God, country, Gordon

Crash!

So it's Sunday afternoon and I'm watching the Nextel Cup race on TV from Delaware.

Yeah, I'm hooked.

Ever since my first foray into the wonderful world of NASCAR two weeks ago, there's no looking back.

The kind people of Husqvarna and JP Horizons included me on this year's pilgrimage to Lowe's Motor Speedway in the heart of NASCAR country — Charlotte, NC. For the past few years, these two companies have teamed up to reward top landscape company owners with a trip to the races.

The day included a full morning spent touring Husqvarna's spotless Charlotte headquarters and participating in sales sessions run in the enthusiastic way that only Jim Paluch knows how to do. Let's just say that by the end of the morning, after the race car skit, we had nothing to hide from each other. Memo to self: Next time, wear khakis and a logo golf shirt.

Next year I'm camping out in the middle of the track.

Gee, you think the Napa Auto Parts pit crew knows something about changing a tire?

Garage crews work on cars up until the last minute.

I was an obvious first-timer: First time at a JP Horizons jam, first time at the rock n'roll spectacular that is a NASCAR race, first time seeing a parade of hillbilly RVs (For the record, those are painted school buses with platforms rigged to the top where you sit on your lawn chair and drink Old Milwaukee Light.)

It was pretty sweet to hear (and feel) the rush of the cars and see a wreck (just a minor one, darn. Wait, thank goodness, I mean) from the inside of the track. And no, before anyone asks, I didn't see Pamela Anderson.

It seems like every time I turn around lately, a Green Industry-related company has a partnership worked out with the racing giant. Why not? There's big money and exposure to be made through NASCAR.

It's staggering how popular this sport has become. It ranks second only to pro football among TV viewers. Research conducted last year showed that the average household income for a NASCAR fan was around $60,000. Fans spend about $200 in merchandise, not including tickets, each season. (Note: That number's got to be low. I saw those concession stands — you can drop $200 for a limited edition Jeff Gordon diecast bobblehead alone!)

Another interesting fact to consider is the rising number of women NASCAR fans. The organization estimates that 40% of its fan base is women. Coincidentally (or maybe not), isn't it interesting that women make or influence most household spending decisions? Think about that next time you see the McDonald's or Home Depot logo whizzing around the track.

It's a good fit, NASCAR and the Green Industry.

It makes sense that our manufacturers are entering the ring as sponsors of everything from mowing equipment to ancillary products and NASCAR-related events. It's smart business and a good target audience. At least companies like Husqvarna, Bad Boy Mowers, Ferris Industries, Hustler Turf Equipment and Briggs & Stratton think so. They're onto something.

Here's what driver Mark Martin said about his Roush Racing team after last Sunday's race: "They've been gaining momentum since midseason last year. They're on it, man. That's how it goes in this business."

So why don't you get on it?