Dells Raceway Park

What Dells Raceway Park does

Dells Raceway Park is a privately held, 1/3-mile asphalt oval short-track racing facility located in Wisconsin Dells, Wisconsin, operating under founder/owner Wayne Lensing. Founded in 1963, the track runs a multi-division weekly racing program from May through September that is anchored by NASCAR-sanctioned Late Models, Modifieds, Sportsman, and 602 Outlaw Late Models, and supplemented by entry-level and youth-development classes (Bandits, Hobby Stocks, Sixers, INEX Legends, Bandoleros). Beyond the weekly program, the facility hosts regional touring series including CWRA Super Late Model events, the Alive for 5 Series (Dairyland 100, Trickle 99), Great North Legends, UMA Modified and Sportsman Showdowns, American Super Cup, and vintage divisions, as well as a flagship annual Labor Day of Doom destruction event featuring demolition derby and fireworks.

The venue monetizes through three primary channels: gate admissions and pit passes sold on-site and via the MyRacePass online ticketing platform; driver registration and NASCAR license processing facilitated through MyRacePass; and a deep, recurring presenting-sponsor roster across divisions (O'Reilly Auto Parts, Blystone Towing, Gandrud Performance Parts, Lefthander Performance, Kalahari Resorts, Hoosier Racing Tires, and others). Distribution is regionally focused on Wisconsin Dells and the broader Midwest, leveraging co-marketing with resort partners (Kalahari, Chula Vista) for tourism-driven attendance. The track does not disclose revenue, has no institutional funding, no M&A history, and operates with a small team (11–50 employees), positioning it as a stable, independent small-business entertainment asset rather than a venture-backed growth vehicle.

Name

Dells Raceway Park

Legal name

Dells Raceway Park

Website

https://dellsracewaypark.com

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

11–50 employees

Short description

Dells Raceway Park is a privately held, 1/3-mile asphalt short-track racing facility in Wisconsin Dells, WI, hosting weekly NASCAR-sanctioned and regional racing divisions May through September for local racing fans, families, and Midwest motorsports tourists.

Ownership category

akta.pro rank

Product category

Motorsports Entertainment

NAICS

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

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE)

akta.pro secondary industries

Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Short track racing
• NASCAR weekly series
• Live motorsports entertainment
• Asphalt oval racing
• Special event racing

Headquarters

HQ city

Wisconsin Dells

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales

Distribution channels2 records

Marketing channels2 records

Core offering

Dells Raceway Park operates a 1/3-mile asphalt oval short track racing facility hosting weekly NASCAR-sanctioned racing events from May through September. The venue runs multiple racing divisions per night including Late Models, Modifieds, Sportsman, Bandits, Hobby Stocks, Sixers, INEX Legends, and Super Late Models, complemented by special demolition/splash events and open practice sessions.

Product overview

Dells Raceway Park is a weekly short-track racing venue operating a 1/3-mile asphalt oval in Wisconsin Dells, WI. The track runs a multi-division weekly racing program anchored by NASCAR-sanctioned Late Models, Modifieds, Sportsman, 602 Outlaw Late Models, Bandits, Hobby Stocks, and Sixers. Supporting series include GNL INEX Legends/Bandoleros (youth development divisions), Wisconsin Sport Trucks, and periodic visits from Super Late Model series (CWRA, Alive for 5). The facility also hosts vintage racing events and a major annual special event, the Labor Day of Doom destruction show. The track sells tickets and driver registrations through a MyRacePass-powered platform and offers open practice sessions and private rentals.

Differentiator

Problem solved

Functional benefit

Products and services

• Weekly NASCAR-Sanctioned Racing Program
• Labor Day of Doom Special Event
• Open Practice Sessions
• Vintage Racing Events
• Themed Race Nights

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• NASCARcoreStrategic or Co-development PartnerDells Raceway Park operates as a NASCAR Home Track and hosts NASCAR Weekly Series events. The track is part of the NASCAR Local Series program and supports NASCAR license holders. Multiple divisions are NASCAR Regional-sanctioned including the NASCAR Regional Modifieds, NASCAR Regional Sportsman, and NASCAR Weekly 602 Outlaw Late Models.
• MyRacePasscoreTechnology or IntegrationMyRacePass provides the racing website platform, ticketing system, driver registration, and results management for Dells Raceway Park. The platform hosts the track's official website and manages online ticket sales for events.
• Great North Legends (GNL)coreStrategic or Co-development PartnerGreat North Legends is a regional INEX Legends racing series that conducts events at Dells Raceway Park. The GNL INEX Legends and INEX Bandoleros divisions compete regularly at the track, including double-feature events and regional qualifiers.
• Central Wisconsin Racing Association (CWRA)coreStrategic or Co-development PartnerCWRA brings Super Late Model racing to Dells Raceway Park through events such as the Walbeck Classic twin features and the Lyle Nabbefeldt Tribute Night. The association conducts regional championship events at the track.
• Alive for 5 SeriescoreStrategic or Co-development PartnerThe Alive for 5 Super Late Model Series hosts signature events at Dells Raceway Park including the Dairyland 100 and Trickle 99. This is a premier regional Super Late Model touring series.
• UMA (United Motor Racing Association)coreStrategic or Co-development PartnerUMA sanctions Modified and Sportsman divisions at Dells Raceway Park as part of the NASCAR Weekly Series. The UMA Modified and Sportsman Showdown series hold championship events at the track.
• Kalahari ResortsmajorGTM or Marketing PartnerKalahari Resorts partners with Dells Raceway Park for the annual Kalahari Splash Night event. The resort provides giveaways and prize drawings for fans during racing events, promoting cross-promotion between the waterpark resort and the racetrack in Wisconsin Dells.
• Lefthander PerformancemajorGTM or Marketing PartnerPresenting sponsor for multiple event nights at Dells Raceway Park including NASCAR Regional 602 Outlaw Late Models and Lefthender Performance Night. Multiple racing divisions feature Lefthender Performance branding on event nights.
• Blystone Towing and RecoverymajorGTM or Marketing PartnerBlystone Towing and Recovery is a regular presenting sponsor for Modified division events at Dells Raceway Park. The company sponsors Blystone Towing and Recovery Night at the Races and provides towing-related services for the facility.
• Gandrud Performance PartsmajorGTM or Marketing PartnerGandrud Performance Parts serves as presenting sponsor for NASCAR Late Model events and season opener at Dells Raceway Park. They sponsor qualifying and championship events for the Late Model division.
• O'Reilly Auto PartsmajorGTM or Marketing PartnerO'Reilly Auto Parts sponsors the NASCAR Weekly Series Late Models and multiple division events at Dells Raceway Park. O'Reilly Auto Parts Night at the Races is a regular event on the schedule.
• Hoosier Racing TiresminorGTM or Marketing PartnerListed as a sponsor on the Dells Raceway Park website. Hoosier Racing Tires is a racing tire manufacturer whose products are used by competitors at the track.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Jefferson Speedway: Jefferson, WI 1/3-mile asphalt oval running weekly NASCAR-sanctioned Late Models, Sportsman, Hobby Stocks, and Bandit divisions. Near-identical facility footprint and weekly programming to Dells Raceway Park.
• Madison International Speedway: Oregon, WI 1/2-mile asphalt oval operating weekly NASCAR Late Models, Sportsman, and Midwest Truck divisions. Closely comparable peer in the Wisconsin NASCAR weekly series ecosystem, competing for the same regional driver and sponsor pool.
• Sauk Prairie Raceway: Plain, WI short track racing facility in the same Wisconsin Dells-adjacent region, hosting weekly stock car and hobby stock divisions. Direct competitor for local motorsports fans and tourism-adjacent racing audiences.
• Rockford Speedway: Loves Park, IL short track hosting weekly NASCAR-sanctioned divisions including Late Models, Sportsman, and Roadrunners. Comparable Midwest NASCAR weekly short-track peer competing for drivers in the southern Wisconsin/northern Illinois corridor.
• Grundy County Speedway: Morris, IL 1/3-mile asphalt oval running weekly NASCAR Late Models, Sportsman, Street Stocks, and Pure Stocks in the Chicagoland/Northern Illinois market. Comparable scale, footprint, and weekly NASCAR programming model.
• Slinger Speedway: Slinger, WI-based 1/4-mile high-banked asphalt oval running weekly NASCAR-sanctioned short-track divisions including Late Models, Sportsman, and Mid-American Stock Cars. Most directly comparable peer — same state, same sanctioning, same scale, and overlapping Midwest driver base.
• Kalamazoo Speedway: Kalamazoo, MI 3/8-mile paved oval operating NASCAR Weekly Series divisions including Late Models, Modifieds, and Street Stocks. Comparable regional NASCAR weekly short track in the broader Midwest ecosystem.
• LaCrosse Speedway: West Salem, WI 5/8-mile asphalt paved oval hosting NASCAR Weekly Series Late Models and weekly short-track divisions in western Wisconsin. Comparable Midwest NASCAR weekly short-track venue competing for drivers and sponsors in the same regional market.
• Wisconsin International Raceway: Kaukauna, WI 1/2-mile asphalt super oval hosting NASCAR weekly divisions and the prestigious Slinger Nationals. Comparable Wisconsin NASCAR weekly track with a slightly larger footprint and a marquee annual event.

Broad incumbents

• Road America: Elkhart Lake, WI road course hosting major IndyCar, IMSA, and SRO events. A larger, broader motorsports venue in the same Wisconsin market — overlaps with Dells Raceway Park on tourism catchment and motorsport sponsorship wallet but operates at a substantially higher scale.

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/dellsraceway
• Facebookfacebook.com/DELLSRACEWAYPARK2021
• LinkedInlinkedin.com/company/dells-raceway-park-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Dells Raceway Park