Michigan City’s marquee event, the 14th annual award-winning Great Lakes Grand Prix, is four months away but is already making major waves with a big announcement – securing the nationally recognized liability insurance company XINSURANCE as the title sponsor through 2027.
The annual grand prix has fast become a cultural cornerstone of Michigan City and LaPorte County, drawing in visitors from around the globe to watch the many of the world’s fastest and most powerful offshore boats race across Lake Michigan. Last year the event brought in about $18 million in economic impact to the region – all going to businesses in and around the city. With the new XINSURANCE partnership that number is poised to grow even further.
“This is the first time we’ve been able to add a title sponsor for this length in 14 years, it’s a big deal,” said Jack L. Arnett, CEO of Visit Michigan City LaPorte, the official tourism bureau of LaPorte County. “XINSURANCE is embedded in the race circuit, and all the money that we get from sponsorships like this goes right back into the race or into the community.”
Previously, the Great Lakes Grand Prix’s title sponsors were secured on an annual basis, which made it harder to market during the offseason when they could not be sure of an official name. XINSURANCE backing the event for the next five years changes that.
“Normally, when the race ends, we quit promoting,” Arnett said. “Now, we can promote them for five years, nonstop. It’s a stroke of genius that their CEO, Rick Lindsey, thought up.”
XINSURANCE took part in the Grand Prix last year, sponsoring it at a lower level and entering a boat into the competition. The race and festivities impressed Lindsey, which led to the new long-term partnership.
“I’ve been doing outdoor recreational sports since the 1980s,” he said. “Everything from helicopters, skiing, hang gliding, and boat racing. I have lots of options to try and get exposure and pick boat racing because it’s more intimate. The people I bring out to show a good time can get into places, where at something like NASCAR they’d be one of many. Most people I bring have never been to a boat race before and leave excited, and I like them to say ‘Wow, that was the coolest thing I’ve ever done.’”
Michigan City Mayor Duane Perry credited Visit Michigan City LaPorte for their work to secure the sponsorship – and commented on what XINSURANCE’s involvement signals for the community.
“The Great Lakes is going to grow tremendously in the next 50 years, and we’re right at the hub,” he said. “We’re going to rise to the top of the Chicago area suburbs. If you grow up in the city and come back after 10 years away, it’ll be hard to recognize because of the growth. We’ve got a lot of work to do yet, but this draws a lot of attention – Michigan City is going to cross the finish line first, I’ve still got the checkered flag I was given last year hanging in my office.”
La Porte mayor Tom Dermody shared similar thoughts and stressed the strength of the partnership shared between the two cities and the county.
“This shows just how many people recognize how special we are with all of our natural resources and our parks,” he said. “They want to invest in this community, and we’ve got to hold ourselves to those higher standards that bring national firms, like XINSURANCE, in to invest their funds. It’s something I’ve known growing up, this is the place to be whether it’s Michigan City, La Porte County, or the City of La Porte. Together, we’re special.”
The XINSURANCE Great Lakes Grand Prix is set for August 5 & 6, with further festivities such as a golf outing benefiting La Porte Emergency Management taking place starting on August 2. For more information and to see a tentative schedule, visit greatlakesgrandprix.com.
