Spent every weekend traveling from racetrack to racetrack tagging along behind my dad
Meet Michael
WORK HARD / STAY FOCUSED
Fueled by an intangible passion for innovation, Michael Verlatti lives by the words of the late Steve Jobs: “Your time is limited, so don’t waste it living someone else’s life.” With over two decades of experience, Michael has built an unwavering commitment to excellence earning a standout reputation as a trusted authority in event production and brand activations.
Michael is known for developing tailored solutions that align with the unique needs of each client, spanning technology development, event production, experiential marketing, and large-scale activations. He brings a deep understanding of logistics, skillfully managing timelines, installation planning, and device configuration. A strong advocate for operational efficiency, he integrates software tools that streamline workflows and drive continuous improvement.
A proven leader, Michael builds high-performing teams and fosters positive, collaborative work environments that fuel productivity and team satisfaction. A native of San Francisco, he’s collaborated with some of the most recognized names in sports and Fortune 500 companies including NASCAR, FOX Sports, Sprint, Coca-Cola, Lowe’s Home Improvement, and Freightliner, to name a few.
Michael’s journey began with grit and determination, rising from the field as a NASCAR race official traveling the country, gaining hands-on experience from the ground up. Now based in Charlotte, N.C., he remains an avid event enthusiast always on the lookout for the next ticketed experience, often vlogging behind-the-scenes moments to share with others.
When he’s not on the move, Michael finds balance at home with his wife Kelly, their English Bulldog Lulu, and rescue pup Sam
Life
Work
Balance
1986
1992
Traveled the United States as a NASCAR Featherlite Southwest Tour Official
1995
Met and apprenticed under Oakland Roadster Show Winning Graphic Artist and lifelong mentor Steve Martinez
1996
Advanced my NASCAR career by becoming a NASCAR Winston West technical inspector
1998
Named General Manager of Steve Petty Motorsports and their two car NASCAR Featherlite Southwest Tour race team
Loaded up my Toyota Tacoma in Pleasant Hill, CA and drove 2,876 miles to my new home of Daytona Beach, FL
2000
2000
Started at NASCAR corporate headquarters as a NASCAR Series Marketing Coordinator traveling the U.S.
2001
Started my 13 year career at the JHE Production Group entertaining guests each and every weekend throughout the country
2003
Worked on a team of professionals to produce the First Flight Centennial Celebration in Kitty Hawk, NC.
After three years of dating Kelly Jessica Schmidt became my wife on March 11th
2005
2005
Worked closely with the team at Fox Sports to create the first Speed Channel Trackside Live mobile experience
Kelly moved to Charlotte and we bought our first house in Charlotte, NC
2006
The best English Bulldog ever (Lola Rose) made her way into our lives
2007
2008
Led the sales effort to win the procurement of the NASCAR Sprint Experience to entertain over 500,000 guests each year
One English Bulldog wasn’t enough so we welcomed our second
2009
Life got serious when I was asked to be the Godfather of my second niece Olivia Rose Warhanek
2010
2010
Worked alongside NASCAR and Charlotte City officials for the grand opening of the NASCAR Hall of Fame
2012
The team at the JHE Production Group developed and produced the NASCAR Pit Crew Challenge
Kelly and I bought our second house in Charlotte, NC and quickly turned it into our dream home
2013
Started a technology consulting company that later became Traction Event Labs and signed clients including M&M Mars and NASCAR
2014
Our third bulldog was welcomed into our home and quickly became a trouble maker
2015
2015
Traction Event Labs was aksed to produce a VIP hospitality experience for the NASCAR Championship Weekend that continued until 2018
Since I was a pro at being a Godfather, the Leedys thought we were qualified to keep an eye on the spiritual health of Parker Leedy
2016
2016
Traveled with NASCAR celebrity Kim Coon to the NASCAR Fuel For Business Council meetings producing social content in each market
Sold Traction Event Labs to ISM Connect and joined the ISM Leadership Team as the Chief Operating Officer
2017
The ISM Connect Field Ops team celebrated a successful year with a trip to Key West
2018
2018
Led a small event team to deploy a cutting edge AI based technology solution on the Taylor Swift Reputation Tour
Awarded Spirit Of The Nationals at the 2019 Pit Bike Nationals but wasn’t able to put 2F in Victory Lane
2019
2019
The ISM Connect team deployed over 300 displays at Minor League Baseball stadiums throughout the US
2020
Joined Manufacturing Resources International as the Director of Customer Service for the Americas
After 10 long years I was finally crowned the 2021 Pickle Night Champion
2021
First trip to Sturgis was a blast
2022
2022
Twenty years later, kelly and I moved back to Daytona Beach, FL to work at NASCAR HQ.
Fourth time is a charm.. Excited to welcome LuLu into the family
2023
2023
Getting the band back together to bring the NASCAR Experience to a track near you!
2024
24 years after I first step foot in the Daytona office as a Coordinator I was promoted to Vice President of Event Experience and couldn’t be more proud of this journey.
After 20 years, she’s still putting up with my antics.
2025
Partners I've Supported
