Spectators were treated to an evening of racecar drivers hitting the "icement" at excessive speeds while sliding around corners. They also watched motorcycles soar to insane heights as they flew off ice ramps.
Implications - There is a very particular and large demographic of consumers who relish in athletic and outdoor events. Often such individuals are only able to participate in these types of activities during certain times of the year. Companies that provide consumers with this throughout the entire year will see big returns from interested conumers.