The motorsports industry's premier Trade Show, set for December 9–11, is back with a vengeance, fueled by "pent-up demand" and a host city that's leading the return of in-person events.

Dating back to the early 20th century—before there were bricks, when men like Louis Chevrolet were racing Sunbeams and Frontenacs—Indianapolis has been known as the motorsports capital of the world. So it’s no wonder the world’s premier event for racing professionals, the Performance Racing Industry (PRI) Trade Show, calls the Circle City home.

After a year of turmoil marked by a pandemic, industries shuttered, jobs lost, riots, a contentious national election, and more riots, the country, and more specifically the motorsports industry, is getting back to business in a big way. And Indy is leading the charge. 

“We’re excited to see Indianapolis keeping people safe as its convention business quickly returns to normal,” said PRI President Dr. Jamie Meyer. “Thanks to the city’s actions, PRI will be back this December offering the racing community a productive face-to-face experience that promises to help them build their business.”

It took months to develop following the initial spring 2020 lockdown, but using a pragmatic, focused approach, Indianapolis started holding in-person events again back in summer 2020. Our host city—working hand-in-glove with the Indiana Convention Center and local business leaders—launched a workable solution that has set the foundation for PRI’s annual celebration of everything racing. 

“It was a one-two punch (COVID-19 and civil unrest),” recalled Sherry Seiwert, president of Downtown Indy Inc. “…The turning point for us in having to figure out how we would put solutions in place. We brought a number of downtown stakeholders together, and it was a big undertaking. In July 2020, the city landed multiple large sports tournaments, many coming in from other states that wouldn’t permit large gatherings. These events helped the city get back on the racing line.”

News spread quickly that Indianapolis not only could, but was hosting events safely, and the bookings increased through 2020 and into ’21. The Indy Eleven soccer squad was the first professional team to return to the field, followed by the NFL’s Colts, the Indy Fuel minor league hockey team, and the NBA’s Pacers. 

Additional major event wins for the city include May’s running of the 105th Indianapolis 500 (135,000 fans) and myriad trade shows as diverse as the “Sweet & Snacks Expo,” “FDIC International,” and “Die Casting Congress & Exposition.” By the time the PRI Show floor opens to visitors in December, Indy will have already hosted an estimated 500,000 race fans and conventioneers. 

To further safeguard indoor gatherings, the Indiana Convention Center has spent some $7 million in health and safety upgrades, including improvements to the HVAC and air filtration systems; plus, it installed new touch-less features, and implemented a state-of-the-art deep cleaning system that regularly sanitizes high-touch areas.  

“We’ve hosted some major events already this year, including the entire NCAA Men’s Basketball tournament,” confirmed Nicole Perry, senior national sales manager for Visit Indy. “Pent-up demand for in-person events is clearly evident.”

Serving as PRI’s host city is no small task. After all, the Trade Show typically draws upwards of 1,100 exhibitors and tens of thousands of attendees from all 50 states and 70 countries. And this year, it’s clear that Indy is more than ready to oblige.

“Indianapolis has been a great partner to PRI, and we are thrilled to see their progress with bringing trade shows back to the American public,” Dr. Meyer added. “We are looking forward to a very productive show in December where the racing community will come together and plan the future of the business of racing.”

For more on the 2021 PRI Trade Show, visit pri2021.com.

Remember When—PRI show Edition

Anyone who’s been to a PRI Trade Show no doubt has a favorite memory or meaningful experience or two that stands out from the rest. As it’s been for 30-plus years, whether you’re a racer, distributor, engine builder, fabricator, manufacturer, track owner, or otherwise call the motorsports industry home, PRI stands alone—an event like no other. But don’t take our word for it…

Name: Carrie Enders, VP Marketing, RE Suspension

# of PRI Trade Shows Attended: 6

What The PRI Trade Show Means To Me: “The PRI Show is all of racing in one great location. All of our racers, our customers, our vendors—this is the one time of year we get to see everyone. It means ideas, innovations, goals, and successes.”

Favorite PRI Trade Show Memory: “I was 12 the first time I came to PRI with my dad, a NASCAR crew chief at the time. Twenty-five years later, to walk into that packed hall and see our booth, with our logo, and our products, and evidence of our years of hard work…it was amazing!”

Name: Bob Davis, Global Communications Manager, Sunnen Products Company

# of PRI Trade Shows Attended: 30

What The PRI Trade Show Means To Me: “The main purpose for attending PRI is business, but to me the best part is the friendships I have made, and being able to give back to the racing community. Through the annual Sunnen Engine Charity Sweepstakes, I have been part of a team that over the years has raised close to $1 million for various charities such as the Petty family’s Victory Junction camp for kids with serious medical issues. The opportunity to help others has meant a lot to me, and it would not have happened without the help and support of Sunnen and PRI!”

Favorite PRI Trade Show Memory: “PRI has always made sure the Show is a combination of business and fun, including racing-themed events such as go-kart races in the parking lot, the Twin 25 races at a local track, and even slot car races at the all-industry cocktail reception. But my all-time favorite was the year they had the Pit Stop Challenge during the cocktail reception. One minute I was standing there with a drink in my hand and the next minute I was changing the tires on a NASCAR race car trying to beat the other teams.”