This article provides an overview of the NASCAR Winston Cup Series and an analysis of how stock car racing has become a focal point for tourism in the region around Charlotte, North Carolina. The article examines how businesses have capitalized on the loyalty and financial strength of Winston Cup race fans by making themselves spin-off attractions connected loosely to the sport of stock car racing.

Evidence to support claims made in this article comes from the author's fieldwork within the Charlotte-based Winston Cup community. This includes observations made by the author during the summer of 1997 while in North Carolina promoting his new book on NASCAR racing. The article strives to explain how professional sport can be treated as a form of cultural tourism, and how racing fans look beyond the speedway for ways to enjoy their leisure time and spend their disposable income.