Merchandisers Seek The Intimidator's Sales Touch

CHARLOTTE, N.C.

Eight years after his death, Dale Earnhardt's bond with fans is typically seen through T-shirts, caps and die-cast cars.

But that's changing.

A man whose face has adorned candy bars now will have his nickname and persona attached to roller coasters in North Carolina and Virginia. They will be among the fastest - of course - and tallest on the East Coast....

Now come the announcements of the roller coasters. Kings Dominion in Doswell, recently announced the Intimidator 305 roller coaster will open next April. The $25 million ride will feature a 305-foot climb and reach speeds of up to 92 mph.

Carowinds, located near Charlotte, announced Wednesday it will build an Intimidator roller coaster, which will feature seven drops - one for each of his series titles - have a peak of 232 feet and reach speeds near 80 mph.

These projects are part of a transition for Dale Earnhardt Inc. from souvenirs to fan experience.

Steiner said a new theme for Earnhardt's legacy will be "The Legend Lives Here."...

http://hamptonroads.com/2009/08/merchandis...ors-sales-touch