What Lucas Oil Speedway does

Lucas Oil Speedway is a multi-venue dirt-track motorsports facility located at the intersection of Highways 54 and 83 in Wheatland, Missouri, approximately one hour from Springfield and 1.5 hours from Kansas City. Originally built in 2001 as Wheatland Raceway by Ron and Mary Jenkins, the facility was purchased in late 2004 by Forrest and Charlotte Lucas and renamed Lucas Oil Speedway following a multi-million-dollar renovation completed mid-2006. The integrated campus comprises four distinct racing products: a primary dirt oval track hosting weekly Late Model, Modified, Sprint Car, Stock Car, B-Mod, and Super Stock divisions; a 1.2-mile short-course Off Road Track; a Lake Lucas liquid-quarter-mile drag boat racing lake; and a Go Kart Track. The facility is supported by 21 VIP luxury suites, an HD Jumbo-Tron, Musco stadium lighting, Bose sound, on-site camping with 42+ powered RV sites plus dry camping, and a Diamond Bar hospitality venue. The speedway operates as a direct-to-consumer entertainment venue, selling tickets and pit passes through its own website and StubWire and at the gate, with no third-party resellers. Revenue is generated across four streams: event ticket and pit pass sales, on-site camping/RV rentals, annual corporate sponsorship and naming-rights partnerships, and on-site concessions. The customer base splits between motorsports fans (primary) attending weekly and special events and racing teams/drivers competing in weekly divisions and national touring series. Sponsorship marketing partners for the 2026 season include the parent Lucas Oil Products, Summit Racing Equipment, Sunoco Race Fuels, Bill Roberts Chevrolet, Ozarks Coca-Cola/Dr. Pepper, Iconic Apparel, Rugged Radios, and a Casey's General Stores named-event channel partnership. The facility maintains 10 listed employees alongside seasonal/event staffing and is operated by General Manager Casey Shuman under continued Lucas family ownership following founder Forrest Lucas's death in August 2025.

Name

Lucas Oil Speedway

Legal name

Lucas Oil Speedway

Website

https://lucasoilspeedway.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Lucas Oil Speedway is a privately held, multi-venue motorsports facility in Wheatland, Missouri, operating a dirt oval, off-road course, go-kart track, and drag boat lake that hosts weekly regional racing plus national touring series events. It serves Midwest motorsports fans and racing teams via ticket, camping, sponsorship, and concession revenue streams under Lucas family ownership.

Ownership category

akta.pro rank

Product category

Motorsports Venue / Racing Entertainment

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Tracks & Racing Facilities (MPAKAEAC)

akta.pro secondary industries

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Dirt track racing
• Motorsports venue
• Racing entertainment
• Off-road racing
• Camping amenities

Headquarters

HQ city

Wheatland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket and pit pass sales: Revenue generated from adult, senior, youth, and pit pass admissions for all racing events. Sold both online via StubWire and at the gate. Premium Beat the Heat Suite tickets available at higher price points.
2. Camping and RV site rentals: Revenue from on-site camping including dry camping, reserved dry sites, and reserved electric/water RV spots. Multi-night camping available during major events.
3. Corporate sponsorship and marketing partnerships: Annual marketing partner agreements with brands including Bill Roberts Chevrolet, Iconic Apparel, Lucas Oil Products, Ozarks Coca-Cola/Dr. Pepper, Rugged Radios, Summit Racing Equipment, and Sunoco Race Fuels. Additional supporter-level sponsors listed. Naming rights and presenting sponsorships for major events such as the Show-Me 100.
4. Concessions and on-site food/beverage: On-site concession stands operated during events. Concessions complement the event experience and generate incremental per-attendee revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Lucas Oil Speedway operates a multi-venue motorsports facility in Wheatland, Missouri featuring a dirt oval track, a 1.2-mile off-road course, Lake Lucas (a drag boat racing lake), and a go-kart track. The venue hosts weekly racing programs across five divisions, national touring series events including the Lucas Oil Late Model Dirt Series, and provides on-site amenities such as VIP luxury suites, camping, and concessions.

Product overview

Lucas Oil Speedway is a multi-venue motorsports racing facility operating as a single unified venue with multiple distinct tracks and event offerings. The facility comprises four core racing products: the Dirt Track (main oval for Late Models, Modifieds, and Sprint Cars), Lake Lucas (drag boat racing lake), the Off Road Track (1.2-mile short course), and the Go Kart Track (youth racing). The speedway hosts weekly racing series featuring five divisions (Late Models, USRA Modifieds, Stock Cars, B-Mods, and Super Stocks), major touring events including the Show-Me 100 and CMH Diamond Nationals, and seasonal series like the Pitts Homes and Realty Challenge Cup and Rod End Supply Road to the Hockett. Additional offerings include VIP luxury suites, on-site camping, and event ticketing services.

Differentiator

Problem solved

Functional benefit

Products and services

• Dirt Track The main dirt oval track at Lucas Oil Speedway, hosting weekly racing series and major national touring events including the Lucas Oil Late Model Dirt Series, USMTS Modifieds, and High Limit Sprint Racing Series.
• Lake Lucas A liquid quarter-mile drag racing lake facility hosting drag boat racing events including the IHRA Outlaw Drag Boat Series Show-Me Shootout.
• Off Road Track A 1.2-mile short course off-road racing facility featuring over/under terrain, 9 turns, and hosting the Amsoil Championship Off Road Series events.
• Go Kart Track A go-kart slick track open during events for youth of all ages, located south of the midway area of the speedway.
• Weekly Racing Series Weekly racing programs featuring five core divisions: Hermitage Lumber Late Models, Arctic Food Equipment USRA Modifieds, O'Reilly Auto Parts USRA Stock Cars, Clear Creek Golf Cars USRA B-Mods, and Hickamo Super Stocks.
• Show-Me 100 The signature annual event featuring the Lucas Oil Late Model Dirt Series, with a 100-lap finale paying $75,000 to win, held over three nights during Memorial Day weekend. The 34th edition took place in 2026.
• CMH Diamond Nationals Annual two-night Late Model event featuring the Lucas Oil Late Model Dirt Series with $15,000-to-win on Night 1 and $25,000-to-win on Night 2. 20th edition held in 2026.
• Rod End Supply Road to the Hockett Open-wheel racing series featuring POWRi 410 Outlaw Sprints, POWRi WAR Sprints, and 305 IMCA RaceSaver Sprints across four rounds culminating in the Jesse Hockett-Daniel McMillin Memorial.
• Pitts Homes and Realty Challenge Cup A 10-round points series across the five weekly racing divisions with elevated nightly purses and boosted year-end points payouts.
• VIP Luxury Suites 21 VIP luxury suites with state-of-the-art bar, catering facilities, and premium viewing accommodations for events, including the Beat the Heat Suite ticketing option.
• Camping Facilities On-site camping with 74 RV spots (power and water), 5 power-only spots, dry camping areas, and shower/bathroom facilities adjacent to the pit gate. Dry Camping at $20/night, Reserved Electric & Water at $50/night.

Named customers4 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

29 partnerships are on record, tiered core and minor.

• Bill Roberts ChevroletcoreGTM or Marketing Partner"The Official Truck" of Lucas Oil Speedway. One of the primary marketing partners for the 2026 season, appearing prominently in event promotions and signage.
• Iconic ApparelcoreGTM or Marketing Partner"The Official Merchandise Provider of Lucas Oil Speedway." Provides branded merchandise for the speedway and its events as a 2026 marketing partner.
• Lucas Oil ProductscoreGTM or Marketing Partner"The Official Oil" of Lucas Oil Speedway. The founding company of the speedway, providing primary naming rights and brand association. Parent brand providing operational and branding support.
• Ozarks Coca-Cola/Dr. PeppercoreGTM or Marketing Partner"The Official Soft Drink" of Lucas Oil Speedway. 2026 marketing partner providing beverage branding at the facility.
• Rugged RadioscoreGTM or Marketing Partner"The Official 2-Way Communications Provider of Lucas Oil Speedway." 2026 marketing partner providing communication equipment branding and support.
• Summit Racing EquipmentcoreGTM or Marketing Partner"The Official Sponsor" of Lucas Oil Speedway. One of the primary marketing partners providing signage, promotions, and race support for multiple events.
• Sunoco Race FuelscoreGTM or Marketing Partner"The Official Fuel" of Lucas Oil Speedway. 2026 marketing partner providing fuel branding and support at events.
• Pitts Homes & RealtycoreStrategic or Co-development PartnerPresenting sponsor of the Pitts Homes & Realty Challenge Cup, a 5-round points series across five weekly racing divisions. Also sponsor of the 'Pitts Homes and Realty Play Place for kids' at the Show-Me 100. Multi-year partnership supporting the core weekly racing program.
• Ace Doran Hauling & RiggingcoreGTM or Marketing Partner"The Official Truck" of Lucas Oil Speedway and presenting sponsor of the 34th Annual Lucas Oil Show-Me 100. Multi-year partner providing primary sponsorship for the speedway's flagship event.
• Colonel Joshua Pope / Whiteman Air Force BaseminorOthersColonel Joshua Pope, Commander of the 509th Maintenance Group at Whiteman Air Force Base (65 miles north of the speedway), served as Grand Marshal of the 34th Annual Show-Me 100. Represents military appreciation and community relations partnership.
• Citizens Memorial Healthcare (CMH)minorGTM or Marketing PartnerSponsor of the CMH Diamond Nationals (20th annual). Located in Bolivar, CMH is a rural healthcare system serving eight counties in southwest Missouri. Three-time Missouri Quality Award recipient and Level III Trauma Center.
• Precision FireworksminorGTM or Marketing PartnerPresented the area's biggest fireworks display during Casey’s Thursday Night Thunder on July 2, 2026, as part of the July 4th weekend celebration.
• Ozarks Community Health CenterminorGTM or Marketing PartnerSponsor of the Kids' Bike Drive Night at Casey’s Thursday Night Thunder, which aims to give away at least 125 bicycles to children 12 and under.
• Lucas Cattle CompanyminorGTM or Marketing PartnerLocal cattle company providing free all-beef hot dog coupons to the first 250 fans on select event nights (e.g., Luau Night). A brand associated with the Lucas family ranching operations.
• Casey's General StorescoreChannel Partner/ Reseller/ Distributor"Casey’s Thursday Night Thunder" named-event sponsorship. Casey's locations distribute $2 discount coupons toward event admission, driving customer acquisition through their retail network across the Midwest.
• StubWirecoreTechnology or IntegrationPrimary online ticketing platform integrated into the Lucas Oil Speedway website for advance ticket sales. Handles all digital ticket transactions for events.
• MyRacePasscoreTechnology or IntegrationWebsite platform provider powering the lucasoilspeedway.com website, including schedules, news, results, and ticketing integration. Also provides marketing and data services for track operations.
• Lucas Oil Late Model Dirt SeriescoreStrategic or Co-development PartnerThe premier national touring Late Model series that appears at Lucas Oil Speedway multiple times per year, including the Show-Me 100 and CMH Diamond Nationals. The series is co-founded by Forrest Lucas, creator of the speedway.
• POWRi (Professional Organization of Racers)coreStrategic or Co-development PartnerPOWRi organizes the 410 Outlaw Sprints, WAR Sprints, and 305 IMCA RaceSaver Sprints that compete at the speedway during the Rod End Supply Road to the Hockett event series.
• Summit USMTS ModifiedscoreStrategic or Co-development PartnerThe Summit USMTS Modifieds is a premier national Modified touring series that hosts events at the speedway, including the USMTS King of America at the start of each season.
• High Limit Racing Sprint Car SeriescoreStrategic or Co-development PartnerNational sprint car touring series appearing at the speedway for events like the Interstate Batteries High Limit Diamond Classic.
• Arctic Food EquipmentminorGTM or Marketing PartnerTitle sponsor of the USRA Heartland Modified Tour events at the speedway, including Casey’s Thursday Night Thunder Modified features.
• O'Reilly Auto PartsminorGTM or Marketing PartnerSponsor of the USRA Stock Cars division at the speedway. Long-standing auto parts retailer partnership with motorsports.
• Clear Creek Golf CarsminorGTM or Marketing PartnerSponsor of the USRA B-Mods division at the speedway. Also provides golf cars for on-site transportation.
• Hermitage LumberminorGTM or Marketing PartnerSponsor of the Late Models division at the speedway. Local lumber company supporting weekly racing.
• Hickamo Country StoreminorGTM or Marketing PartnerSponsor of the Hickamo Super Stocks division at the speedway. Local country store supporting the grassroots racing program.
• Rod End SupplyminorGTM or Marketing PartnerPresenting sponsor of the Rod End Supply "Road to the Hockett" open-wheel racing event series, featuring POWRi divisions.
• Amsoil Championship Off Road SeriesminorStrategic or Co-development PartnerNational off-road racing series hosting the Show-Me Off-Road Shootout at the speedway's 1.2-mile off-road course.
• IHRA (International Hot Rod Association)minorStrategic or Co-development PartnerIHRA Outlaw Drag Boat Series visits Lake Lucas for the IHRA Show-Me Shootout, bringing drag boat racing to the facility's drag racing lake.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Bubba Raceway Park: Ocala, Florida dirt oval hosting weekly sprint, late model, and modified racing plus the Bubba Army Late Model Winter Nationals. Comparable in combining weekly racing with marquee annual events and a multi-division format.
• Kokomo Speedway: Indiana quarter-mile dirt oval hosting sprint cars and weekly late model racing. Regional peer with a comparable weekly-plus-touring-event format and Midwest catchment area overlap with Lucas Oil Speedway's fan base.
• Limaland Motorsports Park: Lima, Ohio dirt track hosting weekly sprint, late model, and modified racing programs. Comparable as a regional weekly-racing-first dirt venue with national series visits, similar scale and operating model to Lucas Oil Speedway's weekly divisions.
• I-55 Raceway: Dirt oval in Pevely, Missouri, hosting the FedEx Challenge and weekly Late Model racing. Closest direct geographic competitor, splitting regional touring series dates with Lucas Oil Speedway and competing for the same fan base.
• Huset's High Bank Speedway: High-banked dirt oval in Brandon, South Dakota, recently reopened with major investment. Comparable as a regional dirt track hosting both weekly racing and national touring series including the Huset's High Bank Nationals.
• Bridgeport Speedway: New Jersey quarter-mile dirt track with weekly modified and late model racing. Comparable regional dirt track operator with similar weekly-plus-special-event programming and family ownership profile.
• Volusia Speedway Park: Barberville, Florida half-mile dirt oval hosting the DIRTCar Nationals and major Late Model events. Comparable in operating as a multi-event dirt track venue combining weekly programs with high-prestige national touring events.
• Eldora Speedway: Premier half-mile dirt oval in Rossburg, Ohio, owned by Tony Stewart. Directly comparable as a national-tier dirt track hosting the World 100, Dirt Late Model Dream, and major touring series — the gold-standard peer for Lucas Oil Speedway's positioning.
• Knoxville Raceway: The 'Sprint Car Capital of the World' in Knoxville, Iowa, hosting the Knoxville Nationals. Operates a similar grass-roots weekly plus marquee-event model with national touring series visits, comparable in scale and target audience.
• I-70 Motorsports Park: Odessa, Missouri dirt oval located in the Kansas City-area catchment. Direct regional competitor splitting weekly racing fans and selected touring series dates with Lucas Oil Speedway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/LucasSpeedway
• YouTubeyoutube.com/LucasOilSpeedway
• Facebookfacebook.com/LucasOilSpeedway
• TikToktiktok.com/@lucasoilspeedway
• LinkedInlinkedin.com/company/lucas-oil-speedway

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 Lucas Oil Speedway