Outsourcing certain services to trusted partners can provide solutions to challenges like small-batch orders and specialized production. It’s an enticing prospect for small businesses that want to expand the range of options they’re able to offer to their customers, but it can also open the door to a number of potential surprises.
IN-HOUSE SERVICES ADVOCATE:
KEN MCCAUL,
BOROWSKI RACING ENGINES
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I think there are generally two business models in our part of the engine building world. There are the types that will buy GM engines and dress them up with a power-adder or something like that, but they’re still fundamentally GM engines. Our approach is different. We have the capability to buy raw blocks and heads, and with the CNC equipment, we build them up from there. That means we’re able to offer engines with parts that are designed for the things that we’re doing with them, down to the last bolt.
Having control over how it’s machined allows us to do different shapes, different sizes and different openings, and the buck stops here in terms of quality control. But it’s not just about having control over production, it’s also about control over the margins. Not having to give up a portion of that margin to the porter is a significant benefit. And in terms of production scheduling, the concept of having to wait for every little thing seems a bit scary to me.
Moving everything in-house wasn’t easy to do. When I came on in 2010, there were a lot of issues with the equipment and the quality of what we were producing. We basically shut down production for about five months while we got financing and purchased state-of-the-art equipment for things like block and rod machining. I also wanted to give the guys that were here the benefit of the doubt, so I told them that we were going to get new stuff and they would have to learn it. They were excited by the prospect, but within three months of getting the equipment, all of them were gone. I ended up hiring the Rottler sales and service guy to be my machinist—the guy who sold me the equipment.
But that’s also when our general approach changed. We decided to focus on things we felt we could do better than other people instead of being generalists who would take on any job that came in. In 2010, we had hundreds and hundreds of jobs come in, but we were doing a 10th of the revenue we’re doing now.
Sure, it would be nice to save the seven figures’ worth of investment in CNC machining equipment that has allowed us to do this work in-house, but the issue is that there aren’t really places that can do this work in the way that we want it done. In the past, we’ve had to rely on cylinder head companies for CNC work, and that’s typically fine for what it is. But it’s basically a situation where you either get the one with porting or the one without porting. That’s kind of like asking someone if they like the white car or the black car. I’ve got a lot of ideas about stuff that could be in between.
OUTSOURCING ADVOCATE:
JR MITCHELL,
GMT RACING
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Our business is focused on ground-up restoration, fabrication, repair and track services for vintage and historic race cars, everything from pre-war Alfa Romeos to Williams F1 cars. We try to specialize in the things that most other shops can’t do and go from there.
We do frame repair, wishbone fabrication and general maintenance in-house, but things like upholstery, paint and major bodywork are sent out. Certain suspension components are cast and machined outside of our shop as well. Over the years we’ve also made a bunch of different components that have been prototyped and CNC machined—lower bracketry for Swift S2s, crossmembers for Formula Atlantic cars, stuff like that.
Given the scope of what we do, there’s such a wide variety of parts for so many different cars that it would be really tough to do all of this in-house. From a quality control perspective, it also turned out to be a much better option for us to send these jobs out to a shop that does machining in large quantities every day so we can utilize their expertise. To do a production run with close tolerances is an exacting job, and we really need somebody with the proper machines and quality control measures in place. That way when we get the parts, they’re as-ordered rather than just close enough.
And the machines are still evolving so quickly. A machine that’s 10 years old now is simply obsolete when it comes to tolerances, speed, consistency and even support. I have a guy who builds engines for us. He recently had a problem with his cylinder head machine, and the company wanted to just sell him a new one. These machines aren’t cheap.
There are some other interesting advantages to outsourcing, too. For instance, one of the companies that does services for us reached out because it needed some fabrication done for an automation machine it was working on. We were able to knock that out in a pretty short amount of time. The company was happy, and it was something different for us to do.
It’s important to partner up with companies that can be trusted, and sometimes that can require a bit of trial and error. It’s fortunate for us that our CFO has a long history with local industry, so she knew the right folks to talk to. It’s a similar story with the guy who manages our vintage and historic race parts stuff. He already knew a number of smaller shops with different specializations when he came on. We have three or four shops within about 10 miles of here that we use for a lot of short-run jobs, a situation where we need to get something water jetted, CNC machined or something similar. If we need, say, two dozen brackets, they’ll knock them out for us quickly, and that allows us to concentrate on what we’re good at.
We have considered bringing more services in-house over the years, though. The main draw is priority: Sometimes you have to wait a little longer than you might like to get a part. But at this point, the process we’re using is working for us. And if it ain’t broke, don’t fix it.
PRI attendees are encouraged to develop a plan before arriving on the Show floor. “People who haven’t been to the Show don’t realize just how big it is,” said one longtime exhibitor. “They should utilize the Show Planner in the PRI app and check out the maps of the Show before they go.”
Follow these simple action steps to transform your visit to the PRI Trade Show into a successful business venture.
With the PRI Trade Show right around the corner, now is the time to finalize plans for an effective and productive Show experience. To help attendees and exhibitors maximize their impact at the Show, we spoke with several seasoned exhibitors and attendees about the mistakes that are often made before, during, and after the Show, and their advice on how to remedy those situations.
Before-the-Show Mistake: Lack of Planning
The most important thing attendees can do beforehand is build a plan for the Show.
“People who haven’t been to the Show don’t realize just how big it is,” said John Catapang of Darton Sleeves, Carlsbad, California. “They should utilize the Show Planner in the PRI app and check out the maps of the Show before they go.”
Compared to the simpler layout when the Show was in Orlando, “at Indy you have the front hall, the back hall, people in the side rooms,” noted John Verburg of Ferrea Racing Components, Fort Lauderdale, Florida. “So for an engine builder or a racer, if there are certain people they know they want to see, they should download the floor plan and mark where those people are. Not everybody stays in the same place each year.”
And be efficient, he added. “If you’re there for two days, cover one room one day, the other room the next. You’ll walk yourself to death going back and forth between rooms and waste a ton of time.”
At-the-Show Mistake: Not Spending Enough Time
“There is a lot to see,” noted Catapang, “so give yourself enough time to ask questions to learn about what you are interested in.”
Mike Leary of Leary Racing Products in Denver, Colorado, agreed. “Spend as much time at the Show as you can,” he advised. “If you can handle all three days, do all three days, or it can be hard to see and talk to everyone you want to see. I have a retail store, and I’m direct with 130-some companies. If I spent 10 or 15 minutes with each one, I wouldn’t have a lot of time left over.”
At-the-Show Mistake: Lack of Preparation
Because time at the Show is so short, doing some prep prior to walking into an exhibitor’s booth can expedite the process for both sides.
“If you’re coming to our booth to talk to me, know who we are and what we do,” advised Chris Raschke of ARP, Ventura, California. “If you have a question about a fastener, it’s important to have your dimensions and all the information about what you’re looking for. Don’t just say ‘I need a bolt for an engine.’ While we know about a lot of different applications, we don’t know every single one of them. We need your information.”
“Know your technical expertise on the product you’re trying to investigate,” said Verburg. “Lay that out in the beginning so the conversation doesn’t go sideways. Racers will come up without their engine builder and ask fairly technical questions that could be above their head. We try to explain, but sometimes they don’t really get it. We don’t have a problem talking to racers and trying to educate them, but really understand that if you don’t know a whole lot about engines, trying to get into detail about why you should run this valve over that valve is probably not the right conversation to be having at the Show. That’s a conversation to have with your engine builder.”
At-the-Show Mistake: Insufficient Booth Staff
Exhibitors, too, can affect results by how they prepare for the Show, said Vic Hill of Vic Hill Race Engines in Mosheim, Tennessee. “If you’re visiting a big company or a very successful company, it can take too long to have a conversation. I’ll walk by a booth and realize I’d have to stand there for an hour and a half before I got to talk to whoever I need to talk to.” Hill would like to see more people staffing the booths “and more people who understand the product they’re selling. A lot of times when we go in a booth and ask a question, there’s just one specific guy who can answer that question, and the line to see him is too long. If I had a booth for my engine program, I’d have four people who could answer any question that I could answer. It’s about understanding the product they’re selling.”
Exhibitors realize the PRI Show is an opportunity for racers to meet with sponsors and potential sponsors.
“If they want to say, ‘Hi,’ that’s fine, but if they’re pitching their newest deal, it’s not the place,” said Raschke. “At the Show I’m inundated with different things. I’ll take business cards, but I ask racers to mail us their proposals.”
“From the racer side of it, I understand. They thrive on sponsorships,” Verburg said. “We have a bunch of guys we do sponsor, and some of them we met at PRI. But the way it’s done professionally is a five-minute conversation about what you’re doing, if that, and a proposal, which needs to be very specific.”
After-the-Show Mistake: Late or No Follow-up
“Exhibitors see easily 1,000 people during a Show,” Catapang said. “It’s hard to come back and remember who we talked to, especially since the Show goes right into a holiday. Follow up with the exhibitors you are interested in. It helps us remember who we spoke to.”
“Timely follow-up is important,” Verburg added, “particularly this year, going into PRI with raw material shortages, manufacturing shut-downs and slow-downs, and everything else that’s plaguing us. If we talk at the Show about getting a custom set of titanium valves, calling a week and a half before your first race is not the time to get custom parts. Don’t wait until the last minute.”
Verburg had one last tip about post-Show follow-up: “Most manufacturers in this industry don’t close for the whole week between Christmas and New Year’s. Those that do a lot of OE business do, because the factories are all shut down, but most of the manufacturers are not closed that week. If you call, and someone answers, go from there.”
This month’s special PRI Trade Show edition highlights several new motorsports-related parts that will be on display in the Featured Products Showcase, located inside Lucas Oil Stadium, during all three days of the event.
RaceQuip of Riverview, Florida, now offers a lighter, carbon-fiber version of its Pro20 Top Air helmet. This full-face racing helmet has a Snell SA2020 rating. This style of helmet is often called a forced air, blower or pumper helmet due to the provision on the top to attach a fresh-air hose.
“One of the standout features is how unobtrusive the air manifold is,” said Roger Mealey. “It’s designed to stay below the top of the helmet and out of the way of the rollcage.”
The air-inlet barb works with a standard 1.250-inch diameter air hose. Forced air is channeled from the manifold to the forehead area, where it blows downward across the faceshield through molded vents near the eyebrows. Not only does this feature keep the driver’s face cool, but it also helps keep the faceshield free of fog.
The helmet incorporates contemporary styling and is constructed with advanced composite production techniques. The shell is formed using pre-preg carbon fiber and Kevlar materials placed into pressurized steel molds.
Other construction features include reinforced M6 threaded HANS/HNR inserts that are mated to the carbon fiber shell. HANS or other anchor posts can be attached to the helmet using the inserts. The faceshield is constructed of 3-mm polycarbonate and operates through a red-anodized aluminum pivot kit. The wide eyeport allows the use of personal eyewear. —Mike Magda
Available in either two- or three-pedal configurations, the pedal boxes from PE Racing in Sydney, Australia, are constructed from aircraft-quality billet aluminum and include numerous adjustment features to help racers achieve the best driving position.
“The adjustability of the pedal assembly is unmatched by any other in the market, which is why it’s patented,” said Bianca Perusic. “The pedal faces are adjustable to suit the driver’s style and comfort.”
The height, depth and pitch angles of the pedals are all adjustable, along with the pedal ratios. Throttle activation can be by cable or throttle-by-wire. There’s also an adjustable brake bias.
The assembly itself can be mounted to a variety of bulkhead floor shapes and angles, and pedal adjustments can be made without removing mounting bolts or modifying the floor shape.
“It took a long time to develop,” added Perusic. “When installing previous assemblies, we came across common problems such as getting the position correct without modifying the floor or adding additional weight.”
The pedals are designed for all auto racing markets, including road racing, drag racing, sports cars and rally/off-road applications. Weight for the three-pedal model is 2.8 kilograms, or slightly more than six pounds. —Mike Magda
Fluidampr of Springville, New York, wraps up its line of Duramax dampers with the release of two models for GM diesels in the L5P platform. One part number fits the 2017–2019 model year, and the other is a dual-pulley version for model years 2020 to present.
“We now cover all the Duramax models,” said Brian LeBarron. “This damper has a lot of testing behind it.”
For those looking to upgrade a Duramax-powered vehicle, and “mil-spec” is a desirable quality standard, then Fluidampr should be considered. A version of this damper is seeing widespread use across the military on the latest high-performance light tactical vehicles.
“It’s a one-piece design that can hold up to an insane amount of horsepower,” noted LeBarron.
Benefits of the Duramax L5P damper include protection from torsional vibration over a broad rpm range and less risk of crankshaft failure or wear on critical engine parts. The product is also SFI 18.1 certified.
Both L5P dampers are finished in black zinc chromate, and the timing marks are laser engraved. A pre-drilled bolt pattern allows for an accessory pulley, custom mandrel drive, and damper installer/remover tool use. Fluidampr recommends a high-strength bolt kit for installation. —Mike Magda
Racers looking for more versatility and command of their fuel system will appreciate the new BKS1001 brushless in-tank fuel pump and three-step controller from TI Automotive in Caro, Michigan. This high-pressure, high-flow pump is capable of supporting engines up to 1,000 horsepower.
“The BKS1001 is suitable for all performance applications, from a fuel-injected daily driver or resto-mod to the big-tire drag racer,” said Andrew Peckham.
The product’s foundation is TI’s E5LM brushless screw pump. It’s managed by a controller with pulse-width modulation (PWM) input capability.
“This pump is known for producing high flow with low current draw,” explained Peckham. “The controller is a true three-step module with PWM input control functionality. Full PWM command is achieved by wiring the input to a 100 Hz battery level PWM signal. The controller is also capable of operating at 100% duty cycle or 50% duty cycle.”
This flexibility allows the user to run 50% on the street and go to 100% for weekend drags or autocross. Or it can run 50% for gas and 100% on E85. The new pump replaces TI part number BKS1000.
“There was an extensive development process to design and validate this product,” said Peckham. “The BKS1001 required comprehensive testing to ensure it met TI Automotive’s demanding performance standards.” —Mike Magda
Sealing the cylinder is necessary to achieve maximum power in any race engine, and piston-to-cylinder-wall clearance is a critical factor in that objective. The accuracy of using a traditional micrometer to measure the diameter of the piston is often dependent on the skill and technique of the engine builder. With the new MC-1 measuring tool from QMP Racing Engines in Chatsworth, California, any discrepancy in manual operation will be taken out of the equation.
“Everyone has a different feel of the torque on the spindle of the micrometer,” explained Brad Lagman. “With the MC-1, there’s a dial indicator, so it doesn’t matter how tight the feel on the micrometer. That means if I do it, you do it or anyone, we’re all going to come up with the same number.”
The MC-1 can be used for measuring piston-skirt diameter, ring groove depth, compression height and dome thickness. It can also be used to measure lifter-bore bushings, lifter diameter, cam bearings or anything that is round up to six inches.
“There’s a quick-check feature if you want to measure a set of lifter bushings,” added Lagman. “You can do 16 in two minutes, or anything else, like wrist pins, without changing the setup from the piston skirts.” —Mike Magda
Black Magic Pro Mag 44s are already used by a majority of Top Fuel teams, and a smaller version is popular in the sprint car market. Basically, Black Magic is a blueprinted MSD magneto that creates more spark energy, and it’s available in 44-, 20- and 12-amp models. After blueprinting, a 44-amp magneto is capable of generating 52 amps.
“Then you can put more fuel into the engine and make more power,” explained Blake Robertson of BR Motorsports, Visalia, California.
The Black Magic treatment is not only available on new magnetos. “We can even take a used magneto and blueprint it to make it a Black Magic,” said Robertson.
BR Motorsports’ blueprinting process includes a rare-earth magnet upgrade, and more than one pound of copper wire is hand wound inside the magneto. BR Motorsports also makes sure the phasing is correct and that each spark duration lasts 26 degrees.
The BR Motorsports’ treatment then includes a black anodized case. The Black Magic can be ordered in either clockwise or counter-clockwise rotation. Finally, the 44 model is equipped with a large pro cap; however, it can be converted to normal size if packaging is a problem. —Mike Magda
Ice Water is a new coolant from Engine Ice in Cincinnati, Ohio, that is dedicated to most motorsports applications.
“Nothing cools better than pure water,” explained Brian Emrich. “But there are two downsides: it’s corrosive on aluminum and it doesn’t have freeze protection.”
Coolant freezing isn’t a concern with most race car engines, but corrosion is, along with protecting the environment. Ice Water is sourced and manufactured in-house by Engine Ice, a subsidiary of Kost USA, the largest manufacturer of glycol products in the country.
“That gives us access to the R&D from other company projects,” said Emrich.
Ice Water is a propylene glycol formula, which is much safer for the environment than ethylene glycol, an ingredient that can be found in other antifreeze products. Ice Water’s proprietary formula is premixed, biodegradable, phosphate-free and non-toxic, therefore, it should be legal in most forms of racing.
“The formula has a tremendous amount of technology in the additive package,” noted Emrich, who cited benefits that include protecting aluminum and seals, as well as superior cooling at higher temperatures than water.
Engine Ice also has coolants dedicated to motorcycles and powersports vehicles. —Mike Magda
The electric fan found on the 1993–1996 Lincoln Mark VIII is quite popular with DIYers wanting to upgrade their cooling systems. Not only is it cheap when found in a salvage yard, it’s huge at 18 inches in diameter, and it moves a massive amount of air.
“The problem with that fan is that it’s very thick and it kills amperage,” said John Pairaktaridis of Delta PAG, Astoria, New York, which now offers an 18-inch brushless fan to complement its 12-, 14- and 16-inch models. “Our fan is more efficient and moves a little more air than the Mark VIII. Plus, it’s about two inches thinner.”
Brushless motors have numerous advantages over their brushed counterparts. They draw less amperage and can be packaged better in tight-fitting situations. Brushless motors do require an electronic control module (ECM), but this also gives them the ability to run at variable speeds—which again can reduce amperage draw.
A digital temperature speed controller is also available for the fan. It provides on-off settings and speed controls for one or two fans.
The Delta PAG 18-inch fan is rated up to 4,100 cfm and is only 2.70-inches thick. —Mike Magda
Racers looking to reduce vehicle weight should consider the new Titan8 16-volt lithium battery from XS Power Batteries in Knoxville, Tennessee.
“The main objective was to create a lightweight, powerful and safe battery that fits within the current habits and patterns of most racers,” said Brady Basner. “One could remove a 50-pound AGM (absorbed glass mat) battery and simply replace it with a 12-pound XS Power Titan8 battery.”
The Titan8 is compatible with stock or performance-style alternators and doesn’t need a special charger. It’s rated at 750 cranking amps and 60 amp hours with 1,000 max amps. Built in a group 34 housing, the Titan8 is a direct fit for most aftermarket battery boxes.
“While the most exciting advantage of the Titan8 is the weight, it’s also more powerful and longer lasting than a comparable-size AGM battery,” added Basner. “The Titan8 can also use the same charger as a 16-volt AGM battery, and it is alternator capable from 18.2 to 20.3 volts.”
Lithium batteries are known for holding a charge and providing better performance in cold weather. They can also last up to five times the normal lifespan of a lead-acid or AGM battery. —Mike Magda
Intended for parts restoration, HydroSlurry from ABS Products in Brea, California, was made to produce results with delicate engine components that goes a step beyond many traditional cleaning processes.
“We sell everything from steel grit to plastic glass baking soda in a vapor hone, which is a water and media mixture—a slurry mixture,” said Dave Ward. “And that’s great for a final cleaning on parts. With aluminum, in particular, it makes the part look brand new. So if you’re in the restoration business, or you just want your parts like carburetors, intake manifolds, and valve covers to look fantastic, this stuff will do it.”
ABS recommends putting parts through a baking soda cleaning or similar process beforehand to get grease and gunk off of components. Once that’s been done, putting that part through the HydroSlurry process afterward will take it to the next level. “It’s always a good idea to run the part through some kind of cleaning process first—if you take an extremely dirty part and put it in there, all of that grease and dirt goes into the slurry mixture. HydroSlurry will certainly clean it and make it look like new, but the more you do that, the more quickly the slurry mixture is going to become contaminated and need to be changed out.”
ABS Products’ HydroSlurry cabinet is 100% stainless steel and is designed to take into account many of the common procedural issues that other manufacturers tend to overlook. “It’s completely sealed to prevent any potential leaks,” he said. “If you look at the other cabinets that are on the market, you’ll notice that they use a trough next to the door to catch the leaks. Well, ours doesn’t leak, so we don’t need that trough.”
The cabinet also features an internal window wiper, Ward noted. “One of the other issues you’ll find with a lot of these other cabinets is that you can’t see through the window once you start to blast, so we’ve addressed that here as well. And it’s all made in-house here in the US—from the flat sheet metal all the way to the completed part, it’s all made here in our facility in California.” —Bradley Iger
Introducing the younger generation to cars and racing is now a little easier with the “1-2-3 Count with Car Parts” book. This new board book is written and published by the Fast Kids Club, which is part of the racing lifestyle apparel company Eat Sleep Race based in Edison, New Jersey.
The counting book is the follow-up to “ABCs for Future Race Car Drivers,” which won a Global Media Award at the 2019 PRI Trade Show. That book is available in both reader and coloring book editions.
“This is the counting book for newborns up to three,” said author Brian Mabutas. “The first book is the best-selling product at our company.”
Colorful auto-related illustrations are used to teach the numbers one through 10. For example, one is used with a steering wheel and two is used with twin turbos. Finally, 10 is used for the number of spark plugs in a V10 engine.
The ruggedly constructed board book is designed with a simple point-and-say layout to help build knowledge and confidence in children with repetition.
Mabutas said more books are in the works but wouldn’t give any hints as to the subject matter or publication dates. —Mike Magda
The PRI Trade Show is a perfect opportunity for buyers and racers to approach exhibitors with an open mind, noted one manufacturer. “If you’re looking at making a program better and taking that next step in performance,” he said, “having more of a clean-sheet approach is the best way to start.”
Asking thoughtful and qualitative questions of exhibitors is a key ingredient to a productive PRI Trade Show experience.
“Can I have a sticker?”
“Do you know where the restrooms are?”
“Are these valve springs/pistons/shock absorbers (or insert other display product here) free?”
Those who staff booths at the PRI Trade Show are asked numerous questions. Some of them, like the three examples above, aren’t exactly conducive to getting business done. But they tend to come with the territory at any sort of trade show.
Other questions get to the heart of what the PRI Trade Show is all about: making racers—and racing—better, faster, and more successful. We polled several experienced PRI Show exhibitors about the kinds of questions they have been asked that are the most effective and, on the flip side of that coin, questions that should be avoided altogether.
Ask Away
“The most helpful questions are when someone comes in with an open mind and asks, ‘What’s the best thing I can do for my application?’” said Lake Speed Jr. of Total Seal, Phoenix, Arizona. “At that point we’re able to say, ‘Let’s understand the nuances of your application, and your budget, so we can work to a solution that strikes that happy balance between performance, durability, and budget.’ We can do that if we come into it from a clean sheet.
“The PRI Show is at the perfect time for this because people aren’t too locked into anything,” he continued. “It’s off-season, rebuild season. If you’re looking at making a program better and taking that next step in performance, having more of a clean-sheet approach is the best way to start.”
“We encourage people to tell us what they’re working on or what they want to build,” said Kevin Bailey of Race Winning Brands (RWB), Mentor, Ohio. “It opens the door for our experts to explain to them specifically what they think would work best for what they’re trying to accomplish.”
“We also invite people to ask us what we think is better about our particular product or brand versus the competition,” added RWB’s Nick DiBlasi. “That way we can outline all the features and benefits that we have that we think are above and beyond the rest of the industry. It can be hard to convey that in a magazine or other media. It’s good to be able to talk to someone and walk them through it.”
Many of the questions RWB fields at the PRI Trade Show have to do with troubleshooting, DiBlasi added. “People are stuck. They reach out to say, ‘Hey, I’m struggling with this. What am I doing wrong?’ That’s where our experience comes in. We have an expert in pretty much every type of racing there is. Most of our guys have done it, are still doing it, or have someone in the family doing it, so we have a really good tech support team.”
“We get application questions all the time, and they are welcome,” said Tom Dustman of Sunnen, St. Louis, Missouri. “Some really drill into specifics, like, ‘How fast can I hone an engine cylinder using super abrasives as compared to conventional abrasives?’ or ‘How do I create a plateau finish?’ We don’t just sell stuff—we know the applications, and I think that’s part of our value-add.”
In fact, Dustman said, “We approach these trade shows not on a transactional basis but really as problem solvers, and in some instances as business advisors.” A transactional question could be, “What methods would allow me to produce my parts at the lowest possible cost?” The problem-solver question “drills down into a little more detail: ‘What machine is the best solution for my workpiece?’” And acting as a business advisor “is at a higher level: ‘How can I be more efficient in my honing operations, given the lack of workforce?’ We see all three of those types of questions at trade shows. It just depends on who the prospect is.”
Don’t Ask
“I think the questions we would want to avoid would be related to what I would refer to as confidentiality: ‘Tell me how so-and-so does it,’” said Dustman. “That’s confidential. For any company that works with us, we won’t share whatever methods and things they work with, and we would treat you just the same, Mr. Prospect.”
“We get a lot of, ‘Do you have more stickers? Do you have more keychains?’” DiBlasi said. “Or they’ll ask us where the food is, or where the bathrooms are. We’re basically human maps.”
On a more serious note, DiBlasi said “people on a regular basis come to our booth, grab our pistons, walk up to us and ask if they can take them. ‘Are they free?’ Right off the shelf.”
The “are you giving free stuff away?” question leads into the topic of sponsorships, questions about which can be good or bad, DiBlasi said.
“Sometimes people will have a legitimate candidate for sponsorship,” he added. “They can provide a lot of returns, a great partnership between us. But some people just want free parts.”
“The people who are serious about sponsorship will have some kind of documentation with them, a deck or resume,” Bailey said. “Or if they don’t, they just want to introduce themselves to the person in charge of sponsorship decisions and get their contact information so they can send their proposal through email. The people who are serious won’t ask for product up front, they’ll just ask for the opportunity to send their information, which is good. That has opened the door for other partnerships. Professional inquiries are welcome. They don’t have to be professional racers; they just need to have a professional approach to it.”
The opposite of the open-minded approach Speed encouraged is for attendees to walk into a booth looking for an expert to give a stamp of approval to a build that’s already set. “Do your research. Have a plan. But don’t have that plan chiseled in stone,” he stated. “If you come into the booth looking for confirmation that your idea is the right thing, you’re wasting your time and our time. Unless you’re willing to accept critique of what you’ve determined is the right combination.”
Speaking of time, Speed advised attendees to use it wisely. “You have to realize that the people most of these manufacturers send to trade shows are the most experienced techs they have, people who have been doing this stuff for 20 or 30 years, who deal with the top engine builders,” he explained. “If you have 15 minutes of that guy’s time, you don’t want to spend it having a basic 101 conversation. You can learn a lot of those things by going to their websites, YouTube channels, and things like that. Educate yourself before you get to the Show, so when you take that person’s time, you can have a 201 or 301 conversation instead of a 101 conversation.”
The driving force behind Formula Drift embraces his new role as General Manager of the world’s premier events and media company for motorsports professionals, Performance Racing Industry.
Jim Liaw’s passion for performance was born from an early fascination with cars—not unlike countless young auto enthusiasts coming of age in 1980s Southern California.
But it wasn’t until a visit to one of IndyCar’s signature events, the Grand Prix of Long Beach, in the late 1990s that the foundation for Liaw’s future would take root, one that would ultimately catapult him to the forefront of a motorsports phenomenon.
Liaw recalled that spring afternoon: “As I’m walking around [the Grand Prix] I start thinking, ‘This is really cool—I wonder how they go about organizing an event like this. How do they decide who gets badges, and who gets to go where? How could I become a part of this?’ I think that may have been the early perspective.”
Fast-forward a few years, and with stints at McMullen Argus Publishing (what is today Motor Trend Group) and Import Drag Racing Circuit—not to mention multiple SEMA Shows, races, and enthusiast events—now under his belt, Liaw’s mission took on renewed focus. And a defined plan began to form.
Inspired by the burgeoning import scene, in summer 2003 Liaw and business partner Ryan Sage staged a drifting exhibition at California’s Irwindale Speedway. The response was overwhelming—packing grandstands and the surrounding parking areas—and the pair quickly launched Formula Drift in order to continue the momentum. The rest is motorsports history.
Liaw now embarks on a new chapter of his distinguished career, having recently been named General Manager at Performance Racing Industry. As PRI prepares to welcome the racing industry back to Indianapolis for our annual Trade Show, we sat down with the new GM to discuss opportunities, challenges, guiding principles, and the road ahead.
PRI: Why is this position a good fit for you? And why are you a great fit for PRI?
Liaw: There’s obviously a personal interest. PRI covers the full gamut of racing. And I love motorsports and being able to touch all the different sectors and genres. So, it was really appealing in that respect. I also think, pragmatically speaking, and maybe it’s a little cliché, but I’ve always been a fan first, and so always having that type of perspective of, I’m an end user, I’m a ticket holder, so what do I want from an event, and what do I want from the industry? Thinking about it from that standpoint, how do we service that end user?
Also, looking back [at Formula Drift], we were really bootstrapping it in the very beginning, and so I can relate or be empathetic to a lot of small business owners and smaller event organizers and the struggles they go through. And if a small entity like Formula Drift was able to bootstrap it and think outside the box and be creative and be able to get to this stage, with the footprint it now has nationally and globally…. I’m only imagining if I had the expanded resources of PRI and the team here, and being able to take some of that scrappy, fighting, outside-the-box kind of thinking, and bring that into an environment like this.
It’s a matter of how I can contribute to that. Because obviously [PRI] is a well-oiled machine, and as we know the PRI Show has been around for a long time. So, I think just bringing a fresh perspective, access to a lot of newer genres, like drifting for example, and hopefully bringing that to the industry as a whole.
PRI: What are some other strengths you’ll bring to this team in the context of benefiting PRI and the motorsports community?
Liaw: I’d like to think my strong points are in brand building, and in building an emotional connection. Not just branding and marketing in the sense of metrics, though, but really being able to tell a bigger story. Racing and motorsports is organically and naturally really compelling. There are so many stories, beyond just the driver, that can be told—there are layers of businesses and people that service and participate in this industry. There’s a lot there to tell, and because of that, things like depth of emotion…I think that builds on what we’re doing going forward in terms of building membership and advocacy. And really using that, again, that depth of emotion, that passion, to bring everybody together for a unified cause.
Also, adaptability. Being able to look at new opportunities, new trends—being able to pivot and adapt where we need to, but of course without sacrificing the roots of what’s important.
Going off on a sidebar here, one thing that I studied in college was history; I’m also personally passionate about history. I love it. And that’s such a big part of what racing is about—that rich history. So, I’d never want to water that down or forget about it or dismiss it, but rather use that as a foundation while also finding new, emerging trends to add to it.
PRI: So, you’re basically synonymous with Formula Drift. Now that you’re at PRI, what’s going to be your involvement with the series moving forward? I know people are curious. Can you talk about that?
Liaw: I’m still going to be on the [Formula Drift] Board of Directors, and I can give input from a larger, strategic level. Because I was involved in so many facets of running the series—those are lifelong friends that are there—so I can still provide solicited or unsolicited input. Because whether it’s them or any other series, we want them to be fruitful. And now, in this role, we want them to succeed from an overall industry standpoint. So, personally and professionally, I want them to continue to thrive.
PRI: What are you most looking forward to in your new role here at PRI?
Liaw: It’s probably a broad answer, but [affecting] positive change. We’ve got a Show that has legacy, that’s been around for decades and has served the industry well. So, not changing it, but rather enhancing it to the point where we can say it was very good, but now it’s even better. And, again, being able to bring that enthusiasm, to work with and touch different sectors of racing. It’s also leveraging the support and the resources that are here at PRI and SEMA; to be able to facilitate growth and enhance PRI, and the industry, in different ways.
PRI: Short-term, say over the next several months, what do you see as maybe the one or two biggest challenges in front of you?
Liaw: Obviously, the ball is rolling in terms of the RPM Act. I think that’s one pillar, one priority—to make sure that businesses that service racers, whether they’re weekend warriors or full-time professionals, that those businesses that support or rely on racing can continue to do business, and racers can continue to go racing.
The second would be to make sure there are enough places to go racing. If we protect racers’ ability to go racing, but they have nowhere to go, it doesn’t make any sense, right? So, we need to also protect those places where we can go racing. Too many race tracks in recent years have gone away because of development, or governmental pressure or policies, and that’s not good at all.
The third would be that these venues serve as not just an outlet for people that are already in racing, but for bringing new people, young people especially, to the race track to get them off the streets. So it serves not just a commercial purpose, but a community purpose as well.
I think we can also do a better job at promoting the positive aspects of the industry, things like career opportunities and STEM education. We need to communicate that getting into racing isn’t just about being a race car driver or a mechanic—that there are so many other facets, from content creators and media folks and PR people to even those building websites. Almost anyone is able to find a career in this industry; this can happen for those with a passion for racing, without having to be a racer.
Jim Liaw, at left, noted his experience in brand-building as one of the strengths he plans to leverage in his new role as PRI’s General Manager. “Not just branding and marketing in the sense of metrics, though, but really being able to tell a bigger story,” he said.
PRI: Looking back, what has been your most gratifying professional accomplishment thus far?
Liaw: It’s not one thing—it’s not a sponsor that we got or a sold-out venue type of thing. When I was able to take a step back, I think what I’ve found really gratifying has been helping to add new participants to the sport—being able to say that I helped create opportunity for them. And that comes in a lot of different ways. But I think creating opportunity, where you’ve got an established business that is building race cars and servicing customers, and giving them the opportunity to travel the country and even parts of the world. For someone like that to say, “Thanks for the opportunity, because otherwise I would still be stuck in some cubicle somewhere. But I am out here racing, building race cars, traveling to race tracks, doing things that I love, and realizing that I can make a career out of this.”
PRI: What do you enjoy doing when you’re not at the race track or working an event?
Liaw: Well, my work is actually a big part of it. I do love being at an event, at a track, so it’s almost as much of a personal passion. It is a professional passion, too, of course. But I don’t have hobbies like playing golf or anything like that. I’m not doing carpentry work on the weekends (laughs).
For me, it’s being trackside, but it’s also about my home life. I do try to find as much balance in that downtime to just be with my family. That said, I guess you could say traveling is somewhat of a luxurious hobby.
I do also love history and culture, so I like traveling to different places and seeing different things. And I enjoy reading and learning about it prior to going. My kids have been really fortunate to be able to go and see a lot of different places. [Editor’s note: Jim is married with two kids, ages 9 and 12.] That’s what the extra time and budget goes toward.
PRI: Beyond your passion for motorsports, what is something that people don’t know about you that helps define who you are as an individual. Maybe it’s the appreciation for history and the genesis of things, as you just mentioned. Would that be accurate?
Liaw: I think so. I think there’s quite a direct correlation, right? As much as I would enjoy learning about, for example, turn-of-the-century Los Angeles, I enjoy learning about the early days of Formula One, or the history of Wally Parks and the early days of drag racing and the NHRA. And it just goes from there, into symbolic race tracks like Spa, or visiting Indianapolis Motor Speedway, when I was there for the first time, and they had recently repaved it, so I was able to buy a little piece of asphalt from the merchandise store, to say this was the old pavement. Things like that…I really love stuff like that.
PRI: Past or present, who inspires you and why?
Liaw: That’s a tough one. Not to be cynical, but…I would say there’s a lot of people along the way that did really great things, or changed the world or the shape of things. But I don’t know if I’ve ever really been drawn to someone where it’s like this person is my hero, or icon—you know, poster-on-the-wall type of thing (laughs).
I don’t know if there’s one person, but maybe I would take positives from a wide variety of people. I could talk about my dad, where I can talk about respect for what he accomplished and draw inspiration from his story.
He had a thriving business back in Taiwan. He had his career, his family, his friends, everybody was there. It was a place he knew. But for some reason he felt like he needed to pick us up and immigrate here, to Southern California. I was six years old at the time.
Just seeing that tenacity, that willingness to start over and do everything again from scratch. He built up his own business here—multiple businesses, actually—and kept them going for two decades before he retired. Just seeing that grit to put ego aside for maybe something better. So, I would draw on that, I think, more than anything else.
PRI: Is there a valuable piece of advice, or a lesson you picked up along the way that has served you well through the years?
Liaw: It’s funny you ask that. There’s something my calculus teacher in high school did, and we all thought it was kind of silly at the time, but he always said that later on in life it would click, and it was this: Whenever we turned in our homework, he made us write the word “integrity” at the top of the page, and then he had us sign our name underneath it.
Probably throughout [high school] and then college, I never thought much of it…. It wasn’t until I started working that it really began to resonate. You start thinking, “You’re right, you know, that makes sense—the things you do, you do with a kind of transparency, and with integrity.” And especially in this industry, where it’s a small community and you’re going to cross paths with people all the time. You just want to make sure you’re always being honest and acting with integrity.
PRI: Professionally or personally, are there any areas you think you could improve on, or that you want to continue developing?
Liaw: I think it’s more of the little things that lead to big things. I still have a lot to improve on in terms of time management, both professionally and personally. I think there could be more efficiency overall—being able to spend time with the family, being able to maintain your health, being able to get more work done, being able to get rest so you’re not breaking down. I think I could do better with things like that.
Then, as that gets better your personal life gets better, professional life gets better, work quality gets better. Granted, sometimes I still fall into the guilty pleasures of getting stuck on Netflix and things like that. That doesn’t help (laughing).
PRI: Last question: Besides your cellphone, what’s something you can’t live without…or something you’d really miss if you had to go without it.
Liaw: That’s interesting. Well, it may sound like a weird answer, but I really enjoy spending time with my family. I think back to 2020, and that was probably the biggest highlight—my wife and I talk about that all the time—that no matter what kind of craziness is going on around us, with the pandemic or whatever, our family is like a team, a really tight unit. Even if nobody else is around, and it’s just the four of us, we’re enjoying that time together. If we had to live in, you know, a hut versus our house or something, well, so be it. As long as we’re together, that’s really all that matters.
Jim Liaw
Title: General Manager
Organization: Performance Racing Industry (PRI)
Hometown: Huntington Beach, California
Fast Fact:
Jim Liaw almost became an architect. He was accepted at a handful of universities and colleges—among them, Cal Poly Pomona’s architectural program—but he ended up choosing UCLA (for economics) instead.
The ARCA Menards Series has released its 2022 calendar, which features 20 events across 19 tracks and opens with the series’ 59th visit to Daytona International Speedway on February 19.
The season-opener will be held the same day as the NASCAR Xfinity Series race and the day before the Daytona 500. Other superspeedway events will be contested at Talladega Superspeedway, Kansas Speedway (twice), Charlotte Motor Speedway, Pocono Raceway, and Michigan International Speedway.
Those races will be held in conjunction with the NASCAR Cup Series, NASCAR Xfinity Series, and/or NASCAR Camping World Truck Series.
Traditional races are set for Minnesota’s Elko Speedway, Michigan’s Berlin Raceway, Iowa Speedway, Bristol Motor Speedway, Indiana’s Salem Speedway, and Toledo Speedway. The series also will race at a pair of one-mile paved ovals in Phoenix Raceway and The Milwaukee Mile.
The series ends with a championship clash at the series’ home track, Toledo Speedway, on October 8.
All 20 ARCA Menards Series races in 2022 will be broadcast live via FOX Sports or MAVTV Motorsports Network.
The races that comprise the Sioux Chief Showdown, a series within ARCA that allows drivers under the age of 18 to compete for a title on short tracks and road courses, will be announced at a later date. Schedules for the ARCA Menards Series East and the ARCA Menards Series West will be announced later as well.
For the complete schedule, visit the ARCA Menards Series website here. For more information, visit arcaracing.com.
From left, PRI President Dr. Jamie Meyer and Brian Dunlap, World Racing Group’s Director of Broadcast.
PRI Member benefits were on display at the NHRA US Nationals, and more announcements are on the horizon to allow even greater connections with motorsports leaders.
To get ahead in the 2020s, it’s all about access. Access to people. Access to experiences. Access to information. “We created PRI’s Founding Member status to provide anyone in the PRI network with unparalleled access to the leaders of our industry, as well as exclusive events and valuable business-related intelligence that’s not otherwise available,” said PRI President Dr. Jamie Meyer.
Companies recognize this value. To date, dozens have signed on, from billion-dollar corporate giants to local dirt track owners and small PR consultancies. It’s a range that, as a microcosm, represents our industry. “Each Founding Member—before they signed on—recognized that access is a key benefit of their membership, and one that’s worth paying for,” continued Meyer.
A number of Founding Members joined PRI for a special networking event during the NHRA US Nationals at Lucas Oil Raceway in Indianapolis in September.
Here’s one example of how Founding Members are already gaining a return on their investment: A significant number of Founding Members accepted PRI’s invitation to attend September’s NHRA US Nationals in Indianapolis at Lucas Oil Raceway. The track and PRI rolled out the red carpet to a premium suite. As the sun set, the nitro-burning Funny Cars and Top Fuel classes put on an exciting light show as they ripped off 3-second, 1,000-foot runs in the high 330s.
Founding Members watched from a top-floor suite and rooftop observation deck. The PRI team literally had the best seats at the track. On the rooftop, the unfiltered NHRA thunder put smiles on everyone’s faces.
The on-track action was certainly exciting, but Founding Members came to do more than watch NHRA’s most talented drivers. With access to PRI leadership, including Dr. Jamie Meyer, and top officials from SEMA, such as VP Sales Warren Kosikov, Founding Members got the inside line on current industry trends, market forecasts and news of important personnel shifts within the industry. Founding Members also connected with each other, exchanged ideas, and planned meetings for the upcoming PRI Trade Show.
PRI Founding Members were treated to a premium suite, seen here, and rooftop observation deck as the backdrop to network and take in the program at Lucas Oil Raceway.
While some of the individuals who attended the US Nationals may have attended the race anyway, many would not have. The opportunity to network was a significant draw, and it was made possible by PRI.
Access matters.
PRI Membership: Pro, Champion, Business, Founding
Access begins with the first level of Membership, PRI Pro. Just $40 provides premium access to the PRI Trade Show (December 9–11) in Indianapolis (all attendees must still qualify for the Show), where these members also get free coffee each Show morning and have opportunities to meet racing celebrities. Pro Members will also have access to the posh PRI Members’ Lounge. Plus, Pro Members will be on the distribution list for both the PRI eNewsletter and the digital edition of the award-winning PRI Magazine. Importantly, they will also be able to utilize the PRI Job Board all year. Access to events, people and information starts with the PRI Pro Membership.
PRI Champion and Business Memberships receive even more (check out the story on PRI Membership beginning on page 24). In particular, Business Members get unique access to a legal support hotline, a key benefit in today’s business/political environment. The performance and racing industry is under attack by the EPA, and PRI member businesses have a new tool to help them flourish despite what’s happening in Washington, D.C.
As useful as the Champion and Business Memberships are, the greatest benefits are provided to Founding Members. Unlike the other PRI Memberships that are renewed annually, Founding Members make a 10-year commitment to the community. The total outlay is $25,000, a sum that’s absolutely reasonable when paid in yearly increments. Business leaders know that just one tip or piece of economic or legislative information can pay for the investment many times over.
Regardless of level, PRI’s Membership opens access to a like-minded community that will help build, promote and protect motorsports. Visit performanceracing.com/membership, where signing up is easy.
Read on to learn why three companies have invested in Founding Member status.
Driveline Studios specializes in turnkey content creation, social media management and marketing strategy. Working with some of the world’s largest OEMs, the greatest automotive trade shows in the world (including the PRI Show), and powerful brands of all sizes, the Michigan-based Driveline Studios team applies the same level of care, attention to detail and strategy to each and every project.
Even if the Driveline Studios name isn’t familiar, fans of PRI have seen its work on PRI social channels including, among other things, the photos and videos that support the PRI Road Tour. While the 2021 tally is not yet complete, for the Road Tour 2020, Driveline Studios published some 100,000 supporting photos and 400 videos.
Driveline Studios content and strategy also support brands including supercar company McLaren North America, Chevrolet Performance, GM Defense, BLACKLAKE, Magnuson Superchargers, ADW and many more.
“Becoming a PRI Founding Member wasn’t even a choice. It was a 100% ‘sign-us-up-right-this-second decision,’” explained founder Justin Cesler. “The racing industry has given so much to Driveline Studios, there was no way we weren’t going to give back and support the industry and PRI as soon as we could.
“PRI Founding Membership can mean a lot of different things to different Founding Members. For us, it’s about building a community around the performance racing industry and growing that community to be stronger, larger and even more active. We know our membership will pay dividends over time.”
Most anyone who has built a race car has likely worked with components from MagnaFuel. This manufacturer of high-quality, American-made fuel systems and components is favored across series including NHRA, NASCAR, Formula Drift, desert truck and off-shore boat racing. “While our primary focus is car, truck and marine, even NASA counted on us during the Space Shuttle program,” said Robbie Ward.
Now working from the company’s 26,000-square-foot Colorado Springs, Colorado, headquarters, MagnaFuel originally launched in 1987 with the ProStar 500 fuel pump. The company now offers a diverse portfolio of related products that are distributed and sold across Europe, the Middle East, Australia and New Zealand.
“Market growth has been fueled by innovation and technology,” said Ward. The company’s spur-gear electric fuel pumps helped enable NHRA Pro Stock competitors dip into 6-second ETs and surge past the traps at 200 mph. Many NHRA national championships and records have been set by drivers of cars using MagnaFuel products.
“Our company has a 29-year affiliation with PRI, so deciding to become a Founding Member was easy,” added Ward.
Some people just know how to put on a show. When it comes to racing on the dirt, the undisputed experts are World Racing Group.
World Racing Group is one of the premier sanctioning bodies for dirt track racing in the United States and Canada. Its business includes the World of Outlaws NOS Energy Drink Sprint Car Series, World of Outlaws Morton Buildings Late Model Series, Super DIRTcar Series Big Block Modifieds, and a vast DIRTcar Racing sanctioning program of more than 5,000 races annually at 120 tracks. In addition, World Racing Group promotes more than 100 events each season from conception through execution, and owns and operates DIRTVision, the leader in broadcasting dirt track racing.
World Racing Group was founded in 2003, yet its traditions and roots are nearly 50 years deep, dating back to the Northeast’s DIRT Motorsports, the World of Outlaws and United Midwestern Promoters. All three organizations were brought together to form WRG’s foundation.
World Racing Group focuses on entertaining fans, whether that’s in person at its events with new big screens and its fan engagement team, or entertaining those watching events at home on DIRTVision. The organization continues to add resources to grow the sport. “We want our fans to have such a good time they bring their friends with them next time, or tell their friends they need to watch,” said Brian Carter. “The larger the audience, the more fun our fans are having at the events, the larger the sport will grow. It starts with the competition on the track and carries through to the fans in the stands and those watching at home.”
Regarding becoming a Founding Member of PRI, Carter explained, “It shows we care about [our sport’s] future. This includes protecting the tools needed to build the components that make up the cars, to those parts and pieces that come together to make these incredible race cars, to the competition, events and fans. Everything has to work together, and when it does, it’s very rewarding.”
Since PRI President Dr. Jamie Meyer announced the PRI Membership program back in July, thousands of individuals and businesses have joined and earned Member status.
“For the first time ever, all PRI Trade Show attendees and exhibitors are invited to become PRI Members,” said Meyer. “Every level of membership—from the Pro Membership for individuals to the Founding Membership for corporations—unites us all to build, protect and promote our industry. Membership is key to our future, and membership will make the PRI Show even more special for those who take this important step.”
“PRI Members who attend the Show in December are in for a great experience,” said PRI’s Trade Show Director Karin Davidson. “We’re providing members with exclusive benefits that will give them an even better time in Indy.”
Davidson noted that there is a distinction between Show attendees with complimentary Show-only credentials and attendees who are paid PRI Members.
PRI Membership levels and their benefits include:
Pro Membership
$40
• PRI Membership Card & Welcome Packet
• Entrance to the 2021 PRI Trade Show for Qualified Attendees
• Participation in “Save Our Racecars” Legislative Advocacy
• Inclusion in the Performance Racing Political Action Committee
• 10% Discount on PRI Merchandise
• 12 Issues of PRI Magazine Digital Edition
• Subscription to the PRI eNewsletter
• Posting Access on the PRI Jobs Board
• PRI Stickers
Champion Member
$250
• All Pro benefits plus:
• Enhanced PRI Membership Card & Welcome Packet
• PRI Swag Pack available for pickup at the PRI Show at
PRI Headquarters
• 25% Discount on PRI Merchandise
• 12 Issues of PRI Magazine Print Edition
• Posting Access on the PRI Jobs Board
• Exclusive Entertainment Discounts and Events
• Additional Exclusive Benefits and Discounts to be
announced closer to the Show
Business Member
starting at $295
• Save Our Racecars: Contribute to the fight to protect the racing community, and ensure racing continues and grows in the United States and internationally
• Legislative Advocacy: Support the PRI Washington, D.C. office as well as local and state representation for the industry
• Legal Counsel: Get updates, reports, best practices and more information on legal issues affecting the motorsports industry. (Note: PRI does not offer specific legal advice)
• Legal Support Hotline: Access to assistance from PRI staff for insight and information on issues affecting racing businesses
• PRI Education: Educational programming and training for racing professionals and enthusiasts
• Market Research Reports: PRI Business Members will receive exclusive industry reports from PRI covering important topics in the business of racing
• PRI Jobs Board: Coming soon, PRI will offer Business Members a central location to post industry jobs
• 10% Discount on PRI Trade Show Booth Space: Business Members who exhibit at the PRI Trade Show enjoy a significant discount on their booth space
• Plus more: PRI is actively developing additional member benefits that will be rolled out in the coming months
Among PRI’s priorities, the preservation and growth of the motorsports industry are top initiatives, noted PRI President Dr. Jamie Meyer. “One step toward that is our commitment to make the Show experience for PRI Members something special,” he said, “because the PRI Show is such an important event for the PRI family to come together.”
Founding Member
$25,000 over 10 years
• All Business benefits plus:
• Exclusive Access to the Founding Members Network and PRI leadership
• An Invitation to the Annual President’s Briefing exclusively for Founding Members
• An Invitation to the Inaugural President’s Event for Founding Members held December 9 at the PRI Trade Show
• Recognition of the Member’s leadership and commitment to the racing community with the Member’s corporate name displayed on the Wall of Champions at PRI Corporate Headquarters and company logo displayed prominently in a dedicated area on the PRI website
PRI membership options are designed to fit the needs of everyone in the motorsports community. And, benefits extend to the Trade Show floor. “Each membership level will have a distinct credential that entitles you to some great swag, exclusive members-only areas and some great activities,” said PRI Trade Show Director Karin Davidson.
There are membership options to fit the needs of every member of the PRI family, and the benefits extend to the PRI Show floor. “Each membership level will have a distinct credential that entitles you to some great swag, exclusive members-only areas and some great activities,” said Davidson. Pro, Champion, Business and Founding Member badges will have unique insignia. PRI Founding Members are provided an exclusive lanyard that will easily identify their status.
Champion Members can show their credentials to receive members-only swag at the PRI Headquarters on the Show floor. But all Members can enjoy special treatment at the Show, like getting a free cup of coffee as you walk onto the Show floor.
After looking through the products at a few hundred booths, many will be ready for a break. Pro, Champion, Business and Founding Member credentials allow access to the PRI Membership Lounge. Situated just off the Show floor, the relaxing and quiet area offers comfortable chairs, charging stations and even meeting rooms. The Lounge will also offer food for purchase.
Back on the floor, Membership grants access to meet-and-greets and photo ops with industry celebrities. Appearance schedules will be posted throughout the Convention Center.
For the first time ever, all PRI Trade Show attendees and exhibitors are invited to become PRI Members. “Every level of membership—from the Pro Membership for individuals to the Founding Membership for corporations—unites us all to build, protect and promote our industry,” noted PRI President Dr. Jamie Meyer.
Two additional PRI Trade Show events will be open only to Pro through Founding members. First is the important Performance Racing PAC (Political Action Committee) Party. Held the evening of Friday, December 10, this cocktail event proves that racing isn’t red or blue, but red, white and blue. Held at the Quarterback Suite at Lucas Oil Stadium, the event celebrates the progress that’s been made in Washington, D.C. regarding the RPM Act 2021, and lays out the challenges ahead for 2022. A donation to the Performance Racing PAC ($100–$150) is required for entry.
Founding Members are also invited to the Inaugural President’s Event the evening of Thursday, December 9. A premium event is being developed that will foster networking and business planning for 2022.
“With all that we’ve put in place for 2021, we are working to make the Show a great experience for our members,” Davidson said. “They’re the core of our industry.”
At press time, nearly 1,000 exhibitors had signed on, so the Show will be jam-packed. “There’s pent-up demand to conduct business and network face-to-face,” said Davidson. “This year’s event will be the first opportunity for the entire motorsports community to come together under one roof in more than a year, making PRI 2021 a can’t-miss event.”
“Of the priorities presented by SEMA/PRI leadership, the preservation and growth of the motorsports industry are top initiatives,” Meyer added. “One step toward that is our commitment to make the Show experience for PRI Members something special, because the PRI Show is such an important event for the PRI family to come together.”
Seven things I think heading into the 2021 PRI Trade Show in Indianapolis:
1) I think there’s a ton of pent-up demandfor new race parts, equipment, and services across all segments of the industry, and we can expect to see that demand take hold when the doors open to the Indiana Convention Center and Lucas Oil Stadium on December 9. Never before have motorsports professionals had to wait 24 months between PRI Shows. And all indications are that this year’s event will be one of our best ever.
2) I think the benefits of PRI Membership willbe on full display at the Show. Established only months ago, our Membership program already boasts hundreds of leading race and performance businesses and thousands of enthusiasts representing all forms of motorsports. Whether you’re a Pro, Champion, Business, or Founding Member will determine the extent of benefits you’ll receive. Visit performanceracing.com/membership to learn more.
3) I think there are going to be countless innovative new performance parts and equipment on display at this year’s Show. We could say that every year (and probably do), but for an industry whose cruising speed is pretty aggressive even under normal conditions, the feeling here is that the challenges of the last two years have brought out the very best in many of our suppliers and service providers.
4) I think there are definite do’s and don’ts when it comes to how best to approach the PRI Trade Show. As noted in our special edition of this month’s “Stop Doing That…Do This Instead” column on pages 46–47, writer Drew Hardin calls out some of the most common missteps by attendees and exhibitors. It’s a good read, and worth the effort if you truly want to maximize your Show experience.
5) I think it’s a good idea to carve out some time for one or more of our PRI Education sessions. As noted beginning on page 184, we’ve lined up two-dozen seminars across dual tracks—Business and Tech—covering a wide range of topics. On the Business side you’ll hear from world-class presenters on Branding, Hiring, Search Engine Optimization, Digital Marketing, Social Media, and more. Meantime, our Tech track will feature presenters from the likes of EngSim, MAHLE Aftermarket, PAC Racing Springs, The Tuning School, BES Racing Engines, and several other industry leaders.
6) I think that in addition to visiting traditional Show favorites like Machinery Row, and the Trailer Exhibit and Featured Products Showcase in Lucas Oil Stadium, attendees and media should stop by a pair of all-new attractions located in Wabash Ballroom 1–3. The Electric Vehicle Performance area will have on display production, concept, and racing EVs from an array of manufacturers and series. And, the Content Creation Center will feature cutting-edge audio/video gear and software, plus information from photographers, videographers, and influencers on effective strategies and best practices.
7) and finally, I think WE CAN’t WAIT
to see you all in downtown Indy next month. It’s been a long time coming, and we’re thrilled to be able to bring the industry back together once again for the three biggest business days in racing!
Twenty-six years ago, I attended my first PRI Trade Show. That experience profoundly changed my life, and my hopes are that the 2021 PRI Show will have the same positive impact on thousands of new attendees. PRI 2021 is an event that we have all been waiting two years for, and the PRI staff could not be more excited to open the doors of the Indiana Convention Center (ICC) and Lucas Oil Stadium and once again play host to the entire racing industry. For the 33rd installment of the PRI Trade Show, we have more of what you have come to expect from PRI as well as some enhancements to help you maximize your time and investment in this live, face-to-face trade show.
So much of what makes PRI, well PRI, is the coming together of the entire racing community in one physical location. Track operators, racers, sanctioning bodies, sponsors, and more unite for a once-a-year gathering. This year, we are expecting the biggest racers from across all forms of racing mixed with celebrities and industry titans. The backdrop is Indianapolis, the center of the racing world, and the city is going to pull out all the stops to welcome you into their hotels, restaurants, and attractions.
Of course, we have a huge number of racing industry exhibitors touting the latest parts, the hottest new sanctioning bodies, and the world’s best race cars. PRI has always been about innovation and the collective creative genius of the racing industry, and we cannot wait to see what our exhibitors have in store for buyers/attendees. As a guide to first-time attendees (and a reminder to our exhibitors), be sure to check PRI’s Featured Products Showcase for the latest parts and racing gear.
The PRI Show has always been about educating yourself and members of your team, and the PRI Education seminar series gives you an unprecedented way to do just that. When he isn’t putting together the best racing industry trade magazine in the business, Editor Dan Schechner can be found planning our educational program. He and the PRI staff have done an outstanding job of putting the industry’s thought leaders and innovators on stage to share their collective knowledge. Topics range from the latest in engine building to marketing and sales techniques, leadership skills, and maybe even a solution to your staffing and supply chain issues.
All of this is what you would expect from PRI, but for 2021 there are many new Show additions, too. We have a special area designated for electric race vehicles. When we first came up with the idea, we thought it might take a couple of years to fill the largest side room in the ICC. But it only took a few months of work to have this area overflowing with the latest EV-powered race machines. For those of you who have crafted your skills on racing simulators, Gridlife is providing an entire area for you to test your skills. Telling the story of racing is critical to help you grow your business, and PRI is hosting a dedicated space for content creators and the tools of their trade, as well as a stage for them to share their techniques and skills. In addition, we are bringing in the biggest racing industry influencers (and influencers from other industries) to help you gain more brand recognition and sell more parts. Watch for exclusive, never-before-seen content from our own PRI Road Tour team to headline this area as well.
Also new for 2021 will be a strong push for you to join our PRI Membership program and donate to the PRI PAC. Yes, we have made significant strides in becoming more politically active to help protect the racing industry, and this is your chance to help contribute to the fight for your right to go racing. All of this activity, and more, can be found in yet another new Show area: PRI Headquarters. At PRI HQ, you will be able to see new content, meet the superstars of our industry, and come on board through PRI Membership.
Above all, PRI is the place where the business of racing happens, as it has been for the past three decades. So please, make plans to join us at PRI, which starts with our Grand Opening Breakfast that will feature surprise guests, big news, and an industry update that you won’t want to miss. Stay safe, and we will see you on December 9, in Indy, at the greatest racing trade show in the world.
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