Cold beer. Hot sun. Good times. NASCAR already has it all

DAYTONA BEACH, Fla. — They were crowded two deep around the open-air Busch Beer Bar set up here in the infield of Daytona International Speedway on Saturday afternoon.

Cars were whipping around during the Xfinity Race, but many fans were more than content to just listen to the roar, watch some of the action on a few big screens and enjoy a perfect afternoon socializing with friends. All, of course, while knocking back 25-ounce cans of Busch and Busch Light – because sometimes 24 ounces just isn't quite enough and the Daytona infield is one of the those times.

"Busch is Back," is one of the marketing slogans in NASCAR this year, a return of Anheuser-Busch pushing a brand that used to be synonymous with stock car racing. It appears rather popular, either out of appreciative refreshment, simple nostalgia or hipster irony.

It might also serve as a blueprint for the sport as a whole.

This is a transitional year in NASCAR, whose season kicks off with Sunday's Daytona 500. The retirement of Jeff Gordon, who helped propel the sport to bigger, richer and more national prominence, serves as an official bookend to that era and leaves NASCAR playing its favorite parlor game: What does it need?

How about this: nothing.

Or at least not much more than focusing on what it already has, which is a product that has stood the test of time, that is rich with authenticity, that is comfortable in its own skin, that is big enough to attract a six-figure live crowd and an eight-figure television audience on Sunday, yet small enough to feel like a spring afternoon drinking beers on the back porch with friends.

Look, every sport covets crossover personalities such as Gordon, who could win championships but also host everything from "Saturday Night Live" to "Regis and Kelly." He gave NASCAR a shot in the arm, and their pocket book, when be burst on the scene full-time in 1993. And yes, every sport would love a culture-clash rivalry like the one Gordon had with Dale Earnhardt Sr. that drove everything into a frenzy.

Neither NASCAR nor its fans would turn down another round of that.

The truth, though, is that such a thing can't be manufactured, especially not in this sport. Maybe another Gordon comes along, the way Petty begat Earnhardt. Or maybe it doesn't. There's no telling that such a guy even exists or could work again.

What NASCAR needs to be is NASCAR, casual and content and proud of what it offers. Executives aren't wrong to eye innovation, but the beauty of the place is its core personality. This is a successful business. There is a rich, long-term television deal in place. Things are good.

And there is just only so big it can get, only so many fans that will ever truly get hooked. This isn't the NFL. Nothing is the NFL. They'll never call the Super Bowl the "Daytona 500 of football." Every other sport though would be pleased with the expected TV ratings that the Great American Race will produce on Sunday.

Rather than waste time fretting over those that didn't tune in, that didn't descend here, rather than tinkering with this formula or pushing that initiative, NASCAR has been smart, and should continue to be smarter, on focusing on what it already has.

This legendary facility is doing its part, unveiling the $400-million "Daytona Rising" renovation this weekend. It made everything modern and comfortable, but also with better sight lines, more comfortable seats and new amenities. Yet it did it with a nod to what made this place special in the first place.

The track is the same, the grandstands are just better, with viewing and party decks, more shops and concession stands, plus a huge fan plaza out front to make a race a full-day affair. Some of it is to cater to moneyed-fans, yet you can still pop a tent in the Turn 4 campground or watch from the flatbed of your truck.

A day at the track is like a day of watching college football, where often as much, if not more, it is about the tailgate or the marching band or the student section or lots of other things that didn't occur on the field of play.

For NASCAR fans, the passion is hard to shake. Some are into the racing. Some are into the history – maybe the most popular effort last season was the race at Darlington featuring mostly 70s throwback paint schemes. (A 1975-84 edition is scheduled for this year.)

Some are into the circus – the feuds and crashes and strangeness, the taping up of wrecked cars or wild finishes in the Truck Series or whatever may come.

On Friday NASCAR unveiled a revised rulebook entry dealing with personal conduct and some it maintains a nod to the idea that this is supposed to be a little bit wild. It will take a hard line on things such as domestic violence but seemed to smirk at the things that can stir some energy.

"Heat of the moment actions or reactions" between drivers such as a "shoving match, shouting match, or general' venting" could result in a "mild response."

Could. Mild. Ha.

And some people are just into the party, the picnics, the day in the sun, the way that you can immerse yourself in the event, from standing on the track during driver interactions to having one of the drivers encouraging everyone to make sure they drink "plenty of beer," as Ty Dillon did over the PA system before Saturday's race.

The crowd of maybe 50,000, here a day early from the main event, laughed and cheered at that line. Then, it appears, they heeded the order.

Busch was back here on Saturday, 25-ounces strong. Everyone was having a good time, undaunted by one extra sip of an established classic.

NASCAR will be fine if it keeps remembering that.

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