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Nov. 7, 2011 /PRNewswire/ -- Dale Jarrett Racing Adventure, Inc. (OTC Bulletin Board: DJRT), a "Full Throttle" lifetime experience company, announced today that it has entered into an agreement with Las Vegas Motor Speedway, a subsidiary of Speedway Motorsports, Inc. (NYSE: TRK), and will establish a western operations hub in
Las Vegas, effectively opening up markets in the western half of
the United States. The agreement commits 34 event dates to the company throughout 2012. This represents a 50% increase over the company's entire 2011 schedule and boosts the company to over 100 annual event days for the first time in its history.
Commenting on the development, CEO
Tim Shannon said, "We are particularly pleased to be announcing our expansion into
Las Vegas with a second operations hub. We've been working for years to make this move but have been unable to secure the event dates because of a long standing exclusive contract between Las Vegas Motor Speedway and our primary competitor. We're gratified that LVMS management has seen the advantage of allowing us to bring our superior program to
Las Vegas and to compete in what is arguably the best market in
the United States.
"In addition to developing the
Las Vegas market,
Glenn Jarrett, who will be running our western hub, will also be able to expand the Racing Adventure into two other major markets,
According to Forbes Traveler,
Las Vegas is the second most popular tourist destination in the nation with 30 million visitors annually, behind only
New York City. The Las Vegas Visitors and Convention Authority reports that 20% of the visitors in 2010 attended other paid attractions outside of casino based activities and shows. This pegs our initial potential customer base at approximately 6 million visitors per year. We intend on working closely with the hotels and casinos to develop packages that will allow us to capture a growing segment of that market in the coming months and years. This is one instance where what happens in Vegas won't stay in Vegas... it'll show up on Dale Jarrett Racing Adventure's bottom line.
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