Keloorah – a place to celebrate race weekend at MISShare
Michigan International Speedway is taking the post-race concert experience to a whole new level with “Keloorah.”
Keloorah is two days of post-race live music and activities on Fridays and Saturdays during the June and August NASCAR weekends at MIS. It’s a music, party and entertainment festival inside the bigger NASCAR weekend festival at MIS. Keloorah will have live concerts, deejays, a go-kart experience a mobile video game arcade, an outdoor sports bar, tailgate games, foam parties and paint parties – all within the NASCAR event weekends and on MIS property.
“Keloorah is a new concept for post-race concerts,” MIS President Roger Curtis said. “It’s an initiative to attract millennials who may not otherwise be aware of NASCAR, while rewarding current NASCAR fans with an entertainment experience unparalleled at any other NASCAR event.”
A Sunday admission ticket or infield or APEX wristband that allows access to the Sunday Quicken Loans 400 and/or Pure Michigan 400 will gain access to Keloorah on Friday and Saturday of those event weekends.
But what is “Keloorah”?
MIS staff made it up.
“Keloorah” is the phonetic pronunciation of Ceiliúradh, the Celtic word for “celebration.” MIS is in the Irish Hills of Brooklyn, Michigan, and the team wanted something that would tie back to the speedway’s brand – all while being something new and different.
Keloorah is open with activities from 4-11 p.m. Friday and 4-11 p.m. Saturday, June 12-13; and 4-11 p.m. Friday and 4-11 p.m. Saturday, August 14-15.
The concert lineup and available activities and vendors will be announced soon.
The speedway has hosted a post-race concert on Saturdays in its Lot 10. But Keloorah promises to be bigger and better than that.
“We found while hosting Faster Horses, a three-day country music festival with Live Nation in July the past two years, that young people all want to share like, authentic experiences and a sense of community. There’s camaraderie among festival goers,” Curtis added. “But NASCAR has that, too. NASCAR fans share very similar attributes to be a part of something big.
“And casual fans or new fans don’t realize that ‘til they’ve really experienced a race. So we’re giving them another reason to experience a NASCAR race, and giving our current NASCAR guests something cool, too.”
Keloorah is a fully branded area speedway officials have designed and conceptualized. It has its own website at www.keloorah.com and Twitter feed, @keloorah.
All NASCAR tickets are on sale. Visit www.MISpeedway.com or call 800-354-1010.
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