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As a tourism destination, Sonoma County commissioned a study finding Sonoma Raceway contributed over $1 million to the local economy. [Courtesy Susan Wood]
“It’s your last lap. Make it spicy,” Kindred’s Head of People Operations Veronica Wong told her pro driver, when she climbed in the Sonoma Raceway pace car for Hot Laps and Happy Hour one recent Friday evening.
The driver obliged, accelerating onto the track with the San Francisco executive riding shotgun. With NASCAR approaching, the moment captured the high-speed, almost weightless sensation drivers often describe as a flow state.
Sonoma Raceway has accelerated into high gear with its VIP business hospitality offerings, catering to corporate retreats and special events that for the personal thrill go far beyond spectating.
Sonoma Raceway’s signature annual event represents TNT Sports’ inaugural broadcast of the NASCAR Cup Series, but the North Bay auto racing venue marks a milestone of its own. Over five years have passed since the 1,600-acre raceway broke ground on the Turn 11 corporate retreat center.
The 19,000-square-foot marquee facility, designed for corporate team building outings, provides a front-and-center view of the 2.52-mile track’s notorious hairpin turn No. 11.
The Turn 11 VIP hospitality center broke ground in June 2020. [Courtesy Sonoma Raceway] The raceway bills Turn 11 center as a success, hosting an average of 230 corporate events and 100 companies a year. At least 20% are repeat clients. The racetrack, which was resurfaced a few years ago, is used 350 days of the year.
“It has exceeded all our expectations. You kind of don’t know what to think until you see the action,” said Connor Figone, a business development executive at Sonoma Raceway.
Among the Turn 11 hospitality center’s retreat offerings, Hot Laps offers a taste of the high-speed flow state professional drivers experience. Even at speeds of up to 120 mph, the front-seat ride is not for the faint of heart.
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“It was a blast. I think the driver did a really good job pushing the car without making me feel uneasy,” said Garrett Olson, senior vice president of Partnerships and Business Development at Pixly LLC, an influencer marketing firm.
Olson, who joined Wong on the experience, explained that the program offers a unique taste of the extreme speeds professional drivers experience during races. The duo agreed it’s a good thing happy hour comes after the hot laps, not before. The ride has a way of delivering a roller-coaster-like jolt right from the start.
There’s No Shortage Of Action With Turn 11’s Quintessential a La Carte Corporate Retreat Offerings Broken Down In Four Modules As Follows
- Hot Laps: An adrenaline-pumping experience on the racetrack with participants riding alongside a professional driver; then unwinding for a two-hour, happy hour reception featuring cocktails, local Sonoma County wines and seasonal hors d’oeuvres.
- Drifting: A sanctioned “sideshow” program that serves to take the activity off the street by allowing the participant to ride shotgun alongside professional drivers skidding through crazy eights and barrels of smoke.
- Karting: A competitive form of kart racing complete with awards.
- Autocross Challenge: Features a timed driving test on a cones course.
NASCAR’s Toyota/Save Mart 350 is Sonoma Raceway’s premier event. [Courtesy Sonoma Raceway] Thirty people with Linen Cloud, a Bay Area tech firm, spent the day in business meetings on Friday, before taking part in the Hot Laps and Happy Hour that evening.
“Amazing. I love it. It’s my first time out here,” said Linen Cloud board adviser Sunny Saroya, who joked that he’s been told he’s a “naturally crazy driver” anyway.
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Hot Laps and Happy Hour costs $15,000 for up to 25 participants. Meeting space ranges from $8,000 for one room to $20,000 for a full facility buyout. As a whole, the Turn 11 hospitality center may accommodate groups of up to 1,500 people.
When Ferrari rolls into town, the racecar company turns one of the rooms into a spa.
Clients, many hailing from the Bay Area, may mix and match events for their corporate retreat.
Sonoma Raceway’s push to attract both regional and out-of-state visitors is positioning the venue as a growing economic driver for the North Bay.
The Toyota/Save Mart 350 is scheduled for June 28 this year. [Courtesy Sonoma Raceway] The Sonoma County Economic Development Collaborative commissioned a study in 2017 that indicates spending among drivers and spectators amounts to $1.27 million in sales receipts.
First and foremost, Sonoma Raceway is known as a venue for NASCAR (National Association for Stock Car Auto Racing) on its 36-race schedule. Sonoma’s Toyota/Save Mart race brings out 47,000 fans and spectators listening to the roar and watching the 90-lap spectacle.
The day before the Cup Series, Sonoma Raceway also hosts the NASCAR O’Reilly Auto Parts Series race on June 27.
“There’s nothing like NASCAR in Wine Country, and we’re fired up to welcome fans back to Sonoma in 2026,” Sonoma Raceway Executive Vice President and General Manager Brian Flynn said in a statement. “It’s the kind of weekend that captures everything fans love about NASCAR — heart-pounding action, stunning views and unforgettable memories.”
For some, the heart-pounding comes from their own, on-the-ground experience.
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Susan Wood
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