North Wilkesboro Speedway, Airbnb aim to meet fans' lodging needs in 2027

The revival of NASCAR racing at North Wilkesboro Speedway has come with a hospitality challenge for fans traveling to attend a three-day schedule highlighted by the July 19 running of the Window World 450.

The first NASCAR Cup Series race at the speedway in nearly 30 years is expected to draw more than 30,000 fans, many of which need one or more days of lodging.

A partnership announced last week between NASCAR, Speedway Motorsports and Airbnb won't be of assistance this time around.

However, it is set to debut in 2027 with North Wilkesboro Speedway being one of five participating racetracks in the Southeast.

The three groups, along with Wilkes County officials, are hopeful that providing more places to stay will rev up revenue growth.

"Since the re-opening of North Wilkesboro Speedway (in 2023), the Brushy Mountain area of North Carolina and Wilkes County have become race weekend destinations for fans from around the world," said Greg Hoffman, the speedway's executive director.

Hoffman said he expects Airbnb "will fill a huge niche for our race fans to find lodging."

"Airbnb is a worldwide brand with a variety of affordable options throughout the area. This partnership will extend lodging opportunities for fans and families, encouraging more overnight stays and greater economic impact for the region."

Filling rural lodging voids

The common denominator between the five venues - Bristol Motor Speedway, Darlington Raceway, Martinsville Speedway and Talladega Superspeedway are the others - is they are in rural areas with limited local hotel rooms for fans.

Each venue offers a limited number of camping sites, either on campus or nearby, that typically sell out by race day.

Airbnb listings will be displayed on the five racetracks' websites, offering fans the ability to buy tickets and book accommodations at the same time.

"Big events have been part of Airbnb's DNA since Day One, and there are few events more deeply woven into the fabric of American communities than NASCAR," said Adam Alfandary, head of Airbnb's U.S. East Business division.

"The racetracks in this partnership sit in towns where hotel rooms are scarce, but the welcome runs deep, especially in places like North Wilkesboro, where neighbors have been opening their doors to race fans for generations.

"This partnership puts locals at the front of the pack and helps communities that make race weekends possible share directly in the economic opportunity it creates."

T.R. Stape, vice president of track sales for NASCAR, said that "our racetracks sit at the center of some of the most passionate fan experiences in sports because they are deeply rooted in the culture and communities they call home."

"Together, we're helping extend the impact of our events beyond the track and into the surrounding communities that play such an important role in every race weekend."

How it will work

Airbnb spokesman Kevin Munoz said the length of Airbnb stays depends in most markets on local rules and regulations with Wilkesboro and North Wilkesboro likely to have fewer restrictions.

According to Wilkes County's website, short-term rentals are generally permitted. Operators must comply with local municipal zoning regulations and potential permit requirements, along with state regulations including the N.C. Vacation Rental Act.

"Typically NASCAR fans will come in, sometimes for several days, particularly if there are additional races beyond the main NASCAR race," Munoz said.

"Some hosts will decide to offer a minimum stay, some won't, and it's up to them."

Munoz said Airbnb is partnering with NASCAR "because we know its fans are loyal, committed and want to go to these really iconic races no matter if it's hard to visit."

"There are those that travel in groups of friends or families that really want to stay together.

"Our plan is to have available Airbnbs near or on property of the track so people can stay in the heart of that action, not miles and miles away."

Munoz said Airbnb's advice for potential hosts near the speedway is "to go through our guide on some of the best ways to market your property and your listing."

"We also take safety and concern around parties very seriously.

"We have a global ban on disruptive parties, so I would just remind folks that if you're looking to have a big party that is disrupted to the community around it, that is against our rules, and your contract will be canceled."

Start your economic engine

This year's return of North Wilkesboro Speedway to the NASCAR Cup schedule represents the culmination of what appeared just four years ago to be a pipe dream for reviving a historic but dormant racetrack.

The revival shifted into first gear with the speedway receiving $18 million in federal pandemic money from the 2021-22 state budget toward water, sewer and related infrastructure renovations that also include a new pit road and outside retaining walls.

Wilkes County commissioners were required to provide a 25% match - or $4.5 million.

The 2023-24 state budget included a $4 million economic grant toward support of hosting a motorsports event in North Carolina, such as the NASCAR All-Star Race that began in 2023 a three-year run at the speedway.

The 2023 All-Star Race alone had a nearly $50 million economic impact on Wilkes, according to a 2024 N.C. Commerce Department analysis.

The analysis determined there was $28.9 million spent on food, accommodations, travel and other activities from the nearly 39,000 fans over the three-day weekend.

Although 59% of the fans were from North Carolina, there were attendees from 37 other states and from as far as New Zealand.

Recognizing that out-of-state appeal prompted NASCAR and Speedway Motorsports, owner of the five racetracks, to turn to Airbnb as a lodging option.

"What it will do is create a direct channel between our platform and those NASCAR fans that are checking out the website," Munoz said. "Accommodations for lodging in traditional hotels just aren't as available, so it was a pretty intentional focus on those tracks."

The appeal of being an Airbnb rental property is making money that can add up to additional mortgage or car payments, a vacation or savings.

"Airbnb guests spend about $200 per person per day on each day of their trip, and so we're really excited to bring that economic activity to the communities near those tracks," Munoz said.

"It's also about the communities at large, and our ability to keep that income within the community, and doesn't go to corporate hotels."

Reaching its potential

LeeAnn Nixon, president of Wilkes Economic Development Corp., says the NASCAR-Airbnb partnership "helps address a very real challenge for race weekends and the many events hosted at North Wilkesboro Speedway throughout the year."

"In much of rural North Carolina, traditional hotel capacity simply isn't enough to meet the influx of visitors these events attract. Integrating Airbnb directly into the speedway's website gives fans an easy way to find places to stay close to the action, while ensuring local homeowners, small businesses and our hotels all benefit from the increased tourism."

"The economic ripple effect of partnering with Airbnb has the potential to deliver a meaningful boost for Wilkes County and the broader region."

Senate leader Phil Berger, R-Rockingham, said that "NASCAR is deeply embedded in our state's history, and this new partnership builds on that legacy."

"Races have always been a driver for tourism, but this provides a new avenue for fans to directly support local homeowners and small businesses."

Gov. Josh Stein said North Wilkesboro Speedway "is a cornerstone of North Carolina's racing heritage, and its recent return to the NASCAR Cup Series regular-season calendar is a point of pride for the entire state."

"This partnership makes it easier for fans from across the country to come experience that history firsthand and enjoy all that Wilkes County has to offer."

MerleFast, FaithFest piggy-backing?

Munoz said Airbnb is not necessarily using the North Wilkesboro Speedway as a test market for non-sports, multi-day events in the region, such as MerleFest and FaithFest that are proven regional and national draws.

"There are examples of Airbnbs around music festivals through some longstanding partnerships that we're hoping to establish with NASCAR," Munoz said.

Hoffman said the North Wilkesboro Speedway-Airbnb partnership "would be a good model to follow for MerleFest and FaithFest."

"You're talking tens of thousands of people that attend those festivals traveling from distance, and they're facing the same challenges when you go to booking hotels and lodging."

Hoffman said he expects potential Airbnb rental housing providers could develop multi-year relationships with guests similar to his own rental experience.

"I opened up my rental property in the Bristol area and I have rented to the same folks for years," Hoffman said.

"When you think of the amount of industry that has to come in to support the race, hotel rooms get taken by broadcast partners, media partners, some of the racing teams."

Josh Harris, president of Darlington Raceway, said the five racetracks partnering with Airbnb are "fits in markets that are legacy within our sport and have a deep history to them."

"One of the challenges is coming up with enough hotels and camping areas, so Airbnb short-term rentals give our fans another option when they're looking to plan and experience in a weekend."

"They will have the ability to have various outside experiences when they come to the track, give them more flexibility to choose what's best for their schedule, their budget and experience the hospitality that exist there," Harris said.

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