To know Bob Sargent is to know endless optimism but also a proven track record of positively willing things he believes into existence.
So, when the Track Enterprises president says he is optimistic about the second ASA STARS national tour season, he simultaneously believes it but has put the legwork in to make it happen, too.
For one, Southern Super Series Speedfest this weekend marks the start of a new season under the ASA banner with a new tire, the Hoosier ST1 and ST2, which Sargent was very hands on in pushing for its development and incorporating team feedback.
Feedback is the key in everything the multiple-time national promoter of the year hangs his hat on.
He took his lashing over the past several months over some growing pains in Year One of the national tour, from both fans and competitors, but rarely took it personal and instead added every bit of feedback for how to improve his latest endeavor.
How can we improve fan experience
How can we improve broadcast accessibility
How can we improve logistical processes
How can we improve communication
How can we improve the racing product
These are all things Sargent obsesses over, frequently making phone calls around the industry, picking the brains of promoters, racers, fans and media over the job his team is doing.
Even on Friday, ahead of practice day for Speedfest at Watermelon Capital Speedway, Sargent is walking from hauler to hauler to pitch teams on a full-time loyalty program for teams, something similar to the World of Outlaws platinum agreement.
Head technical official Freddy Query has instructed every crew chief to be the ones who pushes the car into the inspection line, hands on the steering wheel, so he knows exactly who to talk to when it comes to a specific car.
The biggest gripe from teams last year is that they didn’t know who to talk to.
Query has simplified all of it: If you’re the crew chief, and your hand is on that steering wheel pushing the car through inspection, these are the two people to have that conversation.
It sounds so rudimentary but it’s just a matter of simplifying all of these processes in advance of the ASA STARS season opener next month at New Smyrna Speedway as part of the World Series of Asphalt and Sargent believes Year Two can be really special in terms of the product and participation.
“We do feel that way,” Sargent told Short Track Scene. “It’s early and we have to be cautious. But we have a lot of cars here this weekend and hopefully it’s because of some of the things we’re implementing and doing.
“The overall consistency of our formats and procedures. We learned a lot last year. We still have a long way to go. Like, right now, I’m showing these teams the specs for our platinum program. It’s like what some other series do to take care of full-time drivers and offer them things to make logistics easier, hard cards.”
Sargent says that’s in addition to the winner’s circle program, which pays out bonuses to teams in the top-10 and top-20 in points based on their attendance throughout the season.
“Two separate programs,” Sargent said. “Winner’s circle is still in play to get teams to keep coming back but platinum program is an extra way to take care of our top teams, kind of the foundation of our series.”
There were some definite hurdles to overcome last season.
Casey Roderick led the standings early but fell off the tour due to a lack of funding. There was an effort to bring a southern style rules package to Wisconsin, that was met with turbulence and mixed opinions as part of a larger series of technical debates. There were fights at Pensacola and Winchester. Lap 212 at the All American 400.
Sargent says he listened to every bit of feedback on how ASA handled penalties, procedures and rules and feels really confident that he has proven an ability to navigate those growing pains and land at a place racers appreciate.
Certainly, the early number of commitments to the national tour is evidence of that.
“We certainly did learn our lessons,” he said. “We said all along that this wouldn’t be overnight. There were some things ingrained in the pavement Late Model model that we had to deal with and in some cases learn more about.
“It was always going to take a little bit of time. NASCAR has been around for 75 years. Most established sanctioning bodies have been around for a long time. That was our first year.”
And what has happened in Wisconsin is part of that learning process. For example, ASA still owns and operates the Midwest Tour but Sargent has let Gregg McKarns do what he has always done in the region and spearhead partnerships, relations and rules conversations.
This week, McKarns announced a multifaceted deal to get numerous tracks and series in that region on an aligned 2bbl carburetor rules package.
“We learned from that whole experience in Wisconsin last year,” Sargent said. “We learned quickly that the Midwest wasn’t ready or didn’t want to be on a different package from what they had gotten used to. We recognized that and we’re happy with where we landed. I’ve been hands on with Gregg to make sure he had our support.”
Ultimately, what makes ASA in 2024 a success?
“Maintain momentum,” he said.
“Under the ASA, we have all the regional series and the focus is on the 10 races and we want to maintain the quality of teams and drivers we have across all of them. From a numbers standpoint, it doesn’t have to be 50 (drivers) but it needs to be more than 20. We want a strong healthy field with star drivers that we can sell tickets and we can build around.”
That journey starts in 2024 this weekend with Speedfest at Watermelon Capital Speedway.
