After over fifteen years operating under the Doug Foley’s Drag Racing School and Experience name, former Top Fuel driver Doug Foley announced today the rebranding of his popular motorsports experience. The program, now known as the Pure Speed Drag Racing Experience, will undergo a series of changes to conclude the 2013 season. A partnership with The Strip at Las Vegas Motor Speedway and a brand-new website, including a state-of-the-art booking system, top the list of changes.

After over fifteen years operating under the Doug Foley’s Drag Racing School and Experience name, former Top Fuel driver Doug Foley announced today the rebranding of his popular motorsports experience. The program, now known as the Pure Speed Drag Racing Experience, will undergo a series of changes to conclude the 2013 season. A partnership with The Strip at Las Vegas Motor Speedway and a brand-new website, including a state-of-the-art booking system, top the list of changes.

“There are several changes included in the rebranding of our company, but one of the biggest changes was improving the customer’s experience, from making the booking process easier to giving them something to take away from their time at one of Pure Speed’s events. We added several new locations and dates, including weekends, making it easier for customers to attend events. On-board video cameras have been added to the cars, allowing guests to take home a video of their Pure Speed experience. We have launched a new website that was designed with the intention of making the customer’s booking process as simple as possible,” said Doug Foley, president of Pure Speed Drag Racing Experience.

Beginning with the week following the Toyota NHRA Nationals, Pure Speed will hold monthly events on The Strip at Las Vegas Motor Speedway for the next six months with the goal of expanding to weekly events in late 2014. Pure Speed will also hold drag racing experiences during the week of the Specialty Equipment Market Association (SEMA) Show, Nov. 5-8, in Las Vegas. Pure Speed Drag Racing Experience is the exclusive NHRA licensing and drag racing experience of The Strip at Las Vegas Motor Speedway.

“We felt that we needed the ability to grow our entertainment side. Las Vegas seemed like an obvious choice; there’s only one place where the amount of people coming and going would allow us to make a weekly program possible,” said Foley, a multi-time IHRA Top Fuel event champion.

Doug Foley started his drag racing school in 1997 with the intention of providing a safe training program for new drag racers. While licensing remains an important part of the business (2013 has been a record year for licensing), the dragster experience program, added in 2001, appeals to the general public who might be looking for the thrill of speed that only a straight-line driving experience can provide. Providing this experience and exposing it to the general public are two of the key points of the rebranding.

But why the name change?

“I think it might be difficult for people associated with our sport to understand why we’re rebranding, why we couldn’t make these changes under the Doug Foley name. We felt that the name was limiting us to customers who are familiar with the sport and familiar with my driving career. After six months of researching our audience, we decided on a name that we thought would appeal to a broad group of people. Pure Speed catches your attention and it tells you what we’re all about,” Foley said.