Pop-up Safeway Feeds NASCAR Fans At Phoenix International Raceway
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Tens of thousands of NASCAR fans are gathering in the Southwest Valley for a weekend of races at Phoenix International Raceway, and NASCAR draws so many people that Safeway built a pop-up grocery store among the seemingly endless rows of campers and RVs.
Fresh produce, deli meats, frozen foods, beer and ice make the tent-covered grocery feel like your typical market. But customers sampling a new brand of tequila near the checkout line are a reminder that people are here to party.
The pop-up store is about one quarter the size of a regular supermarket, said Mel Kennedy, director of marketing for Albertson’s and Safeway. If a customer can’t find what they’re looking for, Kennedy said a concierge service will bring it from another location.
“We’ll go to the store,” Kennedy said. “We’ll take your cell phone number down. We get it. We call you. And have you come pick it up.”
Donna and Rob Dykes picked up their brand new RV in Michigan and drove straight to Avondale for the races. As the couple explored the Safeway, Rob Dykes explained why the raceway attracts enough fans to support a grocery store.
“You’ve all got something in common,” Dykes said. “You know the race, and what’s going on, and the drivers, and who’s doing what, and who’s doing this. You know, I’m not so up on it like a lot of these other guys. These NASCAR gurus are really into it, man.”
The Dykes said they became NASCAR fans because of their son, Landon.
Landon is U.S. Army helicopter pilot and his parents said he will travel from El Paso to join them for the weekend.
