DEI announces long-term development plan

May 17, 2001

5:10 PM EDT (2110 GMT)

MOORESVILLE, N.C. -- The company founded by seven-time NASCAR Winston Cup champion Dale Earnhardt and his wife Teresa announced on Thursday its plans, aimed at long-term development of the company and its three NASCAR Winston Cup teams.

The definition of the company's structure comes after three months of outside speculation regarding the organizational future of one of NASCAR racing's most competitive operations. The structure is part of a long-term plan to develop the company well into the 21st century.

Teresa Earnhardt, owner and CEO of Dale Earnhardt, Inc., has named Doug Swanson to continue as Chief Operating Officer, Ty Norris as Executive Vice President of Motorsports, Steve Hmiel as Director of Motorsports, Joe Hedrick as Vice President of Licensing and Judy Queen as Director-Office of the CEO.

"Dale and I had a plan for the long term growth of this company years ago," Teresa Earnhardt said. "As DEI moves ahead, we're placing people in their respective roles to meet the goals that we envisioned.

"We have people at Dale Earnhardt Incorporated that are very dedicated to their profession and the goals we have as a company. This structuring defines the roles of specific individuals and their responsibilities that will help the company reach our potential. Based on what I've seen from our people, we'll meet our expectations and more in the next few years."

Swanson, 60, brings over 35 years of business management to Dale Earnhardt, Inc. A former partner of a Big Five CPA firm, Swanson, a native of Greensboro, N.C., has owned his own business and served as an officer with several other corporations before joining DEI in August of 2000.

All racing-related issues at Dale Earnhardt, Inc. are the direct responsibility of the 35-year-old Norris, both at the track and at the company's 200,000 square-foot Mooresville, N.C., complex. The Sumter, S.C., native has been an integral part of the operation since 1996, when DEI claimed its first championship in the NASCAR Craftsman Truck Series.

Since that time, DEI teams have claimed an additional truck series crown (1998), two NASCAR Busch Grand National Series titles (1998-1999) and six Winston Cup victories, including the 2000 Winston and the 2001 Daytona 500.

Hmiel's role as Technical Director will be merged with his new position, creating the title of Director of Motorsports and Technical Development. The 47-year-old, Albany, N.Y., native has been instrumental in guiding DEI's wind tunnel and chassis development programs and he will continue to do so, along with numerous other management responsibilities.

In addition to overseeing daily operations at the shop, Hmiel will manage the operation of all three of DEI's NASCAR Winston Cup teams trackside. Hedrick's role includes the licensing of the Dale Earnhardt, Inc. brand and the Dale Earnhardt name and likeness, as well as performing similar duties for the three DEI teams and Kerry Earnhardt.

Hedrick joined DEI in mid-2000 after a five-year stint at Sports Image, a company Earnhardt owned prior to selling it to Action Performance, Inc. Hedrick, a Lenoir, N.C., native, will be responsible for maintaining the quality and availability of all Dale Earnhardt and DEI-related apparel and collectables.

Queen, a Dale Earnhardt, Inc. employee since 1998, served as the Earnhardts' personal assistant since joining the firm. Among her duties are the networking of information relating to the CEO. In addition, Queen serves as office manager, overseeing administrative personnel.

Keeping Dale Earnhardt Inc. on track

Philadelphia Daily News 06/31/2001

Norris has things running smoothly following tragedy

By BILL FLEISCHMAN

fleiscb@phillynews.com

TY NORRIS was sitting in Dale Earnhardt's condo after a 1996 race at Charlotte Motor Speedway when Earnhardt said, "I've got a runaway train. Do you want to jump on?"

Norris smiled and replied, "I was waiting for you to ask me."

Norris, a native of Smyrna, Del., joined Dale Earnhardt Inc. (DEI) and formed a special bond with the seven-time Winston Cup champion.

When Earnhardt died on the final lap of the Daytona 500 in February, Norris was as devastated as anyone in Earnhardt's family. He and Earnhardt were that close. Still, like everyone in NASCAR, Norris knew the show must go on.

"What we're missing, and will always miss, is [Earnhardt's] incredible vision," Norris said. "He was the guy who could see two, three years down the road when we couldn't hardly see two, three weeks down the road.

"We'd say we want to do A, B and C, and he'd say, 'No, we're going to do X, Y and Z.' Ninety-eight percent of the time his direction was always better."

The tall, athletic Norris, 35, recently was promoted to DEI's executive vice president of motorsports.

Ask what he does at DEI and Norris squirms. He doesn't want anyone to think he runs DEI.

"I was Dale's liaison, his spokesperson when he wasn't around," Norris said. "Basically, I'm still his spokesperson.

"I'm involved in all the hiring, budgeting, driver negotiations. I deal with our sponsors and personnel issues in each shop, but I don't control any of it. My role is to bring the personalities together, to make sure they're all going in the proper direction."

On race days, Norris serves as the spotter for Dale Earnhardt Jr., a role Norris expects to fill this weekend when he returns to his home state for the NASCAR tripleheader at Dover Downs International Speedway.

Referring to Teresa Earnhardt, Dale's widow and chief executive officer of DEI, Norris said, "Teresa understands what's going on with the team and the businesses. She has said, 'I'm not going to run the day-to-day business, but I own it.' She's calling on her key management people to run it."

Norris said there were 17 or 18 employees when he joined DEI. Now, there are 217 who work on three Winston Cup teams (Dale Jr., Steve Park and Michael Waltrip are the drivers), a Busch Grand National team and a Craftsman Truck Series team. They all work in a sparkling complex with a two-story glass front in Mooresville, N.C.

One of the people Teresa is relying on is Doug Swanson, DEI's chief operating officer. Norris credits Swanson, who has 35 years of business-management experience, with organizing the company from a business standpoint.

"He doesn't know anything about racing, and that's perfect," Norris said. "All he cares about is numbers and what's right from a business sense."

Somewhere along the line, Norris also developed a business sense to go with his people skills.

Norris started out as, of all things, a sports writer. While he was a student at Delaware State University in Dover, he worked part time at the News Journal, the state's largest newspaper, near Wilmington.

In 1988, he began working full time at the Delaware State News, a small daily in Dover. Two years later, he moved to the R.J. Reynolds Tobacco Co. as a media relations representative in Winston Cup. In his two years with RJR, he developed a strong relationship with Earnhardt.

In '94, Norris was hired by Felix Sabates to manage Kyle Petty's race team. Two years later, Norris was on board at DEI as director of motorsports.

How does someone with a passion for racing but little business training do what Norris does?

"By listening to smart people," he said.

Norris clearly is a good listener and observer. Earnhardt, a high school dropout, had similar instincts for success.

"There's a university of common sense, and Dale was the valedictorian," Norris said.

Although Norris knows cars, he doesn't interfere with the race teams.

"I wouldn't tell a crew chief which shock package to run or which engine combination to use," he said. "Every department has its own manager. We have empowered those people to run their area and make decisions like they own it. [We say,] 'When we don't like what you're doing, we'll sit down and find out why you did it that way.' If there are personnel issues, we'll get involved and fix them.

"Dale and Teresa made sure we set it up that way. In the wake of the tragedy, DEI was able to operate.

"I've always managed by committee. If a final decision has to be made, I'll jump in and do it. I factor in what the crew chiefs feel is the right thing. My job is to make sure the teams have everything they need to be successful."

Norris is surrounded by experienced people like Steve Hmiel, the director of motorsports and technical development. Hmiel previously was Mark Martin's crew chief.

Although Norris works seven days a week during the lengthy racing season, he tries to spend quality time with his wife, Beth, and their two sons, Matthew, 5, and Thomas, 2. Beth was born in Malvern, Pa., and grew up in Dover.

Working at DEI is demanding, but it's never drudgery for Norris.

"Every time I walk in the door I feel like there should be a beeping noise, like a UPS truck, because I feel like I backed into [the job]," he said. "But I run into the shop because I love to work here. A friendship brought me here, then it was a business relationship. When you are part of something from the ground level, you have your heart and soul in it. The loyalty runs deeper.

"I was here when it was a field. Now that it's 250,000 square feet of concrete, glass and marble. It's awesome to be a part of."

Printed with permission.

Pennzoil Team's 10 Favorite Places To Hang Out On The NASCAR Circuit

 

Everyone who travels the NASCAR Winston Cup Circuit has their favorite racetracks to visit, just like they have their favorite places to visit after the garage closes. When you are on the road more than 33 weeks a year you get to sample the nightlife all over America. This is an unscientific pole conducted by the #1 Pennzoil team to determine just where some of the top nightspots are in the country.

10. Sheraton Hotel Bar - Dover, DE

With most teams staying within a few miles of this place it's usually wall-to-wall people. Sometimes even the truck drivers will do karaoke songs just to keep the crowd down.

9. Dutch Inn - Collinsville, VA

Doesn't have much competition for the nightlife around Martinsville, but this is the only place you can hear ACDC followed by disco music.

8. Embassy Suites - San Rafael, CA

Free food and drink in the afternoons, two televisions in each room, close to San Francisco, close to wine country, and close to the track.

7. Anywhere In Las Vegas

Only place teams would like to test more often.

6. Hogs & Heifers - New York City

If you get tired of the suit and tie crowd at the Waldorf Astoria this is the place to visit. A motorcycle hangs from the ceiling, a jukebox sits in the corner, women's brassieres and animal heads adorn the walls. They'll cut off your tie if you wear one.

5. Lulu's Bait Shack - Atlanta

Site of the year-ending unofficial media party in Buckhead. Most stories during Atlanta weekend begin with "We were at Lulu's last night...."

4. Slippery Noodle - Indianapolis

Indiana's oldest blues bar in downtown with bands in three rooms. Makes for a great excuse for being late to the track the next day.

3. Red Bone Alley - Florence, SC

Good food and lots of big screen televisions to watch the NCAA basketball tournament.

2. Naswa - Gilford, NH

Has a great restaurant, a great beach, cool summertime weather, cozy cabins and everyone talks funny.

1. Ocean Deck - Daytona Beach, FL

Loud Reggae music, beach volleyball, only a few feet from the ocean, and not much of a dress code.

 

Drew Brown, Pennzoil