I spent the end of last week in Indianapolis, IN, representing Engine Ice at the PRI (Performance Racing Industry) Trade Show—and what an event it was!
The 2024 PRI Show, held Dec. 12–14 at the Indiana Convention Center and Lucas Oil Stadium, is the must-attend event for the motorsports industry. It’s where the entire racing community gathers to celebrate and shape the future of motorsports racing.
As the largest trade show in Indiana, it takes over the entire convention center and stadium with more than 1,000 exhibitors—including 161 first-timers—showcasing the latest products and innovations driving the motorsports world.
In my opinion, PRI is one of the best shows to exhibit at, hands down. If your business has even a toe in the motorsports racing world, this should be on your calendar. Starting with a simple 10×10 booth is a great way to get started. Plus, exhibiting at an event in Indy is much simpler than cities like Vegas or New York. Indianapolis is also incredibly motorsports-friendly, and I love how, in a smaller city like this, everyone you see—whether it’s at your hotel, in a restaurant, or walking around downtown—is there for the show. That concentrated atmosphere makes networking so much easier.
Another big advantage of Indy? Its central location. Many attendees drive to the show, keeping travel costs down, which means shops often bring their entire team instead of just the owners. For me, that creates more opportunities to share the Engine Ice story and connect directly with the people using our products. And, since so many race car drivers live nearby, it’s always a bonus to meet some of the athletes we support.
The show itself gave me some nostalgic Indy DealerExpo vibes, and my little booth was nonstop busy. The days flew by in the best way possible! Now, it’s time to tackle all the follow-up work.
Mark your calendars for next year: December 11–13, 2025. Trust me, you won’t want to miss it! Check out more info here: https://www.performanceracing.com/trade-show/attend. See you at PRI 2025!
