Grand Prix Association of Long Beach

What Grand Prix Association of Long Beach does

The Grand Prix Association of Long Beach is a privately held California LLC that organizes and operates the Acura Grand Prix of Long Beach, a three-day annual motorsports street race held on a 1.97-mile circuit in downtown Long Beach, California. Founded in 1975 by Chris Pook, the event runs six world-class racing series (NTT INDYCAR SERIES, IMSA WeatherTech SportsCar Championship, Super Drift Challenge, Stadium SUPER Trucks, Porsche Carrera Cup, and Historic Sports Car Challenge), attracts approximately 200,000 attendees over the race weekend, and has generated approximately $100 million in annual economic impact for Southern California. The organization was acquired by Penske Entertainment in November 2024 and currently operates with 11-50 employees under President and CEO Jim Liaw, following the March 2026 death of longtime leader Jim Michaelian.

Revenue is generated across five streams: direct ticket sales through the Tixr-powered online platform and on-site box office (3-day general admission from $112, single-day tiers $38-$82, plus TBA reserved seating and paddock add-ons); category-exclusive corporate sponsorships led by title sponsor Acura (since 2019) and AAA Travel (Lifestyle Expo title sponsor since 2025); premium hospitality including the Pit Lane Club, Vista Club, Seaside Club, Bubba Gump Fountain Club, Club C300, Seaside Suites, Premium Pit Row Suites, and custom chalets; advertising placements in the official event program ($1,400-$8,500) and fan guide ($2,200-$2,500); and Lifestyle Expo/vendor booth rentals ranging from $2,290 for a 10x10 space up to $19,195 for larger configurations. Group discounts of 10% apply for orders of 25+, with a matching 10% military discount for U.S. Armed Forces veterans and active service members.

The underlying technology footprint is intentionally lean: a physical 1.97-mile street circuit, the Tixr e-commerce integration for ticketing, Google Maps for venue navigation, and an official mobile app for sponsor branding. The company does not develop proprietary software platforms, AI/ML systems, or data products. Distribution relies on direct sales channels including the gplb.com website, a dedicated ticket office phone line, on-site box offices, and B2B outreach by a Director of Sponsorship Sales and a Hospitality Coordinator. The event reaches fans and sponsors through Instagram, Facebook, X/Twitter, YouTube, email newsletters, and earned media coverage from over 500 outlets annually, with 11 hours of first-run national FOX television in 2026.

Name

Grand Prix Association of Long Beach

Legal name

Grand Prix Association of Long Beach, LLC

Website

https://gplb.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

The Grand Prix Association of Long Beach is a privately held LLC that organizes the annual Acura Grand Prix of Long Beach, a multi-series street race on a 1.97-mile downtown circuit drawing approximately 200,000 attendees and $100 million in regional economic impact, generating revenue from tickets, corporate sponsorships, premium hospitality, advertising, and lifestyle expo space.

Ownership category

akta.pro rank

Product category

Motorsports Event Management

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Other Spectator Sports (711219)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC)

Keywords

• Street racing events
• Motorsports event management
• Corporate hospitality services
• Event sponsorship sales
• Live entertainment tickets

Headquarters

HQ city

Long Beach

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Direct ticket sales including weekend reserved seating, general admission (3-day, Saturday, Sunday, Friday), paddock access passes, and Super Photo tickets. Various pricing tiers for adults and juniors.
2. Sponsorship: Category-exclusive sponsorship opportunities custom-tailored to marketing objectives. Includes on-track signage, video board advertising, event program ads, fan guide ads, official app branding, and promotional rights.
3. Hospitality: Premium hospitality offerings including Seaside Suites, Premium Pit Row Suites, Pit Lane Club, Seaside Club, Vista Club, Bubba Gump Fountain Club, Club C300, and custom chalets/tents. Revenue from suite sales and club passes.
4. Event Program and Fan Guide Advertising: Advertising space in official event program and fan guide publications, available in print and online formats.
5. Lifestyle Expo and Vendor Booths: Display space rentals in AAA Travel Lifestyle Expo (270,000+ sq ft) and outdoor Vendor Row areas. Includes retail sales booths and vendor opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

The Grand Prix Association of Long Beach organizes, promotes, and operates the annual Acura Grand Prix of Long Beach, a three-day motorsports street racing event held on a 1.97-mile circuit in downtown Long Beach. Its commercial offerings span ticketed admissions (general admission, reserved seating, paddock access, photo passes), premium hospitality suites and clubs for corporate and individual guests, sponsorship and advertising packages for brands, and exhibitor/vendor space within the AAA Travel Lifestyle Expo. Each year's event features six racing series including the NTT INDYCAR SERIES, IMSA WeatherTech SportsCar Championship, Super Drift Challenge, Stadium SUPER Trucks, Porsche Carrera Cup, and Historic Sports Car Challenge.

Product overview

The Grand Prix Association of Long Beach organizes and operates the Acura Grand Prix of Long Beach, America's premier street race held annually in downtown Long Beach, California. The organization offers a comprehensive portfolio of event products including core race tickets (general admission and reserved seating), premium hospitality experiences (VIP clubs including Pit Lane Club, Vista Club, Seaside Club, Bubba Gump Fountain Club, and Club C300; and private suites including Seaside Suites and Premium Pit Row Suites), add-on experiences (Super Photo Tickets, Paddock Access, parking), and the AAA Travel Lifestyle Expo. The event features multiple racing series including the NTT INDYCAR SERIES, IMSA WeatherTech SportsCar Championship, Super Drift Challenge, Stadium SUPER Trucks, Porsche Carrera Cup, and Historic Sports Car Challenge. Corporate sponsorship and advertising packages are also offered as B2B services. The ticketing platform is powered by Tixr.

Differentiator

Problem solved

Functional benefit

Products and services

• General Admission Tickets Unreserved seating tickets for Friday (Fast Friday, $38), Saturday (Super Saturday, $77), Sunday ($82), and 3-day ($112) admission to the Acura Grand Prix of Long Beach street race. Includes one free junior admission per ticket-bearing adult; group (25+) and military (10%) discounts available.
• Weekend Reserved Seating Three-day reserved grandstand seating packages including Saturday and Sunday admission with assigned seats at various grandstand locations throughout the 1.97-mile circuit. Prices vary by grandstand location.
• Super Photo Ticket Three-day admission combined with NTT INDYCAR SERIES Paddock Access and access to special photo locations (elevated stands at Turns 1, 6, 8, and 11) plus limited pit access during practice and qualifying. Non-transferable; no minors.
• NTT INDYCAR SERIES Paddock Access Exclusive paddock access pass sold separately from race admission, allowing fans to enter the pit area and team garaging area. Available as 3-day or single-day passes.
• Pit Lane Club Elevated canopied terrace seating overlooking pit lane and the front straightaway with reserved seating for all 3 days. Includes continental breakfast, gourmet deli lunch on Friday, fine dining Saturday and Sunday, and special pit-access overpass purchase options.
• Vista Club Rooftop dining experience 17 stories up at the Hyatt Regency Hotel offering bird's-eye view of pits, oceanfront straight, and Turns 1-6. Includes NTT INDYCAR SERIES Paddock Access, multiple vantage points, full bar, and complimentary meals.
• Seaside Club Closest track-viewing hospitality option located at the end of the Seaside Way back straight overlooking Turns 9-10. Features elevated terrace seating, complimentary food and beverage, and reserved seating for all 3 days.
• Bubba Gump Fountain Club Restaurant-based club at Bubba Gump Shrimp Co. (87 Aquarium Way) with outdoor patio seating and views of Turns 2 and 3. Includes complimentary buffet breakfast and lunch plus access to the exclusive fountain viewing deck.
• Club C300 Behind Grandstand 24 at Turn 11 with reserved seat access to the hairpin turn. Operated by the Committee of 300 non-profit group; includes 10 big-screen TVs, live entertainment, catered meals, and a 3-day option with NTT INDYCAR Paddock Access.
• Premium Pit Row Suite Club Individual passes to the Premium Pit Row Suites with open seating in terraced outdoor area overlooking the pits. Includes enclosed air-conditioned lounge, flat-screen TVs, and continental breakfast all three days.
• Seaside Suites Private elevated and canopied suites overlooking the back straight and Turns 9-10. Includes 25 individual day passes with circuit admission, pit access, 4 VIP parking passes, and customizable food and beverage options.
• Premium Pit Row Suites Trackside racing hospitality located 12 feet above the track with views of pit lane and front straightaway. Features 30 individualized passes, enclosed air-conditioned lounge, fine dining, full open bar, and post-race reception.
• Pike Parking Reserved parking at Chestnut Ave. and Seaside Way adjacent to Turn 5, sold on a 3-day basis with entry at Chestnut Ave. at Ocean Blvd.
• Shoreline Parking Reserved parking west of the race circuit at the end of the 710 freeway. Available as 3-day or single-day pass with entry off the 710 freeway at Broadway.
• Corporate Sponsorship Packages Category-exclusive sponsorship opportunities custom-tailored to a brand's marketing objectives, including track signage, Lifestyle Expo booths, promotional Friday tickets, hospitality packages, event program and fan guide advertising, and official Grand Prix app logo placement. Sold by the Director of Sponsorship Sales to enterprise clients.
• Event Program Advertising Advertising placements in the official Acura Grand Prix Event Program, available in print and online formats. Options include double page spread ($8,500), full page ($5,000), half page ($2,600), and quarter page ($1,400); 15% agency commission available; reservation deadline March 6, 2026.
• Fan Guide Advertising Advertising placements in the official Fan Guide available in print and online. Options include Inside Back Cover ($2,500) and Full Page ($2,200), with combined Program and Fan Guide discount rates; reservation deadline Feb. 2, 2026.
• AAA Travel Lifestyle Expo Display & Retail Space Display space rentals within the 270,000+ sq ft AAA Travel Lifestyle Expo featuring more than 100 displays of automotive, home, recreation, travel, and entertainment products. Booth sizes from 10'x10' ($2,290) up to 40'x80' ($19,195); indoor retail and outdoor Vendor Row spaces available.
• Street Race Event Experience (Acura Grand Prix of Long Beach) The flagship three-day motorsports event featuring six world-class racing series — NTT INDYCAR SERIES, IMSA WeatherTech SportsCar Championship, Super Drift Challenge, Stadium SUPER Trucks, Porsche Carrera Cup, and Historic Sports Car Challenge — on a 1.97-mile downtown Long Beach street circuit. Reaches speeds up to 185 mph on Shoreline Drive and runs annually with the 2027 edition scheduled April 16-18.

Quantifiable outcome

• Approximately $100 million in economic impact for Southern California annually
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

19 partnerships are on record, tiered flagship, core and minor.

• Penske EntertainmentflagshipStrategic or Co-development Partner · 14 November 2024Penske Entertainment acquired the Grand Prix Association of Long Beach from Gerald Forsythe and the late Kevin Kalkhoven's estate in November 2024. Penske Entertainment owns the INDYCAR SERIES and related motorsports properties. Jim Michaelian was transitioning to a role with Penske Entertainment.
• AcuraflagshipGTM or Marketing Partner · 5 February 2019Title sponsor of the Acura Grand Prix of Long Beach since February 2019. Acura celebrated its 40th anniversary as the first Japanese luxury automaker in 2026. Acura sales and marketing headquarters is in Torrance, California alongside Los Angeles R&D Center and Acura Design Studio.
• NTTcoreGTM or Marketing PartnerTitle sponsor of the NTT INDYCAR SERIES. Provides technology, networking and innovation services. Over 80% of Fortune 100 companies trust NTT.
• FirestonecoreGTM or Marketing PartnerFirestone has served as INDYCAR's sole tire supplier since 2000. The brand has participated in world-class motorsports events for over a century, with roots dating to Ray Harroun's 1911 Indianapolis 500 victory.
• AAA TravelcoreGTM or Marketing PartnerTitle sponsor of the AAA Travel Lifestyle Expo, one of the event's major attractions with over 100 displays and 270,000+ square feet. AAA Travel is part of Auto Club Enterprises serving nearly 18 million members.
• IMSAcoreStrategic or Co-development PartnerInternational Motor Sports Association sanctions the WeatherTech SportsCar Championship race at Long Beach. IMSA governs sports car racing in North America.
• Formula DriftcoreStrategic or Co-development PartnerFormula Drift series sanctions the Super Drift Challenge featuring top drivers from the professional drift series competing Friday and Saturday nights.
• Stadium SUPER TruckscoreStrategic or Co-development PartnerRobbie Gordon's SPEED Energy Stadium SUPER Trucks series featuring high-flying trucks racing Saturday and Sunday with ramp-jumping and side-by-side action.
• Porsche Carrera CupcoreStrategic or Co-development PartnerPorsche one-make series showcasing identical 911 Cup race cars. Sanctioned by IMSA, returns to the event with full field racing twice over the weekend.
• Hilton Long BeachcoreGTM or Marketing PartnerOfficial Hotel of the Acura Grand Prix of Long Beach. Serves as credential office and hosts many official events during race weekend. Located at 701 W. Ocean Blvd.
• Bubba Gump Shrimp Co.coreGTM or Marketing PartnerLocated at 87 Aquarium Way, the Bubba Gump Fountain Club offers exclusive outdoor patio seating with views of Turns 2 and 3. Club includes buffet breakfast and lunch, viewing deck, and full-service bar.
• King TacominorGTM or Marketing PartnerReturning sponsor providing food service during race weekend. King Taco has been recognized as a leader in Mexican Fast Food Service for over 40 years in Los Angeles County.
• Hyatt Regency Long BeachcoreGTM or Marketing PartnerLocation of the exclusive Vista Club, 17 stories up at the Hyatt Regency Hotel offering bird's eye view of pits, oceanfront straight and Turns 1-6.
• TixrcoreTechnology or IntegrationOfficial ticketing platform partner powering online ticket sales. Award-winning operating system powers 700+ partners globally across sports, music, venues and more in 60 countries.
• Port of Long BeachminorGTM or Marketing PartnerPremier U.S. gateway for trans-Pacific trade handling $200 billion annually. Supports 575,000 jobs in Southern California. Pursuing $2.6 billion in capital improvement projects.
• Visit Long BeachcoreGTM or Marketing PartnerOfficial organization for convention and tourism marketing in Long Beach. Private non-profit funded by city hotel bed tax and membership contributions from 400+ area businesses.
• Press-TelegramminorGTM or Marketing PartnerOfficial media partner covering Long Beach news since 1897. Covers local news, high school sports, and Grand Prix circuit coverage.
• Safety-KleenminorGTM or Marketing PartnerEnvironmental services provider. In conjunction with Safety-Kleen, the Grand Prix recycles oil and petroleum waste from race cars.
• Cooler MasterminorGTM or Marketing PartnerProvides Dyn X racing simulator experience in the Lifestyle Expo. Over 30 years transforming technology with innovative PC systems and peripherals.

Scale indicators10 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Indianapolis Motor Speedway: Operated by Penske Entertainment (parent of the subject company) and runs the Indy 500, the marquee NTT INDYCAR SERIES event. Directly comparable as a flagship INDYCAR race promoter with comparable ticketing, sponsorship, and hospitality revenue mechanics.
• Circuit of the Americas: Hosts Formula 1 United States Grand Prix, MotoGP, and INDYCAR events at a purpose-built circuit near Austin, TX. Comparable as a multi-series motorsports event promoter with comparable ticketing, sponsorship, hospitality, and on-site expo revenue streams.
• Detroit Grand Prix: Another NTT INDYCAR SERIES street race held on a temporary downtown circuit (now on the Detroit Riverfront). Directly comparable as a competing NTT INDYCAR street race with similar ticketing, sponsorship and corporate hospitality dynamics.
• Miami Grand Prix: Formula 1 Crypto.com Miami Grand Prix at Miami International Autodrome. Directly comparable as a newer-generation U.S. street race promoter targeting affluent spectators and corporate hospitality buyers; competes for sponsorship and broadcast attention in the same category.
• WeatherTech Raceway Laguna Seca: California-based road course hosting IMSA WeatherTech SportsCar Championship, IndyCar, and other major series events. Directly comparable as a U.S. motorsports venue operator selling tickets, VIP hospitality, and sponsorships around multiple racing weekends.
• St. Petersburg Grand Prix (FIR): Season-opening NTT INDYCAR SERIES street race on a temporary downtown/airfield circuit in Florida. Directly comparable as a competing INDYCAR street race weekend promoter with identical ticketing, hospitality and expo revenue architecture.

Broad incumbents

• Sonoma Raceway: NHRA drag racing and INDYCAR venue operated as part of the larger NASCAR/ISC motorsports portfolio. Comparable as a multi-purpose motorsports venue operator in California with overlapping ticket, hospitality, and sponsorship revenue mechanics.
• Daytona International Speedway: NASCAR-owned superspeedway hosting the Daytona 500 and other major races. Comparable as a U.S. motorsports venue operator with broadly similar ticketing, sponsorship, and premium hospitality product architecture.

Emerging players

• Las Vegas Grand Prix: Formula 1 Heineken Silver Las Vegas Grand Prix on the Las Vegas Strip, launched in 2023. Comparable as a premium U.S. street race promoter targeting high-end corporate hospitality and tourism-driven ticket revenue; emerging rather than entrenched.

Regional players

• Isle of Man TT (ACU Events): Iconic annual closed-road motorsport event operated in a different geography. Comparable as a globally recognized, long-running, temporary-circuit race promoter with similar 3-5 day format and ticketing/sponsorship model, although serves a non-U.S. audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/toyotagplb
• YouTubeyoutube.com/user/ToyotaGPLB
• Facebookfacebook.com/grandprixlb
• Instagraminstagram.com/GPLongBeach
• LinkedInlinkedin.com/company/grand-prix-association-of-long-beach-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grand Prix Association of Long Beach