As a young girl I always knew that I wanted to pilot a top fuel dragster. Because of my family’s involvement with drag racing I had no doubt that I wanted to race. At age 16, I finally got the opportunity to drive a racecar. I never feared being behind the wheel and actually felt very natural controlling an 8,000 horsepower dragster. By 18, I had worked my way up into the professional ranks and ran as an independent racer.
My success came early when I became the youngest racer and only female in the International Hot Rod Association’s history to win two events in one season, set several national records, finish second in points and become “Rookie of the Year” in my first full year of competition.
A growing customer base
These days, I see more and more female drivers and crew members working on cars at the drag races than ever before. As a female racer, I felt I had to work even harder to prove to everyone that this opportunity wasn’t just handed to me. It takes a lot of drive, ambition and commitment to be a successful driver.
Gender cannot and should not get in the way of a female’s dream to compete on the track. And although women don’t necessarily have an edge over their male counterparts, it has been said that females have quicker reaction times.
The opportunity for females in the racing industry has always been there. Of course, Shirley Muldowney is famous for being the first female to break the barrier. More women today are making the effort to make their dreams a reality, and they are not worried about whether they will fit in, be able to get the job done or have to prove their talent.
Because of my involvement in drag racing, I give the female spectators in the sport someone to root for and follow. They attach themselves to the female drivers, and often their husbands and children follow us because we’re somewhat out of the norm in a male-dominated sport.
These fans can translate into loyal customers for the aftermarket. Females today are more involved in the decision-making process of household purchases, and the majority of women take their own vehicles in for service and repair. Most women are very familiar with the products and the decisions made on their vehicles.
When it comes to motorsports, out of the more than 2 million spectators who enjoy drag racing today, 22.5 percent of them are female. And 89 percent of attendees support companies that sponsor teams, according to 2003 Scarborough Research.
Connecting with female racers
When it comes to media and fan attention, female racers often have a unique story that connects with the public. As a woman, it’s much easier to attract different media opportunities, such as women’s television stations, magazines and talk radio. This offers a wide variety of markets that a male racer may not be able to break into. Because of this, sponsoring a female racecar driver could be a profitable avenue for aftermarket companies to consider.
I shared my story with many fans: As a young child, my family always raced together. I learned how to clean parts before they were reassembled. When I strap on my helmet and climb in my racecar, I don’t even think about who is in the other lane; I am just focused on doing the very best job that I can and hope to get the win each time. My mother and father supported me throughout my career. I met my husband, John Smith, at a race in Epping, N.H.; he, too, comes from a racing background. We became the first husband and wife team to qualify in a national event in Top Fuel. Being a mother, wife, racecar driver and office manager for Hartman Enterprises can be a lot to juggle, but other women relate to my many responsibilities.
Sponsoring female drivers can give a company the opportunity to bring in different types of customers. The image of a family-oriented female driver can attract these types of customers who will be more likely to purchase products and visit stores that they associate with the driver.
Marketing machines
Retailers and distributors can use a race vehicle in advertisements and promotions to bring foot traffic into their stores. This can also boost employee morale because they feel a part of the team and follow their team’s progress in a race season. Hospitality programs are available alongside their race team in the pits, which can create involvement with the sponsors and their customers.
In addition, whether it’s at the racetrack or at an appearance, racers sign thousands of autograph cards, which sponsors can use to their advantage. They can use these for special promotions, as coupons to track sales and to generate customer awareness of their products and stores. I signed and handed out twice as many autographs as my husband each year because of my uniqueness in the sport.
When a female is involved, you can guarantee that the customers will bring their wives and children. I have noticed many wives, after only one race, become instant fans because they have someone to watch and relate to.
Women are also great spokespersons for their sponsors and for the sport. I truly enjoy taking the time to speak to the attending fans at each event. The curiosity about how I got started or what it’s like to drive is fascinating. Most drivers on the racing circuit usually take the time to speak with their fans, but I enjoy it most because I know females, males and youngsters will take something away from it and it just may inspire them to follow their dreams.
