Kwik Trip Goes Racing

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Kwik Trip Goes Racing

LA CROSSE, Wis. -- Kwik Trip, Inc. has signed on to be the title sponsor of the American Speed Association Midwest Tour (ASAMT), effective immediately.

ASAMT vice president Steve Einhaus said he and Gary Gonzcy, Kwik Trip's marketing director, have been working on this partnership for months, trying to build a perfect relationship that benefits Kwik Trip, the ASA Midwest Tour and both its customers.

"We are working together to create a top-notch promotional program that includes all aspects of advertising, promotion, driver appearances and autograph signings, and on-site race day displays for Kwik Trip," Einhaus said in a news release. "(Kwik Trip) has developed a traveling promotional team to attend all of our events to display new products. This shows their dedication to the Midwest Tour by providing us with the tools that both organizations need to be successful and keep growing."

The Kwik Trip convenience store concept combines bright, clean décor and a strong private label program with competitive "Kwik n' Low" pricing to create a unique identity for the La Crosse, Wisc.-based chain. Kwik Trip offers unleaded, E-85 fuel and diesel, convenient pay-at-the-pump capabilities, a large 16-head fountain drink wall, Cheese Mountain Take n' Bake pizza, and a state-of-the-art car wash at many of its locations.

"We are developing a member package that will provide discounts for everyone that follows the series and will allow them to save money on purchases at Kwik Trip every day of the week. Details on the member program will be available in the near future," Einhaus said in the release. "All ASA Midwest Tour registered drivers, their crews and families will be eligible to participate."

Gonzcy, a self-professed avid race fan, said ASAMT is, by far, one of the best grass roots short track programs he's ever seen. "In a very short time, they have put together what I feel will make an immediate impact on the success of area racetracks and will give the race fan everything that they ask for," he said.

"We are delighted to be able to link ourselves to a fresh new organization that has a direct impact on our customers," Gonzcy continued. "Race teams and their fans are the most brand loyal customers in the country, and we feel that this is a great promotional tool for the Kwik Trip organization. It's an honor for us to be the title sponsor of the ASA Kwik Trip Midwest Tour. We'll be together for many years to come and we look forward to opening day."

Since the first Kwik Trip store opened in 1965, the company has become one of the largest independently-held c-store chains in the U.S. Kwik Trip owns and operates over 326 Kwik Trip and Kwik Star stores in parts of Wisconsin, Minnesota, and Iowa.

The partnership between the two organizations is carried through to the Touring Star program, for which Kwik Trip is also the title sponsor. More details are to come.

Fans are encouraged to patronize the local Kwik Trip and Kwik Star stores surrounding the scheduled venues on ASAMT race days for car and driver appearances and other promotions. The ASAMT will celebrate opening day April 28 at Elko Speedway, Minn.