Indianapolis Motor Speedway revives Snake Pit for 2012 Indy 500 - 13 WTHR Indianapolis

Get ready for the roar of May. Rookies hit the track Thursday and veterans start Saturday.

The Speedway wants bigger crowds, and this year, there's a new twist to the century-old race. A page from the 500 history book is coming back to life.

Race teams are arriving for work while the Indianapolis Motor Speedway is already working harder than ever to get more fans to the 500.

"We have to figure out how you introduce new fans. How do we get new people to get interested in the Indianapolis Motor Speedway so they come every year?" said Doug Boles, IMS.

That didn't used to be a problem.

For decades, the Indy 500 sold itself. Open the ticket booths and the gates, and every seat was filled.

Despite rows of empty seats, Speedway officials say last year attendance was the best in years.

IndyCar, like the rest of the entertainment industry, suffered because of the recession. Speedway attendance also fell perhaps because it isn't the spectacle it used to be.

"The Speedway tried to clean up its image for the right reasons and by doing so they caused it to be not as much fun for a large segment of its fans, so they stayed home," said Michael Crawford, Marian University.

Fans, the professor of sports marketing says, want more than a race. They want to be part of an event.

"The fans are in the stands and folks there for an event are in the infield. That's a perfect formula," Crawford said.

The perfect answer, believe it or not, could be the Snake Pit.

"We are really trying to revive the Snake Pit especially for younger fans and potential fans," said Boles.

Without the often dangerous if not illegal nonsense of the 1970s and 80s, this is a kinder, gentler Snake Pit. Billed as the 500's biggest party, filling turn three with racy activities aimed at amplifying the spectacle in the greatest spectacle in racing.

The race day promotion says, "Come party with friends, lovers, enemies, classmates and people you haven't met." That's different from the wine and Longaberger basket crowd we've seen more of in the last few years.

Speedway says ticket sales are on par with last year. There are seats available. Like last year, they are expecting a big walk-up crowd" that buys tickets in the two weeks leading up to race day.

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