Hartford Under New Ownership
Hartford, MI (April 6, 2008) - Jim Borden is a long-time
racer. In fact, for more than three decades he has been prowling
the Midwest Late Model circuit on both dirt and pavement and
running pavement Late Models in Florida during the 90's. And
for much of that time he called Hartford (Mich.) Motor Speedway
his home track as he lived in Bangor, a city not too far away.
Concerned about the strong possibility that Hartford Motor
Speedway (HMS) was in jeopardy of closing its gates, Borden decided
to take the matter into his own hands; earlier this year he acquired
ownership of the facility.
"Hartford was sort of like an old high school sweetheart,
or a first car, to Jim. It really holds a very special place
in his heart. When he saw what had been going on recently at
the racetrack, and heard the rumors that it could be closed down,
he became concerned for the future and decided to do whatever
it took to make sure the racetrack would still be there for a
long time to come," explained Rob Goodman, HMS promoter.
Listed as a half-mile clay oval, but according to Goodman
is really closer to a 5/8-mile racetrack, HMS has had a long
and unique history. First built as a dirt track, it was paved
in the 1970s (when ASA legend Bob Senneker acted as the track
promoter for a period). It then reverted back to a dirt track
in the 1980s, and even lay dormant for more than a decade.
Goodman says that the newest challenge is to re-establish
HMS as a Friday night show, and to that degree has already scheduled
a number of fun events through the season, such as "Bald
is Beautiful Night" (free admission to anyone with a shaved
head), "Motorcycle Night" (free admission to anyone
on a motorcycle), "Community Hero Night" (local police,
fire and EMT's receive free admission), and "Kids in Uniform
Night" (children in any type of uniform receive a free soda
and hot dog).
"You need to become pretty aggressive with your marketing
program as a promoter these days if you want to get people to
come in and, more importantly, to keep coming back," Goodman
said. "We need to offer them a lot of entertainment and
a lot of activities. Most tracks might be happy drawing 600 to
800 people per show, but we have 6500 seats and it looks pretty
empty if that is all who show up. We want to do everything we
can to try and fill every one of those seats every time the gates
open. I think that we have come up with a fun schedule that will
combine racing and entertainment."
The 2008 season begins on May 2 and runs through October 25.
Local residents will appreciate the fact that the new ownership
has reduced the price of admission to most events by $3, and
should see the program moving along faster than in year's past.
"Fans will see that I come from the school of speedy
time," said Goodman. "I like to run an efficient show
so that people can come in, have a great time, and then head
home at a reasonable hour. That makes a big difference, especially
to families that bring their kids out to the racetrack."
The regular program features UMP Late Models, UMP Modifieds,
UMP Factory Stock and UMP Pure Stock. The HMS schedule, rules,
point standings, news, and a lot more information can be found
online at www.HartfordMotorSpeedway.net. Fans will also notice
several facility improvements including a major cleanup on the
grounds, a bathroom remodeling, fresh paint, and other things
which will help to reinforce that there is new ownership and
his commitment to Hartford Motor Speedway.
HMS has also joined as a Level II participant in the ASA Member
Track program this year.
"One of the reasons that the American Speed Association
was appealing is that we feel it can help us to build up our
name and reputation. We want people to know about Hartford -
where the racetrack is and what we do. It's amazing, but we have
(drivers) only a couple of hours away that are not familiar with
our track," Goodman noted.
"What we want to do is first become a very strong regional
racetrack. It will take baby steps, but we are already starting
to take them. Ultimately, we are working towards becoming one
of the finest tracks in the Midwest and finally to be recognized
as one of the best in the country. The ASA Member Track program
will certainly help us to build up our brand identity, especially
in Michigan where so many people know about the heritage of ASA
and short track racing."
"I need to commend Jim for taking the initiative to step
up and save Hartford Motor Speedway," said Dennis Huth,
president of Racing Speed Associates which owns the American
Speed Association. "It would have been very easy to say
'well, I had a lot of fun racing there but I guess it's over
now.' Instead, he stepped up when the community needed it and
he has really put his heart into resurrecting this great facility."
Huth continued, adding, "Rob is going to be very successful
as a promoter there. He understands that it takes more than just
putting cars on a track in today's environment. Fans want to
see a well-run program that starts and ends on time. They expect
to be entertained the entire time they are on the property, and
they demand seemingly simple things like clean
restrooms and decent concessions. I am constantly amazed at how
many short tracks simply fail at these basics, but Jim and Rob
both get it and will see their stands full as a result of their
efforts. I am looking forward to working with them both and helping
them to achieve their goal of making Hartford Motor Speedway
not only one of the best short tracks in the American Speed Association,
but anywhere in the United States."
To learn more of the Daytona Beach, Fla.-based ASA Racing
Member Track program, call (386) 258-2221 or send an e-mail to
info@asa-racing.com. For news and information from all the racetracks
and regional tours involved in the ASA, visit www.ASA-Racing.com.
|
