An exploration of the motivation to attend for spectators of the Lexmark Indy 300 champ car event, Gold Coast

The perceptions of spectators (N = 36) at the Lexmark Indy 300 Champ Car event were assessed via qualitative methods to evaluate their internal and external motivations to attend. The most common reason to attend was the atmosphere that the event created, and entertainment. Other reasons included the race, enjoying the company of friends, and group affiliation. The characteristics of the majority of attendees were predominantly male, 26 to 35 years old, from Queensland, who earned around AUD$50,000 to $75,000 per annum. The findings of the study have implications for sport marketers who wish to communicate to these individuals.