RENO, NV (Dec. 8) – The 47th RPM Promoters Workshops visited Reno this past week. They bring the short track industry to its long time home, the Eldorado Casino.
Usually casino executive Rick Murdock welcomes the attendees but, since he was busy, Executive Director of Sales Don Goodman was in his place. After that sponsors were introduced there were some remarks by outgoing RPM boss Stewart Doty.
This year Dennis Gage, promoter at Silver Dollar Speedway in Chico, Calif. was the moderator.
Shortly after the morning meeting began he introduced the main speaker for the day Kenny Shepherd, who not only promotes Madera Speedway but is using digital production to increase the reach of his operation.
“I wanted to be a race car driver but never thought of being a promoter. I do things differently and developed my own style,” Shepherd said. “What works at Madera is amazing but might not work at other tracks. To me there is not a right or wrong way.”
He spoke about his personal history from being a star struck 5-year-old to building his own racecar as a teenager when he welded two crashed cars together then a few years later racing in the old NASCAR Southwest Tour then in the K&N Pro Series.
After promoting at Chowchilla he helped bring Altamont Speedway back to life. It was an interesting but educational experience for him.
“From 2006 until 2009 was the hardest time because of the racers,” he said. “It was a baptism of fire in the political side but we saved the track from going away. That was quite the experience and a lot of lessons were learned.”
By then Madera had been closed and in 2007 bulldozers were lined up as the land was slated to become commercial property. That’s when a county supervisor drove up and asked if he could save the speedway.
He stopped driving in the K&N series when he took over Madera. Due to a large number of unpaid bills from the previous promoter it was difficult to get services.
“We struggled, had some ideas but things were really tough, he said.
His advice to any new promoter is that the need to look at the business from a long term, hardheaded prospective. If they are not in it for the long haul then don’t waste the time.
When he took over Madera he and his wife had another company but eventually she suggested they close that and focus 100% on the speedway.
Back then the town wanted the speedway gone. Now they want it to prosper as fans coming to the races have bring a positive economic impact to the area.
One important thing Shepherd focuses on is recruiting new talent and assisting or mentoring them.
“We have a school to teach the kids top to bottom about the sport including marketing. We also bring field trips from our local schools as the target is to get new employees and new kids to race. And we have a mentoring program where our top teams adopt the newbies,” he said.
Many times when a new family is being recruited he suggests they start go-kart racing for a couple of years then move into cars. He’s very much into a farm program that moves talent up the racing ladder if that’s what they want.
“As a young boy I loved the sport,” he said. “Then it became more about the business of being a promoter but I still love the sport more and am more passionate. It’s given me back a lot that I was missing.
“I try and include what kids and adults are doing. Biggest thing is networking with other people. To me short track racing is on the rise, better in my eyes than it was 10 years ago.”
He also started a TV production company that has four full time employees and six part timers, who come from either high schools or local colleges. In fact usually once a year they’ll lose some of the part time help as the networks pick them up.
Shepherd just signed a three year extension with MAVTV but he’s also looking at using live streaming as a way to revenue share with tracks and bringing short track racing to the growing unplugged generation.
He explained that doing TV is expensive but he fell back on his racing days when he didn’t have the money. So he had to become proficient in marketing in getting sponsorship.
Part of the presentation was going over how to build relationships and friendships with sponsors. While the track has sponsorship seminars for their drivers every year they only help build packages for those heading up to tours.
“The sky is the limit and during my racing days I went after the big sponsors but now I look for growing regional companies that fit the short track scene,” he said.
He feels that short track racing is in a strong position both for sponsorships and fans.
Before each meeting and during the long lunch break attendees are encouraged to network with each other as well as to check out various vendors that are present. They range from tires, communications, graphics, weather insurance and insurance for the track.
One vendor was Speed Sport Network that offers short track promoters a way to delver the full potential of streaming broadcasting. This allows more opportunities for the tracks to gain revenue as well as offering drivers exposure they can offer sponsors.
Afternoons are divided by break out sessions. On Thursday one meeting was Websites VS Social Media VS Digital Telecasting while the other discussed sealed spec engines. The next set of breakout meetings focused on feature divisions while the other was meeting with this year’s ARPY promoter Gregg McKarns.
Thursday began with remarks from RPM’s new boss Joe Skotnicki.
Then Bill Martens shared news about Chevy’s crate engine program. He said GM has invested in new tooling at the factory that produces the 350 engines and is looking forward to producing these for a long time to come.
He also suggested promoters might want to look into charging stations for any fans the driver electric vehicles.
The second morning concerns legal issues that relate to track promoters. This is a popular session presented by Cary Agajanian and his partner Paul Tetreault.
They are with the law firm of Agajanian, McFall,Weiss, Tetreault and Crist LLP.
In the Case Law summary Agajanian explained it has been an encouraging year especially with short track cases.
Sometimes these presentations get a bit technical but Tetreault mentioned that very few cases related to racing.
Both men focused on the Waiver and Release anyone signs before being allowed into a restricted area like the pits or on the track.
Another aspect was Assumption of Risk for an individual competing or those close to the track. While safety has improved over the past few decades, motor sports still have an element of risk associated with them.
They gave several guidelines promoters should follow with regards to Waiver and Release Agreements. Using forms supplied by the track’s insurance company and conforming to the laws of the state are important.
Another aspect discussed was encouraging tracks to follow ADA guidelines with respect to making access easier to those with handicaps. It seems while enforcement has been lax there are law firms making money from suing businesses.
Right now the targets are large corporations but both feel it would soon start to affect smaller companies and could be a problem for the short track industry as well.
Their presentation ends with a “Pro Bono Hour,” where they field legal questions from promoters. This is usually very interesting and covers a lot of ground.
After lunch Jeff Hachmann, Director of World Racing Group went over preparations for major events. Following that Matt Rowe explained Enduros and how to handle them.
This is followed by a exhibitor appreciation hour, another chance to visit the vendors and network with other promoters.
The Friday workshop ended with more breakout sessions.
One had 25 ideas to help promoters from two ARPY winners Chuck Deery and Gregg McKarns. The other was about the how and why of a good time at your track.
Last two breakouts were about souvenirs and technical inspections, especially how tracks can do these better in the future.
The big change for the workshop is after 27 years, Stewart Doty is stepping down as the head of RPM.
Asked about this he said, “I’m going to go to some races purely or fun, probably go to half or dozen a year and just enjoy myself. And I’m going to try and figure out what retired people do with the rest of their time.”
Currently he’s obligated to show up at the Workshops for the next three years if his presence is desired.
“I’m here to help, do everything I can to put the tradition of the business in good hands,” he said. “Joe’s a good guy, he’s a take-charge guy and it’s already going in the right direction. That’ll be up to him, I have a lot of friends here and maybe if my bride wants to goof off we’ll come out here or he needs me for something.”
Now the Workshops and Race Promoter Monthly publication are in the hands of Joe Skotnicki.
Asked about this he said, “RPM is a pillar in the industry so the first thing you look at is maintaining what you have. Then we’re going to go back, compile our notes and try to make it grow so it’s bigger and better each year. I think people are behind it, I think they know we’re willing to change things to try things they want to try. And that we’re not afraid to put a shovel in the ground and get our hands dirty.”
After the final day ended the vendors and participants packed up and headed for their respective homes. This week, on the 13th, there will be a one-day Workshop at Indianapolis before the start of the PRI show.
After the New Year they’ll get ready for the next Workshops at Daytona, Florida when Speed Weeks get started.
OTHER RACING NEWS:
• This week Teresa’s Garage Radio Show, heard from 2 until 3 p.m. Tuesday, has a special guest, racer Emily Cook.
I have a preview section at 2:15 and the show can be heard over the air on 1180 a.m. It can also be heard on a podcast or one can watch us live on Face Book.
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Our newest sponsor is a fantastic race photographer Melissa Coker. If you have raced at Summit in Elko, Battle Mountain, Lovelock, Rattlesnake or Diamond Mountain Speedway she probably has a photograph of your car on the track.
She’s also been at the IMCA Duel in the Desert was well as the Wild West Tour and IMCA Super Nationals in Boone, Iowa. Melissa not only has photos of the cars, and many times drivers, but she can produce hero cards and even a book of from your season.
To see her collections or to place an order please check her website at www.melissasoutonalimb.smugmug.com.
Two of our sponsors are first class motorcycle shops located in Reno.
Our first sponsor is Reno Motorsports (RMS). Not only do they have about anything a rider might want or need and the store also has a full service shop.
Their location is at 964 Terminal Way, by the intersection with Mill Street. Store’s phone number is 775-322-1499 and the site is, www.rms-renomotorsports.com.
The next shop, and our newest sponsor is Moto Source located at 3180 Mill Street. Once again there is a full service shop plus about any thing a rider might need or want.
The phone number is 775-856-3855 and the website is, www.moto-source.com.
The next sponsor is an excellent place if you need collision repair on your car or truck. It’s Concours Body shop, located at 250 Telegraph Street in Reno and has a long history of first class repairs.
Brian Saul is the owner, a car enthusiast himself and he’s committed to continuing the shop’s reputation of quality work. Phone number is 775-329-4557 and the website is, www.concoursbodyshop.net.
Hungry, want a great place to eat, then try PJ&Company for Breakfast, Lunch, Dinner and it’s a great place to watch your favorite sports. If you’re a rider, well Wednesday evening is Bike Night, always a great time to see some great looking bikes and meet like-minded people.
The location is 1590 South Wells Avenue, just north of the round about. Phone number is 775-323-6366 and their website is www.pjandco.net.
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