A Case for Convenience
- The New Beverage Barn on The Midway
By Wayne Estes, President & General Manager
Sebring International Raceway
One of the first things a newcomer to Sebring might find surprising is the number of cars and trucks leaving Sebring International Raceway throughout race week.
Surprising, right up until one realizes that people are leaving to restock, especially water, beer and Coca-Cola.
In what might be a first-of-its-kind experiment, certainly at Sebring, we are going to offer case sales of Miller Lite, Coors Light and Yuengling at better-than-in-town prices. Coca-Cola, diet Coke, Sprite and Dasani waters are going to priced competitively as well.
We want the Sebring experience to begin and end on the grounds of Sebring International Raceway. If our beer prices send you back to town, we are not doing our jobs.
The VFW, which raises funds for its myriad projects by selling beer on the Midway, agreed to take part in this initiative. The VFW members will set up a drive-through lane at the blue VFW booth located very near the start-finish line. Guests still can walk up to the booth and purchase a single cold beer, a 16 oz. aluminum bottle, for $4.
Or, if you’re more in the mood for picking up a case or two for your cooler, they will sell you a case of 16 oz. aluminum bottles of beer for $25, a deal hard pressed to beat anywhere in town.
Before guests stock up on a bunch of expensive beer purchased at home, they should consider the more cost-effective alternative offered at Sebring International Raceway.
And Dasani water and Coke will be priced equally enticing in 12-oz bottles.
If Sebring guests respond favorably to this concept, expansion will follow. First, however, Sebring management and the VFW must test this concept to see if our guests respond favorably. For, it does not matter what SIR management thinks its guests want. All that matter is what the guests actually want.
We strive to give our guests what they want.
Fans asked for a concert, so Alan Jay Automotive Network presents Craig Morgan on Friday night. Fans asked for fireworks on Friday, so they got it. Fans told us A.J. Foyt needs to be in the Sebring Hall of Fame, so he will be inducted this year. They asked for better merchandise, and Craton Promotions delivered. Green Park guests wanted better shower and restroom facilities, and they got it. Many asked for a new bridge to Green Park, so that construction begins shortly after this year’s event. They asked for Historic Cars to race during the 12 Hours weekend, and HSR is back on the schedule this year. Fans want to see P1 cars at Sebring, so IMSA, Sebring and WEC will make that happen in 2019.
Of all the things fans want, nothing beats lower prices.
So, Sebring introduces The Beverage Barn.