Friends of Laguna Seca CEO Lauri Eberhart Shares Vision for Revitalization at EPARTRADE’s 5th Annual Race Industry Week
Lauri Eberhart, ESQ., CEO of Friends of Laguna Seca, joined EPARTRADE’s 5th Annual Race Industry Week to share an exciting new chapter for the iconic WeatherTech Raceway Laguna Seca. The historic racetrack, a cornerstone of American motorsports since 1957, is entering a transformative era under the leadership of the nonprofit organization, which has secured a 55-year concession agreement to manage and revitalize the facility.
A New Era for Laguna Seca
Laguna Seca has long held a global reputation for its picturesque setting, iconic corkscrew turn, and status as one of the most downloaded tracks in racing video games. “This is Laguna Seca 2.0,” Eberhart declared. “We’re embarking on a journey to restore and reimagine the facility, bringing it to a standard that matches the world-class prestige of the Monterey Peninsula.”
The track was initially built in 1957 by a group of local motorsports enthusiasts after safety concerns ended road racing in nearby Pebble Beach. Now, Friends of Laguna Seca is taking on a similarly ambitious mission: to modernize the racetrack and its facilities while preserving its unique charm and heritage.
A Clear Vision and Strategic Plan
Eberhart emphasized that the nonprofit’s unique structure allows it to reinvest all net operating income directly back into the track. “We’re focused on infrastructure upgrades like drainage, parking, and restrooms, but also on creating a more engaging and comfortable fan experience,” she said.
The revitalization plan includes the creation of “neighborhoods” around key areas of the track, such as the corkscrew and turn three, with upgraded seating, shade, and premium food and beverage options. Additionally, renovations to the pit row suites are set to debut in 2025, along with new hospitality areas.
“Laguna Seca has an authenticity that we’re committed to preserving,” Eberhart explained. “We’re not trying to turn this into something it’s not, like a Charlotte or Daytona. Instead, we’re enhancing what makes Laguna Seca special—its natural beauty, its rich history, and its laid-back vibe.”
Balancing Accessibility and Exclusivity
While Friends of Laguna Seca is focused on elevating the fan experience, the organization is also dedicated to accessibility. They’ve pledged to offer free general admission tickets for select areas, providing opportunities for families and young fans to experience the track.
“We’re investing in the future of motorsports by ensuring that everyone—from VIPs to first-time visitors—has a reason to come to Laguna Seca,” Eberhart said. “From affordable concessions to high-end hospitality, we’re creating a space for everyone.”
Looking Ahead: Sustainability and Growth
Friends of Laguna Seca is currently drafting a comprehensive master plan, set to be completed by August 2025, to guide the track’s evolution over the next five decades. Future upgrades will focus on sustainability and long-term viability.
“Our responsibility is to create something that will endure for generations,” Eberhart said. “From enhancing the camping facilities to integrating sustainable practices, we’re building a Laguna Seca that can thrive in a changing world.”
A Multifaceted Facility
Laguna Seca’s transformation isn’t limited to motorsports. As a public park, the site hosts diverse activities like hiking, cycling, and camping, with events like the Sea Otter Classic attracting thousands of visitors.
“Our camping grounds are among the most beautiful in motorsports,” Eberhart noted. “We aim to make them a year-round destination for travelers to the Monterey Peninsula.”
A Bright Future for a Storied Track
With her extensive experience in motorsports and law, including a tenure with Speedway Motorsports, Eberhart brings a dynamic vision to Laguna Seca. “This isn’t just about racing; it’s about creating an unforgettable experience for fans, participants, and the community,” she said.
Fans can expect visible improvements beginning in 2025, with major upgrades rolling out in subsequent years. “We’re committed to maintaining the spirit of Laguna Seca while ensuring it remains a world-class destination for decades to come,” Eberhart concluded.
About Friends of Laguna Seca
Friends of Laguna Seca is a nonprofit organization dedicated to preserving and revitalizing the WeatherTech Raceway Laguna Seca and its surrounding recreation area. Under a 55-year concession agreement, Friends aims to enhance the facility’s infrastructure and fan experience while honoring its storied history.
For more information, visit www.laguna-seca.com.
To watch The 5th Annual RACE INDUSTRY WEEK, please CLICK HERE
For more information, please visit: www.epartrade.com
To watch The 5th Annual RACE INDUSTRY WEEK, please CLICK HERE
For more information, please visit: www.epartrade.com
