Fast Talk presented by MD3 and Five Star Bodies
Fast Talk: Recalling 10 years at DirtonDirt.com
In a special Fast Talk as part of DirtonDirt.com’s 10th anniversary coverage, our Out-Pace Racing Products-sponsored roundtable — made up of the site’s co-founders and longest-running employees — discusses personal thoughts about the racing website (edited for clarity and length; 10th anniversary coverage):
What most surprised you regarding DirtonDirt.com’s development?
Michael Rigsby, DirtonDirt.com co-founder and co-CEO: How quickly it took hold with the Late Model community. I'm not going to pretend the first few years were some walk in the park financially, but I don't ever remember thinking or feeling like an outsider, or that we weren't wanted. From the first time I pointed my camera at a racetrack, the Late Model world really seemed to embrace this new form of media, and really took too it right away. A huge part of that credit goes to Todd Turner's name in this business as he’s among the most respected journalists in the sport, but no one — ever — turned us away or looked down on us. I'll never forget feeling at that first World 100, “Yeah, we might have something here, because the people really seem to want this.”
Amber Rigsby, DirtonDirt.com co-founder and co-CEO: I'd have to say how fast our little company has grown. It's so amazing to have watched this three-person team grow into a full-fledged company with more than a dozen employees. This has been our baby and I am so proud of it and everyone who has been a part of this wild ride. In the beginning, you just never really think “What will this look like 10 years from now?” You just keep going.
Todd Turner, DirtonDirt.com managing editor: There are scores of things that surprised me. I don’t think we were naive, but we certainly had a crash course in how to operate a news website. Perhaps the thing that most surprised me is something that’s come to fruition in recent years — DirtonDirt.com's successful branding. By sheer will, relentless hard work and overwhelming presence, DirtonDirt.com has become part of the fabric of the sport. That’s a huge credit to Michael and Amber, all the staffers, our contributors, allies and subscribers that stuck with us from the beginning. It’s great to be part of it.
Andy Savary, DirtonDirt.com general manager: Dirt Late Model racing is a small world, but there's an increasingly unfathomable amount going on within it. With every passing day, it seems like more and more happens, and with that, the site churns out more and more. Even as recently as a couple years ago, I never could have imagined that there was this much in this world for DoD to touch and share. There are so many times where I'd have sworn that we hit the ceiling, but somehow, we still haven't yet.
Derek Kessinger, videographer: I'd have to say how fast the company has grown. When I started in the summer of 2011, it was essentially six of us working for DoD. Fast forward to six years later had we've doubled that. Its also amazing to see all the different content we have on the website — from stories to Late Model LIVE and, yes, even Suave Talk. It's neat to see how the website has grown. But give credit to our staff, I think we've done an outstanding job keeping our website fresh, something I’m sure that will continue.
What has DirtonDirt.com taught you about yourself you wouldn’t have known otherwise?
Michael Rigsby: It taught me that when I thought I didn't have anything left in the tank, there was always something else, something more to give on the work side of things. Sleeping two hours per night, driving thousands of miles, eating horribly — and through it all without batting an eye. Literally just keeping your head down and realizing that I'm all in and that nothing will keep from making it what I think and thought it could become. I knew I was a grinder, but DirtonDirt taught me that I can dig deeper than I ever thought possible. Bonus answer: It also taught me that I can be a leader. Not only of a company but in the industry. That if you approach people in the right way, and don't act like a jerk, you can in fact bring on change. Positive change. In the company, and in the sport.
Amber Rigsby: DoD has taught me everything. I essentially became an adult through the past decade. Michael and I were in our mid-20s when this began, and it's shaped who we are and our lives. I've learned that I am capable of helping to launch and operate a successful company. I've learned a lot about how a company functions from behind the scenes (including, but not well, Quickbooks; thank god for Andy). I've also learned that relationships are everything. You can't run a successful company without the help and support of those around you. DoD owes so much to all of our supporters and friends and family over the years — thanks to all of you! And I'd be remiss if I didn't mention a special thanks to my father, who was our very first subscriber — something he was very proud of! And last but not least, I learned about Dirt Late Model racing — a sport that I had only semi-understood prior to this and is now a gigantic piece of my life.
Turner: I’ve struggled answering this one, I guess in part because this experience has taught me things I can do well — and things that I’ve struggled with, or haven’t been able to do well at all. But I think that speaks to the overall strength of the site in that we’ve found folks to fill different roles so that the product is greater than the sum of its parts. I imagine I have a few more years go learn more about myself as DirtonDirt.com marches ahead.
Savary: Every single day, DoD reiterates that versatility is both priceless and one of my greatest strengths. No two days are alike with DoD, so you really have to embrace the new and ever-changing. I'm naturally curious and observant, so when combined with a craving for challenge, that's really brought out the best in me. I love (hands-on) learning on the fly and I've accidentally stumbled into so many new things with the freedom that Michael, Amber and Todd allow me. I probably haven't thanked them enough for that over the years, but it's been a perfect match for me to learn, grow and thrive one day at a time.
Kessinger: DoD has taught me a lot. I was lucky enough to land a job right out of college. Even though most people thought I was 35, I was in fact only 22 when I got hired. (I may have looked a little older, but I was still a kid at heart — still am today). It taught me that I had to be professional at the racetrack. Sure, I kid with the drivers and get them pumped up, but when the time comes to buckle down and be serious, I fell I've done a pretty good job.
If you could go back and give your pre-DirtonDirt.com self advice, what would it be?
Michael Rigsby: Enjoy the ride. What a cliche' right? But it's so true. I spent so many of the early DirtonDirt.com years stressed out about every detail, that I'm not sure I stopped along the way enough times and said, “This is really cool." Traveling with my best friend and beautiful wife all over the country, doing something that I totally love. I should have taken those breaks more and really cherished the moments as they happened, but I suppose that's part of growing up. I certainly enjoy them now, and won't make that mistake again. I'd give that advice to any new business owner. Have fun, or what the hell else are we doing this for?
Amber Rigsby: Oh man, so many things. When your starting a business for the first time and not having ever done anything quite like this before, every day was a learning experience. I think I'd tell myself to step back and enjoy the ride a little more. Michael, Todd and I often talk about those early days that at times seemed so daunting, but look upon them now with such fondness — the glory days, I guess! I'd also tell myself that it's all worth it in the end: every bent and broken tent, every shoe lost in the mud, every flier handed out. It all brought us here and I wouldn't trade it for anything.
Turner: Tips on which races were going to rain out? (I might’ve gotten back the more than few hours of sleep I’ve missed on always-busy weekends.) More seriously, I’ll echo my compatriots thoughts about enjoying the ride. Reminiscing about even the toughest challenges in the early days of the site — and there were plenty, some self-inflicted — can be satisfying in thinking about how far we’ve come. I also might tell myself that, even though he’s almost 10 years older than me, I’ll never be able to keep up with Billy Moyer.
Savary: A sampling of things: (1) Document everything ... and then do it again. (2) Communication is imperative. (3) Have faith in your approaches, even when they're radical or unconventional. (#TrustTheProcess) (4) Appreciate the people around you and learn something from all of them. (5) People are going to be scared of numbers for a while, but eventually, a few of them will come around. (6) RaceWire will be worth all of the headaches in the end. (7) Get some sleep.
Kessinger: Never hold back. I’m not going to lie, I was a little shy when I first started. I had some ideas but I was scared to bring them up to boss man for fear he would shut them down. But after getting comfortable around the crew, I began introducing my ideas. Michael is always interested and will take time to listen to what you have to say!
What’s your favorite DirtonDirt.com anecdote?
Michael Rigsby: One of my favorite things about DirtonDirt is that it's produced so many tremendous anecdotes over the years that I get emotional thinking about all the memories. The memories are what we'll have long after this thing is gone, so I really cling to them. (And Amber will tell you I'm an emotional sap for nostalgia). I'd say my favorite is one between my dad and I. We had just had the Internet crash on us at the World 100 during our first broadcast there, and I was obviously upset. I pour my life into every ounce of DirtonDirt, so it crushed me. Something totally out of our hands. But my dad pulled me aside after the race and reminded me not to forget all the good that's happened, too. This will pass. And it did. He was right, as he always is. It gave me a lot of strength that night, and I take that with me everywhere now. As we like to say, “They can't eat me.” Meaning, it'll all be OK in the end.
Amber Rigsby: Here’s three of my favorite: (1) Michael, Todd and I sometimes shared hotel rooms in the early days, and we once were offered a “spacious” suite at a hotel near Charlotte. Turns out it was “spacious,” but mostly because there were no beds or rooms — just a kitchen and living room. (2) Our first staffed race at the 2007 World 100 I remember setting our booth up and how exciting it all was. We also served sheet cake to celebrate, and with the help of Michael's mom Marcia, we handed out hundreds of slices of cake — we were literally covered to our elbows in icing. It was all worth it. (3) I also love that after 2011’s Dream we were preparing to move into our first home, and writer Joshua Joiner stayed with us most of the summer. Not only did we return from Eldora to a completely flooded apartment, I ended up breaking my foot. Despite the injury, we were able to move into our new home — with Joshua in tow.
Turner: This isn’t a dramatic story by any means, but a microcosm of the earliest days at DirtonDirt.com. During our first Summernationals trip to Spoon River, Michael, Amber and I stood behind the grandstands when action was delayed because of a fan’s health issue. Hot and exhausted, we found a few minutes to relax during the series that, in large part, helped craft DirtonDirt.com’s identity. I was carrying my laptop while we uploaded a Summernationals Minute video file — at the slowest internet speed ever — and we reviewed the Hell Tour tracks we’d visited and the Hell Tour tracks to come. We were still at the outset of a long ride.
Savary: When I first started at DoD, the plan was that I would serve as an unpaid intern while still in college, running the company's Twitter account and chipping in with small tasks in my spare time. Things rapidly evolved, largely because my start coincided with the launch of DoD's DirtLive updates section (which later birthed RaceWire). I immediately discovered Twitter's potential as an asset both with DirtLive and more generally in the dirt racing world. With that, I was an intern for less than a week. Michael started me in the middle of a random March week, and by that weekend, he had sent me a message saying that we needed to work out a paid gig. I like to think I completed my "internship" in quick time.
Kessinger: Where do I begin? This answer took me a while, but I have to go with a race on this one. Flashback to July 2012 at Tri-State Speedway. Todd Turner and I were sitting in the press box watching arguably one of the best races in DoD era. Scott Weber rallied past Scott James on the last lap in a phenomenal race. Afterwards, the the first thing Michael says to me and Todd after coming down the shooting perch — "I thought Weber was a lapped car virtually the entire race!” He wasn't the only one. During postrace interviews, contenders like James and Shannon Babb didn't even know who Weber was — they just called him that 92 car. It was a fantastic night I’ll never forget.
What’s been the most gratifying thing about DirtonDirt.com?
Michael Rigsby: While the family we've made here at DirtonDirt.com is obviously huge for me, including Todd Turner, who quite honestly none of this would be possible without, just getting to share this with Amber has been the most gratifying experience of my life. She is my best friend, my wife, and at the end of the day nothing else much matters than the moments I've shared with her along the way. She came with me on this crazy ride when she didn't have to, and I owe her everything. When I really look back, the rest is kind of noise, but what her and I have accomplished together through hard work, relentlessness, and just sheer guts and will, I will never be able to put a price on. I love her more every day, and it's that bond and that love that's the guts of DirtonDirt. It's made this little company what it is for 10 years and counting.
Amber Rigsby: Without a doubt the family we've created here at DoD. I can't imagine our lives without each and every staff member. I'm so proud of this team we've created and how well we all compliment each other and truly respect and love each other. DoD would not be where it is today with out everyone (#prouddodmom). I also thank the wonderful and supportive people we've met along the way. I've made friends for life through this racing community and met some incredible people. Thank you for an amazing 10 years!
Turner: The opportunity to work with such a tireless, talented group of folks that have pushed me to do my best work. I’ve never met anyone who worked harder than Michael at achieving his dream — and he pulled Amber and I along with him from Day One. That we’d have so many employees by now would’ve shocked me in 2007, and even more so at how many journalists we’ve connected with who’ve done work that’s elevated our sport. I fear listing them for leaving someone out, because it’s not only staffers but frequent contributors, dedicated photographers and many other unsung folks who help make DirtonDirt.com — and me personally — look better than I ever could’ve imagined.
Savary: Without a doubt, the loyalty that the majority of the Dirt Late Model world has shown us over the years — drivers, tours, tracks, advertisers, subscribers, just everybody. DoD could not exist without each and every one of them. At the end of the day, this a very basic concept. Folks put their faith and hard-earned money in our hands and we do our best to serve them. That we've ended up in a place today where many folks view DoD as less of a website and more as a part of their daily lives and as something that they just do... That's what it's all about for me. Thank you, everybody. We can't say that enough.
Kessinger: First, the friendships I've made at DoD. From Mom and Dad (aka Amber and Michael) to my BFF Webb Dillard, who drove with me cross country twice to Arizona twice. (Michael still doesn't know all the shenanigans we encountered). To Todd Turner, who loves to do quirky things like me (backyard mini golf!). It's been a great ride for six years … here’s to six more.
