I agree - this is where Atlanta and Charlotte have it right, I think. If you put it out by the track, you're likely to attract only people who are already interested in Nascar - perhaps they're going to the race anyway, and will stop by the HOF to check it out.
Putting it away from the speedway, close to other congregation centers, will attract the interest of those who may not otherwise have thought to visit a Nascar attraction (in addition to those who seek it out as a destination). And, isn't that their goal -- increase awareness of the sport, and increase the fan base? Why just provide an amenity for the existing fan base?
From a product marketing standpoint, they would want to attract more current "non-users" who have a high likelihood of becoming users. Its a general concept that actually works against Charlotte -- we're SO well known for Nascar, its assumed that everyone here is already a fan. That makes for good support, but not much growth potential. A city with a bigger population of non-fans and more pass-through non-fans (i.e. tourists) provides a bigger market for future fans.
Sort of like low intro rate credit cards and discounted cable service for "new" customers. Once you're a profitable existing customer - you're hosed. No more goodies.