As IMSA SportsCar Weekend events kicked off at Road America on Thursday, IMSA president John Doonan drove around the 640-acre track in a golf cart.

He felt it immediately. Something was happening. Something deeply positive.

Campsites were filling up quickly. Hungry, thirsty fans gathered at the concessions stands. Golf carts, scooters and e-bikes were circling. Three days before the green flag waved for the featured race, Road America was packed with activity.

A lifelong attendee of “America’s National Speedway,” Doonan knew the excitement at the Wisconsin track had reached new levels.

“I was stunned,” Doonan said. “I’ve been coming to this racetrack for six weeks. I haven’t seen a crowd like this since then. That’s 54 years. I’ve been a fan of endurance sports car racing my whole life. I’ve been a fan since the beginning of IMSA. I’ve never seen the momentum we’re experiencing right now.”

Mike Kertscher, president and general manager of Road America, saw it too. Dozens of campers lined up at the gate at 7 a.m. Thursday, about 80 hours before Sunday’s main event. He joked with Doonan that the cars needed to be on the road immediately.

“I’m an old-school organizer at heart, so I kind of teased him,” Kertscher said with a laugh. “I said, ‘John, we should do some action, man. We should get something going there.’ Now with social media, people start taking pictures on Thursday and trying to get their friends to come. It’s a big deal.”

Kertscher said the visit to Road America by the IMSA WeatherTech SportsCar Championship and three additional IMSA-sanctioned race series was the largest since IMSA first raced at the iconic track in 1979 and surpassed the previous attendance record set last year by 10 percent.

In the minutes leading up to the race, the size of the crowd in the paddock and midway areas of the facility became noticeable. Fans lined up to buy hot dogs and beer at The Gearbox at the midway, one of the popular establishments that has given the Elkhart Lake track a reputation for excellent food.

The drivers took notice, too. Doonan broke the news of the record-breaking crowd to drivers and team members at a pre-race meeting on Sunday.

“It’s crazy to see the strength of the series right now — to see it grow every year,” said Dane Cameron, who teamed with Felipe Nasr to a second-place finish Sunday in the No. 7 Porsche Penske Motorsport Porsche 963. “We’ve had some great news from Doonan about the growth in our crowds and competing with the IndyCar participation, which is huge and special for us. We’re considered a niche motorsport, especially in America, so it’s great to see.”

It’s also great to see that Road America isn’t the only track experiencing an IMSA renaissance. According to Doonan, seven of the eight WeatherTech Championship races this season have broken attendance records.

“The trajectory we’re on is incredibly positive for the sport,” he said. “All of these elements are starting to gain momentum. It’s a compliment to everyone who’s invested, from team stakeholders to corporate partners to every man and woman on the IMSA roster. We’re moving things in the right direction.”

Part of this move in the right direction is the consistent scheduling of the event. For the past eight years, IMSA SportsCar Weekend has been held the first weekend in August.

“We have parity of dates,” Kertscher said. “Every year we work toward next year. We sell tickets now for next year. Every ticket you sell at the event or right after, those people are your ambassadors for the year. They’re out there, keeping the beat, getting their family and friends to come with them. Advance ticket sales are some of the most important sales we have.”

The challenge now is to get things moving in the right direction. Doonan says cost control for participants and easy access for fans are the primary ways to sustain expansion. Long-term car homologations and regulations designed to keep racing costs under control are beneficial for teams, while a TV and broadcast package with broadcast partner NBC will be extended for future seasons.

Another factor in the increased interest, Doonan said, is the parity among manufacturers: 16 of the 18 manufacturers participating in IMSA have won races this season.

“Statistics like that are the reason we do this,” Doonan said. “Without sounding like a cliché, the cars are the stars. I appreciate the fans lining up to see their favorite manufacturer.”

The combination of close racing and accessibility for fans both on and off the field is promising for 2025 and beyond. In fact, it’s already happening.

“We’re probably plus 20 in terms of conversations with interested parties to compete in the Rolex 24 in January,” Doonan said. “There’s a lot of interest in being a part of IMSA. The North American market is the most important market for manufacturers and race teams that bring corporate partners to IMSA. We’re very proud of that.”

At Road America, the theme of satisfaction was emphasized by both the sanctioning body and the track promoter, and the focus was on continuous improvement.

“It’s something special, isn’t it?” Kertscher said. “You have two iconic brands working together to deliver a world-class product in a world-class venue. The fans are receptive. It’s pretty awesome. We’re attracting new fans. Not necessarily hardcore motorsport fans. We’re working really hard to attract new fans.”