Above the Asphalt - A Conversation with TIMS President Rick Humphrey

By Jared King

05/09

When the France family set out to build a raceway bigger than Daytona they looked for property nearing an interstate with potential to grow; what they found was an abandoned WWII training ground whose runways still remain. After fi nding the nearly 3,000- acre piece of property, the family's plans were set in motion.

Talladega Superspeedway is arguably the most dynamic venue in all of racing. Intensity, excitement and raw emotion describe the drivers, fans and everyone associated with this place. Talladega is known as one of the world's greatest tailgates. The fans here are like no other. The facility is vast and the party never sleeps. Recently, we sat down with Rick Humphrey, President of Talladega Superspeedway and talked with him about NASCAR, Tailgating and the future of the fastest-growing sport in the world.

The office complex at Talladega sits centered among campgrounds and the Motorsports Hall of Fame. The monstrous 2.66-mile raceway dominates the view from the window of Humphrey’s office. Pictures of his family and of his facility surround Mr. Humphrey, a North Carolina native. An aerial photograph encompassing the speedway hangs on the back wall and shows the overwhelming size of the properties at the Talladega Super Speedway.

Sitting behind his desk on a rainy Tuesday morning, Humphrey's excitement of the upcoming race was evident. Kevin Miller, of Tailgater Monthly, provided the questions and what followed was a great conversation that ranged wide in topic, but flowed as a chat between old friends.

TM (Tailgater Monthly): It has been said by some critics that Talladega should not be a part of the chase. What is your reaction to those comments?

R.H. (Rick Humphrey): It would disappoint me greatly if we were removed from the chase. Since October of 1997 we have been moved to the fall races, making us an integral part of the chase. When you consider the make up of the sport, having Talladega, a restrictor plate race, in the final ten races adds a great deal to the chase. Talladega is a wild card that shakes things up. In 2009, we are race number seven, leaving less time to make up points if something were to go wrong. This is a great venue for the sport that I believe is good for the chase. Again, it would be very disappointing for everyone involved if we were removed from the chase.

TM: This place, more than any other track on the circuit, evokes such strong emotion from the drivers, crews, sponsors, owners and fans alike. Can you point to one thing that could be cause of such great emotion?

R.H.: Definitely the competition. What we hang our hat on here at Talladega is the competition on the racetrack. Some people say it is due to restrictor plates but the competition was there before the restrictor plates. In the early 80's, long before restrictor-plates, Ron Bouchard beat Darrell Waltrip and Terry Labonte by inches. Also in the 80's, Cale Yarborough won a race that had 75 lead changes here at Talladega. Talladega is a great competition for the drivers and that is something that really gets these teams going. I think the fans and everyone associated with the sport feel that their favorite driver has a chance here and that is great for the sport.

TM: Speaking of race fans, do you consider the segment of race-goers and the people who tune in on T.V. who are excited to see the “big one” (the big crash) true race fans?

R.H.: Well, I would definitely consider them race fans. It may be from a different viewpoint, but I believe that anyone who is here to see the race, or who watches it on T.V. is a fan of the sport. Our job is to embrace as many fans as we can. I can't say that there isn't a group of fans that wait for the big crash, but I do believe that is a small segment. I believe, for the most part, the fans that are here are here for the competition.

TM: Obviously NASCAR has been judged quite harshly by the media and by many fans over the use of restrictor plates in the sport. What is your reaction to restrictor plates?

R.H.: I will say what Dale Earnhardt Sr., a man who had incredible success at Talladega said: "Restrictor-plates, do I like them? – No. Do I have a better answer? – No". When a man of that magnitude in the sport says something, I think we need to take note. Something had to be done and NASCAR chose that option. Bill Elliot crashed here with a restrictor plate and he stated that if he didn't have restrictor plates they would have picked him up somewhere around Birmingham. For now, it is the best option and when something that achieves better results is found I am confident that NASCAR will use that opportunity to improve the sport.

TM: Talladega is known as one of the best Tailgates, not only for NASCAR, but for all of tailgating. What makes this place so accommodating for the Tailgater? What sets Talladega apart?

R.H.: Land. We have 2500 to 3000 acres, all of which is not in use at this time. We have enough property here that if one day all of our race-fans want to camp here, we can make it available for them. Over the years, with the use of this property, a culture of camping, tailgating and camaraderie has emerged which has defined a great deal of Talladega. Family gatherings and friendships that were founded here and return every year to be rekindled are all a part of the experience of Talladega. We have accommodations for all types of camping. We have free campgrounds and some that are for a fee. We have primitive campgrounds and some that have water. We have areas for RV's and tents and then you have the people who come in on race day who set up with their friends and tailgate. We have won the NASCAR fan's vote for the best tailgate for the past two years. As it has evolved we have embraced. We open the grounds from Tuesday to the following Monday and during those days it is definitely a fun experience.

TM: How many people do you staff for the clean up?

R.H.: Much like with concessions, our cleaning company will reach out to non-profit groups within the community to aid in the clean up for a fund-raising donation . They have used this opportunity to create goodwill throughout the local community in helping to provide concessions and cleaning for the race. Last year local organizations raised more than $600,000 at Talladega Superspeedway.

TM: The location of Talladega and the efforts that have been taken to make arrival and departure from the track as smooth as possible speaks to the planning and execution of the Speedway organization and the willingness of local organizations to work together. With the state of the economy, has there been a concerted effort by local hotel owners and race offi cials to prevent any type of premium setting during race weeks?

R.H.: We have had conversations with the Chamber of Commerce and Hoteliers voicing our concerns and sharing with them the steps we are taking to make it a little easier economically on everyone involved. By focusing on our free camping, lower tickets and concession prices, we are working in all areas to be as cost effective as possible. We have taken our message to the community and we believe that the community will respond in kind.

TM: With the economy being in a slump, do you think we will see a day with a less than full 43-car race?

R.H.: I don't think so. I believe that if we were going to see that it would have happened along the west coast races earlier in the year simply due to the travel associated with the teams from their home offices and the raceways in California and Nevada. I know that some teams stayed between those races rather than returning home between venues as a way to be more cost efficient. Racing is no different than any other business. You have a certain number of dollars coming in and a certain number going out and you have to do what you can to make that as effective as possible.

TM: Do you think NASCAR is in danger of losing Richard Petty?

R.H.: I think Richard Petty will always be a part of this sport. Petty Enterprises may not be, but Richard Petty is now, and will always be the King. Whether it be teaching an up-and-coming driver or going to a sponsor, I think that if he chooses, Richard Petty will always be a part of NASCAR. I remember seeing him walk into a banquet in New York and everyone who was there said, "Look, its Richard Petty." These were drivers and friends who have seen and known Mr. Petty for years and he still has that effect on people.

TM: Last Question: What is race week like for you?

R.H.: Exciting and fun. Race week is what we live for here at Talladega. We have two times each year to show what this staff and this facility are capable of and that is both exciting and fun. This is why we are in the business and I can honestly say when that campground starts to empty on Monday morning after the race it is a downer. The staff here works very hard for every team and every fan on these grounds and we do everything in our power to make sure that the Talladega experience is one that is positive. When people leave this facility we want them to have great memories that will last and the desire to return year after year. Race week for us is what it is all about here at Talladega - Fun.