Friends of Laguna Seca Names Lauri Eberhart as CEO

Friends of Laguna Seca (FLS) has named Lauri Eberhart as CEO of the Monterey County-based non-profit organization. FLS is poised to take over management of the historic Laguna Seca Recreation Area following the approval of a 50-year concession agreement.

“Lauri brings a wealth of legal, sports and entertainment industry experience and expertise to FLS,” said Ross Merrill, president of Friends of Laguna Seca. “Her skillset melds perfectly with our existing resources and partnerships as we step into the long-term concession at the Laguna Seca Recreation Area. FLS is extremely excited to welcome Lauri to our team.”

Motorsports and facility management are in Eberhart’s DNA. She ran the day-to-day operations of Charlotte Motor Speedway for three years and served as General Counsel of Speedway Motorsports and Charlotte Motor Speedway for more than 12 years.

Eberhart also worked at Michigan International Speedway and Richmond Raceway. During her career she has participated in the negotiation, structuring and closing of high-profile sports corporate transactions valued at over $5 billion and has advised on hundreds of significant motorsports events.

“From my first interaction with Lauri it was obvious that she shared our passion and vision for the future of Laguna Seca,” said Bruce Canepa, vice president, Friends of Laguna Seca. “Her background includes a wealth of motorsports experience that will lead us to a greatly improved Laguna Seca.”

Eberhart joins FLS at a critical time as the group begins crucial assessments of the overall facility to make necessary improvements that will reestablish WeatherTech Raceway Laguna Seca as America’s premier road course. 

FLS will focus on upgrading key fan amenities, as well as much-needed investments in basic structural and functional elements to repair many years of deferred maintenance, neglect and lack of investment. All raceway events will continue as scheduled during this time.

“Laguna Seca is one of America’s most historic circuits. I am excited and honored by this once-in-a-lifetime opportunity to lead the charge as Friends of Laguna Seca reimagines and reconstructs this incredible raceway to begin a new chapter,” said Eberhart. “I look forward to partnering with our neighbors, the community, the staff and Monterey County to ensure the raceway’s success benefits the community and the entire racing world for decades to come.”