NORTH WILKESBORO, N.C. — This weekend, the Window World 450 will make history by bringing a NASCAR Cup Series race back to North Wilkesboro Speedway for the first time in nearly 30 years.
The event is expected to draw thousands of fans, creating an economic boost across North Carolina. It’s a big weekend for racing, and with it comes a boost for businesses and tourism.
Officials in North Wilkesboro said the excitement surrounding the NASCAR Cup Series return is already filling hotels, bringing visitors downtown and putting North Wilkesboro back in the national spotlight.
Ken Wellborn, with a hometown newspaper in the area, said he is passionate about sharing pieces of North Wilkesboro’s history with anyone who stops by to see his collection.
“This place looks like a museum, but it’s not really a store. This is from the old speedway days in perfect condition, and I love having old stuff like this. I take time to speak with people,” he said.
Wellborn said even more people stop by as they visit Main Street for speedway events like the NASCAR Cup Series points race.
“This racetrack thing has picked up people who care less about racing, and are glad to see something happening like this. And the race fans are beside themselves happy,” he said.
State officials estimate the All-Star Race made a $42.4 million economic impact when it was held at the speedway in 2023.
Manager of the Northwest Visitors Center, Stacy Dunn, said the return of the speedway led to a tourism revival in the area.
“When we got the All-Star races, that was a huge success here. And now, this being the first points race since it closed in ‘96, has just really got people talking about it,” Dunn said.
Dunn said local businesses are already feeling the economic impact of the points race’s return.
“All the hotels are full right now, and we will see an influx of people coming through the visitors center because we will have all the information about the area, the restaurants, shopping, that sort of thing. It’ll be a big event for the merchants this weekend,” she said.
Local officials said this year the Hauler Parade, which features the 18-wheelers that transport your favorite racing cars, is back on Main Street.
They said that the event always draws hundreds of people to local businesses.
It starts at 7:30 p.m. Thursday.
The drivers take their places in North Wilkesboro Speedway on July 17.
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Sasha Strong
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