2019 PRI Show Puts Racing Innovation in the Spotlight

For the enthusiast, this time of year can be a real drag. It’s cold, snowy, and the salt on the roads can take a perfectly good street rod and reduce it to nothing but a rusted bucket good for not much more than storing odds and ends. So, what do you do to keep from going insane? You drum up another winter project.

Generally speaking, these projects lead you right to the local speed shop and, naturally, the business owners love it. But they can’t just keep selling you the same old go-fast parts. They need to be getting the latest and greatest speed equipment. They need to keep a finger on the pulse of what’s new and what’s noteworthy.

That’s exactly why trade events like the upcoming 2019 PRI Show are not only important, but also exciting. They’re like treasure maps leading industry professionals right to the action, displaying what’s hot on the market and why enthusiasts should be considering it.

What is the PRI Trade Show?

Unlike other big trade shows (Think: SEMA), the Performance Racing Industry (PRI) Trade Show is dedicated to nothing but speed. Since 1986, it has been run by folks who have the same itch as the hot rod enthusiast standing in the speed shop. They have the same reaction to the roar of a V8. And their feet regularly burn the pedal. This is THEIR show.

In all seriousness, the PRI show is the golden standard when it comes to the world of speed and performance. Anything you want to know about new trends, new tech, and new products—PRI holds the answers. So, if you’re in the business, on the track, or somewhere in between, clear your calendar December 12-14 and get out to Indianapolis, because this is the epicenter of new racing technology.

“Now in its 32nd year, the 2019 PRI Trade Show encompasses all forms of racing and attracts attendees from all 50 states and over 70 countries, including professional race teams, retail shops, warehouse distributors, engine builders, fabricators, dealers, installers, jobbers, and media,” boast the show’s organizers. Purchased by SEMA in 2012 and then merged with IMIS in 2013, the wholesale-only show has grown exponentially over the years, continually adding new attractions and educational opportunities for attendees.

As a trade-only event, guests need to submit a registration request to attend the PRI show, providing proof that they are members of the racing trade. While this raises the entrance threshold, it also means attendees can expect exclusive deals, raffles, and training seminars.

What’s New for the 2019 PRI Show

So, what can visitors expect to see at the 2019 PRI Show? Well, much like the SEMA show, the aftermarket community keeps a tight lid about its major reveals, drumming up excitement for what is sure to be another stellar event.

But, if you’ve been lucky enough to snag a pass, you can expect over 3,000 booths with over 1,000 suppliers in attendance, including big names like Holley, Edelbrock, MSD, Hoosier, JE Pistons, Kooks, Quick Performance, and Simpson Racing—just to name a few.

You can also expect to see some expanded attractions at the show:

Bigger Trailer Exhibit Area

Last year, PRI management moved all trailer displays indoors—a move praised by show exhibitors and attendees looking to spend the least amount of time required outside in December… in Indiana.

This year, for the first time, trailers and related products will be displayed in the Lucas Stadium Field. Not only does this provide exhibitors with a little more space to stretch out, but also attendees get better side-by-side shopping of race trailers, motorcoaches, and haulers.

Plus, the very popular Featured Product Showcase (more on that later) will be in the exhibit halls of the stadium, which the show’s organizers point out is a high-traffic area that will make it easier for suppliers to highlight their products and connect one-on-one with buyers.

More Educational Seminars

“In a continued effort to deliver more value for show goers, PRI Education has more than tripled for 2019 with seminars taking place before and during show hours,” says SEMA-PRI Senior Director of Education Zane Clark. “Our focus is on delivering best-in-class opportunities to learn up-close from industry leaders and experts on a number of hot-button topics across multiple education tracks. We want racing businesses to improve their performance on and off the track.”

While ‘sitting in class’ might not be as exciting as testing out new racing technology—trust us—the invaluable business insight you can glean in a seminar will seem a lot more fun when it translates to products sold and dollars earned. (Dollars that can then be spent on that wild new racing technology.)

Featured Products Showcase Returns

Another great addition to the 2019 PRI Show—and a clear indicator of SEMA’s influence—is the return of the Featured Products Showcase. Instituted in 2017, it’s been very successful in boosting product knowledge and brand awareness.

“The return on investment afforded by the Featured Products Showcase has made the program a can’t-miss for exhibitors who want to increase their exposure with buyers and media at the PRI Show,” explains PRI Trade Show Director Karin Davidson. And new for this year, attendees can access each product’s location within the showcase via an online interactive map. Check it out here.

Machinery Row

Also returning is PRI’s world-famous Machinery Row, a feature dedicated to showcasing the latest and most innovative technology in CNC machining, fabrication and welding, parts cleaning, dynamometers, and more. Located along the west end of the Convention Center’s Yellow Hall, it encompasses more than 40,000 square feet of floor space and has exhibits from more than 100 of the industry’s top manufacturers and service providers.

This is where attendees will get a glimpse of not only what is made possible now by the advances in machinery, but also a glimpse of what the future holds for the world of race engine builders and fabricators alike.

What to Look For at the 2019 PRI Show

What’s interesting to note is that when you have a trade show like PRI, you no longer have speed and performance bundled into one territory. Instead, all the subdivisions that make the segment possible can expand. This means, you see new and exciting things for engine parts, braking systems, safety equipment, and even in the tools and machinery that make it all possible.

Keep an eye out for featured new technologies. (Both in the way parts are being manufactured and in the the parts themselves.) Also, look for new materials (or familiar ones used in a new way). As automakers explore new lightweight materials for better handling and fuel efficiency, expect to see that bleed into the aftermarket parts.

And don’t forget about the economic side! What resources are show organizers highlighting as a way to boost your business? How can you better balance in-store and online sales? Remember, racing is a pastime but it’s also a business. Don’t let yours fall by the wayside as you explore new toys.

For the Enthusiasts

The 2019 PRI Show isn’t all business though. In fact, PRI has put together some seriously awesome events specifically tailored to the enthusiast in every attendee.

Opening Breakfast

The opening breakfast is perhaps the most important part of the show. It serves as an introduction where visitors can get their battle plan together and fuel up for the big day. That said, Ralph Sheheen has been named the host of the grand opening breakfast. You know Sheheen as the president and co-founder of Speed Sport and as the announcer for events including NASCAR, ARCA Racing, and AMA Superbike Racing.

Sheheen will be joined on stage by Don Schumacher Racing. And, during breakfast, they will conduct an exclusive talk show-style discussion providing both entertainment and an inside look of the world of drag racing.

Charity Sweepstakes

The show will also be host of the 31st Annual Sunnen Engine Charity Sweepstakes. And the engine up for grabs is a massive 1400-hp 762-ci engine built by none other than the legendary Sonny Leonard.

All proceeds from the sale of raffle tickets for the grand prize engine go to Victory Junction. (Last year’s event raised over $100,000!) Founded in 2004 by NASCAR’s Petty family, Victory Junction is a year-round camping facility in Randleman, NC, for children ages six to 16 with chronic medical conditions and serious illnesses.

Opportunities in Racing Seminar

But what we’re most excited for? The Opportunities in Racing Seminar for PRI 2019. Many of us in the industry—myself included—dream of being able to race. But it’s expensive and can be difficult to find success. This seminar helps break down those walls and give interested enthusiasts exclusive opportunities to enroll in programs that can make racing an attainable dream. Taking place Friday, Dec 13 from 8-10 AM, the seminar targets young high school and college-aged professionals in the industry.

Are you attending the 2019 PRI Show? Let us know in the comments what you’re most excited to see.