Monster trucks may have once been synonymous with white, male, “redneck” culture, but in recent years Monster Jam – which comes to Time Warner Cable Arena Friday and Saturday – has positioned itself as a family-friendly event.
Children as young as 4 include Hot Wheels and Mattel versions of Ironman and Grave Digger on their birthday lists. Monster Jam even offers plush versions called “Puff Trucks” for toddlers.
“Since the early ’90s, we have consciously tried to become a much more family-friendly property,” says Ken Hudgens, COO of Feld Motor Sports.
“Back then, we skewed much older, much more male. We had alcohol and tobacco sponsors, and the events were as much focused on truck and tractor pulling as monster trucks. …
“It was under his (current Feld president Charlie Mancuso’s) direction where we started thinking about who we wanted to come (to the shows) as opposed to who actually came.”
The result: The alcohol and tobacco sponsorships were dropped, and Mancuso & Co. began licensing toys and games through Hot Wheels, Mattel and Activision; partnering with companies like Marvel and Warner Bros to create familiar hero-themed trucks like Batman and Spiderman; and introducing kid-friendly vehicles like the Monster Mutts.
Monster Jam also has developed female drivers, trucks and merchandise geared toward girls. Madusa – driven by former professional wrestler Debra Miceli – has won championships alongside her male counterparts.
“We want the whole family to enjoy it,” Hudgens says. “Not just boys …. our goal has been to be all-inclusive. We always say our demo is blue- and white-collar families, and that pretty much means everyone.”
Monster Jam’s audience has not only grown more diverse, it has grown overall – with increases in both attendance and the number of events held.
Hudgens says Charlotte-based Speed Channel deserves credit for increasing the sport’s audience and helping bring in younger fans.
“Speed ran Monster Jam over 500 hours on the air last year,” he says. “They play Monster Jam on their network every morning when kids are getting ready for school, and again when they get home from school.”
This weekend alone, there are Monster Jam events in nine U.S. cities and one in Canada. with so many happening simultaneously, your favorite truck and driver can’t be everywhere at once.
Grave Digger, the most famous truck, will be in Charlotte, but its original driver, Dennis Anderson (whose sons both drive versions), won’t. instead, Wadesboro’s Gary Porter – who rose to fame on the circuit as driver of the Carolina Crusher in the ’90s – will pilot the 30-year-old monster mobile.
Other Carolina-based drivers at this weekend’s show include Whit Tarlton of Wadesboro (Monster Mutt) and 22-year-old rising champion Morgan Kane of Currituck (Stone Crusher).
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