Cindi Wins at the Portland Rose Cup Races
ALOHA, Ore., June 23, 2013
The Rose Cup Races is the oldest amateur auto racing event west of the Mississippi. The Rose Cup Races are part of Portland's annual Rose Cup Festival, and this year they were held June 14-16, 2013.
Cindi raced her 500+ horsepower SRT Viper Competition Coupe, sponsored by Black Rock Coffee Bar. And she won her race!
Order 'Cindi Lux Fuel Roast' Limited Edition Coffee
View the embedded image gallery online at:Black Rock Coffee Bar has developed a Vienna-style roast with stark flavor contrasts, full body and rich undertones just for Cindi Lux. All Portland area Black Rock Coffee Bar stores will be carrying the limited edition ‘Cindi Lux Fuel Roast by Black Rock Coffee Bar’, along with our online store, and at the race itself!”
View the embedded image gallery online at:
Lux Performance Group Enters SRT Viper in Portland Race
The Rose Cup Races, the oldest club and amateur road race west of the Mississippi River, held its first event in 1961. It was a significant moment in motorsports history for the Northwest but even more momentous for Lux. She wasn’t there at the time but that inaugural event was won with the same blood that runs through her veins. Cindi’s father, Dick Hahn, took the first two Rose Cup trophies and sparked a lifelong obsession for the family that can trace its auto racing roots back to grandfather Carl Hahn’s participation in the Pan American Road Race in 1953. In 1988, Cindi made her first start in the race competing against her brother, Doug Hahn. In fact, it was the first race she ever ran in the Portland area. The weekend was a less than auspicious start for the youngest Hahn as her older brother lapped her three times in that event. Things would improve for the winner of the Lifetime Achievement Award from Oregon Motorsports Museum Assoc. but returning the top award to the family mantle is still a major goal for Lux who has enjoyed stints as a Dodge, Mopar and SRT factory driver in recent years.
Lux Performance Group, the Aloha-based race and road car prep shop owned by Cindi and husband Fred Lux, have also entered a second car for longtime team driver Steve Streimer. The Sherwood, Ore.-resident will race a Porsche 911 GT3 Cup car in both the Rose Cup Feature and the three Porsche Pirelli GT3 Cup Trophy USA West (PGT3 Cup) series races on the weekend. Streimer opened the year with a Gold class podium – second-place – at California Speedway in the one-make championship. Lux Performance Group prepares Streimer’s Porsche throughout the year.
The event has become a tradition in the Northwest as closely tied to the annual city celebration as any other activity. The Father’s Day weekend-tradition is the region’s largest gathering of SCCA and club racers with over 400 drivers and cars entered in a variety of races and classes. Over 18 different “groups” make up the Rose Cup Races but it is Sunday’s Rose Cup Feature race that is the attraction for Lux. The Feature is scheduled for 4:15 p.m. (Pacific Time), June 16.
Despite her 12 road racing championships and 75 victories, the 1.967-mile, 12-turn facility will challenge the program that the Lux Performance Group has assembled. The “run what you brung” mentality of the Rose Cup’s main event has made it one of the country’s most prestigious club races. While Lux brings a race car designed by SRT for SCCA World Challenge racing, the V10-powered American super car has heady competition from thoroughbred racing machines such as highly modified, tube-framed Trans-Am cars and other one-off monsters.
Returning for the third consecutive year with Lux Performance Group at the Rose Cup is Black Rock Coffee Bar (http://www.blackrockcoffeebar.com/). The Portland-based franchise has increased its association with Lux Performance Group and activation of this motorsports marketing platform in each season. For 2013, the greatest honor yet for Lux was announced in late May. Black Rock has crafted a special blend of coffee beans to create the limited edition “Cindi Lux Fuel Roast by Black Rock Coffee Bar” for the week of Rose Cup. The Cindi Lux blend will available at all Portland-area Black Rock Coffee Bars through June 16. Coffee aficionados and Cindi Lux fans can get an even more exclusive “Signature Edition Cindi Lux Fuel Roast by Black Rock Coffee Bar”. This product will be limited to only 50 units and will have Lux’s signature on the packaging as well as include the 2013 SRT Viper Competition Coupe Fueled by Black Rock Coffee autograph card. It will only be available online at http://brcbstore.myshopify.com/products/cindi-lux-fuel-roast.
Cindi Lux, Driver, No. 5 SRT Viper Competition Coupe Fueled by Black Rock Coffee:
On the anniversary of her first Rose Cup race: “That first year, I seriously had no clue what I was doing. Talk about a deer in the headlights! I was terrible! It’s pretty depressing to be lapped by your brother, not once, not twice but three times in a 45-minute race. But, it got better over the years. We’ve gotten really close a few times but this one still seems to be eluding us. We know we don’t have the firepower this weekend that some of the others in the class are bringing but we’re going to give it everything we have again. We have great partners in Black Rock Coffee Bar and SRT and we want to put on a good show for them and the Portland fans.”
On the significance of the Rose Cup to her: “With my hectic motorsports lifestyle I spend so much time road racing other tracks around the country, it’s important for me to stay grounded with the people who helped launch my career. I owe so much to the people in Portland area. I have done some crazy things to adjust my schedule and get cars back for this race over the years. I don’t always make it every year but we certainly try. I am very excited to be able to return again this year, our third with Black Rock Coffee Bar and SRT, to race in the Rose Cup. This is such a cornerstone event for me!”
On the significance of the Rose Cup to her family: “This is a really important race to everyone in my family and I want to win it but it is about more than that. This race is more for my Dad. It holds such memories in his racing career. He is 82-years old and still acts like a 10-year old around race cars. It brings him to life and inspires all of us. He will be with me on Father’s Day as I run this race.”
On her expectations for the Rose Cup: “We need 300 more horsepower to equal what the Trans-Am cars have… and that’s not a joke. The SRT Viper Comp Coupe I am driving is built for the World Challenge series which is a completely different set of rules, more contained. But never count us out! In testing this year, the SRT Viper Competition Coupe Fueled by Black Rock Coffee ran very well. But you might be seeing me do a rain dance out on the track. Then it’s a whole new ballgame! A lot more of an even playing field for us.”
On her third year with Black Rock Coffee Bar: “The people at Black Rock are just fantastic. It’s one of those partnerships that has so much energy, it just works perfectly. It gets better every year. I am so excited by how they have taken this partnership and really activated it. It allows us to return so much more for the investment when they are so excited and committed. Black Rock roasts their own coffee right here in Portland and it’s unbelievable, no bitter taste. This is a great local company with an amazing product. I promise you this, in five years, you’ll be seeing Black Rock Coffee Bars all over the place and coffee drinkers will be so much better for it! You just have to try it to understand it. With all of their Rose Cup-related promotions going this week at their Portland stores and at the track, there is no better time to give it a try.”
Portland-based Black Rock Introduces Cindi Lux Fuel Roast for Rose Festival Week
The first year of the marketing partnership came together relatively late before the June event – scheduled this year for June 14-16 – preventing the marketing-minded collaboration to fully exploit the opportunity. For the second year, Black Rock extended its involvement with more on-site and in-store activation. Now, with proof that backing the Oregon Motorsports Museum Association Lifetime Achievement Award-recipient grows community spirit and brand identity, Black Rock has crafted a special blend of beans to create the “Cindi Lux Fuel Roast by Black Rock Coffee Bar”. The unique blend of coffee will be available at all Portland-area Black Rock Coffee Bars for the week of the Rose Cup Festival. Special giveaways, including autograph cards and t-shirts, will also help extend the brand’s presence and association with Lux Performance Group.
Black Rock will host a special Rose Cup Appreciation Day at its SE 164th Ave location in Vancouver, Washington on June 1. The location was chosen to underscore the massive regional impact of the Rose Cup Festival and the 53rd running of the Rose Cup races. Cindi Lux will be onsite with the No. 5 SRT Viper Competition Coupe Fueled by Black Rock Coffee. The event will take place from 10 a.m. until 2 p.m.
The Portland Rose Festival's Rose Cup Races have become a tradition in the Northwest as closely tied to the annual city celebration as any other activity. The Father’s Day weekend-tradition is the region’s largest gathering of SCCA and club racers with over 400 drivers and cars entered in a variety of races and classes. The 45-minute Rose Cup feature race is scheduled for Sunday afternoon, June 16.
Black Rock Coffee Bar roasts its premium blend of coffee locally ensuring the freshest espresso possible. Endeavoring to find the perfect balance of flavors, Black Rock pushes the boundaries of what is possible with the daily cup of ‘Joe’, to stir things up a bit and to throw a little edge on the coffee biz. Black Rock brewed its first coffee at its first store in Beaverton in early 2008. Today, they span from Seattle to San Diego with nine Black Rock stores in the Portland-area and continued substantial growth planned in the coming months.
Cindi Lux, Driver, No. 5 SRT Viper Competition Coupe Fueled by Black Rock Coffee: “For those who know me, yes I am a coffee snob and it’s so fun to be part of a family-owned business like Black Rock Coffee Bar. I am looking forward to racing more in 2013. Being in the driver’s seat is so relaxing for me especially when I get the chance to wheel around in the SRT Viper. It’s a magical car to race. I am just honored that I am the one behind the wheel!”
On the partnership with Black Rock: “Exposing new people to this company is really fun. Not only from a quality beverage standpoint but also to prospective franchise owners who see the future potential of the Black Rock brand. I am really looking forward to hanging with the Black Rock employees, owners and fans again during the Rose Cup weekend. They are the most fun to be around of any partner I’ve ever worked with. They do a great job and love it while they do it. It is one of the things that makes Black Rock so successful and one of the first things that drew me into the company. The people are genuine and they are great. Coffee is an extremely competitive business in the Northwest. They have the same insane dedication to make BR the best coffee in the West Coast as I do towards winning races.”
Daniel Brand, Head of Operations, and Black Rock Coffee Bar:
On the partnership with Lux Performance Group and Cindi Lux: “Lux Performance Group and Black Rock Coffee Bar have core fundamental values that lineup to make this work on all levels. Cindi and Black Rock share common goals in getting involved with our communities and making a difference. Taking each and every situation that comes along and attacking it with all we have to make it the best! At the end of the day it's not just about coffee or racing, but about living for the moment and enjoying them while you have them.
Black Rock is celebrating its fifth year in business. We are grateful for the success of 14 stores and what looks to be like 20 by the end of 2013! Big Thanks to Cindi and Fred Lux for seeing a partner in us, to work as a team to actively be involved with Black Rock and always strive for greatness and achieve big things!”
On what Black Rock gains from the partnership: “The Rose Cup offers us an opportunity to interact with our customers in a very unique setting. The race environment is so distinctive and to let individuals experience it is incredible! To see what it takes in years of experience of Cindi and the Lux Performance team to go out and give their all to win!”
On the Cindi Lux Fuel Roast Blend: “Cindi and our lead roaster have profiled coffees from around the world and created a blend that shows the artistry and performance of coffee and racing together to fuel your day every morning! Cindi enjoys drinking our Black Label Coffee that represents strength and boldness. This Vienna-style roast has stark flavor contrasts, full body and rich undertones. Like Cindi, this roast is a classic! All Portland area stores will be carrying the limited edition ‘Cindi Lux Fuel Roast by Black Rock Coffee Bar’, along with our online store, and at the race itself!”
Cindi Marks End of Season with Viper ACRX Utah Podium
To those looking on at the start of the weekend, the wide-open classes of NASA seemed to give the advantage to the Porsches, Corvettes, BMWs and more, not the Detroit-built Viper. However, Lux, who has spent years as a Dodge, Mopar and SRT factory driver, used the V10-powered machine to upend those brands with an inspired run. Adding to the challenge for Lux was the fact that the SRT Viper ACRX being raced in Utah was fresh from competition in the SRT Viper Cup presented by Pennzoil season finale at Watkins Glen International. Lux Performance Group manages the two-car “Celebrity/Guest Driver” program in the Viper Cup and used one of the two racecars. With limited time and a long haul from New York, the car was fueled and raced with no additional preparation work needed prior to the weekend’s start.
The 12-time road-racing champion’s car qualified second in the 21-car field, alongside her longtime friend Melanie Snow. Snow, a racing champion in her own right, put her ALMS-ready Porsche 911 GT3 Cup car on the pole position but found herself out-braked entering turn-one. Lux’s deep braking maneuver left many on the sidelines open-mouthed and they’d stay that way for several laps. The two women dominated the sharp-end of the field gapping the remaining competition lap-by-lap. Lux would take the checkered flag second in class in her only NASA appearance of the season.
Lux Performance Group and Cindi Lux’s massive popularity on social media – 4,000 Facebook “Likes” and over 46,000 followers on Twitter – helped add to the excitement of the race for all. Through a concerted Twitter and Facebook effort, a significant social media buzz was created around the end-of-the-year event.
To wrap the season, Cindi Lux will appear on the popular motorsports program “Heels on Wheels” with host Kim Ratcliffe this week. The Performance Motorsports Network program highlights women in the auto industry on www.PerformanceMotorsportsNetwork.com.
On the race: “The car was on rails! That SRT Viper loves the Outer Loop and kicks ass at Miller Motorsport Park. I know that track well and I have never been in a car that ran as well as the ACRX did! What a great way to end the 2012 racing season! The SRT ACRX is a fan favorite, especially when you can drive the wheels off of it and it keeps giving you more and more. No one gave us much of a chance, not against cars that run in the pro classes, but the best of Detroit showed the rest of the world how we get it done in the States!”
On the huge impact of social media at the race: “It just blows my mind how many people get involved and follow my racing activities through Facebook and Twitter! It’s amazing how many questions I get via Twitter on racing a Viper. It’s just a fun and quick way to interact with the fans. They truly want to learn and stay informed and social media gives us a chance like never before to grow the sport and spread the SRT Viper story.”
Check out the highlight video that Slacker Inc. put together for us.