When the racing industry’s ultimate business gathering returns to Indianapolis in December, three days may barely be enough time to see not only the popular traditional components but also exciting new developments.

The PRI Trade Show is coming up as fast as the traps after a staged 300-shot of nitrous. Set in stone for in-person, face-to-face action, the Show takes place in Indianapolis, Indiana, December 9–11.

MIXING NEW WITH THE FAMILIAR

After taking a year off in 2020 due to COVID-19, the PRI Show will again take over the entire Indiana Convention Center (ICC) and Lucas Oil Stadium. That’s about 950,000 square feet devoted to everything related to the business of speed. 

The stadium’s indoor space is set aside for the latest in racing trailers, making it a must-see for professional and amateur race teams from all series, and buyers looking for new gear. Everything transportation and trailer related is in this one area, just a short walk from the main convention floor. 

The ICC hosts most of the PRI Trade Show’s 1,000-plus expected exhibitors. For 2021, Show goers can expect “elements that both our exhibitors and attendees are accustomed to seeing, along with new and exciting elements we believe will elevate the attendees’ overall experience,” said PRI Trade Show Director Karin Davidson. “We listened to attendees and exhibitors in an effort to learn what would make the PRI Show better for them. And I think we’re doing it.” 

Following are some of the popular components of previous PRI Shows, as well as some new aspects to generate interest and excitement and celebrate racing’s return.

FEATURED PRODUCTS SHOWCASE

As in years past, the Featured Products Showcase is a figurative shortcut for buyers looking for the latest and highest-profile gear. This exclusive section displays the hottest products and is always a key destination for attendees and media. (Some spaces are still available, so visit performanceracing.com/trade-show/exhibit/feature-product-showcase or email featuredproducts@performanceracing.com for more information.)

MACHINERY ROW

Race and machine shop owners know the Yellow Hall’s Machinery Row is their must-walk zone. It’s the place to shop for the latest in race machining equipment. With more than 100 precision machines side-by-side and fully operational, it’s a race engine builder’s paradise.

SEMINARS 

All PRI Education seminars are conveniently located in the ICC, not far from the Show floor. World-class business and technical education is a PRI hallmark, covering a range of relevant topics from social media strategies, pricing policies, and building brand awareness to valve spring design, EFI tuning, and much more.

A can’t-miss seminar on the health of the racing industry will be given by PRI President Dr. Jamie Meyer as well. After a turbulent 2020, if you’re a business owner, buyer, track operator, or racer, you’ll want to be in on this critical session. 

WHAT’S BETTER IN 2021

“Everything that you want from the PRI Show will be back for 2021, but our team has made significant new additions to make the Show work harder for you,” noted PRI’s Davidson. 

PRI HQ

“PRI is so much more than a trade show,” Davidson continued, “PRI represents our community, your business, your racing series, and your friends. To celebrate our community, we’re creating a headquarters in a special area in the Convention Center.”

This all-new space will present highlights from the 2021 PRI Road Tour, including the legendary Road Tour Van, and enable attendees to participate in discussions with PRI influencers, pick up a free copy of PRI Magazine, and get questions answered about PRI Membership and its importance in the fight to pass legislation known as the RPM Act of 2021. Think of this new space as a hub for everything PRI. 

CONTENT CREATION CENTER

Businesses rarely grow in the modern era without a marketing presence in the media and on social media. Many PRI businesses have content creators on staff, whether they have that formal title or not. Content can come from a dedicated marketing and PR team, or it could be done by the front-desk person using an iPhone. The PRI Content Creation Center is a new resource for plentiful ideas. 

As demonstrated by the hugely successful 2020 and 2021 PRI Road Tours, PRI knows about getting the word out regarding our industry. Show goers can learn about the latest in content creation in this new area as they watch demonstrations of cutting-edge audio/video gear and software, and hear from skilled content creators on best practices and effective strategies. 

EV PERFORMANCE

Nearly a century ago, the electric car lost its first battle against the internal combustion engine after a valiant fight. But thanks to major advances in motor, battery, and charging technologies, electric vehicles (EVs) are making a comeback. 

While EVs still represent just a sliver of the performance and racing market, interest in them is growing. PRI’s new display area will present where the market is now and where it’s headed. Already, Chevrolet and Ford have built “concept” electric Sportsman-style prototypes (the eCOPO and the Mustang Cobra Jet 1400, respectively), and YouTube is overrun with videos of Tesla Model S sedans ripping off scorching 1320 runs. Yet much more is happening.  

Several companies introduced electric crate motor packages earlier this year. These products followed the debut of the Chevrolet Performance concept production eCrate motor in a custom build of a 1977 K5 Blazer. This 2020 project truck was itself a follow-up to Chevy’s e10 electric resto-mod pickup that debuted at SEMA 2019. These major industry moves prove that whether people like it or not—or believe in it or not—performance EVs are the future.

While EVs can’t currently match the overall performance and utility of gas or diesel engines for many drivers, the technology is rapidly evolving and improving. Nobody knows how the entire “EV thing” will play out, but industry experts predict that EV performance will grow and that insightful businesses will capitalize on the opportunities. This reality is why the Show’s EV Performance area will display production, concept, and racing EVs from a broad array of manufacturers, universities, racing series, and custom builders all in one place. 

THE PRI SHOW CROWD

The racing industry delivers some of the world’s most motivated consumers. Racers buy to win. They always have and always will. Builders, racers, and their teams are looking for the best technology to give them a competitive advantage. The PRI Show delivers. Every type of racing is represented, including stock car, drag, sports car, sprint car, midget, modified, formula, dirt late model, sport compact, karting, vintage, EV, and more.

Plus, because the PRI Show is a trade-only event, attendance is limited to those who have demonstrated that they’re members of the racing community, a targeted audience that hails from all 50 states. Many are volume buyers of racing products, technology, shop equipment, and services. More than half are retailers of racing products or race engine businesses, while others include professional race teams, motorsports warehouse distributors, high-performance install shops, and race car builders.

PRI exhibitors get face-to-face with buyers for hands-on sales presentations. Since December is racing’s offseason, the entire industry is free to attend, providing direct access to the trade’s distribution pipeline. 

A new feature for this year’s Show (explained in depth here): PRI membership is now required to attend the Show, membership that opens opportunities to support the performance and racing industry on an entirely new and critical level. Simply put, just going to the PRI Show in December helps the racing industry. 

Here’s one example of how: Since 2015, the US Environmental Protection Agency has been enforcing the 1970 Clean Air Act in a new way. Its claim is that converting a production vehicle into a race vehicle is illegal. That was never the intent of the Clean Air Act, and PRI is on the front lines in Washington, DC, fighting for passage of the RPM Act of 2021 to protect our right to race, and to build race cars. 

The industry needs your support now, and your individual member status will help more than you know!

BOOK TODAY

Even though there are approximately 900 hotel rooms available in downtown Indianapolis, the PRI team is expecting tens of thousands of attendees for the 2021 Show. So don’t wait to make a reservation to see the PRI Show’s most popular exhibits and displays, plus everything that’s new this year. 

Importantly, the ICC spent nearly $7 million in health and safety upgrades, including improvements to the HVAC and air filtration systems. Plus, it installed new touchless features and implemented a state-of-the-art deep cleaning system that regularly sanitizes high-touch areas, all to help Show attendees feel more comfortable getting back to the business of racing—in person.

To book a hotel, visit here. To register to attend, visit here. To secure a booth, visit here.