The X-Treme Drag Racing League, or X-DRL as it is also known, is a new 1/8-mile sanctioning body that has as its tenet that it is an organization of racers for racers. In less than six months since the X-DRL was formed, they continue to attract more teams as word has spread how this fledgling group anchored by an ownership triumvirate – Jeff Mitchell, David Hubbard and Larry Pearce – is using their experience as track owners and racers to change the sport as we know it.

Between attending to the needs of racers and hearing requests from potential sponsors during the Bash On The Bayou at No Problem Raceway in Belle Rose, Louisiana in May, X-DRL President, Jeff Mitchell, sat down for a one-on-one interview with Dragzine. Among the topics that Mitchell discussed were the formation of the X-DRL, their unique approach to operating and promoting a drag racing organization, and what he and his business partners and staff have learned in their first few months in the sport.

Dragzine: Let’s start at the beginning. When was the X-Treme Drag Racing League formed?

Jeff Mitchell: “It literally started days before the Performance Racing Industry (PRI) Show in Orlando last December. My business partners and I decided if were going to do this, start a brand new drag racing league from the ground up, now was the time.”

DZ: Was this in response to the group’s attempt to purchase the ADRL?

Mitchell: “You might think so, but it was more a moment of reflection; we knew what we would get in buying an existing organization. For all that you gain and the assets they may have, there’s also the organization’s history that comes with it. After we discussed it extensively, we came to a conclusion and decided why not start fresh?”

DZ: When you say ‘start fresh’, is that in reference to what has been already established in terms of rules and structure, or was this more about how the races are run?

Mitchell: “From our perspective, we wanted to revamp everything from top to bottom. It wasn’t just drag racing per se, but how motorsports as a category is marketed, and how there is a huge difference between races and events.”

“One of my partners, whose son raced motocross and then cars and recently returned to motocross, provided us with some insight as to how they stage their events, the things that they do for their fans, and what sort of return on investment is given to the sponsors. We know we need to do a better job than our competitors across the board, and looking outside the box so to speak may provide us with ideas we can use.”

“Look at Cirque du Soleil for example; they have three or four different shows and troupes performing in Las Vegas simultaneously. How can the same production company operate that many different shows in the same city, and still manage to hit their numbers week in and week out? Each is unique, has a different theme yet utilizes the same basic elements. With this in mind, can we take the same pool of racers, put them in a slightly different scenario, add our own flavor to the events and pump up the volume? That’s the challenge and the beauty of being the new guy. We’re not constrained by what others are doing, and we’re willing to try all sorts of new things.”

DZ: So essentially you see things differently than others?

Mitchell: “That’s my point exactly. From the racers’ viewpoint, and that of a spectator, especially those without a great deal of knowledge about our sport, drag racing has not been that user or fan friendly. This is something that most sanctioning bodies, race organizers and track owners have inherited from their competitors and drag racing historically – business done pretty much the same way as it always has been.”

“Our website, www.x-drl.com, is the tip of the iceberg. Our Facebook page is another way we’re keeping in touch with our audience. Soon, you’ll hear about a different method of engagement with fans that has the media outlets, sponsors and us very excited. We see this again as a part of the whole, just one more way for someone inside or outside the sport to see the X-DRL brand.”

DZ: How do you plan to change perceptions, to alter the order of things as they currently exist?

Mitchell: “Well, you have this supposedly finite drag racing audience, which some naysayers will tell you is dwindling or aging itself out of existence. If this is so, what sense would it make for a bunch of guys who are already successful in other businesses to come in, start a new organization and then try to compete for the very same drag racing dollars. It doesn’t, does it?”

“So instead of trying to steal a share of the market, we’re going to increase the size and reach of drag racing to a different, and what we hope will be, unique audience.”

“We’re fond of saying we’re looking to put the ‘X’ in X-DRL. It’s not just a catch phrase; we fully intend to have a much more entertaining, engaging and interesting product. Without divulging all of our plans, let’s say we want to surprise and delight our audience. This is not limited to those spectators in the stands, by the way. We want to extend our reach far beyond the limits of the race track itself, so the points of engagement are much more numerous and diverse.”

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DZ: There seems to be a certain ‘attitude’ or edge to the X-DRL. Care to elaborate on that?

Mitchell: “Personally, this all comes back to how we were treated as racers. While we realize in certain drag racing sanctioning bodies the Pro classes are given preferential treatment as well as most other motorsports, how hard is it to extend the same consideration to everyone? Why are Sportsman racers relegated to the farthest reaches of the pit area? Who can or can’t sell their own merchandise, or park their rig where it will get noticed?”

“What we’re really looking at changing is how the sport itself treats its most valuable commodity: The racers. Without them, there is no show. We recognize there has not been much of an effort made to establish stars beyond a select few personalities, much less in each class. Our desire is to create heroes out of all the racers who choose to participate in our events, give them the kind of spotlight that until now has only been reserved for an elite group within the highest professional categories.”

“Until that time, it almost ensures that sponsorships will be accorded to only well-heeled teams who have the wherewithal to market themselves properly. This tends to be a vicious circle and we want to address this as well, helping anyone who needs our assistance. I can assure you that we’re not looking to take a sponsor away from anyone, as it only improves their ability to race in our series and in some cases to make a decent living.”

“Rules are another bone of contention, and we’ve implemented some things already to provide fast, fair and impartial changes to how our races are being conducted. It’s decidedly different to have your case heard almost immediately, and in front of someone who is empowered to make a change if necessary. Access to anyone on our staff is as easy as picking up the phone or emailing us if we’re not at the track. Some times it isn’t the big things but a whole bunch of small ones that make a difference, particularly for those racers who are running their operation out of their own pockets.”

DZ:  You’re into the third race of your inaugural season. What have you learned thus far?

Mitchell: “What, besides the complete unpredictability of the weather [laughs]? We’ve found the majority of our racers, and virtually all our spectators, prefer racing on Saturday and Sunday. The weekdays are just too hard for most of the racers who own their own businesses or have difficulty getting away from their jobs, and the same goes for our fans. We’re also dialing in our format, trying to make qualifying sessions more flexible, and examining how we go to market in each area of the country. Some require much more grassroots, street level marketing, while others can be more effective if we use an aggressive, multimedia approach and blanket the internet, TV, radio and print. We’re learning as we go.”

DZ: Do you feel there’s room for as many drag racing or motorsports bodies as there are to exist?

Mitchell: “That’s what we asked ourselves at the outset. If there is a group that needs organizing or representation and they’re not getting it elsewhere, sure. What you’re not going to see out of the X-DRL is an organization that’s indifferent to racers and fans, and at the same time making millions of dollars off the backs of both without giving much back to either.”

“While we would like to say we think racers and spectators will sample the X-DRL and prefer it, we’re not going to simply sit back and expect them to find us. We are reaching out to racers and spectators, asking for their input and incorporating their comments and suggestion. The latter group is important well beyond just fans of the sport, as they’ve made a conscious choice and actually spend their hard-earned dollars to come out to our races. We respect and appreciate that. In this regard, we’re looking at what we can incorporate into our events to make them both unique and special.”

“We all have memories of how it was the very first time we went to a certain event, be it a race, the circus or a concert. Each has a special place or attachment, and this is what we’re looking to create.”