How True Motorsport Promoters Use Collaboration to Build Empires

BAKERSFIELD, CA

In an era where legacy track promoters frequently double down on isolationism and restrictive gatekeeping, a bold operational shift out of Kern County, California is delivering a masterclass in how to save and scale grassroots motorsport.

Steve Evans and the management team at Kevin Harvick’s Kern Raceway are executing Phase Two of an ambitious facility vision—building a showpiece European-style speedway track alongside their existing multi-track footprint. Yet, it isn't just the heavy machinery moving dirt that has caught the attention of the international racing community; it is the radical collaborative philosophy behind it.

By issuing an open invitation for public and private testing sessions, driver development and multi-tier business partnerships, Kern Raceway is declaring what modern racing desperately needs to hear: grassroots motorsport grows through open doors, not locked gates.

The Collapse of the Gatekeeper Playbook

For decades, traditional track operators have leaned on an outdated 1990s blueprint—treating independent press like vendors, viewing content creators with suspicion, and treating track access like a guarded feudal privilege. The consequences of that mindset are visible worldwide: declining gate numbers, alienated local businesses, and stagnant digital reach.

Kern Raceway’s strategy completely upends that broken model. By encouraging creators, teams, and community sponsors to "Be a Part of the Story," the Bakersfield facility is building a sustainable, high-velocity sports brand.

Why Collaboration Wins the Bottom Line

This open-door philosophy holds a direct lesson for speedway operations globally, echoing the exact modern media framework spearheaded by platforms like Nomad Dirt Culture. When a venue treats media and drivers as commercial partners rather than revenue sources to squeeze, the operational benefits compound immediately:

• Unfiltered Driver & Sponsor ROI: Open practice and testing access gives teams the runway to build professional video reels, secure private sponsorship and fine-tune setups without bureaucratic friction.

• Regional Tourism Influx: Multi-day track access drives direct economic activity into local cafes, hotels, transport and retail, turning the venue into a vital community asset.

• Exponential Digital Amplification: Independent media networks broadcast the venue to multi-million-impression audiences, delivering organic national marketing that traditional PR budgets simply cannot buy.

The Future Belongs to the Builders

Steve Evans’ campaign to re-launch American speedway on a modern, showpiece venue isn't just a localized pitch—it’s a definitive signal to the entire motorsport industry. While closed-minded operators watch their physical crowds and digital footprints evaporate, forward-thinking venues are building the next era of racing in real time.

The takeaway from Kern Raceway is clear: Speedway isn't dying; it is simply leaving behind those who refuse to adapt. The future of the sport belongs to the promoters who build bridges, welcome the press and invite the entire grid to share in the reward.

Image Credits: Courtesy of Steve Evans / Kevin Harvick's Kern Raceway