The Scoop
STERNARD’S STEP UP, KEEP RACING ALIVE IN STURGEON BAY IN ’24
Posted on: Thursday December 21, 2023
Christmas came a little early for stock car racing enthusiasts in Door County this year.
When the prospects looked bleak for a potential promoter to operate the racing program at John Miles Park in Sturgeon Bay, cousins John and Adam Sternard stepped to the plate and in the 11th hour essentially will take over the reins of promoting the third-mile clay oval in 2024.
The Sternard family’s roots run deep in the Door County racing circles. John, a former racer who is 40 years old, was a part of the promoting group PKS3 that ran the racing program the past seven years.
John’s father Les Sternard, also a former racer himself, was president of the old Door County Stock Car Stock Car Association that operated the Sturgeon Bay racing program in the 1970’s. John’s uncle Wenzel Sternard is another long-time racer in the region. John’s brother Kevin Sternard is another former successful frontrunner at Sturgeon Bay.
For the Sternard family the 2024 season will come ‘full circle’. It was John’s dad Les who in the mid 1970’s hired a young, wet-behind-the-ears at the time radio announcer at WDOR radio named Tom Wagner. “Fritz Van (former announcer and promoter) was going to go to prison, and he hired Tom to take over as announcer to replace Fritz,” Sternard said. “My dad owned The Stein at the time and that’s where he hired Tom who would wind up being our track historian and Hall of Famer. Talk about full circle!”
So, what prompted the Sternard’s to take the plunge? It was the prospect of the track sitting idle that forced the pair to leap into action. “After the first round of bids went through with no bidders, I was pretty disappointed about that,” Sternard said. “Although I was burnt out a little bit after this past season, my cousin Adam talked to me. We discussed what we could possibly do differently to improve things. We didn’t want to walk away without at least trying.”
One thing that Sternard’s will do differently is add more races to the schedule. In recent years a seven or eight date schedule left some long stretches open in mid-summer without any racing. “I’m in the process of ironing out the schedule now,” Sternard said. We’ll go for 12 nights this year and plan to shake things up a bit with some different divisions. The grand national class will make three appearances and the modifieds will return with their three-race deal. We’re also planning to bring the vintage modifieds back, too. Those are popular up here.”
The three core divisions which provided the best car counts in recent years will be the stock cars, sport modifieds and Unified Dirt street stocks. The four-cylinder class, which saw low single digit car counts many nights, will have a few nights ‘off’ according to Sternard. “Gnome Games will sponsor a night and we will have Big Wheel races again too.”
In addition, Sternard plans on partnering with someone who knows a thing or two about signage and apparel – longtime track promoter Bryan “Woody” Wodack of Woody’s Signs. “Woody showed up at our banquet and that was nice,” Sternard said. “He’s good at what he does and we’re looking forward to doing some things with him.”
Sternard is also encouraged by the fact that Door County, in particular Wayne Spritka, the county’s Facilities and Parks Director are ‘all-in’ on supporting the promotional team. “(Door County) has been pretty good to work with and they are always making some capital improvements at the grounds. That encourages us that they have our backs and want to see us succeed.”
John Sternard has worn many hats at the Sturgeon Bay oval. “The only thing I haven’t done there is flag and I have no intentions of doing that,” Sternard joked. “I’ll be on the track surface itself. I’ll be overseeing the entire operation. I’ll just be there to back things up. Stand behind the calls that are made from the track officials.”
While John’s role on race days will remain on the track and pit area end of things, Adam will focus more on the grandstand side. Sternard plans on giving many tickets away at venues that non-race fans may find of interest. “Rick Ledvina (former track promoter) said it best years ago when he said, ‘An empty seat doesn’t make you any money.’ We’ve got to do a better job in our industry of getting those free tickets into the hands of folks who aren’t our target audience. Give them a seat and you might make a fan out of them. Door County is the hub of festivals and other things all summer long. We’ve got to reach out to those folks.”
Quietwoods RV Sales and Service will serve as the title sponsor for the track. While the schedule is still essentially a ‘work-in-progress’ the season opener is slated for Saturday, May 18. Fans can expect another Door County fair race on a Thursday night in August. According to Sternard a two-day special for September 6 and 7 is in the works, too.
We reached out to some racers, a track announcer and even a former track promoter who were willing to opine on the Sternard family taking over the reins of The Hill.
“Racin’ Jason Geyer, Brussels – “I think the Sternard’s are a good fit there as their name runs deep in our local racing history. When I talk to them, I can tell they really care about the track in Sturgeon Bay. I think back to the days when my Grandpa Wally (Massart) owned race cars and had drivers like Irv Ettien, Russ Landt and my uncle Darrell Massart as well as my dad racing there in the ‘70s and ‘80s. Now I’m making memories racing with my son Garrett. You hate to see any track close, and I think if it would have been closed for a year or two it would have made it that much more difficult to open back up.”
Brussels’ Craig Dorner (KaylaLyn photo)
Craig Dorner, Brussels – “With John (Sternard) being one of the members of the previous group, it should be a very similarly run operation. Adam (Sternard) was the flagman and always helping out. So, they are no strangers to the ins and outs of the effort required. I was never a fan of the big gap in the schedule during mid-summer that they had in previous years. John has said they will fill that gap and have a more predictable schedule for fans and drivers. All good things in my opinion.”
Brett Wenzel, Two Rivers – “I think it’s great. Anytime you can have people take over a track that knows what works and what hasn’t worked in the past it will help their learning curve. Both the Sternard’s are known in the racing community and have good relationships with sponsors. I also hope that all those drivers who were thinking we may lose another track realize now that we need to support the Sternard’s and pack the pits with cars and in the stands with race fans.”
Caden LeMieux, Sturgeon Bay – “It really hit home when it appeared that a track that you grew up at and is only five minutes from your house might close. I’ve spent 18 years watching races there are now racing myself. One thing I’ve learned as I’ve grown up is that finding promoters for these racetracks is extremely difficult of the money, time and experience it takes to be successful. I know both John and Adam Sternard have been involved with that track forever whether it’s being around spectating, working the track, promoting, flagging, etc. Adam said the last thing he was going to do was let the track die and he kept his promise. With the help of John and the backing of some big-name sponsors that are huge into dirt racing, I’m very excited to see what they can accomplish.”
Bryan “Woody” Wodack (danlewisphoto.net)
Bryan ‘Woody’ Wodack – “I’m happy that it’s open and makes it even better when I know the people and worked with them. On top of that they have one of the best sponsors you can find with Quietwoods RV. They are good for the sport. Quietwoods was always supportive even when I had the track. This track needs this type of sponsorship because we are up in no man’s land with water on three sides. I’m happy to be involved with the track again.”
Edward “Eagle” Anschutz, Two Rivers – “John and Adam have family ties to the track dating back several decades. They’ve grown up there. They know what works and what doesn’t. John has always shown great appreciation to every driver that enters the back gate. If there’s one thing The Hill Raceway is, it’s family. I’m excited and thankful the Sternard’s are continuing that tradition.”
Fans are encouraged to follow the track’s Facebook page for the latest news and information on the upcoming 2024 racing season.