Darin Morgan, BES Racing Engines

Stay informed of the changing business landscape by attending one of the many PRI Education seminars that will take place during the PRI Show in Indianapolis.

If it’s your business to know the latest about airflow, valvetrains, suspensions or anything that has to do with making money in racing, you need to be at the PRI Trade Show this December 9–11, in Indianapolis, Indiana. In addition to all the new race-oriented products that will be on display, attendees can choose from more than two dozen Education Seminars taking place at the Indiana Convention Center.

Dan Schechner, PRI’s Director of Education, stated, “Like we have for years, we’re bringing experts to Indy to give PRI Members the best information on business, tech and our industry. This year, over three days, we’re offering more sessions and covering more topics than ever before.” 

The following is a quick overview of the sessions. Seminars are organized into Business Track and Tech Track sessions. A complete course listing and registration information are available at performanceracing.com/trade-show/education. 

Business Sessions

For those desiring to grow their businesses, there are several commonly shared concerns: growth strategies, marketing tactics and human resources. For 2021, PRI has a dozen individual sessions covering these topics and more. 

Experts include content gurus, social media savants, and business and management consultants. Among them is business expert Tom Shay, who is coming back for his sixth PRI Show. Shay’s two sessions are glibly titled, “Small Businesses Don’t Die, They Just Make Too Many Mistakes!” and “You’re Making Money, But Where’s The Cash?”

Shay said he enjoys visiting Indianapolis because the city really rolls out the red carpet for the PRI Show. “My goal for 2021 is the same as any year: I want to have fun and help businesses put more money in their pockets.” 

Small business owners relate to and learn from Shay’s keen understanding of business realties and human nature. For example, Shay said, “Business owners have told me, ‘My employees can’t be stealing. They’ve been with me forever.’ And I tell them, ‘Those employees could be stealing so much they can’t afford to quit!’” 

Business owners need to be aware of all types of enterprise pitfalls, even the ones they don’t want to see. Anyone who runs a shop or a retail business will want to schedule time for Shay’s seminars.

Presenter Chris Salem will cover brand and business building. Salem will address the importance of identifying and communicating the core value of a business in the session titled, “Building Your Brand and Your Business Simultaneously.” 

Brian Lewis and Jason Dodge each have sessions covering digital marketing. Lewis will focus on why every performance business needs to be on the web, while Dodge will discuss how to convert Internet search traffic into actual sales traffic. Just getting people to a business’s website isn’t enough to get them to buy. Dodge will explain the typical “customer journey” to maximize a business’s online sales. 

In his session “Competing for Quality: Hiring and Employee Retention,” Ed Krow will help leaders learn to hire and keep the best employees. 

Social media and content creation have emerged as the biggest marketing trends of the 21st century. While the “old ways” of advertising still exist (traditional TV, radio and print), a business won’t likely reach today’s mass audiences (and especially younger prospects) without a solid understanding of Facebook, Instagram and Google, as well as content marketing. Join Jennifer Cario in her two deep-dive sessions, “Facebook 2021: Build Your Reach Without Breaking The Bank,” and “Instagram Reality Check.” 

Justin Cesler—a key member of the PRI Road Tour—titled his seminar, “WTF Is Content?!” The session will provide a practical, hands-on understanding of content and how to utilize various marketing channels to effectively reach customers. 

John Viscardo will host PRI’s inaugural Social Influencer/Content Creation Panel of all-stars, who will share pro tips that can easily be applied to a business’s marketing efforts. Panelists include Emily Williams from Flying Sparks Garage, sports reporter Jacklyn Drake, Alex Taylor of Alex Taylor Racing, HorsepowerMonster.com’s Jeff Huneycutt and the aforementioned Justin Cesler from Driveline Studios. 

Business authority Alex Striler is also leading two can’t-miss sessions: “Sponsorship 101: How to Write Proposals that Sell!” and the “PRI Presidents’ Panel.” The former focuses on sponsorship fundamentals. “This year’s seminar will help you understand why sponsors are sponsors, and what it takes to get their attention and their commitment,” Striler said. “I’ve done this session multiple times, and it’s typically standing-room only.” 

Striler’s second session hosts an impressive panel of industry leaders including Kevin Miller, president/CEO of USAC; Julian Gill, CEO of Eibach Springs; Jesse Spungin, president/CEO of Mechanix Wear; Chris Dickerson, president/CEO of Horizon Hobby; and PRI’s own president, Dr. Jamie Meyer. “The PRI Presidents’ Panel will address current events and issues relevant to the business of racing and offer ideas on how members of the industry can collaborate to help motorsports grow,” Striler explained. 

PRI covers the RPM Act, legislative lobbying and Federal Executive Agency actions that impact the entirety of the performance and racing industry. The RPM Act and PRI’s legislative efforts are helping ensure that our industry remains vibrant and protected by the government from the government. While the Presidents’ Panel may touch on the RPM Act, there is a PRI session led by Daniel Ingber and David Goch that exclusively focuses on this important legislation and how racers and businesses can get involved.

Another important seminar is the “5th Annual Women in Motorsports Panel” hosted by Jeanette DesJardins from Car Chix and Crank It Media. Her esteemed guests include Hendrick Motorsports lead engineer and program manager Alba Colon, the duo of Ashley Chalk and Angela Ashmore from Chip Ganassi Racing, racer and stunt driver Collete Davis and drag racer Haley James. 

Technology Sessions

Innovation, especially in racing, never stops. Incremental changes that net small gains in performance can make the difference between leading the pack or being a back-marker. This year, tech sessions are heavy into engine building with expert-led sessions covering airflow, EFI, bearings, fluids, valve springs and more. 

Legendary engine builder Darin Morgan and Preston Mosher, BES Racing Engines’ cylinder head department manager, are hosting “Air Speed in ICE and Bending the Rules for More Power.” This experienced pair will discuss the physical and regulatory rules governing induction systems and provide details about how to find the winning balance for a particular application. 

In “3D Computer Flow Analysis Simulation of Performance Intake & Exhaust Port,” Dan Agnew will provide information about how to understand intake and exhaust ports using Computational Fluid Dynamics. Chris Osborn will take things from the computer to the physical world with his session, “Racing Valve Spring Design and Development.” 

Because airflow doesn’t mean a thing without some atomized fuel, Bob Morreale’s session, “The Past, Present and Future of EFI Tuning” is critical for many racers and engine builders. 

Meantime, MAHLE Aftermarket’s Dan Begle will cover the design and fundamentals of performance engine bearings during his 90-minute session on opening day. Attendees will learn how race-specific components like rpm limiters, superchargers, and more affect bearing choices, and have the opportunity to ask questions of their own. 

A special panel session will cover the lifeblood of any race car: fluids. The moderator is Driven Racing Oil’s Kyle Fickler, and his panelists include Jason Rueckert of VP Racing Fuels, Total Seal’s Lake Speed Jr., and Bill Alexander, also from Driven Racing Oil. 

Register Now

The PRI website has a section dedicated to Education and the sessions that will be offered December 9–11. View the full list at performanceracing.com/trade-show/education, where registration is also available. Every session and leader are listed, along with a synopsis of what will be covered. 

Business leader Shay told PRI, “I can’t wait to return to Indy. I look forward to PRI all year long. Of all the races, conferences, and trade shows I attend every year, PRI is by far the most productive, informative and fun.”