Winston-Salem isn’t exactly the first city that comes to mind when you think of motorsports hotspots. Sure, it’s got history—tobacco, education, all that—but ask someone outside North Carolina to point it out on a map, and you might get a blank stare. That is, until last weekend. When NASCAR decided to bring the Clash back to Bowman Gray Stadium after 53 years, Winston-Salem suddenly found itself front and center. And let’s just say, the city delivered in style.
Bowman Gray, lovingly nicknamed the “Madhouse,” is a track where legends are born, and sheet metal goes to die. It’s a place where tempers run hot, fans are loud, and a simple bump-and-run can start a season-long feud. The Clash promised to be a sold-out, full-throttle spectacle, and it lived up to the billing. But beyond the racing, the event did something even bigger: it put Winston-Salem on the map in a way the city hasn’t seen in years. And city officials? They couldn’t be happier.
A roaring Bowman Gray crowd and a grateful city
When the green flag dropped, the place was packed. Seventeen thousand fans squeezed into Bowman Gray’s grandstands, many traveling from all over just to witness the chaos. NASCAR revealed that a whopping 60% of ticket sales came from outside North Carolina’s Triad area. Fans from 44 states, five countries, and three continents made the trip—including folks from as far away as Australia and Canada.
For Winston-Salem officials, it was a home run. At a city council meeting the following Monday, City Manager Pat Pate couldn’t contain his excitement. “Winston-Salem was mentioned on national TV so many times,” he said. “We can’t count how much that would cost if we were trying to put those ads out there ourselves.”
The full economic impact is still being tallied, but early signs point to a major boost. Concession stands raked in revenue, and the city expects a healthy bump from hotel occupancy taxes. Assistant City Manager Ben Rowe noted that while NASCAR didn’t fund an official economic impact analysis, the city might explore options for a local study. “If we have local resources or universities that might be able to do something, we might look into that,” he said.
Winston-Salem city manager Patrick Pate: “Winston-Salem was mentioned on national TV so many times [during the @CookOut Clash last weekend]. We can’t count how much that would cost if we were trying to put those ads out there ourselves.” – @885wfdd https://t.co/VmxXOLyqQ0
— Adam Stern (@A_S12) February 5, 2025
While the numbers may not be available, NASCAR’s efforts at Bowman Gray have opened up a bunch of avenues for Winston-Salem. When NASCAR bought the lease for Bowman-Gray, it also installed $10 million worth of upgrades. This ensures weekly racing action at the track continues, with a consistent revenue stream not just for NASCAR, but for the town as a whole. In the future, if NASCAR applies the Bowman Gray principle of moving the Clash around to grassroots tracks, this can bring a lot of economic benefits to other tracks as well.
For a city that doesn’t always make national headlines, the Clash was a moment to shine. And if drivers’ are anything to go by, Winston-Salem won’t be forgotten anytime soon.
The Cook-Out Clash: A race to remember
While the atmosphere was electric, the racing itself had plenty to offer. Chase Elliott, who started from pole, put on a clinic in short-track dominance. The Hendrick Motorsports driver led 172 of the 200 laps, holding off a late charge from Denny Hamlin to claim the victory.
Starting up front was a huge advantage on a track as tight as Bowman Gray. Elliott knew it, the fans knew it, and he made it count. “Ya’ll deserved it,” he said in his post-race interview. “I hope it was a good show for you. This environment is special. This is a place that has a deep history in NASCAR, and I think they deserve this event. Truthfully. I hope we didn’t disappoint—it was fun for me, at least.”
The race itself was a mix of strategy and aggression. The heat races and last-chance qualifiers? Absolute carnage—spins, paybacks, and tempers flaring. But the main event was a little tamer by Madhouse standards. Elliott’s dominance meant fewer lead changes, but every time Hamlin or Blaney inched closer, the tension ramped up. Elliott’s win was a piece of history. He became the first Cup Series driver to win at Bowman Gray since Bobby Allison in 1971, taking home the Bobby Allison Memorial Trophy in the process. “I appreciate ya’ll making that moment special for me and my team,” Elliott said. “This is awesome! I know it’s not a points race, but it’s nice to win for sure. Just really proud of our team.”
With the Clash in the books, the question on everyone’s mind is: will Bowman Gray become a regular stop on the NASCAR calendar? It’s too early to say, but if this year’s event proved anything, it’s that bringing the sport back to its roots can be a massive win—for the fans, the city, and the sport itself.
Winston-Salem seized the moment, and NASCAR delivered a show. Now, as the dust settles on the Madhouse, one big question remains: will the Clash return? If fans and city officials have any say in it, the answer is an enthusiastic yes.
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