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. To add to the complexity, the race was highly confidential, preventing the league from conducting any public outreach (e.g., surveys, focus groups, RFIs).