Ticketing isn’t just logistics anymore. As fan expectations rise, the best races treat it as the kickoff to race day.
Motorsports events today are full-scale experiences that go beyond high-speed action. From trackside suites and all-inclusive hospitality to onsite camping, live concerts, and exclusive paddock tours, race weekends are offering fans access to more than ever before.
As the motorsports industry grows, expectations around ticketing, access, and fan experience design are evolving just as fast. Ticketing is no longer just a point of sale. It’s the gateway to a fan’s entire weekend.
For tracks and race organizers, that shift unlocks new opportunities: more revenue, better fan data, and greater control over how the experience is sold and delivered. But delivering on that promise requires a platform built for flexibility. When outdated systems can't keep pace, fans feel the friction—and so do the teams behind the scenes.
Designing for Today's Race Fans
Expectations around race weekends are evolving. Influenced by industries like sports, live music, and travel, fans now look for more customizable, seamless experiences—from the moment they buy a ticket to the final lap.
That means giving them tools to shape their weekend: picking the perfect seats, choosing upgrade options, and managing plans on their terms. Ticketing is no longer just a transaction—it’s the first touchpoint, and often a key part of the overall fan journey.
Here’s what fans increasingly look for in a modern ticketing experience:
- Transparent pricing across all offerings—GA, reserved, hospitality, add-ons
- Variety of offerings like pit passes, paddock tours, camping, parking, and post-race events
- On-brand experience from event page to ticket wallet that reflects the event’s identity
- Interactive reserved seating that reflects the real layout of the venue, from grandstands to infield suites
- Mobile-optimized purchase flow that’s easy to navigate anywhere, anytime
- Post-purchase flexibility to transfer tickets, add extras, or upgrade with ease
When done right, modern ticketing gives fans control and confidence—which leads to higher conversions, increased spend, and longer-term loyalty.
How Top Tracks Power the Whole Experience
The best motorsports events aren’t using one-size-fits-all platforms. They’re embracing flexible ticketing systems that support complex programming, multiple touchpoints, and high fan expectations.
World Wide Technology Raceway
For the INDYCAR Bommarito 500 Weekend, WWT Raceway built a multi-day experience through Tixr with:
- Reserved grandstand seating with price levels
- Parking, camping, and infield hospitality
- Structured Race Sherpa Paddock Tours by time slot
- Add-ons like Premium Pit Passes, and Paddock Access
- Waitlists to capture demand in real-time
All of it runs through one branded, mobile-optimized purchase flow designed to reflect the event.
American Flat Track
American Flat Track's national pro racing tour makes pit stops at different venues throughout the country. At races like the Daytona TT or Springfield Mile, fans can book GA or reserved seating, add special viewing experiences, and unlock access to behind-the-scenes moments like podium tours or practice day entry. Our system handles the complexity so the fan can focus on the fun.
Alaska Raceway Park
Modern ticketing isn’t just for massive tracks. Alaska Raceway Park, Alaska’s premier NASCAR- and NHRA-sanctioned venue, brings a streamlined, modern registration experience to fans and drivers alike. By partnering with Tixr for the 2025 season, the track has made it easier to purchase tickets, register for races, and move through gate entry—all while keeping the focus on race day excitement.
Reserved Seating: From Flexibility to Inventory Control
Reserved seating goes beyond just seats, offering infrastructure for flexibility, control, and smarter operations. At tracks with varied access zones and prices, seat maps help fans navigate the space while organizers manage:
- Holds and phased releases for strategic inventory control
- Velocity-based pricing that adjusts based on sales pace or event date
- Fan upgrades like VIP seating, add-ons, or parking
- Mobile-optimized selection across all devices
- Live performance tracking for better decision-making
It's more than a better map. It's infrastructure that helps you sell smarter, respond faster, and give fans a more thoughtful, tailored experience without adding operational overhead.
The Acura Grand Prix of Long Beach’s seat map gives fans a clear, intuitive way to choose exactly how they want to experience the weekend—from grandstand seating to hospitality lounges to paddock access. Upgrades like parking and add-ons are easy to explore and secure within the same flow.
Leading With the Right Tools
The organizers that tend to see success today are those leaning into innovative ticketing, not pumping the brakes. They're using modern platforms to design ticketing as part of the fan experience, not just a means to access it.
When ticketing matches the strength of your programming, everything runs smoother, sells better, and builds loyalty that lasts beyond race day.
Let’s talk about how smarter ticketing can level up fan experience for your next race. Explore Tixr for Sports or get a demo to learn more.
