LIMITED is Revved Up for Race Fest
ASI LIMITED is hosting an open house, of sorts, today at its new
facility in Whitestown, Ind. While a number of architects, general
contractors and vendors will be touring the glazing contractor's
new manufacturing and administrative headquarters, they'll also
get the chance to be truly out in the open while watching the NASCAR
Craftsman Truck Series Powerstroke Diesel 200 at the O'Reilly Raceway
Park in Indianapolis as part of the company's fourth annual Race
"It's become an annual event, but this year it's a little
bit different because we have a brand new facility," says Shawn
Stewart, communications manager for ASI LIMITED and marketing/PR
manager for SS-GreenLight Racing, the NASCAR truck series team co-owned
by ASI president Ken Smith.
| (From Left) Ben Mitchell of Akzo Nobel and
Shawn Stewart, Jim Hook and Jim Luegers of ASI LIMITED, stand
with the #07 ASI LIMITED Chevy.
|Race Fest attendees will have an opportunity
to tour ASI LIMITED's new 180,000-square-foot facility.
Smith, who has been in the glass business for 30 years, got into
racing as a hobby before developing it into a business.
"He got into racing [when] he was turning 40 and went with
a good friend of his on vacation, and they agreed that each of them
would do something that they always wanted to do," Stewart
says. "His friend went skydiving and Smith said he always wanted
to drive a racecar. So he went through a racing school, where he
drove a car and went through this program, and was actually in a
small wreck. He didn't get hurt, it wasn't anything serious but
he realized that being the driver was not for him."
Although he may be removed one step from the racetrack, Smith is
still very much involved.
As Stewart says, "The glazing certainly came long before the
racing, but the racing has really become intimately involved with
the marketing plan of ASI."
The company holds small-scale events similar to today's across
the country, throughout the year as a networking and marketing opportunity.
"Just like any other company, how ASI is built was on relationships-not
that the racing is really the only way they do that but it certainly
helps," Stewart says. "It just becomes five to eight hours
of getting to know somebody and also a fun event, rather than trying
to call on someone or hand them a brochure or traditional type of
marketing-and it's worked."
The race may be a highlight, but it's certainly not the main attraction
of today's open house. As Stewart explains, "We just finished
construction [on the new facility] a couple of months ago so a lot
of the people who work with us on a daily basis haven't seen that
facility. In year's past they would come to the offices here but
we were in two different locations. Now everything is under one
roof, so we'll start the day off there and tour the shop and have
lunch, see what goes on inside the walls of ASI, and then go down
to the race event."
The new building brings together what was previously separate administrative
offices and fabrication facility, while adding plenty of additional
space for both.
"We just wanted to have everything right there, so now everything
flows," Stewart says. "It's all right there, and the guys
who are in there designing things can walk ten feet and they're
there in the shop, seeing the actual product. That's probably the
biggest advantage, that everything is in-house now."
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