Michelin Raceway Road Atlanta commissioned an economic impact study over the course of the last year, with the results indicating events at the north Georgia racetrack generate nearly $80 million annually in economic impact across the state of Georgia.  

Michelin Raceway Road Atlanta partnered with the Georgia Tech Center for Economic Development Research (CEDR) to conduct this study, which was based on the track’s 2024 visitors. The CEDR is a part of the prestigious Georgia Institute of Technology’s Enterprise Innovation Institute, Georgia Tech’s chief business outreach and economic development organization.

The annual schedule at Michelin Raceway Road Atlanta typically features 15+ spectator events, the largest of which is the world-renowned Motul Petit Le Mans sportscar endurance race. Other large events include the Atlanta SpeedTour featuring Trans Am, HSR the Mitty, MotoAmerica superbikes, Drift Atlanta, as well as numerous other featured events. The track is active with other groups on average about 250 days per year, meaning the facility is in operation nearly year-round and brings visitors from around the globe.

Economic leaders from the CEDR reviewed information provided by Michelin Raceway Road Atlanta related to track-promoted spectator event ticket sales including HSR The Mitty, Drift Atlanta and the 2024 edition of Motul Petit Le Mans, as well as the estimated spending of out-of-town teams and workers who visited Michelin Raceway Road Atlanta for these events. Additionally, Michelin Raceway supplied information on track days, car clubs and other various track activity the facility hosts throughout the year, as well as other streams of revenue.

The Center for Economic Development Research used AI programming that tracks user’s cell phone data to cross-check and supplement the estimated numbers provided by the raceway as part of their process. The analysis was based on the IMPLAN model and utilized visitor spending estimates given by Explore Georgia, which is the Georgia Department of Economic Development’s tourism division.

“Hall County is proud to be the home of Michelin Raceway Road Atlanta and grateful for the tremendous impact this facility has on our local economy," Hall County Board of Commissioners Chairman David Gibbs said. “Our local SPLOST program directly benefits from the sales tax revenue generated by visitors who visit the track from all over the world, helping us invest in critical infrastructure and services that support both our residents and growing tourism economy.”

Following months of research and review, the CEDR team found that in 2024, Michelin Raceway Road Atlanta was responsible for generating $79 million in economic impact across the state of Georgia and $60 million in Hall County, where the track resides. The track contributed nearly $2 million in state taxes, with nearly $1 million of that to Hall County alone.

“Michelin Raceway Road Atlanta is a shining example of sports tourism in our great state,” said Sen. Drew Echols, chairman of the Senate Study Committee on Tourism. “Contributing $80 million to the state of GA’s economy and $60 million to Hall County through various events but most notably Motul Petit Le Mans. I appreciate the great work of the Michelin Raceway Road Atlanta team and look forward to many more successful years of checkered flags.”

In support of the significant impact that the racetrack has on the region, this week’s Motul Petit Le Mans has guests visiting from at least 46 states, 10 countries and three continents. This international event brings attention from all over the world to Braselton through in-person visitors, nationally-televised network coverage, and international streaming.

“The team at Michelin Raceway Road Atlanta is proud of the economic impact we’re creating across Georgia and in the community that we call home,” said Rick Humphrey, president and general manager at Michelin Raceway. “Through our major annual events, track rentals and more, the guests that visit Michelin Raceway throughout the year are helping to build this region and contribute through their spending to our public services. By utilizing local suppliers and contractors, this facility is also helping to create jobs and bring in further tax revenue to support the needs of our growing community.”

Michelin Raceway Road Atlanta’s cornerstone event, the 28th Annual Motul Petit Le Mans, kicks off on Wednesday, Oct. 8 and culminates with the 10-hour IMSA WeatherTech Championship season finale endurance race on Saturday, Oct. 11. This four-day event also features competition from the IMSA Michelin Pilot Challenge in the FOX Factory 120, the VP Racing SportsCar Challenge, Whelen Mazda MX-5 Cup presented by Michelin, and Porsche Carrera Cup North America.