The December Performance Racing Industry Trade Show in Orlando, Fla., has hundreds of motorsports vendors, thousands of customers that service millions of fans who never experience the aura of a trade show where virtually every part and service supporting their sport has exposure.
Accompanying the huge show are fun events like the CKI (4th) annual All-Star Karting Classic in the parking lot of the Orange County Civic Center. Executives also stroll the aisles of the show and meet for networking and formal discussions by select panel members in the potent Motor Sports Business Forum. Organizations like the National Muscle Car Association hold their award ceremony because of the benefit of attending the trade show as well.
We’ve all heard --‘It’s the economy, stupid’ probably more times than we need to when referring to the importance of the economy on voting trends. In motorsports all are affected by the condition of the economy in many ways from dollar support generated by fans and sponsors. The difference with racers is that their response to a challenging economy is more like –‘It’s not the economy, speedy’ as they always seem to scrape up the money to race.
“At the three day PRI trade show, SPEED TV commentator Dave Despain summarized an unrelenting racing phenomenon with, “Racers always find a way to race.”
At the Motor Sports Business Forum executives find ways to keep racing a big part of their business.
Ron Rogowski [Director of Sponsorship, UPS]
Does UPS look for specific criterion in hiring their drivers?
“No, I don’t think there is a specific criterion. In general we view our drivers almost as low-keyed athletes. When you look at what they do every day in and out of the truck, lifting and the importance of safety. I think we look at people that want to be in front of customers, interact with customers. Time and time again the highest rated feedbacks we get in surveys are our drivers. We have profiled them historically or referred to them in commercials in the past because customers love our drivers. I don’t think there is a specific thing other than that they do a good job and work hard day and day out. They are friendly with the customers and interact with the customers.”
Ben Reiling [Director of Motorsports and NASCAR, Coca-Cola, North America]
What do you like best a about your job?
“What I like best about my job is working with people in the industry. Motorsports is a great place to work. The fans are tremendous. They appreciate it. They appreciate what all the sponsors do out there. The people are just genuine, honest and approachable. That starts from lead people to track people on down to the drivers. Working with the people for me is by far the best thing about my job.”
Brian Wolfe [Director, North American Motorsports, Ford Motor Company]
Does the teamwork by NASCAR crew and drivers translate to your company?
“To be honest we really do heavily integrate with the teams, especially in engineering side opposed to the marketing side. When it comes to the chassis setups all the analytical work my team does that and applies to racing. We’re in post race meetings, prerace meetings really to make sure that the tools we offer the team provide the right information. Sometimes we see results that push us in the wrong direction on the track. We have to know that so we can correct those things.
“When it comes to the engine work with NASCAR one of my lead engineers is stationed in the Roush engine shop. We’re very integral to that as well. Likewise with Wood brothers we have an engineer there too. Wind tunnel time my engineers are there with the team engineers. We’re very integrated with everything we do.”
JEGS Mail Order principle Troy Coughlin is an executive in his own right along with his three brothers and successful father Jeg Sr., but Coughlin was at the trade show primarily to receive his first championship award.
Troy Coughlin [2009 NMCA Pro Street Champion]
Are you ready for the next championship?
“We’re ready for 2010 and what it will bring toward us. Just kind of go back and rebuild everything we got and get ready for next year.”
Do champions have common traits and abilities?
“I think they must because of the outcome. Being a champion at the end of a long season, their traits must be similar because of the outcome, like my dad winning numerous races, numerous championships and my brother Jeg winning all the championships he has won.”
“It’s so much fun. It’s so much fun to go racing, but to win a championship and be in position to be on stage with all the rest of the NMCA champions, it’s like the icing on the cake.”
“It’s pretty exciting. I’ve always watched brother Jeg win championships, John and Mike both win divisional championships numerous times. I got close to winning a championship back in 90 in Super Comp, the divisional level. Now to win a championship, it’s like wow. That’s really cool. Pretty exciting.”
The 23rd Annual Performance Racing Industry Trade Show is already in the planning for Orlando for December 9-11, 2010. It’s likely that the economy will continue to be a factor but thousands of racers will show up to keep their top speed anyway.
PRI trade show: It's not the economy, speedy (Parts 1 & 2) links
Comments