WALTZ: Old-School PR At North Wilkesboro

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?