IMS slashes prices for 2011 Brickyard

SPEEDWAY, Ind. (WISH) - The IMS is slashing general admission tickets for next year's Brickyard 400 by 25 percent. The news comes after attendance at this year's Brickyard that Indianapolis Motor Speedway leaders admit were "very disappointing." IMS leaders say plans to slash ticket prices have been in the works for months. They blame a number of factors for the low turn-out, chief among them, the economy.

A large group from Keokuk, Iowa gathered for one last picture outside the IMS headquarters Monday afternoon before packing the pick-ups and heading back home. The group's six hour road trip to see the yard of bricks has been in the plans since last October and they splurged on the "good" seats -shelling out $85 a ticket. That means the party of 8 paid $680. This group was among the faithful few paying those prices.

This year, many chose to save the cash and watch from the comfort of the couch, prompting a surprising admission from track officials.

"We're all very disappointed - no doubt about that," said Eric Powell, spokesperson for the track.

In years past, 24-hour news 8 saw fans in the stands soon after the track's 7 a.m. opening. This year at 8 a.m., a lonesome twosome sat in a sea of empty bleachers - a harbinger of what we'd see hours later.

The track won't release numbers, but NASCAR estimates 140,000 fans came - 110,000 fewer folks than IMS had hoped for.

"I think yesterday's attendance reinforces the fact that the economy is still troubled and our fans are looking for a better value and we intend to deliver that to them," said Powell.

The speedway is lowering the ticket price from $40 for a general admission ticket to $30, and kids under 12 get in free with the purchase of an adult ticket.

"We just realized it's tough financial times, and that really is the bottom line," said Powell.

The IMS is lowering the prices on permanent seats as well, surprising news to the fans from Iowa.

"It may be an annual trip now!" said Becky Kelly. That's the hope - that cheaper tickets bring in new fans and bring back old ones.

Unlike the Indy 500, the Brickyard is broadcast on live television. We asked IMS officials whether they believe that affects ticket sales, and they say undoubtedly yes. But ESPN contracts with NASCAR to broadcast the race, and IMS has little power to change that contract.