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International Speedway Corporation
PB Sports

International Speedway Corporation Annual Reports

OVERVIEW
International Speedway Corporation (ISC) is a leading promoter of motorsports activities in the United States, currently promoting more than 100 racing events annually as well as numerous other motorsports-related activities. The company owns and/or operates 13 of the nation's major motorsports entertainment facilities, including:

Daytona International Speedway
Talladega Superspeedway
Michigan International Speedway
Richmond International Raceway
California Speedway
Kansas Speedway
Phoenix International Raceway
Chicagoland Speedway
Route 66 Raceway
Homestead-Miami Speedway
Martinsville Speedway
Darlington Raceway
Watkins Glen International

In addition, ISC is a limited partner with Group Motorisè International in the organization and promotion of certain events at Circuit Gilles Villeneuve in Montreal, Canada.

The company also owns and operates MRN Radio, the nation’s largest independent sports radio network; DAYTONA USA, the “Ultimate Motorsports Attraction,” the official attraction of NASCAR; and subsidiaries which provide catering services, food and beverage concessions, and produce and market motorsports-related merchandise under the trade name “Americrown.” In addition, ISC has an indirect 50 percent interest in a business called Motorsports Authentics, which markets and distributes motorsports-related merchandise licensed by certain competitors in
NASCAR racing.

As a publicly traded company, ISC is required by the Securities and Exchange Commission to publish an annual report for presentation at its Annual General Meeting for approval by its shareholders.

OBJECTIVES
Patterson/Bach Communications has worked with ISC since 1997 on the
creation of its annual reports, with each one designed to meet the following
objectives:

Create a meaningful, revelatory financial document.
Develop a dynamic theme that can be supported throughout the report.
Communicate ISC as the preeminent company for motorsports venues and support services.
Produce a report that targets current stakeholders and can also be used as a sales tool to solicit additional stakeholders.
Complete production and deliver for distribution prior to the Annual General Meeting in March.

IMPLEMENTATION
Patterson/Bach kicks off each annual report by meeting with ISC investor relations staff to obtain information on the direction of the company, its accomplishments over the prior year and current goals for the future. The agency’s creative team then holds a brainstorming session to first develop a theme and then a creative implementation strategy. Patterson/Bach's production department is integrated into this process to ensure the budget is maintained, while also keeping the creative team abreast of the latest production options available for their consideration.

Since 2000, Patterson/Bach has designed and produced a schedule of events for all ISC facilities that accompanies the annual report.

EVALUATION
Each year, Patterson/Bach delivers the ISC annual report on time and within the allotted budget. The reports are distributed to shareholders and made available on the company’s Web site-iscmotorsports.com-in both pdf and html formats. The annual reports have been praised from their creativity and quality year after year by the ISC Board of Directors, senior management and sales team, who reports they have become an integral sales tool as they market ISC to potential stakeholders.