Corey Heim, currently leading the Truck Series championship, has encouraged NASCAR to elevate fan excitement by turning race weekends into lively, festival-style events. Speaking recently during a 12 Questions segment with Jeff Gluck, Heim emphasized that transforming race days into all-encompassing celebrations could increase NASCAR fan engagement and drive ticket sales.

Heim pointed out that many fans come to races not just for the laps, but for the party atmosphere, using Talladega’s spirited environment as an example. He said,

First of all, every race would sell out if it was as big of a party as Talladega. No one is coming to watch 25 minutes of practice; you come to party and enjoy the race. Of course, there’s a fan group that enjoys the racing quality, but what are you going to do for the other three days you’re here camping out?

—Corey Heim, Truck Series driver

Festival Atmosphere Could Ignite Energy at More Tracks

Heim believes that adding festive activities and social gatherings could turn ordinary race weekends into memorable experiences for attendees. He highlighted how integrating elements from other sports, like the Major League Baseball (MLB) showcase event at Bristol Motor Speedway, helps create broader appeal by blending entertainment with racing.

On top of that, Heim suggested that offering ballpark-inspired food options, which often draw visitors eager to try unique and extravagant dishes, could be a compelling addition. This kind of culinary curiosity is something racetracks have yet to fully capitalize on but could significantly boost fan enthusiasm.

Heim’s Personal Connection to NASCAR Inspires His Vision

Growing up in a racing family, Heim knows well what captures fans’ imaginations across generations. His own affinity for the sport was strengthened by memorable moments such as receiving a pre-signed Denny Hamlin rookie card from his mother — a cherished keepsake for a lifelong Hamlin supporter.

Now part of 23XI Racing’s driver development program under co-owner Hamlin, and competing full-time with Tricon Garage, Heim is no stranger to dedication and success in the sport. After finishing runner-up in last season’s Truck Series, he has already notched five wins this year, solidifying his position at the front of the championship battle.

Transforming Race Weekends into Must-Visit Events

Heim’s recommendation for NASCAR focuses on creating immersive, party-like atmospheres at race tracks, believing this could be a practical and cost-effective way to increase fan attendance and engagement. By adding more social experiences and celebrations, NASCAR could convert casual visitors into enthusiastic, repeat attendees looking for more than just the on-track action.