Street Outlaws return to the Rock uncertain after parking debacle

ROCKINGHAM — The return of one of the largest events for Rockingham Dragway is currently in question after promoters say they lost revenue from an adjacent land owner with longtime property ties.

In an email to Dragway co-owner Dan VanHorn, Brett Schmitt, vice president of operations for BTS Productions, said he was pleased with the recent “Street Outlaws: No Prep Kings” event held at the Rock this past weekend.

However, Schmitt immediately added that there was “… something that happened … that was a bit of a disappointment.”

Schmitt said that around 1:30 p.m. Saturday, a cardboard sign advertising $10 parking was put up at the property across L.G. Dewitt Road, with people “flagging in spectators” for cheaper, quicker parking.

County GIS records show that property is owned by Vance Land, father of Bryan Land, who serves as county manager.

According to Schmitt, the cheaper parking “undercut our two lots and confused spectators.”

“We laid the event out with the expectations on where people would park and enter,” Schmitt said, adding spectators were left wondering why there were so many lots and “complaining that we would put the entrance so far away from the parking lot.”

There were two parking areas set up for the event, with $40 premium parking in the Dragway’s front lot along U.S. 1, and $20 general parking in the back lot near McDonald Church Road — which the Dragway leases from the Land family.

Aerial photos taken during the event show there were still plenty of spaces available without the need for overflow parking.

The obvious issue, Schmitt said: “…they stole our sales.”

“Two years ago we didn’t have this issue,” Schmitt told VanHorn, referring to the 2022 event that brought in a crowd of around 18,000.

This year’s Street Outlaws race drew an estimated 8,000-10,000 people — the highest attendance at the Rock this year.

“ …had they even contacted us or you about partnering (I’m) sure we could’ve worked something out,” Schmitt said to VanHorn.

Bryan Land — speaking from the aspect of the family business, not his government role — said his family, starting with his grandfather, has been parking cars on the property for races for nearly six decades, dating back to the first one in 1965 — including the 2022 Street Outlaws event.

Schmitt concluded that he wasn’t sure if Street Outlaws will be back in 2025.

“With dates on hold for next year,” Schmitt said, “I’m hoping we can figure something out as I’m not sure we can actively go into another event knowing there will be a massive loss of revenue poached by the neighboring business.”

When asked about the promoter’s concerns, Land said, “My hope is that you are not insinuating…that the parking of 83 cars by my family on their own private property was detrimental to the overall attendance and outcome for the latest event.

“Our personal observation was the last event in 2022 probably had 3-4 times the attendance as the most recent,” Land added.

“I’m embarrassed and disappointed in the uncoordinated activation of Bryan Land’s parking and RV lot,” VanHorn said, adding that he did his best to diffuse the situation with Street Outlaws management, “but clearly they are not satisfied with just an apology.”

“Even more disheartening is that this not only compromised our event this year, but could potentially prevent it from returning next year,” VanHorn added. “I am hopeful we can all come together to keep Street Outlaws at The Rock, as it obviously is a win for our entire community.”

VanHorn, along with Al Gennarelli, took over ownership of the legendary drag strip from Steve Earwood in November 2022 and have made many renovations to the facility in the past two years.

“It’s difficult to swallow the $20,000 annual lease payment to Land for the back parking area,” VanHorn said, “but to also have the same ownership competing against us for parking, it’s just shocking to say the least.”

Land said the longstanding lease with previous ownership that was conveyed to the current owners is “a very track-friendly agreement.”

“I publicly work very hard everyday to promote all of Richmond County and what we have to offer to the extent that I surely would not be using my personal time and/or resources of mine or my family, including the reputation of my grandfather, for anything that would be counter to that,” Land concluded.

“This is still extremely fresh so how we proceed from here will be discussed internally this week,” said VanHorn.