Each December, as you walk the aisles of the PRI Show in downtown Indianapolis, it's clear that transforming the Indiana Convention Center into the hub of motorsports business begins long before showtime. 

You see rows of meticulously purpose-built race cars—from dragsters to sprint cars, late models to off-road trucks and everything in between—sit proudly beside the cutting-edge innovations, products and components that make them win. You also see experts sharing their latest techniques and wired machinery working side-by-side, and maybe get an autograph and handshake from your favorite driver. But what you don't see is the countless hours of preparation that began, well, the minute the previous PRI Show closed its doors last year. 

“We look at the customer experience from the day after the PRI Show to the closing day of the next Show. Exhibitors are on a 365-day journey with us from booth registration, plotting, registering their staff, hotel bookings, maybe seminar scheduling, and all other logistics,”  said PRI President Mike Good. “The booth plotting process is one piece of that overall customer journey, and we try to make it a best-in-class experience. I think the team has done a knockout job with it this year.”

It's fitting that the 2025 PRI Show booth plotting process, a three-day event, took place the week of the Indy 500. With the grit and determination of a field of 33 racers zipping around Indianapolis Motor Speedway, some dozen PRI team members gathered to strategically organize the PRI Show floor in the Indiana Convention Center.  

And yes, while I was able to confirm fan-favorite Show features and experiences are returning—and some even expanding (more on that here)—the most exciting takeaway from the booth plot was how well everything came together this year. In fact, the PRI team placed an estimated 60% of the Show floor after the first day of plotting.  

"I attribute this year's successful plot to the Sales and Show teams coming organized and planned. The sales reps build relationships with the exhibitors all year long, so they know what they need and want ahead of time. Plus, all the systems and platforms came together—it's crucial to have things lined up and everything fell into place this year," said PRI Show Director Karin Davidson.

"[We use a priority process for our exhibitors.] We started the day with our 35-year priority customers, and we made it down to our 5-year customers," said Jeff Dahlin, industry sales director, on the first day of plotting, noting that the 35-year customers have been exhibiting since the inception of the PRI Show. "We've made more progress [today] than ever before. And best of all, the exhibitors are all happy!" 

If you want to see your motorsports business among the aisles of innovative brands at the 2025 PRI Show, December 11-13 in downtown Indianapolis, there is still time to secure a booth. Learn more at prishow.com/exhibitor. 

Attendee registration for the 2025 PRI Show opens in July. Learn more at prishow.com.