The owner of Pacific Raceways is looking into how the track’s Pacific Innovation Center could become a hub for future racing technologies.
The announcement that the July 19-21 35th edition of the NHRA Northwest Nationals will offer Friday night qualifying under the lights for the first time is a risky move for the suburban Seattle venue.
But for facility president Jason Fiorito, the $200,000 investment in additional lighting means far more than providing fans with the exhilarating view of flames leaping from the headers. It represents a successful collaboration between the NHRA and the Professional Racers and Owners Organization (PRO) to attract new viewers.
Furthermore, it is an important step in Pacific Raceways’ new, aggressive strategy to growing drag racing and fulfilling Fiorito’s strong desire to contribute to the development of hydrogen fuel technology.
This Friday-night endeavor, which comes at a time when the NHRA community is experimenting with reducing the show from three to two days to save money and improve the customer experience, Fiorito said, “We’re going in the opposite direction. We’re adding a qualifying session and lighting to put on what we believe will be a fantastic display at night.
“We’ve decided to boost our spending and put on a longer, hopefully better spectacle to attract more viewers. We must do everything possible to put on the best performance for the fans in order to make it profitable for PRO and its sponsors, as well as produce an in-person and on-air experience that we hope will be well received. “So we’re definitely taking a risk here,” he explained.
“The NHRA and Pacific Raceways share that risk, but we believe that adding to the show is a better play in our market, and we are probably the best judge of what will and will not work in our market.” And other people are better positioned to make such decisions in their own. So I never questioned what others were doing in terms of what was best for their market and fans. We’re all business people, and we have to do our best in our respective small niches across the country.”
Fiorito stated that he has not “specifically sat down with PRO or NHRA to discuss a two-day event.” We have a really long pull [large distance to travel]. We understand that our market is important, but it is also very different in terms of geography, population base, and demographics. That is not to argue we are superior to others; rather, we are unique.
The $200,000 investment in the site near Seattle includes lighting.
“Knowing what I know about PRO and their desire to have four qualifying sessions up here, I believe they would be hesitant to endorse such a move, therefore I doubt that topic would gain much steam in our market. However, we are always open to new ideas that will help maintain the sport healthy and profitable. I’m just not sure if that would work as well in our market as it does in other markets.”
The NHRA is dividing the $200,000 cost of adding illumination “and the additional staffing that it takes.” While that sum is stunning and may seem counterintuitive given the present trend, Fiorito said he is encouraged by the entire process.
“I was frustrated at times with the national event, but I loved the relationship with PRO and NHRA. I’m not afraid to complain about things, but this is an opportunity to give people credit. I’d also like to point out that the NHRA and PRO have done an excellent job of negotiating a system in which we can invest $200,000 in an event when others are pinching their wallets. They’ve been a wonderful group to work with.
Pacific Raceway boasts what track president Jason Fierito describes as a distinct fan base.
Pacific Raceways may play a significant part in the electrification and “greening” of American motor racing in the future.
“With our Pacific Innovation Center, that’s starting to gain traction here,” he stated, highlighting how “motorsports drives innovation and technology in mobility and sustainability.”EV racing hasn’t gotten much traction yet, but we could be one of the markets where it works well.
“Our fan base is very ecologically sensitive, with a focus on innovation and technology. So we’re starting to recognize that motorsports, particularly the NHRA, are advancing battery technology. “I’m excited about hydrogen fuel technology.”
He stated that he and the late Frank Tiegs, whose Washington State businesses included frozen-food company Flav-R-Pac (sponsor of the Seattle race), discussed net-zero carbon alternatives to the internal-combustion-engine status quo.
And Fiorito’s position, he claimed, was that “water vapor flowing out of the exhaust pipes of a 10,000-hp internal combustion engine that still shakes the ground, makes a lot of noise, but produces water vapor as exhaust… I’m very excited about that. As we progress as a sustainable yet sellable racing series, I believe hydrogen fuel and hydrogen fuel cell technology will outperform battery and technology.
“I believe there is a lot of progress being done in hydrogen fuel right now, about which we are quite excited. I’d be quite supportive of such technology being developed in the Pacific Northwest—and on our grounds.
Fiorito attended last month’s ABB FIA Formula E Portland E-Prix, which was only three hours away, as a scouting expedition.
He stated that he has been in contact with Pape Machinery, which has a subsidiary, Pacific Clean Fuels, that is developing a lot of hydrogen technology in collaboration with John Deere equipment in an over-the-highway truck scenario. So, I believe major mobility and racing have the potential to connect. And if that happens at Pacific Raceway Pacific Innovation Center… their environmental sustainability is top of mind for our fans and local corporations.
“I think we’re going to make large strides in growing motorsports—where in other parts of the country, they’re tightening their belts.”
In the near future, two qualifying sessions will take place on Friday and Saturday, with eliminations slated for Sunday. Following the Northwest Nationals, the NHRA will begin its six-race Countdown to the Championship with only three events remaining.
