When Thunder Road USA opened last year in

Thunder Road USA in Dawsonville, GA is currently $10,000,000 in debt.

Dawsonville, GA, many envisioned an economic windfall for this small northeast Georgia town known for breeding NASCAR winners.

The $12 million, 40,000-square-foot auto racing museum was expected to attract up to 250,000 visitors a year, generate hundreds of jobs and increase sales tax revenues.

One year later, Thunder Road USA is struggling with $10 million in debt and poor attendance. Only about 48,000 visitors came to the museum last year, forcing staff cutbacks and shorter operating hours.

Museum board member Russ Wallace blamed the economic slowdown and a lack of a marketing strategy.

"As is the case with any business, it takes a while to get going on solid footing," Wallace said.

Officials are now considering plans to sell nearby land to help pay off its debt. General manager Tom French said they may also try staging live music and targeting corporate meetings and birthday parties.

"These are certainly things we didn't push hard enough last year," French said.

The museum, which includes Georgia's racing hall of fame, features memorials to NASCAR's racing greats, interactive games, a track for remote-controlled cars, racing simulators, a theater, gift shop and diner.

And Wallace said it's still the pride of Dawsonville, home to NASCAR greats Bill Elliott, Gober Sosebee and Lloyd Seay.

Wallace said he is confident the museum will rebound financially in the coming months and denied talk that it will close down.

"People like what they see, and no one wants to see Thunder Road fail," he said.

© Copyright 2001-2002 by Mississippi Sports Hall of Fame Museum

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