Road America Economic Impact Numbers on Region Announced

Representatives from Lakeland College along with officials from Road America, recently released figures that highlight the racing venue's positive economic impact on the region. Entering its 61st season, Road America has actively been a driving force for tourism in Sheboygan County bringing hundreds of thousands of race fans to the area every season while supporting local businesses in the region.

According to the research, the direct economic impact of Road America totaled more than $74 million for 2014 through 2015. This figure was derived from racing and ancillary activities held on-site based on the incremental dollars spent in the area by non-county spectators, participants, support personnel and others as a direct result of Road America's business model. The indirect economic impact of the venue totaled more than $134 million moving through the regional economy.

Wisconsin's hero, Paul Menard, hoists the NASCAR XFINITY Road America 180 Fired Up by Johnsonville Trophy in 2015.

George Bruggenthies, president and general manager of Road America commented on the results of the study conducted by Lakeland College.

"One of the greatest things about Road America is that we come in contact with hundreds of thousands of people every year," Bruggenthies said. "One of our favorite phrases at Road America is 'come for the experience and stay for the race' and for most of our fans, competitors and visitors, their trip to Road America isn't limited to their time inside our facility. Instead, it includes their interactions and experiences while staying in nearby hotels, dining at local restaurants, filling up at the gas station, shopping around the village of Elkhart Lake, visiting local points of interest, and much more. This area and Road America has so much to offer that our fans and visitors have a tendency to arrive before the event and stay longer just to enjoy the many experiences that are available. Quite simply, we are extremely fortunate to have such a supportive regional community and businesses that set the stage for this kind of impact."

Consistent facility improvements keep fans and enthusiasts returning year after year

Along with over 420 events held seasonally at the 640-acre facility, nine major weekends are open to the public, which include the Verizon IndyCar Series and Pirelli World Challenge, the MotoAmerica Superbike series, three vintage racing events, numerous Sports Car Club of America (SCCA) events, the IMSA WeatherTech SportsCar Championship, and the NASCAR XFINITY Series. Fans are encouraged to check out www.roadamerica.com for a season schedule and ticket information.

Road America Developments for 2016:

In an effort to consistently improve the facility Road America has added a new 15,000 square foot retail and visitor center inside the paddock, a completely new main gate near state highway 67 and a new winner's circle location in the paddock. All of the projects were designed to improve the overall fan experience and Road America executives collaborated with McMAHON and Associates and Quasius to integrate the look of the improvements with the traditional Road America architecture around the facility.

Built on the site of the previous Paddock Shop, the new 7,500 square foot new retail Paddock Shop on the upper level stretches 100 feet along the midway with easy access to the paddock and new winner's circle. Once inside, visitors will have the opportunity to experience an exciting mix of fan engagement features, retail items, historical displays and it will be open year round.

The new main gate will feature a prominent lighted monument guiding guests into the facility along with impressive stonework and information screens while allowing fans easy access. The new winner's circle will allow fans to get the rare opportunity to experience the all the victory festivities near a structure that honors the old Pagoda of earlier years.