WALTZ: Old-School PR At North Wilkesboro

A sinkhole discovered under the concrete grandstands at North Wilkesboro Speedway was rumored to have been a moonshine cave. (SMI photo)


  • Keith Waltz

    Beginning as an associate editor during the early 1980s, Keith Waltz’s byline has appeared in SPEED SPORT for more than 40 years.

HARRISBURG, N.C. — In this era of instant news and social media, Scott Cooper and his communications team at Speedway Motorsports used old-school PR to turn a sinkhole into ticket sales for the May 19 NASCAR All-Star Race at North Wilkesboro Speedway.

Was the large cavity discovered under the track’s main grandstand a sinkhole, or was it confirmation of an urban legend concerning a long-lost moonshine cave?

 

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