Petty Driving plans Disney location ad boost

The Richard Petty Driving Experience, which operates in more than 20 different locations, is preparing to spend the lion's share of its marketing budget on its Walt Disney World location. Speaking with the Orlando Sentinel, Mike Bartelli, chief marketing officer with the Richard Petty Driving Experience, explained how he sold Petty himself — known in racing circles as "The King" — on the idea.

"We were in the board meeting, and he was sitting there with his dark glasses on, and that big trademark hat with the feathers on it, and I told him that I thought it was time that we de-emphasize the biggest asset we have -- which is him -- in favor of something else." That something else, of course, being the company's Orlando location, which apart from being the company's busiest, is also located on Disney property at the Walt Disney World Speedway, just outside of the Magic Kingdom. "That's a huge selling point," Bartelli told Petty, "and we need to market that. Richard thought it over, and looked at me, and said, 'Mike, I think you're right,'" Bartelli said. "And I said, 'Whew!'"

The plan will see 90 percent of the company's marketing budget spent on regional and national campaigns to promote the Disney location, with extra emphasis put on the fact that Dads and older Sons can drive NASCAR-style stock cars while the rest of the family enjoys one of the resort's four theme parks or many other attractions. "There's so much potential here," said Dave Williams, the Disney location's chief instructor, who has worked there for 12 of the Driving Experience's 14 years at Disney. "The key is getting the word out, and it sounds like that is finally about to happen."