Performance Racing Industry (PRI) has announced two strategic additions to its team: JP Hyden as Director of Business Development and Marketing, and Tiffany Hale as Senior Trade Show Specialist.
The addition of Hyden and Hale reflects PRI’s continued investment in leadership and operational excellence as it grows its footprint in the motorsports industry. Hyden will play a pivotal role in expanding business development and marketing capabilities, while Hale will enhance the execution, innovation and overall experience of PRI’s trade show.
As PRI looks to the future, both hires will contribute to new initiatives designed to support motorsports at every level – from grassroots racing to the global stage. Their leadership will be instrumental in ensuring PRI remains at the forefront of advocacy, education, and business growth for the industry.
JP Hyden – Director of Business Development and Marketing
With more than 12 years of experience in the motorsports industry, Hyden joins PRI to lead industry engagement strategy, drive growth across exhibit space, sponsorships, advertising, and memberships, and oversee integrated marketing initiatives. Reporting to Good, Hyden is based in Indianapolis, home to PRI’s marketing and event operations.
Hyden will shape long-term business strategies alongside the executive team while managing internal staff and external agencies to deliver campaigns that boost brand visibility, generate leads, and support partner success. His work bridges strategic planning with tactical execution, leveraging market insight and performance tracking to optimize results.
Prior to PRI, Hyden served as Event and Partnership Manager at Calumet Specialty Products, parent company of Royal Purple, Bel-Ray and TruFuel. There, he oversaw 40-plus national and international trade shows annually and managed more than 50 strategic partnerships with organizations including the Indianapolis Motor Speedway, Formula Drift, NASCAR, NHRA, IndyCar, and AMA Supercross. His earlier career included leadership roles with the Indianapolis Motor Speedway, IndyCar, and the United States Auto Club (USAC).
Tiffany Hale – Senior Trade Show Specialist
Bringing over a decade of experience in event management, financial operations and sponsor engagement, Hale joins PRI’s expanding trade show team, reporting to PRI Show Director Karin Davidson. Her deep personal connection to motorsports aligns naturally with PRI’s mission of supporting and growing the racing community.
Before PRI, Hale spent more than 10 years with the National FFA Organization, most recently as Expo Manager for one of the largest youth expos in the country. She successfully led all operational aspects of an event featuring over 350 exhibitors, 70,000-plus attendees, and 250,000 net square feet of exhibit space. Her tenure was marked by innovation, a 10% revenue increase during a venue transition, and a redesign of exhibitor sales processes that resulted in consistent sell-outs. She also navigated a seamless transition to virtual formats during the COVID-19 pandemic and back to in-person events.
Her contributions to agricultural education earned Hale the Honorary American FFA Degree, one of the organization’s highest honors. In addition, she is a 2024/2025 IAEE MidSouth Board Member, recipient of the 2022 Tradeshow Executive Women to Watch award, and on track to complete her Certified in Exhibition Management (CEM) designation in 2025. She has also been recognized with the International Association of Exhibitions & Events (IAEE) “20 Under 30” honor and the Bob Dallmeyer Education Fund award.
Registration Open for 2025 PRI Show
Scheduled for Dec. 11-13 at the Indiana Convention Center and Lucas Oil Stadium, the PRI Show draws attendees from all 50 states and around the globe, including race teams, retailers, engine builders, fabricators, media, and more. Early registration ensures attendees receive their credentials in advance – starting in October – saving time and avoiding lines at the Show.
To register, book hotel accommodations, and learn more about the 2025 PRI Show, visit PRI2025.com/Attend.
