Amy Atwater tore off her racing helmet, the adrenaline still pumping. She had just finished a spin around the Pikes Peak International Raceway’s oval in a stock car, courtesy of the track’s new partner, the Richard Petty Driving Experience.
Her drive signifies the operation’s shift into a new gear, as the track is being transformed from a spectator venue to a motorsports mall where regular folks get to participate.
“It’s a pretty fundamental change to go from spectators to participation,” said PPIR spokesman Vince Salas. “It’s one thing to come and sit in the grandstands; it’s a whole other thing to sit behind the wheel.”
Or, as Atwater said to friends in the flush of excitement: “It’s scary as hell, but it’s fun. We can definitely sell that, over and over.”
Atwater works for Destination Services Corp., a company that helps such places as The Broadmoor book activities for guests. That’s the type of partner track owners are recruiting as they seek to become an “exhilaration destination.” They see the PPIR as a natural extension of the region’s tourism draw and reputation for adventure sports.
International Speedway Corp. bought the track in 2005, then shuttered it, and it sat dormant for three years.
Private investors — led by finance banker John H. Molloy, real estate developer Guy Kathe and car dealer Bob Brockway — pounced in 2008. They bought the neglected track for $9 million, Molloy said, and spent $3 million revitalizing the raceway and infrastructure.
“At the end of the day, the business of fun is still a business,” said Molloy, who specializes in sports finance.
