Attendance, New Events, New Partners as Lime Rock Park Sees Significant Growth in 2022
LAKEVILLE, CT (4 October 2022)- With a new group of investors taking ownership in the spring of 2021 to steward Lime Rock Park into the future, the Connecticut motoring and event facility has been going full speed ever since.
Through the leadership of its new investment group (Lime Rock Group, LLC), Lime Rock Park developed a new approach for track operations over the last two seasons that has seen a concentrated effort to upgrade the visitor experience as the track celebrated its 65th year of operation in 2022.
With a focus on an energetic approach to media relations and marketing, a rethink of the fan experience that included upgraded catering, as well as a rebranding and continued growth of sponsorship development, the effort in enhancing Lime Rock Park proved to be successful as the track experienced its best season in recent history this year.
Lime Rock Park also saw thousands of new fans flock to the famous New England circuit for race and community events, substantially increasing overall attendance since last season.
“Last year, we were thrilled just to get fans back to the Park after they were unable to be here the year before due to COVID,” said Lime Rock Park President and CEO Dicky Riegel. “We approached this season looking to learn as much as we could about our fans, partners and the overall guest experience. We started by applying the learning from last year and the response was tangible and very positive. It was a very encouraging season but we’ve got a lot more that we want to accomplish in the years to come.”
Both the FCP Euro Northeast Grand Prix and Historic Festival 40 presented by Corvette (HF40) broke attendance records with more fans filling the grounds at these events than in any year in recent history. And the all-new GRIDLIFE Circuit Legends weekend added a new and dynamic major event to the Lime Rock Park calendar, bringing the youngest grids in racing to the storied 1.5 mile track.
Lime Rock Park not only saw growth in attendance, but driver participation also ballooned in 2022. The Trans Am Series presented by Pirelli event featured the largest field of TA2 cars to race in its history at Lime Rock Park, sending more than 40 TA2 roaring around the original 1.5-mile course. The Historic Festival Parade presented by Salisbury Bank and Falls Village Inn brought so many vintage cars to Falls Village, the town ran out of parking spots to display the parade participants. Sunday in The Park also broke an event record, with more than 1300 cars lining the track for the Sunday in the Park Concours and Gathering of the Marques presented by FCP Euro.
“The 2022 season was a great year for Lime Rock Park,” said Lime Rock Park Chief Commercial Officer Charley Delana. “As we continue to grow and enhance our fan experience- partnerships and sponsorship are critical to our success. This year we built on numerous relationships like FCP Euro, Hagerty and Salisbury Bank by adding relationships like Liqui Moly, Marsh, Airstream, Titos and Autodromo among others.”
In addition, Lime Rock Park expanded its digital footprint in 2022 with its cumulative net social media audience growing by 71.4 percent. Reflecting the positive response to the content, engagements also increased by 84.6 percent, generating nearly 11 million combined impressions. The amplified interest in Lime Rock Park saw increased media coverage, with hundreds of articles published across a variety of national and local publications capturing the 2022 season.
Local involvement was another point of focus for Lime Rock Park, hosting several community events that raised thousands of dollars for charities and nonprofits. That ongoing initiative took on a new and famous name in 2022, as the track announced an alliance with Paul Newman’s Hole in the Wall Gang Camp, naming the camp for children with serious illnesses and their families as its charitable partner for future fundraising efforts.
Since purchasing Lime Rock Park in spring 2021, the Lime Rock Group LLC investor group has expanded the events calendar, made substantial investments in capital improvements, restructured the track’s management and staffing and brought in a variety of new partners and sponsors.
Lime Rock Park still has plenty of racing and events left on the calendar with the new Lime Rock Epic dirt cycling ride (Oct. 9) and the final Sunday at The Park with the FCP Euro Sunday Motoring Meet featuring Audi on Oct. 30.
For the full calendar of events visit: Upcoming Events – Lime Rock Park