LIFESTYLE

Unlike many sports venues, a race track always exemplifies the personality of the community in which it resides. Therefore, when Speedway Motorsports Inc. (SMI) acquired Las Vegas Motor Speedway (LVMS) earlier this decade, its new owner began transforming the facility into racing's show palace.

Built in the 1990s by the late Bill Bennett and Ralph Engelstad, the new track immediately became the talk of the motor sports community because escalators were used to transport people into and out of the walk-through tunnel—an amenity that didn't exist at any other race track. But when SMI obtained the facility, the “Diamond in the Desert” truly began to shine.

With SMI Chairman Bruton Smith's progressive thinking and eye for the extravagant, the speedway quickly became “The Strip” of motor sports. A multi-million-dollar renovation project between the 2006 and 2007 NASCAR Sprint Cup events brought entertainment to the 1.5-mile speedway—both on and off the track. For the fans, the focal point became the interactive Neon Garage, while the competitors and their families were treated to luxurious spa treatments without having to leave their motor coach lot in the infield.

"It's not often that you get the opportunity to invent something, but with the Neon Garage, we truly believe that Las Vegas Motor Speedway is creating a new way for fans to experience a NASCAR race," says Chris Powell, LVMS general manager.

Positioned in the track's infield, the Neon Garage is comprised of four buildings constructed in the shape of a diamond. Each building is two stories, which allows race fans to watch the teams work from ground level or from an elevated position.

The Neon Garage's center is open to the fans. The area contains a sports bar with big screens where the on-track action can be watched, as well as concession stands and continuous entertainment acts that represent some of Las Vegas' best shows. Track officials also moved the winner's circle into the Neon Garage so fans could enjoy the post-race celebration.

Chris described the speedway's annual NASCAR weekend in March as the “biggest event in Nevada each year.” He also said it was the speedway's hope that “all of the Las Vegas Strip properties would want their acts to perform in the Neon Garage at some point during the race weekend.”

This year, entertainment in the Neon Garage was almost nonstop Friday through Sunday from early in the morning until 6:30 p.m. Performances were stopped on Saturday and Sunday during each day's race, but resumed shortly after the checkered flag. The acts included impersonators of Tim McGraw, Shania Twain, Little Richard and Elvis, as well as the Frankie Moreno Rock-A-Billy Show, and the Scotty Alexander Band.

Meanwhile, in the Spa, the competitors and their families were treated to a full menu of services that included various levels of massages, facials, pedicures, manicures, body wraps and designer haircuts. The Spa's beds are outfitted with 750-thread-count sheets and cashmere blankets. Each room is equipped with a Swiss shower, which has water raining from above and three-way jets on the sides.

Deirdre Strunk, director of spa operations for the Costa del Sur Spa at South Point and supervisor of the Spa at LVMS, said the goal was to create a facility comparable to what one would find in any resort property in Las Vegas.

While the NASCAR weekend draws the most attention to the speedway, it certainly isn't the 1,200-acre motor sports complex's only event. The opening night of short-track racing at the Bullring was held on March 29 with super late models, legends cars, modifieds, late models, Chargers, and Bandoleros. There is also action at the dirt track and on the drag strip before the NHRA makes its annual visit later this year.

This season's Midnight Mayhem is already in session. Created as a safe alternative to illegal street racing in Las Vegas and Clark County, Midnight Mayhem presented by MetroPCS is in its seventh year. It is open to any licensed driver with proof of insurance. Minors must present a signed parental-consent form.

The Midnight Mayhem program is open to any street-legal car or motorcycle. All vehicles undergo a safety inspection before they are allowed to race on LVMS' quarter-mile drag strip. Alcohol is not allowed and beer is not sold at the track during Midnight Mayhem. The entry fee to race is $10, and $5 admission for spectators. Racing occurs from 7 p.m. to midnight. Every Midnight Mayhem includes a car show, DJs and midway attractions.

Even though the speedway is involved in a variety of racing, it is the NASCAR weekend that draws the most attention. The UAW-Dodge 400 NASCAR Sprint Cup race in early March was watched by more people than any race in the track's history. The 11th annual event drew a 7.1 final national rating according to Nielsen Media Research. The previous high rating was a 7.0 in 2002. It was also the fifth most-watched non-Daytona race in NASCAR history. The race's rating increased nearly 13 percent from last year's 6.3, making the UAW-Dodge 400 the highest-rated NASCAR event—excluding the Daytona 500—in two years. This was the eighth consecutive year the event was televised by FOX Sports.

"Each year the Las Vegas NASCAR Sprint Cup race has been in the top five in television ratings, but this year's TV audience was extraordinary," says Chris.

The UAW-Dodge 400 was that weekend's highest-rated sporting event. It easily outdistanced other events such as the NBA's Lakers/Magic (3.4) and Bulls/Cavaliers (2.3) games, the PGA Tour's Honda Classic (2.4) and the NCAA's Tennessee/Kentucky (1.9) and Duke/N.C. State (1.6) men's basketball games.

The NASCAR Sprint Cup event also saw huge gains in some key NASCAR markets as the event earned increased ratings in Detroit (38 percent), Chicago (35 percent) and Los Angeles (30 percent).

Needless to say, when it comes to motor sports, what occurs in Las Vegas, doesn't remain in Vegas.