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INDOOR INFO

LEAD BY EXAMPLE
By Darrell Sitarz

The following news story was posted on e-KMI.com on August 24, 2003. Since we receive many questions as to the “how and why” of assembling a state-of-the-art indoor kart racing center, I thought it appropriate to re-print the story so future entrepreneurs can use this as a basis of comparison, or outline and perhaps as a goal. Granted every center cannot be the size of the one being showcased here and granted different locals will require different or unique circumstances to be addressed, but I believe this information will be helpful and noteworthy for those contemplating an indoor karting center.

‘CHICAGO INDOOR RACING’ TO OPEN
Buffalo Grove, Illinois — Scheduled to open late August 2003 or the start of September, Chicago Indoor Racing (CIR) will provide the most exciting and unique entertainment venue in the Chicagoland area. Housed in 84,000 sq ft, CIR will feature: State of the art conference facilities, Function rooms, Bar and restaurant, full catering facilities, Alternate entertainment, including billiards and video games, and, of course, two of the county's most exciting indoor kart racing tracks!

The wide reaching appeal of Indoor Kart Racing attracts both corporate and individual customers and makes the facility a natural choice for events such as: Company Outings,
Customer/Staff Appreciation Days, Products Launches, Team Building Events, Sales Meetings, Sales and Product Training, End-user/Point of sale promotions.

A New Concept in Entertainment
Americans thrive on interactive entertainment. While many enjoy watching sports, many would rather participate. Auto racing is one such sport. While over 80,000,000 attended motor sports events last year very few people have been able to experience the thrill of racing. Until now, that is.

The following information details the development of Chicago Indoor Racing (CIR) an Indoor Kart Racing facility under construction in the Village of Buffalo Grove, Illinois. Drivers over the age of eighteen will be able to race wheel to wheel in specially designed Indoor Racing Karts that are able to provide a real sense of the thrill and excitement, until now only experienced by professional racing drivers. Customers of CIR will have a variety of racing formats to choose from and the business will be able to cater to both businesses and consumers alike.

Corporations will be able to host events such as Product Launches, Customer/Staff Appreciation days, Sales Meetings and Company Outings while individuals will be able to turn up and take part in open race events, arrange parties or even join a racing league. To compliment the two state of the art race tracks, CIR will feature a number of state of the art conference and function rooms to suit groups from 10 to 200, virtual reality games and a host of other attractions such as Billiards tables, a Bar and Grill style restaurant to establish itself as the most exciting and unique entertainment venue in the Chicagoland area.

People will go to the CIR facility to be entertained. Whether you’re behind the wheel, viewing from the grandstand, shooting pool or checking out the latest video games, CIR will be exciting and fun for all involved.

The uniqueness of racing at CIR is that it will condense the professionalism, excitement, intensity and sensation of speed found in real motor racing into a 15-lap race. The physical adrenaline rush experienced by racing drivers can now be experienced by almost any person, regardless of their dexterity or athleticism.

CIR's target demographic comprises corporations and anyone interested in experiencing REAL racing - a quick glance at customer lists from similar centers will reveal companies from every industry type, from AT&T to Verizon, Acura to Volkswagen, American Express to UBS Paine Webber and many in between. Companies of all sizes have discovered the excitement and attraction of Indoor Kart Racing.

What can our Guests Expect?
Racing — CIR will provide the thrill of wheel to wheel racing in specially designed racing karts that are “fast enough to experience the thrill of racing, but not fast enough to hurt anyone”. Customers will have the option of booking ahead as part of a group, or simply turning up and taking part in an “Arrive & Drive” race.
At a couple of inches off the ground the sensation of speed is incredible. Although based closely on their outdoor competition cousins, Indoor Racing Karts feature strengthened chassis, wrap around bodywork and reliable and environmentally friendly 4 cycle motors.
And the racing is very real; Steve Park, driver of the #1 Pennzoil Monte Carlo in the NASCAR Winston Cup Series, one of many Winston Cup regulars to take to the tracks at an Indoor Kart Racing facility had this to say:

“This is a real workout, it’s definitely real racing. The layout of the track... the way the karts drive and the horsepower that they’ve got... the karts are perfectly matched to the race track. It’s a challenge at every corner. And fun? Oh, God, yeah! A LOT of fun. This is the best indoor entertainment I’ve been to for a long time.”

Having signed the appropriate waivers, guests will attend a detailed safety briefing, “suit-up” and then take to the tracks to race.

Each track will be surrounded by deformable safety barriers. Along the course, a series of colored lights and signals will keep the drivers fully informed of the track conditions and professionally trained track staff will be on hand to help out when required. Following a race, drivers receive a printed report detailing their performance out on the track, their finishing position and times for each and every lap time.

Restaurant, Bar & Catering — CIR understands the importance of providing guests with restaurant and catering facilities as part of the overall experience, regardless of whether they’re a corporation hosting a national sales conference and providing a continental breakfast followed by a buffet style lunch to their attendees or a group of guys out on a Saturday night looking for a “burger and a beer” while they recap the action down on the track.

The restaurant will adopt a grill style and serve simple food prepared well and served in a timely fashion – many people will be eating while waiting to race or just having raced. A sports style bar will overlook the main racing track, with seating for approximately 30 people. Drivers returning from the track will be able to compare notes and times as they determine what “could’ve been”. This is racing's 19th hole! The bar will also service the restaurant and guests throughout the facility.

There is a total restriction on drinking and racing – a zero tolerance policy will be in force at all times for those wishing to race. Once you are done racing you are free to use the facility in any way you would like.

Alternative Entertainment Areas — Areas of the facility will be dedicated to other forms of entertainment for those waiting to race, those that have already raced and those looking for an alternative to racing. Customers will be able to try out the latest in video entertainment or opt for more traditional past-times such as Billiards, shooting hoops or playing Air Hockey. Although Indoor Kart Racing defines the facility, alternative entertainment, such as video games and billiards play an important role.

Who are CIR's Customers?
CIR will exploit two distinctly different target markets; Business to Business and Business to Consumer. While distinctly different, there is a high degree of cross-over between these two markets.

Business to Business
Corporations throughout the world have enjoyed utilizing Indoor Kart Racing facilities for a variety of functions, including, but not limited to:
Company Outings
Customer/Staff Appreciation Days
Products Launches
Team Building
Sales Meetings
Sales and Product Training

In most instances, companies will stage the entire function at CIR utilizing available function or meeting rooms. However, CIR will also appeal to those staging or attending meetings, conferences and exhibitions at any one of the large number of hotels, conference centers, and regional and national offices.

Business to Consumer
This category covers a wide cross section of individuals ranging from those attending a "guy's night out" to the dedicated League member who turns up every other Monday night to take part in his league along with twenty nine other “Monday Night Racing Drivers”. This market segment includes, but is not limited to:
Clubs and Associations
Guy’s Night Out
Birthday Parties (18 and older)
Family Reunions
Retirement Parties
Anyone over 18 with a valid driver’s license

CIR has a comprehensive program of events to cater to these different markets, ranging from a straight forward “Arrive & Drive” package for individuals and small groups to a “Race & Play” package for the Bachelor Parties to Adult and Junior Racing Leagues and Driving Schools for the enthusiasts.

For more information on Chicago Indoor Racing, dial 847-941-9400 or see their website at www.chicagoindoorracing.com.

END

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