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PIERCETON - Just as feared as Dale Earnhardt was on the racetrack, his likeness was sought after in the world of memorabilia.
In one way or another, the untimely death of the seven-time Winston Cup champion on the final lap of Sunday's Daytona 500 will have an impact on racing collectibles.
His name and trademarked signature have appeared on anything from hats and T-shirts to toilet seats and mailboxes. In 1997, he became the first racecar driver to grace the cover of a Wheaties box.
"What made this industry was Earnhardt," Phil Heinzman, 58, owner of Turn One Collectibles in Pierceton, said. "He had the ability to see that fans wanted to make a connection. He wouldn't let something be sold until he approved it."
Heinzman referred to the 49-year-old Earnhardt as the backbone of the collectibles industry. For Heinzman alone, 35 to 45 percent of his annual sales were of the man known as The Intimidator.
Wednesday Earnhardt was laid to rest in his home state of North Carolina. Today an invitation-only memorial service is scheduled to be held in a Charlotte church that seats 5,000. As a sign on the door at Turn One says, out of respect for the family, Heinzman will not sell Earnhardt pieces until the funeral and memorial are over. He will begin selling Earnhardt items Friday morning. And unlike many others, Heinzman will not jack up the prices.
"I have real strong convictions about what happens in this industry when someone profits on someone's death," Heinzman said. "I called the girls at the store and told them not to sell the Earnhardt stuff. Friday it'll go back out at the same price as it was before. Out of respect for the family, we're not gonna sell stuff until Friday."
Heinzman himself is an Earnhardt follower, saying it's hard not to be in the collectibles industry. Heinzman attended Speedweeks 2001 in Daytona for the sixth consecutive time and was there Sunday when NASCAR lost its version of Michael Jordan.
"The feeling was one of shock," Heinzman said. "Normally you get up the morning after the Daytona race and there's light parties. It was real quiet there. People were in shock."
When the news of Earnhardt's death was announced, items with his likeness were immediately placed on online auction sites.
One full bottle of Sun Drop, a soft drink sold only in North Carolina, with Earnhardt and "1979 Rookie of the Year" on it was selling for $60 on eBay. Diecast cars were going for $350. Heinzman said one customer called and told him the asking price for an Earnhardt racing uniform was $15,000. The asking price for an autographed poster was $6,500.
Just like Turn One, Warsaw's Wal-Mart is not currently selling Earnhardt pieces.
"I got a note that said the family requested they quit manufacturing for a week," Warsaw Wal-Mart toy department manager Lisa Quinn said. "The Dale Earnhardt stuff was gone by the time I came in at 7 in the morning."
Wal-Mart's shipments come in overnight. Quinn said she can only order NASCAR diecast in assortments and that it could take as many as five days to get another shipment once she orders it.
Quinn said Wal-Mart has had numerous calls about Earnhardt items. Heinzman said he's had calls from as far away as Canada.
Once his store begins selling the Earnhardt pieces again, Heinzman said, he has plenty in stock and he does not expect to sell out quickly.
Asked if there is one Earnhardt item fans would call a must- have, Heinzman said it would be a General Motors promotional diecast given to dealers. The paint scheme was half Dale Earnhardt and half Dale Earnhardt Jr. Heinzman has seen the piece twice, once in Michigan and once on the Internet. It was being sold for $1,200.
