A Valued Community Venue
Although primarily known for racing, Road America has been valuable in serving charities and local communities over all the years. The track has hosted events that have helped local and Midwest charities, such as the Road America Walk/Run, a fundraiser that benefits cancer research. The course has also hosted numerous events ranging from Boy Scout Jamborees to a 12 Hours of Road America bicycle race. For the broader automotive community, the track has been a place for manufacturers to test, demonstrate, and share their latest vehicles.
Road America Walk/Run
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Road America Walk/Run participants start the 2021 race. Courtesy of Road America.
Road America’s largest charity event is the annual Road America Walk/Run that benefits the American Cancer Society. Since its inception, the Road America Walk/Run has hosted over 80,000 participants and raised over $4 million toward fighting cancer. Road America shareholder Reynolds Honold, who also served on the American Cancer Society in Wisconsin, organized the first event in 1979. That first event attracted about 200 participants. Today, rain or shine, the event annually attracts about 3500 participants who walk or run Road America’s track.
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2021 Road America Walk/Run participants climb towards the start/finish line after rounding Turn 14. Courtesy of Road America.
The event has become a meaningful way for the community to honor, celebrate, remember friends and family, and act to make a difference in the fight against Cancer. Many area businesses support the event by sponsoring teams. The funds that are raised support local programs and services and critical cancer research. The event has also become a fun event for families and friends to enjoy the natural beauty of the fall foliage at Road America, and participants often tailgate after the event in true Wisconsin tradition.
Boy Scouts
Boy Scouts set up campsite behind bleachers at Road America’s start-finish line in 1961. Photo by Wally Stark. Courtesy of Road America Archives.
Road America’s scenic grounds proved an ideal Boy Scout campground in the 1960s. Scouts practiced scouting skills, patrol contests, exhibits, orienteering, and a campfire program. Road America President Clif Tufte struck an agreement with the Boy Scouts that they could use the grounds for camping and other events provided they helped with cleanup after race weekends. The Scouts reportedly found empty Canadian beer cans at corner 12. This became one of the several plausible origins for the turn’s designation as “Canada Corner.” Although scouting groups no longer use the grounds, Road America remains a popular location for camping during race weekends.
Automotive Events
The new 1962 model year Buick Skylark is introduced to dealers at Road America in 1961. It was one of the first cars released at the track. Photo by Genack Studio, Courtesy of Road America Archives.
Beginning in the 1960s, the track became an important venue for automaker, dealer, and journalist communities. Influential GM vice presidents Harley Earl and Bill Mitchell brought cars to demonstrate at the track. For example, when the 1962 Buick Skylark was introduced, dealers and sales teams from Wisconsin and upper Michigan were invited to learn about, and test drive the Skylark as well as Buick’s other new models. Buick spokesman Nelson Case Jr., in a promotional film for car salesmen, described the appeal of Road America. He stated:
[Road America is] “… four miles of typical American roadway on which some of the fastest cars in the world have seen action. But unlike Indianapolis and similar ovals, this is a road racing circuit. That means four miles of winding, twisting, up and down blacktop designed to test the true worth and value of driver and automobile. Now here a car needs a lot more than just speed and power to make a showing. To look good on this track, a car needs it to spare in every department. Engine, transmission, suspension, brakes - every component has to deliver full value or you won't make it to the finish line.”
Road America continues to serve as a venue for demonstrating new vehicles to automotive journalists. Since 2003, the Midwest Automotive Media Association (MAMA) has held a Spring Rally at Road America. This private event for credentialed automotive journalists and reporters features vehicles from every major U.S. auto manufacturer. Journalists get to inspect and test drive vehicles, their experiences forming the basis for their coverage of the latest newsworthy automotive industry products.
A crowd of bicyclists race during a fundraising event at Road America in 1982. Photo by Bob Hageman. Courtesy of Road America Archives.
In conclusion, Road America is more than a racetrack. For decades it has been a venue for community, charity, and corporate events. Beyond these examples, Road America hosts a variety of events, including employee and client appreciation events; corporate meetings; wedding ceremonies and dinners; memorials and celebration of life ceremonies; disc golf; 4-Mile Fitness; off-road driving experiences; teen, winter, performance, and race driving schools; motorcycle schools, and more. Through these events Road America continues to serve the community well beyond racing.
[Sources: Interviews with Road America staff Mary Lou Haen, Tim Kemmis, John Ewert, Julie Sebranek, Spring 2024; "Weekend Outing for K-M Scouts at Road America," Sheboygan Daily Press, July 19, 1960; "Scouting Report to Nelson," Sheboygan Press, Febuary 16, 1961; 1962 June Sprints Official Program, Road America Archives; Nelson Case Jr., presenter, "Extra Values 1962 Buick and Buick Special," Buick Motor Company, 1961, Road America Archives; Midwest Automotive Media Association website; Road America website.]