How IT Innovation Helps International Speedway Engage Racing Fans

The chief marketing officer at International Speedway offers insights into how innovative technology can improve the guest experience.

Daryl Wolfe, chief marketing officer at International Speedway, talks about how IT innovation can improve the guest experience for all types of racing fans.

[Related: Mobile, Analytics Help Sports Industry Score More Sales ]

How are you using technology to engage fans?

Daryl Wolfe: Our goal is to give fans a thrilling experience driveway to driveway, which starts when they buy their tickets. We segment customers into categories and then engage them at the appropriate level.

For example, "casual" fans, who have never been to a facility, can access 3D maps, live-chat options and information about parking. "Avid" fans will opt for more detailed event information on our digital channels during race day.

Tell me how technology affects the race-day experience.

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