On Friday, February 17th, a flurry of activity within the IndyCar racing community signaled the countdown to the Indianapolis 500. In a mere 100 days, drivers, teams, media personnel, and fans will flock to the Indianapolis Motor Speedway, like a migration of birds returning to their homeland. No doubt, it is an exciting time for the community – especially local business owners.

The commencement began with members of Penske Entertainment and Cummins volunteering their time at Gleaners Food Bank. In a tweet, Indianapolis Motor Speedway commented, “Without our community, this isn’t ‘The Greatest Spectacle in Racing.’” Afterwards, Roger Penske unveiled a commemorative brick recognizing four-time winner Helio Castroneves. The festivities continued as race fans were privileged to driver appearances, an autograph session, photo opportunities at the Yard of Bricks, and more at the 100 Days Out Party at IMS. Attendants were also given the first glimpse at the marketing campaign video for the 2023 Indianapolis 500.

Indianapolis 500 Gives Local Businesses Opportunity to Capitalize on Niche Marketing

Apart from generating crowds upwards of several hundred thousands, the culture of the IndyCar racing community and the Indianapolis 500 give local businesses enormous potential to encourage patronage and brand awareness. Few cities have a phenomenon like the Indianapolis 500. In many ways, it is a marketing opportunity akin to Christmas. In an interview with Fox59, Donna Cozad, a member of the team at Dawson’s on Main, mentioned, “A lot of our regulars make the outsiders, as we call them, feel very welcome here. So our community plays a big role in our success.” There are opportunities abound for local businesses that are able to cater to the crowds and committed fanbase of the Indianapolis 500.