Asset & Paddock Monetization
IMSA hospitality and paddock activation
A paddock is a room full of owners, executives, and suppliers with nowhere to be for three days. Most teams treat it as a workshop. We treat it as a sales floor.
What paddock activation means
Hospitality is the suite, the catering, and the grid walk. Activation is what happens inside it: which clients are invited, who they meet, what the brand puts in front of them, and what gets signed afterward. A hospitality package without an activation plan is an expensive lunch.
We build programs for IMSA WeatherTech and Michelin Pilot Challenge weekends, the Indy 500, Porsche Carrera Cup rounds, and USF2000 events, from a single tent to a season-long suite.
For race teams: selling your paddock
Your paddock space, garage, and driver time are assets. We package them into tiers a corporate buyer understands, price them against what the buyer can earn, and sell them to brands that need a place to host clients. This turns a cost center into sponsorship revenue that renews.
For brands: buying it right
We find the team or series whose audience and paddock match your customers, negotiate the package, design the guest experience, and run the follow-up so the weekend turns into pipeline. We have sourced corporate partners and sponsors for teams and structured the deals that held up afterward.
Frequently asked questions
How much does IMSA hospitality cost?
A tent or shared suite for a race weekend runs from the mid four figures to the low five figures. Season-long suite programs with a team partnership run six figures. The variable is how much access and driver time is included.
Can a brand do trackside activation without sponsoring a team?
Yes. Series and circuits sell hospitality directly. A team partnership adds garage access, driver time, and a story, which is why most brands that activate seriously end up with one.
What makes paddock activation produce revenue?
The guest list. If the people in the suite are prospects with budget and the host has a plan to follow up, the weekend pays for itself. If they are employees and friends, it does not.
Which events does Dandoun Group work?
IMSA, Indy 500, USF2000 and the Road to Indy, Porsche Carrera Cup, Michelin Pilot Challenge, and FIA-sanctioned events. Our clients are in these paddocks.
Talk to us about it
Tell us what you're navigating. If we can move it forward, we'll tell you exactly how.
Start a conversationOr call 312-806-4575 · info@dandoungroup.com