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AN ICON REVIVED in 2008, a Group of Believers Recreated an Off-Road Legend

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AN ICON REVIVED in 2008, a Group of Believers Recreated an Off-Road Legend STORY BY MARTY FIOLKA >> PHOTOS BY BOYD JAYNES MINT 400: AN ICON REVIVED IN 2008, A GROUP OF BELIEVERS RECREATED AN OFF-ROAD LEGEND. ONE YEAR LaTER, THE MINT 400 IS BACK FOR REAL. 30 Dirt Sports Magazine I The Voice of Off-Road Motorsports hey were an unlikely trio that came together and unearthed place promoters can only dream of. a treasure lost for two decades. Two men and one women, In 2008, Don Wall, Travis Roffler and Jamie Fagan gave the off- Tbolstered both by corporate support and volunteer enthusi- road world back its beloved Mint 400, but last year’s event was, in asm, realized that their worlds were missing something special, truth, more nostalgia than substance and more desert race than something the past had promised was greatness. cultural phenomenon. A year earlier Wall discovered that the They were the group that discovered one of the world’s great naming rights to the famed race had reverted back into the public motorsports events was laying in wait; dormant as many years domain. He and the all-volunteer board of directors at SNORE at it was alive. quickly, but quietly, nabbed the off-road treasure for their very From 1968 to 1988, the annual Mint 400 was the kind of own. It was SNORE member Fagan who took up the footsteps of organic happening that occurs when the time, attitude and securing Mint 400 publicity and sponsorship; a path forged long resources support the original vision. Much like its Mexican ago by the larger-than-life footsteps of corporate mavericks like 1000 rival to the south, the Mint’s reputation was quickly K.J. Howe, Norm Johnson and Mel Larson. Finally, it was Roffler, established after its inaugural running; reaching the kind of long considered a maverick himself, who met Fagan at the 2007 SEMA show in Las Vegas and serendipitously discovered a historically perfect fit to help re-launch an off-road tire brand that died next to that original Mint 400. All three of them came to the 2009 version of the SNORE General Tire Mint 400 knowing that last year was a prerun to future greatness. They came back determined to do justice to those early Mint pioneers, steadfast in their objective to share collective memories of race winners like Gene Hirst, Drino Miler, Rod Hall and Fritz Kroyer with a new generation. They came to revive an icon. Three leaders of the new Mint 400, General Tire’s Travis Roffler (left), SNORE’s Jamie Fagan and Don Wall. May 2009 I www.DirtSportsMag.com 31 hank God for General Tire. Not only REVIVING Tdid the company have the foresight to help revive one of this sport’s big- gest races, but in 2009 it revived one of THE GREAT its most iconic traditions as well – the Mint 400 girls. TRADITION Back in the day, K.J. Howe (see page 38) wanted to add a little sex appeal to the glitter of the Mint 400 to match the celebrity appeal of celebrity racers like Parnelli Jones and James Garner. And so began that great Mint 400 tradition of selecting the queen and her court, an off-road institution that crowned a number of famous models and celebrities, including Linda Carter (of the ‘70s Wonder Woman television series) and Wheel of Fortune letter- turner Vanna White. This year, Nikki Jansen of Glendale, Arizona, was crowned 2009 Miss General Tire Mint 400 at a huge race kickoff party inside the famed Golden Nugget on Fremont Street. Jansen, a familiar face in the Dirt Sports Nation, won the title via an on-line contest that collected more than 70,000 votes – a far cry from the old days when Howe and company decided the matter. Jansen took home $1,500 in cash and a profes- sional photo shoot, along with being the attractive centerpiece to all of the weekend’s racing activities. “I am in love with the whole off-road culture and the wide open attitude everyone has,” explained Jansen. “This is something I really wanted, and am proud to be part of such a cool racing tradition.” The best thing, according to Jansen, is “keeping the cool tiara and sash.” The worst thing? A 4:00 am Dirt Sports wake up call to shoot this month’s cover on a frigid Las Vegas morning. NO MORE ANSWERS ungodly hour, the only people still mill- ously. “In one aspect, this race is a ‘pinch For Jamie Fagan, the day began well ing around Fagan are underpaid security me’ event. I used to skip school to watch before sunrise. After months of plan- guards, crack addicts completing their last Mickey Thompson and all the bigger- ning, it is just hours before Tech and rounds and ladies of the night resigned to than-life names, and to be part of that Contingency open for the 2009 Mint yet another long and lonely walk home. now means life has come full circle,” Wall 400. Today is the Friday in March she Fagan’s hundreds of hours of uncom- later explains. “Last year, people came to has worked hard to promote, but right pensated dedication, coupled with the this race and wondered if it all was worth now the demands of that non-paying tireless efforts of enthusiasts making it. But, failure is not an option for me, so job seem a touch overwhelming. “I up her impressive support group at when my feet hit the floor in the morning, don’t want to pick up my phone again SNORE, have resulted in the not-for-profit it’s all about SNORE.” today because I just don’t have anymore Las Vegas-based off-road entity being Just hours later, the hustle and bustle answers,” she triumphantly announces responsible for upholding one of this of the Mint 400 to downtown Las Vegas to no one in particular. sport’s most high profile of events. It is has returned, with more than 200 teams Downtown Las Vegas is cold and a responsibility both Fagan and SNORE entered, many here to help SNORE in impersonal at 4:30 in the morning. At this President Don Wall take extremely seri- there admirable efforts to revive the 32 Dirt Sports Magazine I The Voice of Off-Road Motorsports Mint 400 may never either, but that has 1000 (breaking BFG’s not stopped SNORE from trying to return 20-year win streak) and it to its rightful place. gave it a valuable pres- To that point, Wall, Fagan and Roffler all ence at the Dakar Rally. upped the ante over last year, primarily Now director of mar- by bringing back elements that made the keting with General original Mint 400 so memorable in the Tire, at the Mint 400 first place. General Tire, the race’s title Roffler the renegade sponsor, helped reestablish time-honored was in true form, using traditions like their exclusive Thursday a Friday press confer- night party at the Golden Nugget and the ence to unveil a newly Mint 400 girls. All of their primary race created graphics pack- teams were present, and Roffler, along age for BJ Baldwin, his with PR and Communications Manager recently designated Dana Zamalloa, made the race their desert racing superstar. own. “I think that everybody has seen a When “Ballistic” rolled big jump up from last year to this year,” up to the starting line, added Roffler. “You are treading on his #1 “Rampage” was sacred ground here. You have to respect redesigned with sleek the past, and I think we have started to new red, grey and black recapture that again.” Along with these paint stylized with skull welcome additions, Roffler and company accents. “When fans have worked hard to bring the race back GOING ALL IN saw the new look of BJ’s into the public spotlight via a comprehen- truck, it was like nothing sive new television package. “Ultimately, they’ve ever seen in the what we wanted to do was bring the Mint everal years ago when he was desert,” said Roffler. “We will build a 400 to television,” he added. “We will Sstaking out Toyo Tires’ territory brand around BJ Baldwin. He epito- have two race results shows on Speed in the off-road world, Travis Roffler mizes the future of this sport, and we and a lifestyle show on Versus, which made a bold, almost career-defining will turn him into an icon. takes a look at the lives of BJ Baldwin, statement by signing Robby Gordon Only days later General announced Marc Burnett and Heidi Steele.” to a long-term, big-league commit- its jaw-dropping deal for short course ment with Toyo. It was move than net- with Carl Renezeder, a deal Roffler CORPORATIONS AND INDIANS ted the upstart company it’s first over- claims was a “culmination of a lot of Wall’s big contribution this year came in all win at the 2006 Tecate SCORE Baja work over a number of years.” the form of the race course itself. A CNC- programming expert by day, Wall was fiercely determined to return racers to the Left: The 2009 Mint 400 boasted a rough, rocky and just plain nasty trails healthy entry, all of whom seemed to that gave the Mint it’s tougher-than-nails enjoy the Fremont Street location for reputation. To do so, Wall had to institute Tech and Contingency. a delicate negotiations process with the local Moapa Indian nation, where much glory days of 20 years ago. Back then, of the land used for the Mint is located.
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