Drag Illustrated Issue 114, October 2016 | Page 44

Dirt
looking for different ideas to apply to his own
promotion.
Staying true to his roots – which is where the
checklist comes into play – remains a key facet
to Miller’s approach, but there’s not a day that
goes by or an event he attends, whether it be a
concert, sporting event or even the zoo, where
he isn’t trying to learn something new when it
comes to effective promoting.
“This world is ever-evolving and people’s attention spans are shorter than they’ve ever been,”
Miller said.
“Everybody in the last 4-5 years has shifted from
forum-based stuff to social media, and now there’s
all these different sub-groups on social media for
their genre. It’s an ever-evolving game and it’s
going to evolve again in the next five years. You
just try to stay a step ahead of everything so you
can stay relevant and understand the best tool
to get to them.”
Years of hands-on experience have also paved
the way on Miller’s path to becoming a successful
promoter. He’s done everything at MIR except flip
burgers, ran the successful MIRock Superbike
Series and started the World Cup Finals when
he was 20-years-old.
With Miller Brothers Productions, he has
carved out a full slate, working with tracks like
Galot Motorsports and Atco Raceway. He believes the sport is in a
good place and admires
the efforts of a number
of different sanctioning
bodies as he continues to see impressive
growth from his own
flagship event.
Miller had more than
415 pre-entered cars
spanning eight different
countries and 31 states,
and hopes to see another push in attendance
from 30,000 to possibly
35,000 this season.
It’s cemented Miller’s
principles and approach as a promoter, something
that won’t change even as the art of it continues
to change and evolve.

“We put (the World Cup Finals) together and
it turned into the biggest event on our schedule
in less than a decade,” Miller said. “We’re real

proud of that.
“I love the cars, I love the motorcycles, but
people are my favorite part of this business and
it always has been. We’ve got some of the best
people in the business in here and that what
brings you the racetracks. The promoter game
is no different.” 

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I l l u s t r a t e d | DragIllustrated.com

Issue 114

PHOTOS: DRAG ILLUSTRATED ARCHIVES

JASON MILLER