Alcohol and Racing

Brent Avis
by Brent Avis
Another release from Sears Point. We think this one has more potential:
Motorsports has experienced tremendous growth in recent years, both from corporate involvement and attendance, and with growth has come a change in dynamic. Corporate clients and fans are looking for new high-end amenities at raceways around the country, and Sears Point Raceway has recognized the need.

To that end, Sears Point Raceway will introduce its "Preferred Winery" program beginning with the 2002 season. People will still find the standard amenities at Sears Point Raceway, but they will also be offered another choice beginning in 2002...

similar to what you might find at other "high-end" sports like tennis or golf.

The program will be introduced with a bang as five well-established wineries in the Sonoma and Napa valleys have already signed on: Kenwood, Korbel Champagne Cellars, Andretti Winery, Valley of the Moon and Lake Sonoma. With its prime location in the greatest wine region in the world, it is Sears Point Raceway's goal to showcase its partners to corporate clients, as well as the more than 500,000 fans that pass through its gates each year.

"Some of the world's finest wines are made within a few miles of Sears Point Raceway," said Steve Page, president and general manager at Sears Point. "Our new Preferred Winery program will allow local producers to showcase their brands and add a terrific feature to our customers' event experience."

The Preferred Winery program, which is part of the facility's $50 million Modernization Plan, will include a 2,000-square foot tasting pavilion, private hospitality and luxury suite tastings and corporate client limousine tasting tours, provided by Bauer's Limousine. There will also be advertising and promotional and sales opportunities for all partners.

"For years our clients have told us they like to come to our facility for the great racing and terrific wine country experience. We see this as a great opportunity to enhance the experience of our corporate guests and help drive sales for our winery partners," said Tim Schuldt, Vice President of Sales and Marketing at Sears Point. "We've also kept prices low on this so that we can attract the best Sonoma and Napa have to offer."

The pavilion will be open for all of Sears Point Raceway's major events. A majority of all proceeds from the pavilion will go to Speedway Children's Charities. A total of 20 wineries are targeted for the program.

"With Sears Point's location as the gateway to Sonoma County's wine country, we believe that this is going to be a great opportunity for our brands," said Gary B. Heck, president and owner of Korbel Champagne Cellars, Kenwood, Valley of the Moon and Lake Sonoma.

Added Mike O'Connell, President and CEO of Andretti Winery: "We are excited to partner with Sears Point Raceway and share our wines with Sears Point patrons. This is a strong avenue for Andretti Winery to introduce our wines to a greater number of wine country visitors."

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Brent Avis
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