Pillar 01
Core
Today
Track rentals, karting, events
With the system
Increased utilization, higher demand, premium pricing
Why it grows
› More inbound traffic and attention
01
The Opportunity
UMC already owns the infrastructure.
What's missing is a system that turns it into a compounding destination.
- 01World-class track infrastructure→ Replication cost: $200M+
- 02Multiple racing environments — road, off-road, karting→ Every creator vertical fits on one site
- 03Proximity to major Western markets→ Drive-in audience of 30M+
- 04Capacity to host large-scale events→ Built-in stage for content moments
Today's revenue model — track rentals, events, karting — works.
But it is linear.
The shift isn't more events — it's a system where every event creates the next one.
Attention
compounds
Demand
becomes inbound
Events
scale naturally
Revenue
expands across channels
Cleetus McFarland and Jake Paul proved the model on smaller assets. UMC has more to work with than either.
02
Proof
Real-world validation that this model is already working at scale.
Case Study / 01FREEDOM FACTORY
Cleetus McFarland
4.6M+
Anchor creator subs
200+
Visiting creators / yr
10K+
Live attendees / event
Aggregate impact / event cycle
0M+
total views compounded across host, guest creators, livestreams, shorts, clips & press
A failing oval reborn as a content destination. The facility — not the channel — is what scales: 200+ visiting creators, multi-platform livestreams, and 8-figure aggregate views every event cycle.
Access + Experience + Structure
Case Study / 02PAUL RESERVE
Jake Paul
5,746
Acres / Georgia
45M+
Combined Paul-network subs
$40M
Funded by content earnings
Aggregate impact / single content drop
0M+
est. views from the Jan '26 ranch-tour cycle alone — vlog + Impaulsive + 10+ tier-1 press outlets, before a single event was hosted
- ›Hosts Paul-network creators, fighters & MrBeast/KSI-tier collaborators
- ›Every visiting creator becomes a distribution channel back to the property
- ›Press cycle compounds organically — 10+ outlets from one vlog
- ›Built for repeatable activations: airstrip, boxing ring, motocross, planned F1 circuit
The validation: the highest-performing brands are building environments that produce content — not campaigns.
Environments > Campaigns
Sources: Social Blade, Land Report, Sporting News, talkSPORT, Marca, Fortune, Dexerto (2025–2026).
03
The Core Insight
Attention is the product.
UMC is the canvas.
The Spectrum
Macro
Influencers
sell · promote · convert
SWEY
Creators
story · craft · brand
Micro
We operate across the full field — micro to macro, influencer to creator — selecting the right mix for every event so the story lands across every audience at once.
Why it feels bigger than it is
Many creators. Many audiences.
One place. One weekend.
When dozens of distinct voices post from the same track on the same day, UMC stops feeling like a venue and starts feeling like the event everyone wishes they were at.
What Creators Get
Content they can't make anywhere else
Attention is their revenue. Unique footage at a venue like UMC is worth more than a paycheck — so they trade their reach to get it.
What UMC Gets
A library of owned content + the audiences attached to it
Hundreds of assets across every channel and audience segment — produced for free, delivered as part of the trade, redistributed under the UMC brand.
Trade access for content. Both sides compound.
Access without direction is noise.
Direction without access is nothing.
SWEY is both.
We choose the creators, shape the narrative, and engineer the output — so every weekend at UMC produces stories the brand actually owns and the market can't ignore.
What the system produces
FOMOCompetitionContent outputOrganic growth
04
Transformation Model
The UMC Creator Ecosystem.
SCHEM · UMC ENGINE / REV-04
CYCLE / Q1 OF Q4
RPM ↑ 2400
Scrub Cycle
auto
How creators enter and earn access
Layer 01 — Tiered Creator AccessClick to expand
Creators apply and are placed into a structured progression system. Movement up the ladder is earned — not granted.
01 / Access Level
- ›Limited supervised track time on designated days
- ›Karting and entry-level driving experiences
- ›Spectator + paddock access at flagship events
02 / Expectations
- ›Minimum 2 pieces of UMC-tagged content per visit
- ›Baseline production quality (clean audio, stable footage)
- ›Active engagement with UMC channels (tag, mention, repost)
03 / Advancement Criteria
- ›Consistent content output over 60–90 days
- ›Demonstrated audience fit with motorsports vertical
- ›Above-baseline engagement on UMC-tagged posts
04 / Value to UMC
- ›Top-of-funnel content volume
- ›New audience discovery for UMC
- ›Pipeline of future Growth-tier creators
Access is earned through performance, not granted. This creates scarcity, competition, and higher-quality content.
Final structure is flexible and will be refined collaboratively with UMC leadership.
How the system scales
Layer 03 — Event ArchitectureAlways-on → Flagship
Weekly
Always-On
- ›Creator access days
- ›Content capture sessions
Monthly / Quarterly
Structured Series
- ›Structured competitions
- ›Themed races
- ›Creator-driven formats
- ›Drift · Off-road · Build-and-race
Annual Flagship
Coachella meets Motorsports
- ›Multi-day destination event
- ›Music + motorsports + creators
- ›Fan interaction + creator competition
This becomes
Brand centerpieceMajor revenue driverNational draw
05
Business Impact
Revenue expands across four pillars.
Pillar 02
Growth
Today
Standard attendance and entry-level experiences
With the system
Higher attendance, premium experiences, recurring memberships
Why it grows
› Creator-driven discovery converts new audiences into visitors
Pillar 03
Sponsorship
Today
Local and event-tied sponsorship deals
With the system
Brand integrations, event sponsorships, creator partnerships
Why it grows
› A measurable audience and content footprint makes UMC sponsor-grade
Pillar 04
Content & Media
Today
Limited owned media, ad-hoc coverage
With the system
Massive organic reach, audience growth, long-term brand equity
Why it grows
› The creator ecosystem produces continuous, distributed content
06
Execution Framework
The five operating systems that turn the strategy into a working engine.
- 01
Strategic Consulting & Program Ownership
Hands-on leadership across creator strategy, content direction, event development, sponsorship opportunities, and ongoing system growth.
- ›Creator sourcing, vetting, and relationship development
- ›Creator economy strategy and content ecosystem guidance
- ›YouTube, short-form, and social content direction
- ›Event ideation, structure, and activation planning
- ›Sponsorship and B2B partnership opportunity development
- ›Ongoing system optimization with SWEY intelligence
- 02
SWEY Platform — Intelligence Layer
The central intelligence system. Every decision improves over time.
- ›Tracks creator performance
- ›Ranks and tiers creators
- ›Identifies high-performing content
- ›Guides strategic decisions
- ›Measures impact across all channels
- 03
Brand Agent Development
A custom AI-driven agent that becomes UMC's centralized decision system.
- ›Learns UMC's business, audience, and goals
- ›Analyzes performance across channels
- ›Provides ongoing recommendations
- ›Acts as a centralized decision system
- 04
Website & Digital Experience
From static information to an interactive experience hub.
- ›Creator applications
- ›Event discovery
- ›Ticketing integration
- ›Data capture across all user interactions
- 05
Paid Media Acceleration
Once organic signals validate, amplify what's already working.
- ›Meta — Facebook & Instagram
- ›Google — Search & YouTube
- ›TikTok — short-form discovery
- ›LinkedIn — partnerships & sponsorships
07
Why This Works
Concrete depreciates.
Story compounds.
You can pour millions into a drag strip, a new building, a better surface — and you should. But facilities alone don't scale. Once the opening hype fades, returning customers and engagement drop unless something keeps pulling people back. That something is the story.
Facility-only model
- Asphalt, buildings, drag strips
- Paid media to fill the calendar
- Excitement fades after the opening
- Every series, artist, partner — full price
- Returning customers decline year over year
Facility + brand engine
- › A brand people want to be part of
- › Creators distribute the story for trade
- › Each event compounds the next
- › Series, artists, partners come to you
- › Stickiness — at a fraction of the cost
A compelling brand is the cheapest
capital you'll ever raise.
When the story is strong, marketing spend drops, build-outs come with trade partners, new series and bigger artists chase the calendar, and creators show up for access instead of a check. Everyone wants in — not because of the facility, but because of what the facility stands for.