ISC expecting difficulties with ticket sales for 2008

International Speedway Corp. had less-than-expected admission revenues from Martinsville Speedway two weeks ago and is anticipating a challenging environment for ticket sales the rest of the season, according to comments made during a conference call with financial analysts Wednesday.

ISC’s overall prerace ticket sales are behind in the “high single-digits" from last year, ISC Chief Operating Officer John Saunders said. While ISC has changed the timing of its renewals that could affect prerace sales, Saunders said that fans also are deciding later to buy tickets.

In order to boost ticket sales, ISC has kept many of its ticket prices comparable, offering more payment plans and increasing camping areas.

“Our trends right now are down," Saunders said. “It’s no secret what’s happened in the economy and particularly this downturn is consumer driven.

“It’s something that hasn’t happened at this level in decades."

Saunders also said ISC might need to spend more in promotions and advertising. Even if ticket sales are slow a month before the event, it is difficult for tracks to scale back on plans because of the potential of more fans buying tickets in the days leading up to the event.

“If people are purchasing their tickets closer to race day, it’s hard for us to change our cost structure that far out," ISC spokesman Wes Harris said. “We want to continue to have a premium experience."