The FASTRAK series gets a new VP who loves dirt racing so much that he bought a track in Kentucky.

Bill Lupinos turned a lifetime of dirt racing fandom into a new career when he left a marketing position with PepsiCo after 16 years to buy Richmond Raceway in Richmond, Kentucky, in early 2018. This past December, he added to his racing portfolio by joining FASTRAK Companies International LLC as company vice president. 

Lupinos works remotely from Kentucky and regularly visits the FASTRAK corporate office in Georgia. Meanwhile, Bill, his wife Stacy, and sons Adam and Aaron do everything at the track, from grading to running the concession stand, adding a powerful component to what has traditionally been a family sport. He has also owned and operated a FASTRAK Heart of America Ultimate Super Late Model (USLM) franchise for the last three years, as well as a successful super stock series.

FASTRAK founder and owner Stan Lester will remain involved on a limited basis, consulting for the company and working on additional marketing to increase purses and point funds. Lupinos is optimistic for FASTRAK’s future, and recently shared his thoughts with PRI. 

PRI: You obviously love dirt racing. How did that start for you?

Lupinos: I’ve been a huge dirt racing fan my entire life. I started attending Lebanon Valley Speedway [in West Lebanon, New York] at five years old, since my dad was a scorer. They frequently gave me odd jobs to do as a kid. I then helped with a big block modified team in my teenage years. 

PRI: You come from a solid marketing background. Can you tell us how you got into the racing industry?

Lupinos: When the Chilled Direct Store Delivery division of PepsiCo was being dissolved, I had the choice of early retirement or an unknown position within Pepsi. At the time, I saw on Facebook that Richmond Raceway was for sale. We looked into it, made a visit on our way from Seattle, where we were living at the time, to the 2017 World Finals, and decided to buy it. We closed that December, moved to Kentucky in February 2018, and started racing in April. 

PRI: What do you see as the immediate and long-term marketing needs to fill for FASTRAK Racing?

Lupinos: Communication and availability are huge. Customers need to know you are there for them at any time. I just started in December and do not have any specific plans in place yet. 

PRI: How does your role as track owner help you when negotiating deals and working with other track owners for FASTRAK and the USLM Series?

Lupinos: Knowing the behind-the-scenes operations of a dirt track is a huge benefit for me. I know exactly how easy it is to lose a lot of money on any given night. I can relate to all aspects that go into putting on a race, from concessions to track prep and staffing. Just as at the track, I’ll be watching costs on everything and changing suppliers when needed.

PRI: What’s the biggest challenge facing race tracks and series today? 

Lupinos: The economy, availability of parts and tires, and live streaming. 

PRI: With live streaming an issue, do you have ideas for 2023 to bring more people out to the track, such as special events and promotions or non-race activities?

Lupinos: Yes. We need to make the experience, food, midway activities, and racing all better. That will make more locals want to come.

PRI: What is one recent mistake you learned from?

Lupinos: Paying way too much attention to social media and the hatred many so-called race fans like to post. 

PRI: Have you found a way to balance the need to use social media with the way you deal with haters and trolls?

Lupinos: I use social media to promote, but I’ve stopped using it in a personal way. I don’t read everything that I did before. When it’s a troll on my page, such as the guy telling me I couldn’t run a lemonade stand, I just delete and block instead of arguing. 

[Editor’s note: Lupinos previously turned social media lemons into business lemonade. When he took over Richmond Raceway, some wrote, “Go back to New York. The damn Yankees need to leave.” In response, Lupinos named a late September race “The Damn Yankees 50,” which marked its fourth year in 2022.]

PRI: What is the best piece of advice you have received?

Lupinos: Just be yourself and do you.

PRI: If you could have a conversation with anyone in racing, who would that be and what would you ask?

Lupinos: Tony Stewart. I’d love to know how he makes Eldora Speedway so great.

PRI: Excluding your cellphone/tablet/computer, what’s one thing you can’t live without? 

Lupinos: My family. Richmond Raceway is a 100% family-run facility. The four of us do everything leading up to race day. They have sacrificed a lot for my dream.

Bill Lupinos

TITLE:
Vice President

ORGANIZATION:
FASTRAK Companies International LLC

HOMETOWN:
Richmond, Kentucky

FAST FACT:
Lupinos is currently living at his track, Richmond Raceway. “If I look out my front door, it’s the pit gate.”