You’re in the right place. + The Dirt Classic Presented by Kasey Kahne

You’ve come to the right place. That’s what I’m about, in business and life. Whether I’m opening the door to my house or welcoming you to my website, that’s what I want people, my kind of people, to feel.

You’re in the right place.

That’s one of the million reasons that I’m excited for this weekend. On Saturday, we’re launching what we hope will become the first annual Dirt Classic Presented by Kasey Kahne at Lincoln Speedway, a $20,000-to-win sprint car race that has been, let’s just say, very well-received by both racers and fans already.

And the goal? To make every single person who walks through the gates feel like they’re in the right place.

Maybe that’s not how my friends on the Dirt Classic team, from Jarrod Adams of Adams Investing to Alan Kreitzer of Lincoln Speedway to Kasey himself, might describe it, but that’s one of my main goals.

I believe that events become great because of the experience, and the feelings it invokes. For this race, our shared vision is to create an unrivaled experience.

For me, that’s not just the action on the track – the thrill of side-by-side racing, slide jobs and last-lap passes. It’s sitting shoulder-to-shoulder with fans that share the same passion as you do. It’s racing against some of the best in the business, pitting next to a new competitor. It’s listening to music with your family, seeing the joy on a kid’s face when he gets a decal or an autograph, and trading racing stories with old friends.

If you’re a race fan, driver, promoter, team owner or manager at a speed shop, you have an opportunity to make your customers feel like they’re in the right place every time they interact with you. From the way you greet them the first time they walk through the door (or up to you at the track) to your tweets and Instagrams, you create an experience , your experience, that attracts your type of people.

When you think about what you want in racing and in life, I’d encourage you to consider what kind of people are your people and what kind of experience you want them to have. And then work to create that.

You’ll have to accept that it will never be perfect – but that’s life. And do your kind of people want perfect, anyway? Probably not. Neither do my people.

They just want you and me, and what we bring to this (racing) world.

And for that, I am grateful.



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About the author

Kristin Swartzlander Kristin Swartzlander is passionate about applying business sense to racing 'nonsense' in hopes of growing the sport of dirt track racing. She is a business strategist who works with entrepreneurs and small businesses to help them learn how to use public relations, marketing and social media to achieve their goals. Learn more about social media, marketing and racing sponsorship on the DirtyMouth blog.