Recognizing the many roles she has been filling since starting with WISSOTA in 2001, this upper Midwest track promoter’s association named her director of operations this year.

Callie Sullivan should be a familiar face (and voice) to upper Midwest dirt late model and modified racers. She’s served numerous roles for the WISSOTA Promoters Association since 2001, beginning as the WISSOTA Midwest modified point director in 2001, and later assuming the role of sprint car and late model point director. 

She oversees several office staff handling all licensing, points, the WISSOTA 100, the Expo, the annual promoter meetings, national awards banquet, and many other needs within the organization. Recognizing all her roles, the organization named Sullivan director of operations in January 2023.

“I am doing the same crazy amount of work that I have been doing for the last 22 years, just with a more accurate title,” she recently told PRI when sharing her story. 

PRI: When did you realize there was a future in the racing industry for you, or did it always feel like you were a part of that environment and culture?

Sullivan: When I was growing up, my dad was a pit man for a sprint car team, so I was introduced to racing at a very young age. I didn’t have first-hand experience until about 1990 when my husband at the time bought a race car, which was an IMCA stock car. After winning an IMCA National Championship in 1992, an accident in June of 1993 left him a quadriplegic. In late 1994, we became track promoters at Fiesta City Speedway in Montevideo, Minnesota.

PRI: How would you say circle track racing has changed since you first got involved?

Sullivan: The biggest change I have seen is the cost on all ends. I came from a team where we had money, but we were in the shop building everything ourselves four nights a week to race two nights a week. Now, with the technology and advanced mechanics of these cars, people don’t have access to the DIY methods much anymore. From a promoter’s perspective, the cost of just putting on an event is much higher. We are competing against other hobbies and kinds of entertainment, and to do that we have to keep spectator and driver costs as low as possible. 

PRI: What is the biggest value you bring to your upgraded role?

Sullivan: I would say honesty. I have the experience and the knowledge to give people the kind and honest answers they need. I also know when I don’t know the answer, and who would be a better resource. 

PRI: How do you deal with disgruntled teams or racers? 

Sullivan: My role in these scenarios is to listen and be consistent. I always look at situations from as many perspectives as possible before drawing a conclusion. Sometimes people have a good reason to be disgruntled, and some good ideas and solutions can come out of it. 

PRI: How would you say membership has changed for WISSOTA within the last 20 years? 

Sullivan: The biggest change in our membership that I have seen is the turnover in promoters and the interest in being involved. We are at a point where the track promoters are businesspeople, where they used to be hobbyists with more knowledge and passion for the technical aspects. That’s great for the racing economics, but not as good for our rulebooks. 

PRI: What would you say is the most difficult part of managing association operations that members might not understand?

Sullivan: Everyone in the sport is passionate about what they do at their respective levels, and that can make it hard to make changes or modernize some practices. In the last few years, I feel like we have made great strides in the perception of our organization, and we are starting to see those changes impacting our promoters and drivers. 

PRI: Who inspires you? 

Sullivan: I am inspired by people who bring knowledge, drive, and creativity to their profession. Attending the PRI Show, walking around and listening to people with so much passion for their company or position inspires me to be the best version of myself for this organization and the industry. 

PRI: If you could give a word of inspiration for future leaders in race operations, what would you say? 

Sullivan: Work with people you like. This is an incredibly demanding and draining industry, so it makes life easier when you have the right people around you. To female leaders in the industry, I would say that the road is rocky and difficult, but worth it. We have compassion and kindness, but we’re not rugs. You are not incapable. You are not inferior. You are not powerless. 

PRI: What cars would be in your dream garage?

Sullivan: I still have the 1968 Chevy Camaro convertible with a 327 and four-speed that I drove in high school. Next, I would want a 1967–1971 Plymouth Barracuda and a 2023 Dodge Challenger SRT Hellcat Redeye. 

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

Sullivan: Family comes first, but my pets are a photo-finish second place. I was a veterinary tech for almost 30 years. I currently have a Great Dane, a rescue pit bull, and two cats.

CALLIE SULLIVAN

TITLE:
Director of Operations

ORGANIZATION:
WISSOTA

HOMETOWN:
Dassel, Minnesota 

FAST FACT:
“As much as I love racing, softball is where my competitive spirit began,” said Callie Sullivan. “My dad was the pitching coach for the Buena Vista University softball team in Storm Lake, Iowa, where I grew up. Before that, he coached me. I pitched from fourth through eighth grades and played for the University of Minnesota Waseca. I later coached my daughter’s teams, from 8u to 16u.”