The Challenge 
Facing immense political controversy, community opposition and industry skepticism, NASCAR enlisted Culloton + Bauer Luce for issues management and public affairs advice to help their executives navigate the complex political and civic landscape of Chicago as it sought to bring its first-ever street race to the city in 2023.

Our Approach 
After announcing its deal with Mayor Lori Lightfoot in July 2022, NASCAR enlisted CBL and our team quickly got to work devising a multi-level strategy that would convey the massive economic impact and much-needed reputational boost the city would gain from attracting such a high-profile, never-been-done-before event to the city.

Our strategy to promote and support the NASCAR Chicago Street Race entailed two parallel paths:

First, we devised an outreach plan and key messages that emphasized an outward focus on the importance of:

• Showcasing Chicago to a global audience
• Boosting tourism, which had yet to recover in Chicago to pre-COVID-19 levels
• Reminding audiences that Chicago knows how to put on major events—a key talking point for the convention and tourism business and as the city sought to attract the Democratic National Convention in 2024.

Second, amid intense objections by aldermen and downtown residents, the Chicago Street Race (CSR) team put on a masterclass on an inward city focus with a community relations blitz leading up to the 2023 inaugural race. Our strategy sought to convey that NASCAR didn’t just set up for a 2-day race like similar festivals and concert series but invested in the community 365-days a year. We wanted to stress that NASCAR has set a new standard for major sports events that create deep roots with host communities.

Tactical efforts included regular media appearances with NASCAR drivers on local Chicago affiliates to promote the upcoming race and NASCAR community initiatives, including:

• Bringing the DAYTONA 500 Champion to Chicago to announce NASCAR’s partnership with Chicago Public Schools to develop a STEAM curriculum centered on the math, science and design aspects of racing.
• Partnering with key tourism boosters and labor leaders, including the Illinois Hotel & Lodging Association, Choose Chicago, Chicago Loop Alliance and the Chicago Federation of Labor, to emphasize the impact of attracting tens of thousands of visitors to Chicago with fat wallets ready to spend on race weekend.
• Regular updates for editorial boards on the impact of big events with a global television audience.
• Premiere events featuring NASCAR leadership, such as a luncheon with the Chicagoland Chamber of Commerce hosting an audience of Chicago civic and business leaders with a discussion moderated by NBC Chicago’s lead sports anchor.
• Partnering with and promoting the city’s cultural institutions, such as collaborating with the Art Institute to design a pace car that featured its upcoming Van Gogh special exhibit to draw visitors during race weekend.

In addition, we regularly reported out to media and elected officials on NASCAR’s ongoing community support efforts, including:

• Reached 17,000 Chicago Public School 8th graders with enhanced STEAM learning through NASCAR-focused curriculum;
• Conducted over 150 meetings with community groups and residents leading up to race weekend;
• Donated 200 bikes and helmets to CPS kindergarten students;
• Worked with After School Matters students to paint a 200-foot mural on display in *Grant Park for race weekend
• Sent 220 kids to the Chicago Park District’s Summer Day Camp
• Supported Chicago children’s hospitals
• Awarded grants to design the race trophies to two local artists who represent the best of our local cultural scene.

Proven Results
With race week starting with Chicago experiencing the worst air quality in the world due to Canadian wildfires and finishing on Sunday with rainfall that broke a 40-year record, NASCAR and the City of Chicago managed to host a spectacular one-of-a-kind event.

Among the many measures of success:

• The NASCAR Cup race was broadcast on NBC in 190 countries and U.S. territories and all 50 states.
• The Chicago Street Race resulted in over $23 million in media value, equating to 180 free 30-second advertisements of the city.
• The NBC-televised event was the most-watched NASCAR Cup Series race in six years — reaching almost 5 million viewers around the world.
• Visitors came from every state and 14 countries to experience the event and tour Chicago, including families from New Zealand–who saw their countryman, Shane Van Gisbergen, win the first Chicago Street Race in his first NASCAR Cup race.
• Nearly 8 in 10 race weekend visitors said they would recommend Chicago as a destination to other tourists.
• In December 2023, the Sports Business Journal named the Chicago Street Race its 2023 Sports Event of the Year.
• Year 1 set up the second annual event for continued success. The 2024 NASCAR Chicago Street Race generated $128 million in economic impact for the city, marking a 17.5% increase from 2023, and the race provided $43.5 million in media value, an 84% increase from the previous year.