Beer giant Anheuser-Busch has awarded the "Hangin' with Dale Jr." event held in Daytona, Charlotte and, now, Richmond to local beverage firm Brown Distributing.
"We're not going to announce where it is that's the whole gimmick," says Dave Sorokowski, on-premises sales manager with Brown. Cox Radio is co-sponsoring the event, even as it airs only teasers, not specifics, mainly in an effort to thwart fans from swarming too far in advance to the venue where the event will take place.
"This is huge for Richmond because Dale Jr. doesn't go out in public," Sorokowski says, explaining that's why area event planners consider Earnhardt's appearance here more of a coup than that of Cher or Bruce Springsteen.
Those angling to go can try their chances at winning a spot on area Cox radio stations such as B103.7-FM, Y101-FM or K95-FM. Brown's loyal customers will be well-represented, too, Sorokowski says. Only those 21 and older may attend. Naturally, the event will feature "day-fresh draft beer from Williamsburg," Sorokowski adds.
"Hangin' with Dale Jr." takes place just two days before the 26th race of the NASCAR NEXTEL Cup Series season the Chevy Rock & Roll 400 at Richmond International Raceway, set for Saturday, Sept. 10. Despite the absence of tangible passes to Dale's party, Sorokowski says, "It'll be quite the hot ticket." -- Brandon Walters
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