NASCAR approached Elevate to support its analysis of creating a street race in San Diego. In addition to hosting a first-of-its-kind race on an active naval base, NASCAR had never entered San Diego before, and thus had little way of quantifying local revenue potential nor consumer preferences and how to cater to them.

With NASCAR entering San Diego for the first time and maintaining confidentiality around the event, traditional research methods such as surveys, focus groups, or RFIs were limited. The league needed a creative, data-driven approach to understand local audiences, anticipate engagement, and guide effective messaging and channel strategies.

Elevate leveraged a combination of NASCAR first-party data and Elevate’s proprietary third-party insights to develop audience profiles. The team provided strategic recommendations for each audience segment, including tailored messaging and channel guidance based on conversion likelihood, enabling NASCAR to make informed decisions for this unprecedented and highly confidential event.