A Reno events production company that leased Reno-Fernley Raceway will bring racing back to the track next month and the company looks to leverage the track's marketing opportunities.
After a year in which the track was dark, Friday and Saturday night dirt-track competition will resume at the raceway's three-eighths-mile clay oval April 17.
Owners of Nevada Motorsport Productions, a Reno company that also produces the Octane Fest in Fallon, say the new lease with Reno-Fernley Raceway to operate 25 events at the dirt track brings an inexpensive racing venue back to the area and also gives the company added clout when promoting the second year of the Octane Fest.
The Octane Fest, scheduled for June in Fallon, includes motor sports events ranging from drag racing to a show of vintage tractors.
"We have control of vendors and concessionaires," says Ty Erquiaga, co-owner of Nevada Motorsport Productions with partner Robert Daly. "Now when we call a sponsor or want to work with a national or local business or sponsor, the objective is to give them an opportunity to really reach this demographic. We have it covered from motorcycles to trucks, cars and ATVs. From a marketing perspective, that is helping us in our pursuit of event partners."
Under the new lease agreement, Nevada Motorsport Productions will pay the facility a percentage of the dirt-track racing gate, entry fees and concessions. Erquiaga says admission to weekend racing will decrease a dollar to $7, with $2 off coupons available at some businesses in the area.
"The goal is really to just rebuild clientele at the facility not only with spectators but also with racers," he says. "The owner of Reno-Fernley Raceway enabled us to put lower prices out there and enable people to come and get some really affordable entertainment on a Friday and Saturday."
Erquiaga says that reopening the popular track for a wide variety of weekend racing series is a golden opportunity despite what some naysayers think.
"We have had people say, 'Why are do this in this economic climate?' A lot of networks and media are telling everyone that it is doom and gloom, but there is still enormous opportunity out there right now."
