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International Speedway Management Discusses Q2 2012 Results - Earnings Call Transcript

Stocks in this article: ISCA

Now, we are not waiting for the trends to reverse course to make strategic decisions to grow our business. We are moving forward with numerous initiatives to drive consumer sales. We can't stress enough the importance of getting guests to the live event. Aside from the positive impact to consumer-related revenues, it supports both corporate sales and influences the long-term health of TV media rights fees.

We are actively targeting the next generation of fans through integrated promotions, which include education on the sport with introductory fan experiences. Also, we are aggressively outbound prospecting on group sales. All of this is being supported by increased levels of consumer research, leveraging technologies such as mobile websites and event apps and highly segmented promotional campaigns, just to cite a few examples.

We believe improving the overall guest experience at our motorsports events will drive interest and conversion. More comfortable seating, upgraded and expanded restrooms, additional points of sale, leveraging audio and visual experiences with greater social connectivity, all are focus areas to enhance the fan experience to build retention.

Targeted improvements at our motorsports facilities to enhance the guest experience will further support growth. We are in the process of reviewing highly impactful projects that would necessitate an increase in CapEx.

Just this past week at Daytona, we filed with the city a Planned Master Development application, which is the first step in the pursuit of potential redevelopment projects at the World Center of Racing. While many aspects of the projects are yet to be determined, such projects could include a complete overhaul of the entire frontstretch grandstands, creating a world-class motorsports entertainment facility including features such as new seats, suites and guest amenities, as well as new entry points, improved fan conveyance and a redesigned midway for elevated fan engagement. Our filing is only the first step in a long process, and there are still many unanswered questions that could impact or even derail this initiative. Multiple internal and external factors will influence the economics and project feasibility. Construction design and cost must still be scoped. All of these and much more must be addressed before final approval.

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