Dirt Late Models: America’s Race Car

OK, OK, most of us reading this magazine are prejudiced.

There, it’s been stated and it’s ‘out there’.

We love dirt Late Model racing and while that particular form of dirt racing has always thrilled and enthralled this reporter, much like Sprint Car and Modified racing has for over 40 years now, it’s always bothered some that dirt Late Model racing was seen for many years as the sport’s bastard child, the reviled and disrespected red-headed stepchild looked down and spat upon.

But that has changed considerably, especially during the past decade and it’s readily apparent that dirt Late Model racing, from a competitor, promoter and manufacturing point of view, is on top as a form of dirt racing.

A year or two ago the ‘Dean of Motorsports Journalism’, Chris Economaki, wrote that the dirt Late Model was becoming like the Midget was many decades ago, ‘America’s Race Car’. Economaki stated that dirt Late Model racing could someday have that designation.

Many say it does now.

All over the country dirt Late Models are nearly identical, save for perhaps what’s under the hood and maybe a difference in tires and wheels. Call them Super Late Models, Late Models, Steel Block Late Models, Limited Late Models, Crate Late Models, they’re still dirt Late Models and there’s a ton of them now from coast to coast.

In basic terms, dirt Late Models are finally, now, in one’s opinion, ‘America’s Race Car’. You can load up and haul to almost anywhere and be in the ballpark if not dead on in terms of (body) rules and other technical designations.

Not only that but there are thousands of them around the country and where things are done right, they sell a ton of tickets week in and week out, to say nothing of the boom it is to manufacturers and distributors.

So we now profess that dirt Late Models are indeed ‘America’s Race Car’ based not only on the influz and numbers of them but due to the fact they are a fan favorite. Dirt Late Models sell tickets and even hardened Sprint Car and Modified fans are taking a second look at the sport, let alone some of their drivers.

If this form of motorsports didn’t sell tickets, there wouldn’t be so many of them.

But maybe we don’t have a clue, maybe dirt Late Model racing isn’t the be-all and end-all of dirt racing right now. Is dirt Late Model racing the #1 form of dirt track racing in the country in terms of fan acceptance, media coverage and profitability to promoters and why or why not?

Dirt Late Model thought it would be a good idea to get some other perspectives and we started with some professionals who work in the sport. “That’s a good question, after thinking about it I think it may be at the top or at least tied for the top of dirt track racing,” stated Bret Emrick. Emrick, a long time industry insider, currently serves as the Race Director for the World of Outlaws Late Model Series. “I use the word ‘may’ because I think it depends on what region of the country your in. I still think the outlaw Sprint Car is still a huge draw for fans. It’s just there isn’t as many 410c.i. Sprint Cars as there used to be. The early season reports I’ve heard and seen the crowds have been good to great for both dirt Late Model and Sprint Car shows.”

“By all means dirt Late Model racing as a whole has grown tremendously over the years. It’s always been strong in the east, south and midwest and now we are starting to see some growth west of the Rocky Mountains. That’s good for the sport as a whole.”

Emrick also acknowledges the diversity present in the cars. “But we have to be honest and know that in some regions of the country the dirt Late Model, especially the ‘outlaw’ style Late Model is being replaced with spec/crate divisions and steel block dirt Late Models,” explained Emrick. “In those regions the sport may have weakened the past five or so years but now is building itself back up with divisions that work for those regions of the country. Yeah, it may not be ‘outlaw’ style dirt Late Models but they are a dirt Late Model and part of the whole.”

“The ‘outlaw’ style dirt Late Model will always be there. And, there’s room for the other divisions of dirt Late Models too. It’s a great feeder system for the ‘outlaw’ style dirt Late Model teams. No matter if it’s an ‘outlaw’ or spec/crate or steel block dirt Late Model it’s still a dirt Late Model and part of the overall picture, the whole.”

Another factor that offers a form of proof that dirt Late Model racing is the turnstiles. “I think the same can be said for profitability for the promoters,” said Emrick. “There are so many variables that go into a gain or loss with a promotion. I’m sure if you talked to promoters from around the country they would all tell you the same thing. Some shows work, some don’t. Just like any outdoor entertainment based business. Factor in economy, expendable income, weather, etc….. any promotion is a gamble.”

“Dirt Late Model Racing has to be the #1 form of dirt racing based on the fact there are more dirt Late Model races, touring series, and dirt Late Model racers than any other division of racing on dirt,” was the perspective offered by Wayne Castleberry. Castelberry is the man behind the successful marketing firm, WD Enterprises. “There’s more media coverage for dirt Late Models as well with numerous racing publications that cover just dirt Late Model racing exclusively nationwide.”

“With the tremendous growth of the coverage of dirt Late Models on the Internet dirt Late Model fans are clearly the most loyal and want as much information about their favorite driver or special event somewhere in the country everyday. The Internet has created the need to know who won every event immediately after the checkered flag falls.

O’Reilly’s Battle of the Bluegrass Series announcer Jarrett sees strides being made in expanding media coverage, especially into mainstream America. “As a whole, Dirt Late Model is strong right now.  Look at the WinterNationals at East Bay.  The internet broadcasts drew a record number of listeners, over 244,000 on one night!  That should tell you something.  Thanks to internet radio shows, online forums, and quality PR, fans are more ‘in tune’ with the sport now than they have ever been.”

Jim Wilson, the founder and main man of the PolyDome World Dirt Racing League (WDRL) Series has been around the Motorsports profession as a tried and true success and has his own take on the situation. “I feel like Late Model Racing is alive and well right now,” offered Wilson. “I think partly because there are so many different sanctioning bodies for LM dirt races there have been a lot of cars built and a lot of press to cover all of these sanctioned races.”

“I do think there is a lot of great media coverage for dirt Late Model races at this time. This in turn has created a lot more fan interest in dirt Late Model racing.”

Maybe or maybe not so surprising is the fact that drivers have similar opinions. “It seems to be the #1 form of dirt track racing,” opined Pennsylvania driver Eric Zembower. Zembower is also an avid dirt racing historian. “The Sprint Car people may disagree. I follow both Late Model and Sprint Car racing and from my stand point, dirt Late Models are more popular through out the country.”

“40 years ago, on a weekly basis, Sprint Car racing was more popular.  In the early to mid 70’s many tracks, like Bedford, Jennerstown, Hesston, Clearfield, Hagerstown, Winchester to name a few, dropped the open wheel class sprinters and featured the stock car/Late Model class as the headliner because of economics. In my opinion, this transition is why today the Late Model dirt class in #1 in the United States.”

Another driver feels dirt late model racing is if not on top of the heap at least almost there.  “I believe it is on its way to becoming the top form of dirt racing if it’s not already there,” commented Ohio’s Doug Drown. “You use to see the World of Outlaws Sprints as being the premier series for the longest time but now you see a lot more Late Model races in the media than before.”

“And with that it’s fan popularity has grown in numbers even with the economy leveled off or going down hill. I think it’s great for the sport and you can definitely tell the sport is doing great with the number of Late Model series and big races that are held every month. As a driver it is also tough now more than ever due to how many great cars there are at each race.”

Missouri dirt Late Model driver Chris Smyser has his opinions on the sudden growth of the sport. “If you look at the landscape today, Late Model racing has two national level series that each have large car counts, full schedules and get big crowds for nearly all of their shows,” explained Smyser. “There are enough talented racers with the funding to be able to compete on each series so that each series has adequate following, and there are enough well known drivers on each series that they both have good ‘star’ power to help draw in fans to the races.”

“Late Model racing also has several regional touring series that have their own well known drivers and good car counts and fan following, as well as a multitude of tracks that run weekly programs.  This sport has one of the largest car counts of any dirt division and certainly the highest of the ‘premier’ divisions.”

And then there is the profitability for promoters, something that, by scanning the crowds, conveys that dirt Late Models sell tickets. “Dirt Late Model racing certainly is potentially the most profitable,” assessed Pennsylvania driver & builder Jim Bernheisel. “Great racing, huge car counts, relatively low purses and sanction fees. All add up for a great event. Some work needs done to harvest that potential. Good promotion, shows that start on time and track conditions that lend themselves to good racing need to be part of the mix.”

O’Reilly’s Auto Parts Southern Allstars Series official Kelly Carlton also agrees that promoters are benefiting financially by hosting dirt Late Model racing. “Fans are flocking in to see these guys put on a show too,” said Carlton. “There are fans I meet all the time who have never been to a dirt race and they rave about how much they enjoyed our show. Most were NASCAR fans who happened to be close to one of our races because of Cup races. They see we are close by and they need something to fill their evening and the next thing they know they are hooked.”

“I have seen first hand that promoters are having their best profit margins when they have special events which include dirt late models. In fact some facilities are ‘special event’ venues only. They will hold anywhere from 6 to 15 different events and not have a weekly show. For the most part they are all dirt Late Model events with different touring series coming in. I have had promoters tell me that having our name attached to an event is usually good for at least an 800 to 1000 increase in attendance.”

“Overall though I think the dirt Late Model division, as a whole, is as strong as it’s ever been,” added Emrick. “I do know that dirt track racing as a whole ranks only behind NASCAR in overall motorsports fan popularity. That’s huge.”

“It’s taken a lot of work and time to gain that popularity. Now all of us in this business need to keep looking ahead and grow that fan base even more. Rome wasn’t built in day. It will take time but it can be done.”

Bernheisel then bottom-lined the situation: “Overall it’s a great time to be involved in dirt Late Model racing.”

(c)2004-2008 Doc Lehman

Tags: Chris Economaki, Crate Late Models, Late Models, Limited Late Models, Steel Block Late Models, Super Late Models