Race cars will once again roll through downtown for the NASCAR Chicago Street Race, a two-day event that begins Saturday. Chicago will be in the spotlight as tens of thousands of people attend the race with many more watching on television.
But there are mixed feelings among business leaders about the massive event that would significantly disrupt traffic and normal life in the heart of the city. Since June, some streets have already been closed as infrastructure is built to turn Michigan Avenue and the surrounding Grant Park area into a high-speed racetrack and festival.
This year, organizers are working to apply lessons learned from last year's first race in Chicago, which was NASCAR's first street race in its 75-year history.
Roads are closed on East Ida B. Wells Drive near South Michigan Avenue ahead of the NASCAR Chicago Street Race, which will be held Saturday and Sunday.
NASCAR and the city have cut track set-up and tear-down time to 19 days from 25 days last year, in an effort to minimize disruption to businesses and residents. And mufflers will again help dampen the noise from cars that can reach speeds of 100 mph.
In addition to physical improvements, boosting the local economy is a major focus of this weekend's event.
Julie Giese, president of Chicago Street Race, said NASCAR is looking to “involve as much of Chicago as possible in the event.”
For example, the company held a vendor summit earlier this year to encourage bids from a variety of companies to provide event services like security, printing, signage and more. It also expanded the free NASCAR Village at Butler Stadium in Grant Park, which will feature Chicago restaurants, retailers and partners. The village, interactive NASCAR exhibits and car simulators are public, unlike race tickets that range from $150 to $465.
The company is once again offering an online Chicago resource guide in partnership with Canadian tech startup FanSaves, where businesses and attractions can sign up to be included in the guide and attract more customers before and during race weekend.
NASCAR aims to use the race “as a platform to showcase local restaurants, retailers and partners, thus helping to expand their exposure to a broader market,” Giese said.
Last year, more than 47,000 “unique participants” from 50 states and 15 countries attended the Chicago Street Race, according to an economic impact report commissioned by Choose Chicago and Temple University’s Sports Industry Research Center. Total attendance was 79,229, the report said, well below the expected 100,000. Heavy rains spoiled the race, and smoke from Canadian wildfires was also a problem.
The event generated an economic impact of $108.9 million, below the $113 million estimate. It also generated more than $8.3 million in tax revenue for the city and contributed to nearly 30,000 hotel room reservations.
The report said media coverage of the race cars speeding past Chicago's famous urban landscape was worth $23.6 million in “media value” to the city — the equivalent of more than three national Super Bowl ads.
Revitalizing Downtown Chicago
The Chicago Loop Alliance is partnering with NASCAR to bring local businesses to NASCAR Village. It's part of the alliance's ongoing efforts to revitalize downtown Chicago, which is still trying to recover from the COVID-19 pandemic.
Chicago would not have hosted a NASCAR race before the pandemic, said Michael Edwards, CEO of the Chicago Loop Alliance. “The storefronts were full, and life was pretty good,” he said.
But after the pandemic ends, downtowns across the United States, including Chicago, are struggling to bring pedestrians and businesses back. Edwards attended a national conference of downtown groups last year and recalled other delegates keen to bring a NASCAR race to their cities to spur a revival.
NASCAR has reached out to nearly 1,500 Chicago businesses to prepare them for the race — hosting one-on-one meetings, calls and webinars; distributing “Open for Business” signs to hang in windows; and distributing 78,000 brochures with race maps detailing street closures and other information.
Some establishments along the race track welcome the NASCAR Chicago Street Race.
The Gage, located at 24 S. Michigan Ave., offers a NASCAR-themed menu featuring drinks like the Pit Stop Rum Punch Bowl and the Racing Fuel Revolver.
“Last year, we saw a significant increase in foot traffic, which led to increased sales and a vibrant atmosphere at our restaurant,” said a spokesperson for The Gage. “We anticipate an even bigger crowd this year.”
Jackie Jackson, owner of Kilwins ice cream shop in Chicago, is similarly optimistic. Kilwins is located at 310 S. Michigan Ave.
“We feel anything to bring traffic and pedestrian footfall into the downtown and the loop is positive,” Jackson said.
Some businesses close during NASCAR race
For the second time, Exile Bookstore in Bookville will be closed during NASCAR race weekend. The library also stopped hosting literary events the week before the race due to construction noise and road closures.
The store is located in the Fine Arts Building, 410 S. Michigan Ave., which is close to the NASCAR track, so that part of Michigan Avenue is closed to the public.
Christine Gilbert, co-owner of Exile in Bookville, inside the library's location in the Fine Arts Building. The store has a view of the NASCAR racetracks from its top floor location.
“With our street being closed and the noise levels being so high, the bookstore can’t operate,” said Christine Gilbert, co-owner of Exile in Bookville. “It’s not like we’re a bar or a restaurant where excessive noise can be tolerated.”
Independent bookstores rely heavily on summer sales to get them through the slow winter months, Gilbert said. Closing bookstores during the busy summer season, especially the Fourth of July weekend, is a huge blow.
“Every day counts for independent bookstores,” she said.
The Studebaker Theater, also in the Fine Arts Building, will not be performing during the NASCAR race for the second year in a row. The venue is often rented out for concerts and shows such as NPR's “Wait Wait…Don't Tell Me.”
“I don’t want to do a show that weekend either,” said Taylor Hobart, assistant box office manager at the Studebaker Theater. “Of course, no one was here last year.”
Osaka Sushi & Fresh Fruit Smoothies, located at 400 S. Michigan Ave., will be closed during the two-day NASCAR event.
The neighboring Osaka Sushi & Fresh Fruit Smoothies will also close for the second year in a row. Because of the road closures, UberEats drivers and other delivery drivers will not be able to get to Osaka Sushi, so the restaurant at 400 S. Michigan Ave. will close, said restaurant manager Barry Cheung.
“If this race serves the public good of the city of Chicago, and if it generates a lot of money for the city that can be used to help serve the city as a whole, then we wouldn’t mind sacrificing it by shutting it down,” Gilbert said from exile in Buckville.
But this was not true, according to the media reports I read.
“When the city doesn’t make the money it said it would, and when small businesses are forced to close or lose typical business as a result of the race, that’s a decision I don’t support,” she said.
A young customer reads a book at the Exile in Bookville store, located inside the Fine Arts Building in the Loop. The NASCAR racetracks are visible through the window.
