'I'VE DONE WHAT I SET OUT TO DO
... TO PRESERVE THE SPORT I ENJOY'

Written By Billy Gibson
Baton Rouge Business Report, Sept.17, 1996

Social scientists and stock car racing promoters alike understand one key concept: Left unchecked, a growing gap between winners and losers can eventually create misery for everyone.

Donald Watson, owner of Baton Rouge Raceway since 1986, figured he knew the reason why stock car racing facilities in Louisiana have tended to fade in and fade out through the years. Referring to several defunct racing venues across the state such as Prairieville’s Pelican Speedway – long since razed and now the site of a subdivision – Watson noted the importance of parity in producing a riveting racing event from week to week. Almost three decades of experience have taught him that if the checkered flag goes continually to those few drivers who can afford to build and maintain the fastest cars, fans quickly lose interest and find other ways to spend their entertainment dollars.

That’s why he formed SUPR (Southern United Professional Racing) in 1991, a late model racing series that has established itself as one of the premier circuits in the nation. With some 30 stops in a typical season, the series receives regular coverage in both regional and national racing publications.

The fundamental idea of the series was to establish a standard set of guidelines so that each participant had a reasonable chance to succeed, to sort of level the playing field for each competitor. Five years later the series has emerged as one of the hottest in the Southeast with some 60-70 regular drivers convening each week in special events at race tracks in Texas, Louisiana, Oklahoma, Mississippi, Arkansas and Missouri. The series commanded the spotlight over the July 4th holidays with a "Four for the Fourth" tour including stops at Forest Hill, Boothill, Minden and Dallas on consecutive nights. The event attracted thousands of spectators at each track and awarded thousands of dollars to victorious drivers. Approximately $500,000 in prize money was presented to drivers over the course of last year’s 32-show circuit.

According to Roxy Dancy, general manager at Baton Rouge Raceway and director of the SUPR series, Watson’s goal of establishing a competitive, fan-pleasing circuit has been met. Dancy said that of the first 16 races this season there have been nine different winners in SUPR events. The series will next visit Baton Rouge in October – its second stop here this season – and is expected to attract more than 2,000 spectators.

Watson’s motivation for creating the SUPR series was largely a matter of self-preservation, both as a late model driver and a businessman. When he purchased Baton Rouge Raceway 10 years ago after having established a reputation as a talented driver, Watson was already aware of the factors that led to most track closures: championships were claimed by the same well-funded drivers from week to week and consequently spectator interest waned. He envisioned not only the late model classification, but the dirt track scene altogether, going the way of dinosaurs and eight-track tapes.

So in 1991 he contacted two other race tracks in north Louisiana and struck a deal to guarantee a certain amount of prize money to attract the region’s top late model drivers. Each week the drivers would alternate sites, appearing at a different venue on Friday, Saturday and Sunday night.

"SUPR has turned into a real good business," Watson said. "I’ve done what I set out to do – to preserve the sport I enjoy. Now racing is back on the growth side rather than the decline side. The person with the most money doesn’t necessarily dominate and that makes the fans a lot more interested in what’s going on. Under our rules structure, anyone is capable of winning."

The rules mostly center around the type of equipment that can be used. For example, when he was developing the rules structure Watson consulted with an engine builder and developed a power plant that cost about $8,000 to construct – compared to $20,000-$30,000 for other late model engines – yet delivered just as much horsepower. To make believers out of his critics, Watson was the first to use the engine in the SUPR circuit and emerged as the season champion. That brought plenty of naysayers on board.

"The engine used lighter components and is more dependable than some $30,000 hand grenade that could explode any minute," Watson said. "If you blow an engine you could be out of racing. The idea was to keep more people in racing, to preserve the sport. Instead of six $30,000 engines, I wanted 30 $8,000 engines.

One other factor makes the SUPR series successful, Watson said. While he speaks of parity and equal opportunity to succeed among all the racers, he also wants SUPR participants to know who’s in the driver’s seat. It’s his way or the highway, and that’s the only way to maintain an orderly and efficient program that fans will want to see, Watson said.

"There’s always a dividing line between the racer and the promoter. I’ve been on both sides, and when I started SUPR I decided I was going to be the mediator between the two. I know what the drivers need to stay in the race, and I know what the promoters need to make money. I try to make it a growing business for both."