Las Vegas Motor Speedway has been chosen as the recipient of the 2018 NASCAR Drive for Diversity Track Award.
The award is being given in recognition of the track's demonstrated support of programming to engage with a multicultural fan base and identifying and activating programming with staff backing and track assets. LVMS representatives received the award at the 11th Annual NASCAR Drive for Diversity Awards at Daytona International Speedway on Thursday morning.
"This is a highly prestigious honor, and we are humbled to be selected by NASCAR to receive the Drive for Diversity Track Award," LVMS President Chris Powell said. "Through specific marketing and outreach initiatives, we've made great strides toward expanding our reach throughout the Latino community. We're committed to continuing this effort and maintaining an integral presence in all areas of our diverse fan base, and we're excited about 2018 and beyond."
LVMS has embraced the Hispanic community through its marketing efforts through involvement with Latino business chambers and participation in Hispanic cultural events. The track has formed a strategic alliance with NASCAR's Hispanic marketing department and Hispanic influencers who attend races and share their experiences with their followers.
In addition, LVMS also has activated outreach initiatives with Monster Energy NASCAR Cup Series driver Daniel Suarez and has noticed an increase in purchases in Hispanic areas, as well as a more diverse audience at its events.
LVMS' first tripleheader of the year begins on Friday, March 2, with Stratosphere Qualifying and the Stratosphere 200 NASCAR Camping World Truck Series race, continues with the Boyd Gaming 300 NASCAR Xfinity Series race on Saturday, March 3, and concludes with the Monster Energy NASCAR Cup Series Pennzoil 400 presented by Jiffy Lube on Sunday, March 4.
Various ticket packages, fun extras and special-access passes for LVMS' first NASCAR weekend of the year are available at www.lvms.com or by calling 1-800-644-4444.
