Event Recap: Revving Up Communications - Inside the Detroit Grand Prix
Posted on Mar. 25, 2026 / Subscribe 0
Detroit’s communications community got a special behind-the-scenes look at one of the city’s most electrifying traditions: the Detroit Grand Prix, returning May 29-31, 2026.
Panelists Letty Azar, VP, Community & Government Affairs, Penske Corporation; Joel Sellentine, Founder, KARMA jack; and Merrill Cain, Director of Communications, Detroit Grand Prix, joined Sharon Garcia, VP of Marketing & Communications, Downtown Detroit Partnership, to share how they craft compelling stories and visuals around race weekend, engage diverse audiences and design experiences that not only excite fans but also give back to the Detroit community.
With the Local Community
Community engagement remains at the heart of the Grand Prix’s strategy and vision. Azar emphasized the importance of partnering with residents and businesses through listening tours and open dialogue so the event can truly happen “with the community, not to the community.”
The team’s community priorities center on three main pillars: youth programs, small businesses and arts and culture. Highlights include:
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Paid internships for young adults interested in sports journalism
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A student event poster design program
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Small Business Straightaway in Campus Martius
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Arts and culture programming with the Boys & Girls Clubs, including mural design and entrepreneurship support
All of these initiatives aim to bring people to the event and include them in the experience.
National Impact
40% of the event’s attendees are out-of-state visitors, which means this three-day event becomes a commercial of who Detroiters are. And for race fans who haven’t yet experienced the excitement in-person, the Detroit Grand Prix team brings the action to them. In 2025, their social media reach was an impressive 38 million, extending the event’s impact far beyond the city.
The communications team prepares year-round, building momentum for the lead-up, race weekend and long after the checkered flag.
The Team’s Highlights
What makes this event so unique?
For Merrill, it’s the media center, the track itself and helping people understand the full picture of what it takes to bring the event to life.
For Azar, sustainability stands out. The 2025 Chevrolet Detroit Grand Prix achieved Evergreen level certification from the Council for Responsible Sport, making it the first motorsport event in the world to achieve this milestone.
For Sellentine, it’s the collaboration and partnership. There are many players involved in making the magic happen, from Detroiters to national fans and the international sisterhood with Windsor.
When asked what keeps them up at night, the answers ranged from navigating the new media landscape and how relationship building has evolved, how to keep programming fresh and fun and challenging themselves to dream what’s next.
What’s Next?
While the panelists couldn’t share any major announcements just yet, we were told to keep our eyes out for enhancements to Small Business Straightaway, updates to the cruise concept and new music acts and rooftop deck activations.
To join us for future PRSA Detroit programs, visit our events page.
For complete information on the Chevrolet Detroit Grand Prix presented by Lear, visit www.DetroitGP.com.
To follow the NTT INDYCAR SERIES action, visit www.INDYCAR.com.
Alexandria Kuza is a Growth and Brand Marketing Manager and co-chair of the PRSA Detroit blog committee.
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