated ticketing, venue management, sweepstakes execution, event planning and more, resulting in a successful, comprehensive effort.

From Send Me 2 Vegas to the Coca-Cola Fan Zone to NASCAR After The Lap, the event was extremely successful due to the extensive behind-the-scenes work JHE did. The numbers as well as the feedback below only validate the success of the third annual event.

USA Today reporter Nate Ryan tweeted “After The Lap an unqualified success for second consecutive year. It's amazing what you learn about these guys in that setting.”  While Jeff Gluck, writer for SBNation.com followed with “NASCAR After The Lap" is awesome! Drivers just came out to WWE-style intros and Stewart drove his car into the theater!” NASCAR.com reporter David Caraviello was impressed with the driver introductions “Rock-star like introductions here at After the Lap, complete with strobe lights. Champion Tony Stewart rolls in his race car.”

NASCAR After The Lap sold out with more than 2,000 attendees, 325,000 leads generated, and $12,000 raised for The NASCAR Foundation. Marketing and public relations efforts generated more than 625 million impressions.

From a production standpoint, JHE executed the sweepstakes and event flawlessly while maintaining a fresh and creative program for the fans.

Categories:
Tags:
NASCAR After The Lap, Hard Rock Hotel & Casino, Coca-Cola Fan Zone, Send Me 2 Vegas
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