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Pole Position Raceway in Henrietta becomes RPM Raceway

The Pole Position Raceway franchise—located at the Marketplace Mall—has undergone rebranding.

CEO Eyal Farage and Karen Davis-Farage, president and co-owner, have changed the name from Pole Position Raceway to RPM Raceway, as well as redesigned the structure of the company.

With top-of-the-line electric indoor go-kart racing, this change will allow for better racing and entertainment for customers, as well as entry into new markets, officials said. The racetracks are European-modeled and the Italian-made go-karts accelerate to 45 mph.

Shifting from a franchise model to a proprietary concept provides the opportunity to alter the pricing, creating incentives for racers to return throughout the year, officials said. In addition, there is an app designed to allow customers different perks such as purchasing and scheduling races ahead of time.

The rebranding also permits expansions at certain locations to include restaurant and bar services.

“Since opening our doors in 2010, and growing to have five locations throughout the Northeast, our business has evolved significantly,” Farage said in a statement. “This exciting new direction affords us the opportunity to have complete control over our own brand while providing fully interactive and engaging experiences at our current locations as we expand the RPM Raceway presence beyond New York and New Jersey.”

(c) 2017 Rochester Business Journal. To obtain permission to reprint this article, call 585-363-7269 or email madams@bridgetowermedia.com.

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