Michigan International Speedway gets it.
With competition for the entertainment dollar at an all-time high, track officials have put together an impressive lineup of musical performers for fans who come to either or both of the track's NASCAR weekends this summer.
The track has created what it calls "Keloorah, a music festival experience," during both NASCAR weekends.
Keloorah kicks off June 10-11 with a powerhouse lineup of alternative musical acts including GROUPLOVE, Third Eye Blind, Fitz and the Tantrums, Andy Grammer, The Neighbourhood, Elle King, as well as Joe Hertler and the Rainbow Seekers.
For the Aug. 26-27 NASCAR weekend, Keloorah goes country with Chase Rice, Chase Bryant, Kip Moore, Drake White and The Big Fire, and Tim Dugger.
The track is offering a special presale as part of the deal. Fans who have purchased NASCAR Sprint Cup Series tickets can call 800-354-1010 beginning March 23 to get a two-day admission to Keloorah for just $20. Special packages and VIP experiences are also available.
"We are excited about Keloorah and the great performers we are bringing to MIS for the fans to enjoy on the NASCAR weekends," said MIS president Roger Curtis. "Keloorah is a completely unique concept -- a true music festival taking place at the same time as a NASCAR race weekend to attract new fans to MIS who may not otherwise be aware of, or come to see, NASCAR, as well as provide a great new experience for our NASCAR fans. Keloorah will be an entertainment experience unparalleled at any other NASCAR event."
For a full lineup of activities at MIS, check out www.keloorah.com.