Competitive Edge shows way to win – Racing School now making Northwest Speedway its base

In racing, as in business, a competitive edge is the key to success.

Competitive Edge Racing School, with Northwest Speedway as its new home, teaches drivers that it takes more than horsepower to win races.

By RICK THOMAS
Staff writer

http://www.cdapress.com/articles/2004/04/04/business/bus01.txt

To win in auto racing requires smoothness behind the wheel, but finding sponsors to get them there often requires smooth talking.

So for school owner Randy Koch, communication skills are among the necessary talents a driver needs to get the ride he needs to show off his on-track skill.

"It takes money to go racing," said Koch. Drivers will never get anywhere without the ability to convince sponsors they’ll give them good visibility and represent them in a way that suits their public image.

Koch chose Northwest Speedway as his home base after spending eight years developing his school and programs at Evergreen Speedway in Monroe and Tacoma, Wash., in large part for convenient access to clients.

"Our need is to be near a major airport," said Koch.

Koch spent several years racing in a variety of open-wheel events, but a career-ending accident sidelined him.

Starting the school was his wife Jeneane’s idea, and she supported him as he made the transition from driver to instructor.

"In the racing world, if you want to be Jeff Gordon or Tony Stewart you go to school and learn to race," said Koch.

Several years ago he began what he calls the "Test of the Best," a program designed to promote what he calls "Arrive and Drive," in which racers compete in one of his 435-horsepower stock cars.

The Test of the Best selects a dozen applicants from around the country to compete in a 2 1/2-day program, with the top points-earner winning a full ride for the Competitive Edge racing series held on tracks in Idaho, Montana, Utah and Washington.

"Randy taught me to be a lot smoother," said Caley Emerson of Grand Rapids, Mich., last year’s Best winner. "He teaches everything a person would take eight to 10 years to learn."

With the prospect of NASCAR opening up a track in the Northwest this decade, excitement among regional fans of America’s fastest-growing sport is surging.

Koch believes that track will come to pass, giving drivers from the area a better shot at hitting the bigtime racing circuit.

A clue to the popularity of racing is Koch’s success in luring some 450 corporate and individual clients to one of his programs each season. He calls it an exciting alternative to the innumerable golf tournaments held each year by corporate sponsors.

"Why drive golf balls when you can drive race cars?" said Koch.

Those programs have become so popular sponsors have imposed sales minimums and other qualifiers on those wanting to participate, said Koch.

"It’s a good way to promote and keep their name out front," he said.

On Wednesday, a dozen hopefuls, ranging in age from 17 to 55, showed up at the newly-paved oval track for classroom session, on-track lessons and the all-important schmoozing skills.

"That was a big eye-opener for some of them," said Todd Barsmess, a Vancouver, Wash. sheriff’s deputy who has spent the last five years training officers in driving skills.

Barsmess helped with the training of the drivers, who ranged from beginners to an ex-racer who hadn’t competed in a decade.

"Randy does an outstanding job of bringing their level up," he said. "Coming in I was apprehensive. I’m used to sitting in the right seat. Sometimes your heart jumps into your throat."

There were no such moments this week, though.

"Nobody got in over their head," said Barsmess.

Koch, speaking at an award banquet at the Hot Rod Cafe in Post Falls Friday night, said all the drivers showed skill and it was hard to pick a winner.

""I’d feel comfortable driving next to any of them," said Koch. "A little ahead, of course."

For the second straight year, a Michigan driver won the seat for this year’s season.

Nick Herrick of West Concord heard about the series after reading about Emerson’s success.

"These people are excellent trainers," said Herrick.

Second-place went to a driver who had never before sat in a race car, but won an online stock car series that matched NASCAR’s season track for track.

Koch is excited at the prospect of a NASCAR track in the Northwest and the opportunity and visibility it will give the region.

"Hopefully we’ll produce a Nextel Cup driver," he said.

Competitive Edge offers programs ranging from a $379 half-day "Feel the Thrill," which includes 50 laps of the track, to the full $1,595 2 1/2-day program.

Rodney Lynd of Post Falls got the 100-lap test drive, a full day of instruction and driving, as a gift from his wife Christy.

"If you’re looking for a thrill, this is the way to go," he said.

For $1,100 per weekend, drivers can arrive and drive a full weekend, including practice laps and two main events.

"It’s a whole weekend of seat time," said Koch.

For the dozen drivers who took their shot at a free ride, the season was that 2 1/2 days, and culminated in that award banquet at Hot Rod Cafe.

Good food, new friends, good beer and anticipation served up a microcosm of the stock car racing scene.

Glitz and glamor came in the form of an independent production crew, taping a segment with Chris Amour, a 25-year-old racing hopeful, for a future MTV piece.

While star-struck Hot Rod girls Jordan MacFarlane and Lindsay Fisher each in turn confirmed "They’re really from MTV?" Amour played the Daytona-via-Hollywood recognition game, serving up hand-fed homilies to anyone who would listen.

"Our goal is to get back to the grass roots of racing," he said.

Koch is enthusiastic about the future of racing in the Northwest, with events such as next Saturday’s Late Model Challenge enticing 44 entrants for 24 spots on the grid.

"That’s an exciting thing for me," he said. "To see 40 late-model stockers…"

Winner Herrick is just as excited about the rest of the season.

"I’m still shaking," he said. "I can’t wait to tell my old man. He’ll be out here for all the races."

Copyright © 2004, The Coeur d’Alene Press. All rights reserved.

The information contained In this news report may not be published, broadcast or otherwise distributed without the prior written authority of Hagadone Newspapers