Undercover Boss, Season 2, Episode 5 featured NASCAR CMO (Chief Marketing Officer) Steve Phelps Sunday night on CBS. This executive got to see many facets of the business, from pit crew training to concession sales. Season 2, Episode 5 of Undercover Boss had Steve Phelps playing a superfan Kevin Thomas, who gets to try out various NASCAR jobs. He had come into the experience hoping to find ways to connect with the fans and employees more as revenues have dropped due to the recession.
Steve Phelps Struggles with Selling Concessions on Undercover Boss, Season 2, Episode 5
At Hendrick Motorsports in North Carolina, the executive gets to be on Mark Martin’s pit crew. Dion takes Phelps under his wing in 98 degree weather, where they begin to do some workouts. During the pit crew practice, readying for Daytona, the Undercover Boss gets to be a tire carrier, struggling with the duties. Dion, an African American, got his job as a result of the diversity initiative of NASCAR, coming off an NFL football career. He worries about losing his abilities to be fast; and thus, his job.
At Daytona, the marketing guru stays in an RV, and works with Glen of Facility Operations. He’s to do some painting of the signs around the speedway and finds that the heat makes it a challenge. Glen has a son that was diagnosed with leukemia (he still gets chemo), but he’s glad for the support from the people at Daytona. Still, there’s lots of pressures on his family. Later on Undercover Boss, Season 2, Episode 5, Steve Phelps works at a NASCAR concessions stand with Cindy and Tom, who raise money for their daughter’s cheerleading program through the sales of corn dogs, chicken nuggets, etc. Phelps is supposed to be great at marketing, but he has trouble as a barker for the concession stand.
Undercover Boss, Season 2, Episode 5 Sees NASCAR Executive Steve Phelps Get Real Generous
During the race, the executive gets to play Tire Specialist with Scott on David Reutimann’s team. Scott wishes he could be with his family more, for this job allows a day off per week for the 38 week season. Phelps has to stack tires, measure tire tread, etc. Scott thinks that the sport is too commercial and corporate-driven rather than family-oriented, which keeps him from being able to take his family to more races. During the race, the Undercover Boss sees how important tire management is on the Season 2, Episode 5 airing. He sees an accident involving Mark Martin (Dion’s driver), who is okay. Steve Phelps witnesses Reutimann finish 11th.
The NASCAR executive doesn’t have any meetings with the powers-that-be, stressing what changes should be made. As for the goodies, Dion gets put on the newly created Industry Council so his ideas can be heard out/implemented plus he gets an open job offer at NASCAR itself. Scott gets himself and his family flown to any race of his choice, and his pit crew also gets tickets for a 2011 race. Cindy gets $10,000 for the cheerleaders. Tom gets sent to the Championship Race, all expenses paid. Glen son’s Daniel gets a helmet full of driver signatures from the Coke Zero 400, plus his medical expenses paid, which absolutely moves Glen on Season 2, Episode 5 of Undercover Boss.
“NASCAR”, Undercover Boss, October 24, 2010, CBS