Cedar Lake Speedway
Cedar Lake Speedway and Arena is a privately held dirt track racing facility in New Richmond, Wisconsin, operating a 3/8-mile clay oval and indoor arena. Founded in 1957, it serves Upper Midwest racing fans and drivers via weekly Saturday programs and national touring series events, including the USA Nationals.
- Company typePrivate
- Founded1957
- HeadquartersNew Richmond, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Cedar Lake Speedway does
Cedar Lake Speedway and Arena is a privately held motorsports entertainment venue operating a 3/8-mile high-banked clay oval outdoor speedway and a year-round indoor arena in New Richmond, Wisconsin. Founded in 1957 by Elmer Cook and his son Bob Cook, the facility runs weekly Saturday night racing from April through October across five divisions — Late Models, Modifieds, Pro Stocks, Midwest Modifieds, and Sprint Cars — typically drawing 120+ entries per night and serving a regional fan base across Minnesota, Wisconsin, and surrounding Upper Midwest states. The business layers in a year-round indoor arena hosting kart racing, flat track motorcycles, and quarter midgets in-season, plus winter motocross November through March, extending the revenue window beyond the outdoor season.
The venue's product surface centers on scheduled racing events, with signature annual properties including the USA Nationals ($100,000-to-win for Open Late Models, placing Cedar Lake among only three U.S. tracks at that purse level), the three-night Masters, the World of Outlaw Sprint Car Showdown, the Legendary 100, and memorial races. Supporting technical infrastructure includes a mandatory transponder timing system compatible with My Laps and AMB, Raceceiver driver-official communications, and integrated digital platforms — TicketPeak for ticketing, SportsEngine SRM for the website/CRM, MyRacePass for results and point standings, and WatchFye.tv pay-per-view streaming. Marketing is multi-channel, relying on the website, email newsletter, YouTube highlight content, press releases, and partner-sponsor cross-promotion across platinum, gold, and silver tiers.
Cedar Lake generates revenue from a diversified event-economy mix: ticket sales ($20-$45 adult admissions depending on event type, with multi-day passes up to $110), pit passes ($30-$50), on-site camping ($10/night regular events, premium pricing for USA Nationals), VIP suite rentals for corporate groups up to 150 people (starting at $25/person), concessions, merchandise, group discounts (up to 50% off for 50+ attendees), and corporate sponsorships starting at $1,495. The customer base spans individual racing enthusiasts and families, drivers competing at amateur through World of Outlaw professional levels, and regional and national businesses seeking marketing reach against an annual attendance of roughly 200,000. Ownership remains with the Cook family and five partners who joined in 2001, with no disclosed institutional capital, parent company, or pending transactions.
Cedar Lake Speedway firmographics
Firmographics- Name
- Cedar Lake Speedway
- Legal name
- Cedar Lake Speedway and Arena
- Website
- https://cedarlakespeedway.com
- Company type
- Private
- Founded year
- 1957
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cedar Lake Speedway and Arena is a privately held dirt track racing facility in New Richmond, Wisconsin, operating a 3/8-mile clay oval and indoor arena. Founded in 1957, it serves Upper Midwest racing fans and drivers via weekly Saturday programs and national touring series events, including the USA Nationals.
- Ownership category
- akta.pro rank
Cedar Lake Speedway industry classification
Industry- 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), Motorsport Event Promoters & Race Organizers (MPAKADAE)
Keywords
Where Cedar Lake Speedway is headquartered
LocationHeadquarters
- HQ city
- New Richmond
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Cedar Lake Speedway business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Ticket Sales: Adult and student admission fees at gate and advance online sales. Regular weekly events $20-$25 adult, special events $30-$45 adult. Children 6-16 at half price, 5 and under free.
- Pit Passes: Driver and crew pit area access passes. $30-$50 depending on event type.
- Camping Fees: $10 per night for regular race nights. Reserved camping for special events (Masters, Outlaw Showdown, USA Nationals, Legendary 100) at varying flat rates.
- VIP Suite Rentals: Private VIP suite rental for company events and groups. Accommodates up to 150 people with catering, best seating, and advertising recognition starting at $25 per person.
- Sponsorships: Sponsorship packages starting at $1,495 for standard packages. Customized packages available. Nearly 200,000 annual attendees provide exposure for sponsors.
- Concessions: Full concession stands on both sides of speedway. Accepts cash, credit cards (Mastercard, Visa, Discover). Includes full restaurant, souvenirs, apparel, and merchandise.
- Merchandise Sales: Souvenir stands selling t-shirts, sweatshirts, jackets, candy, and novelty items. Team Locker online apparel store partnership.
- Group Sales: Group discounts for 25+ people (up to 25% off) and 50+ people (up to 50% off). Arrangements must be made 2 weeks prior to events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Regular weekly racing events |
| Unit Pricing | Pay-as-you-go | USA Nationals and major special events |
| Unit Pricing | Multi-year contract | Masters Event (June) |
| Unit Pricing | Pay-as-you-go | On-site camping |
| Unit Pricing | Pay-as-you-go | VIP Suite experience |
| Unit Pricing | Pay-as-you-go | Legendary 100 Event |
| Unit Pricing | Pay-as-you-go | World of Outlaw Showdown |
| Other | Annual | Sponsorship packages |
| Unit Pricing | Pay-as-you-go | Indoor Arena Motocross |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Cedar Lake Speedway product offering
Product offeringCore offering
Cedar Lake Speedway operates a 3/8-mile high-banked clay oval dirt track motorsports venue in New Richmond, Wisconsin, hosting weekly Saturday night racing (April–October) across five divisions and annual premier special events such as the USA Nationals ($100,000 to win), Masters, World of Outlaw Sprint Car Showdown, Legendary 100, Jerry Richert Memorial, and Mahder Memorial. A complementary indoor arena hosts kart racing, flat track motorcycles, and quarter midgets seasonally, plus winter motocross. Tickets, pit passes, camping, VIP suites, concessions, merchandise, and corporate sponsorships are sold to fans and businesses.
Product overview
Cedar Lake Speedway operates as a motorsports entertainment venue featuring a 3/8-mile high-banked clay oval outdoor speedway and a year-round indoor arena. The outdoor speedway hosts weekly Saturday night racing (April-October) featuring five racing divisions: Late Models, Modifieds, Pro Stocks, Midwest Modifieds, and Sprint Cars. The facility organizes major special events including the USA Nationals ($100,000 to win), Masters (three-night Late Model/Modified event), World of Outlaw Sprint Car Showdown, Legendary 100, Jerry Richert Memorial, and Mahder Memorial races. The indoor arena supports kart racing, flat track motorcycles, quarter midgets (April-October), and winter motocross (November-March). Revenue streams include ticket sales, camping, VIP experiences, concessions, merchandise, and corporate sponsorships.
Differentiator
Problem solved
Functional benefit
Products and services
- Outdoor Speedway Racing 3/8-mile high-banked clay oval hosting weekly Saturday night racing (April–October) featuring Late Models, Modifieds, Pro Stocks, Midwest Modifieds, and Sprint Cars with fields of 120+ entries. Targets dirt track racing fans, drivers, and families in the Upper Midwest.
- Indoor Arena Events Year-round indoor facility hosting kart racing (April–October), flat track motorcycles, quarter midgets, and winter motocross riding (November–March). Serves local racing participants and families seeking off-season riding opportunities.
- USA Nationals Annual premier racing event held typically July 30 – August 1 featuring $100,000 to win for Open Late Models; one of only three tracks in the country offering this prize purse. Targets national touring teams and racing fans.
- Masters Event Three-night racing event in June featuring complete programs for Late Models and Modifieds with escalating purse structure across nights. Targets regional and national racing teams and dedicated fans.
- World of Outlaw Sprint Car Showdown Two-day Independence Day event featuring World of Outlaw Sprint Cars, UMSS Traditional and Winged Sprint Cars, with fireworks displays. Targets national sprint car touring fans.
- Legendary 100 Annual September event featuring multiple racing divisions including Hornets, Pure Stocks, Street Stocks, USRA Late Models, with full race programs each night. Targets regional drivers and multi-class fans.
- Jerry Richert Memorial Annual sprint car memorial race featuring IRA 410 Sprint Cars, UMSS Traditional Sprint Cars, Wisconsin WingLess Sprints, and UMSS Wing Sprint Cars. Targets sprint car competitors and dedicated fans.
- Mahder Memorial Late Model Race Late model race in the Month of Money series offering $10,555 to win for local late models and $2,500 to win USRA Late Models. Targets local and regional Late Model drivers.
- Monthly Championship Races Weekly Saturday night racing program from April through October featuring multiple car classes (Late Models, Modifieds, Pro Stocks, Midwest Modifieds, Sprint Cars) with championship point standings. Targets local and regional racing fans and drivers.
- Battle of the Buses Annual school bus racing event where local high schools convert retired school buses into race vehicles over 6 weeks. Targets families, school communities, and novelty racing fans.
- Monster Truck Nitro Tour Monster truck event featuring professional monster truck performances and competitions. Targets families and motorsports entertainment fans.
- Ticket Sales (Online & Gate) Online ticket purchasing system via TicketPeak allowing advance purchase for special events with home printing capability, plus walk-up gate sales on race nights. Adults $20–$45 depending on event type, children at reduced rates.
- Camping Services On-site camping with $10 nightly fee on regular race nights; reserved camping available for special events (Masters, Outlaw Showdown, USA Nationals, Legendary 100) at flat weekend rates (e.g., $85 for USA Nationals weekend). No water, sewer, or electric hookups.
- VIP Tickets / Suite Experience VIP suite access including premium seating, food and beverages (soda and water), and bar service for beer and wine purchases. Targets corporate groups and premium experience seekers.
- Sponsorship Packages Corporate sponsorship opportunities starting at $1,495 for standard packages with customizable options. Provides brand exposure to nearly 200,000 annual attendees across multiple racing divisions and special events. Targets local and regional businesses seeking marketing reach.
- Group Sales Group discounts of up to 25% for 25+ attendees and up to 50% for 50+ attendees; requires 2-week advance arrangement. VIP suite available for company events accommodating 40–150 people with catering, premium seating, and advertising recognition starting at $25 per person.
- Concessions & Merchandise Full concession stands on both sides of speedway accepting cash, Mastercard, Visa, and Discover. Includes souvenirs, apparel, and merchandise via Team Locker online apparel store partnership.
Quantifiable outcome
- One of only 3 tracks in the entire country paying $100,000 to win for Open Late Models at USA Nationals
- +2 more outcomes
Companies that use Cedar Lake Speedway
Customer profileSegments3 records
Ideal customer profiles2 records
Cedar Lake Speedway technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature3 records
Cedar Lake Speedway partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- Aggressive HydraulicscoreOfficial Title Sponsor. Hydraulic cylinders supplier with logo placement and naming rights for speedway.
- Caliber CollisioncoreMajor sponsor and presenter of Month of Money races including July 18th event.
- Crown Lift TruckscoreWeekly racing presenter sponsor for CLS Weekly Racing events.
- Bye, Goff & Rhode LawcoreWeekly racing presenter sponsor for CLS Weekly Racing events.
- O'Reilly Auto PartsminorAuto parts retailer sponsor with brand presence at facility.
- Bernick's PepsiminorBeverage sponsor with brand presence and product sales.
- World of OutlawscoreAnnual World of Outlaw Sprint Car Showdown event featuring premier winged sprint car racing. National touring series partnership bringing top competitors to facility.
- IRA (Interstate Racing Association)core410 sprint car racing series that traditionally brings 35-40 cars per event. Regional touring series partnership.
- UMSS (Upper Midwest Sprint Series)coreUMSS Traditional Sprint Cars and UMSS Winged Sprint Cars compete at facility. Includes Traditional Sprint Car Series founded in 2011 as non-winged alternative.
- USRA (United States Racing Association)coreUSRA Late Models and Limited Late Models compete under USRA sanctioning at Cedar Lake. National racing organization partnership.
- TicketPeakcoreOnline ticketing platform for advance ticket sales, subscriptions, flex passes, and camping reservations.
- SportsEnginecoreWebsite platform provider powering cedarlakespeedway.com with Sports Relationship Management (SRM) software.
- MyRacePasscoreRace results, point standings, and schedule platform. Also provides transponder/timing system compatibility.
- FansFundminorFansFund luncheon and meet & greet program for USA Nationals. Donor-supported fan engagement initiative.
- Apple River TubingminorApple River tubing excursions offered during USA Nationals, Masters, and other multi-day events. Transportation provided to and from river.
- RockAutominorCurrent partner sponsor with website presence and marketing integration.
- Bernard's Chrysler Dodge Jeep RamminorCurrent partner sponsor automotive dealership.
- USMTS (United States Modified Touring Series)coreModified division racing at Masters event with USMTS race program and procedures.
- St. Croix CasinominorPlatinum sponsor from Turtle Lake, WI area.
- FastenalminorIndustrial supply company and platinum sponsor.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Cedar Lake Speedway competitors and assessment
Company assessmentDirect peers
- Lake Ozark Speedway: Lake Ozark Speedway in Eldon, Missouri, is a high-banked 3/8-mile dirt oval hosting weekly racing and touring series stops including the World of Outlaws Late Models. It directly compares to Cedar Lake on track configuration, regional draw, and weekly Saturday program structure.
- I-55 Raceway: I-55 Raceway (Federated Auto Parts Raceway at I-55) is a high-banked quarter-mile dirt oval in Pevely, Missouri, hosting weekly Late Model racing and major national events including the Dirt World Championship and Ironman 55. It is comparable to Cedar Lake as a weekly-program dirt track with marquee Late Model specials.
- Eldora Speedway: Eldora Speedway is a high-banked half-mile clay oval in Rossburg, Ohio, owned by Tony Stewart, and one of the most iconic dirt tracks in the US. It hosts the Eldora Speedway Events including the Dirt Late Model Dream, World 100, and Dirt Derby — directly comparable to Cedar Lake's USA Nationals and Masters in scale and prestige for Late Model racing.
- Davenport Speedway: Davenport Speedway is a quarter-mile dirt oval in Davenport, Iowa, hosting weekly Late Model racing and touring series events including MLRA, IMCA, and UMP sanctioned races. It is comparable to Cedar Lake as a regional dirt track serving the Upper Midwest with weekly programming and special events.
- Knoxville Raceway: Knoxville Raceway is a premier Iowa dirt track famous for sprint car racing and major national events, including the Knoxville Nationals — the most prestigious 410 sprint car event in the country. It directly compares to Cedar Lake as a leading dirt track facility hosting nationally-sanctioned marquee events in the Upper Midwest.
- Volusia Speedway Park: Volusia Speedway Park in Barberville, Florida, is a half-mile dirt track that hosts DIRTcar Nationals each February — the unofficial start of the national dirt late model season. It directly compares to Cedar Lake as a dirt track facility staging nationally-televised premier Late Model events.
Regional players
- Slinger Speedway: Slinger Speedway is a quarter-mile high-banked paved oval in Slinger, Wisconsin, hosting weekly Sunday night racing and the annual Slinger Nationals. It is comparable to Cedar Lake as a Wisconsin short-track facility with a strong regional following and a marquee annual special event drawing national touring drivers.
- Jefferson Speedway: Jefferson Speedway is a half-mile paved oval in Cambridge, Wisconsin, hosting weekly racing in the Upper Midwest. While a paved rather than dirt track, it is comparable to Cedar Lake as a Wisconsin-based weekly short-track venue serving overlapping regional fan bases with similar pricing and event structures.
Others
- World of Outlaws: World of Outlaws is the premier national touring sprint car series owned by NASCAR, organizing events at dozens of dirt tracks across the US — including an annual Showdown at Cedar Lake. It is comparable to Cedar Lake as a co-development partner and the governing/series body for many of the venue's highest-prestige race weekends.
- USMTS: The United States Modified Touring Series (USMTS) is a national dirt modified touring series that sanctions Modified division racing at Cedar Lake's Masters event. It is comparable to Cedar Lake as a strategic sanctioning partner that brings a national field of Modified racers to the venue.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Cedar Lake Speedway social profiles
Digital presenceCedar Lake Speedway financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cedar Lake Speedway leadership team
Management profileNumber of profiles
Profiles5 records
Cedar Lake Speedway funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cedar Lake Speedway M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cedar Lake Speedway
What does Cedar Lake Speedway do?
Cedar Lake Speedway operates a 3/8-mile high-banked clay oval dirt track motorsports venue in New Richmond, Wisconsin, hosting weekly Saturday night racing (April–October) across five divisions and annual premier special events such as the USA Nationals ($100,000 to win), Masters, World of Outlaw Sprint Car Showdown, Legendary 100, Jerry Richert Memorial, and Mahder Memorial. A complementary indoor arena hosts kart racing, flat track motorcycles, and quarter midgets seasonally, plus winter motocross. Tickets, pit passes, camping, VIP suites, concessions, merchandise, and corporate sponsorships are sold to fans and businesses.
Is Cedar Lake Speedway a public or private company?
Cedar Lake Speedway is a private company. It is classified as family owned and is currently operating.
When was Cedar Lake Speedway founded?
Cedar Lake Speedway was founded in 1957. It employs 11 to 50 people.
Where is Cedar Lake Speedway based?
Cedar Lake Speedway is headquartered in New Richmond, United States, in the North America region.
How does Cedar Lake Speedway make money?
Eight revenue lines are on record. Ticket Sales are the primary driver. The others are pit Passes, camping Fees, VIP Suite Rentals, sponsorships, concessions, merchandise Sales and group Sales.
Who are Cedar Lake Speedway's main competitors?
Direct peers on record are Lake Ozark Speedway, I-55 Raceway, Eldora Speedway, Davenport Speedway, Knoxville Raceway and Volusia Speedway Park. Regional players are Slinger Speedway and Jefferson Speedway. Others are World of Outlaws and USMTS.
Does Cedar Lake Speedway have an API?
No public API is recorded for Cedar Lake Speedway.
What industry is Cedar Lake Speedway in?
Cedar Lake Speedway's product category is Motorsports Entertainment. Its primary akta.pro industry code is MPAKAGAE, Race Tracks, Circuits & Motorsport Venues, with a secondary code of MPAKAGAC, Race Promoters & Event Organizers (Race Weekend Operations). Its NAICS code is 711212 and its SIC code is 7948.