Memorial Day weekend showcases controversial racing mogul's empire

CONCORD, N.C. — Fifty years ago, motor sports promoter Bruton Smith built a 1.5-mile speedway on the outskirts of Charlotte, N.C., creating a magnet for racing fans and lightning rod for controversy.

The opinionated Smith talked NASCAR into letting the track host a 600-mile race and to compete on Memorial Day weekend with the revered Indianapolis 500. In doing so, the Speedway Motorsports Inc. chairman earned millions in the fast lane and opened himself to criticism for relentless self-promotion.

As Lowe’s Motor Speedway prepares for its golden anniversary race tonight, Smith, 82, still has a legion of critics, who only begrudgingly acknowledge his success in fighting tough economic conditions and a fiery relationship with NASCAR.

The Coca-Cola 600 has surpassed the Indy 500 in television ratings. The track complex, built on 2,000 acres just off Interstate 85 northeast of Charlotte, includes a state-of-the-art dirt track and drag strip, turning Concord into the self-proclaimed Motorsports Capital of the World.

“No one expected the 600 to be so big, not even my father,” said Marcus Smith, president of Lowe’s Motor Speedway. “I am proud of my father for the guts and fortitude it took to put everything on the line to build this speedway.”

Smith’s enterprises helped put this city of 70,000 on the map and drew hundreds to the area to work in auto-racing related enterprises. It has enjoyed millions in economic benefits from Smith’s businesses and NASCAR teams’ relocation to the mecca, but the road to prosperity has been rocky. Local politicos and residents frequently clash with Smith over his ambitions.

“Nothing comes easy,” Marcus Smith said. “My dad loves what he does, and he’s always challenging himself. He’s learned a lot through hard work and trial and error.”

Smith’s critics figured he was “out of his mind” 50 years ago, when he and business partners sought permits to build the track, Marcus Smith said. They thought they had proof when the Concord speedway venture went sour and quickly forced the motor sports huckster into Chapter 11 bankruptcy.

Undaunted, Smith made a fortune as owner of auto dealerships nationwide. He regained control of the track in 1975, and in partnership with former track General Manager Humpy Wheeler, Smith and the speedway became known for outrageous promotions and fan comforts.

“We are here celebrating 50 years of racing,” Bruton Smith said Saturday. “Lowe’s Motor Speedway has become the crown jewel of racing. Was it easy? No. It wasn’t easy. Would I go back through it again? No. Not for anything. But we worked hard, and here we are 50 years later.“

The Coca-Cola 600 soared with NASCAR’s popularity and Indy-car racing’s slide in the 1990s. Drivers consider it one of the four major events of the Sprint Cup season with the Daytona 500, Darlington’s Southern 500 and Indianapolis’ Brickyard 400.

“This is one of the biggest weeks in motor sports,” said four-time Sprint Cup champion Jeff Gordon. “The trophy looks nice, and history makes it look even sweeter.”

For the 50th anniversary race, thousands started pouring into the area last week for the Sprint All-Star Race. Most stayed, and many others followed, to watch Thursday’s Sprint Cup qualifying, Friday’s World of Outlaws race at The Dirt Track, Saturday’s Nationwide Series race and tonight’s Coca-Cola 600.

Economic woes have slowed ticket sales some tracks. Vendors are selling less merchandise. Race teams are having trouble attracting sponsors. TV ratings are down for NASCAR by 11.5 percent compared with the first 10 races of last year. One vendor estimated his sales of souvenirs were off by more than half.

“Frivolous spending has calmed down,” merchandiser Tony Richardson told the Independent Tribune, the track’s hometown newspaper in Concord/Kannapolis. “People realize they’ve got to watch their money. Everybody’s feeling it.”

Despite the downturn, Marcus Smith said he expects to announce the Coca-Cola 600 as a sellout this afternoon. The track seats 140,000. And the Cabarrus County Regional Chamber of Commerce estimates the last two race weeks of May will pour $150 million to the local economy.

“This is especially fun since some thought we could not do it,” Marcus Smith said. “This track has a loyal fan base.”

The loyalty has been tested by Smith’s acrimonious relationship with Concord and Cabarrus County. The first World 600, as the race was known in 1959, was delayed a month because of construction delays.

Last year, Smith said there was a 90 percent chance he would move Lowe’s Motor Speedway if the city did not allow him to build zMAX Dragway on his property. The city was concerned about noise and traffic. Without approval, Smith said he would leave, raze the track and sell the property piecemeal.

The city, county and Smith came to an agreement, providing Smith with $80 million in incentives to build the drag strip and make improvements around Lowe’s Motor Speedway. The state renamed a one-mile street leading from I-85 to the track Bruton Smith Boulevard.

When the economy soured in late 2008, Smith attempted to renegotiate. He wanted to be repaid for improvements over three years instead of 40. He asked to eliminate a requirement for him to invest $200 million in the next three years to improve Lowe’s Motor Speedway. He also wanted to delete requirements that he operate the drag strip for at least 40 years and hold at least three major NASCAR races at the speedway.

“When elected officials, business leaders and large employers work together in such a dynamic environment to enhance an economic engine,” Cabarrus Regional Chamber President and CEO John S. Cox said, “there will always be tension. Part of my job is to help folks focus on making the tension healthy.

“With that being said, with no motor sports in Cabarrus, we’d be looking for a brand new economic stem cell from which to grow a new economic future.”
Pee Dee race fans were left wondering about the future in 2004. One Sprint Cup race was taken from Darlington Raceway and given to Western tracks. Some blame Smith, who favored giving Phoenix, Las Vegas, Dallas and Fontana, Calif., two races annually at the expense of traditional NASCAR venues such as Darlington.

“When one of the two races went away in 2004, there was speculation about Darlington closing its doors,” Darlington Raceway Director of Public Relations Jake Harris said. “People rallied around the race track. There’s a lot of pride in the Pee Dee and in South Carolina for Darlington. We sold out for races in a row and just missed having a sellout this year.”

The Southern 500 tradition compares favorably with the Coca-Cola 600. They both have legions of loyal fans. But both have been criticized for being too long. Darlington’s “Too Tough to Tame” track slows down drivers with multiple wrecks and caution flags. The Coca-Cola 600 lasts five hours and comes with stretches of pure boredom for racers and fans..

“The 600 is too long if you run 600 miles every week,” former Sprint Cup champion Jeff Burton said. “It’s cool, special to have it once a year. It’s important the series have a race longer than the other ones.”

If nothing else, Smith and NASCAR have made history, stirred controversy and provided memories 50 years. Fans posted their stories about the Coca-Cola 600 on the soft-drink maker’s Web site earlier this year.

“My brothers and I live in three different states,” wrote South Carolina resident Darrell Compas, who will be attending his 11th Coca-Cola 600 tonight. “We have always gotten together in late May to enjoy camaraderie and the race.

“During the years, we may have not gathered for Christmas or other special events, but we always make our late May trip to the Coca-Cola 600 to visit and watch the race.”

—Regional editor James Bennett can be reached at (843) 317-9250.