There's not one major electronics manufacturer who isn't trying to target this space.

We've got a good history of working with Action Performance (Elliott's racing team). Everyone has to work together to maximize the value for any kind of sponsorship.

Sponsoring a race helps us foster corporate alliances with other entities and it gives us a pretty significant amount of plugs during NASCAR week. It's a big deal for our local Sam's Town customers and it allows us to do something for them. It also provides us an opportunity to do something for customers from our other properties as well.

I don't have to worry about the car qualifying or not.

We're extremely excited about this year's race, especially with more than 50 million devoted fans following the NASCAR Busch Series. This year, we've got a lot going on with Lisa Marie Presley serving as grand marshal, the return of the Sam's Town Challenge as well as the special PEANUTS car in anticipation for the holiday season. We're looking forward to a race weekend filled with events the fans can really enjoy.

I lived in Dallas, and it's a big city, but you can jump on any freeway and drive in any direction for about 30 minutes and you are in the country - open space, wide open, very open, nothin' around.