Meet Michael


Driven by an intangible passion, the experienced executive follows the advice of the late Steve Jobs, “Your time is limited, so don’t waste it living someone else’s life.” Michael has an unwavering commitment to excellence. His pursuit of creativity and quality has resulted in a one-of-a-kind reputation as an authority on event technology and event activation.

Michael excels at creating custom solutions aligned with diverse business needs that span technology development, event production, experiential activations, and other projects. Possesses in-depth understanding of logistics to expertly coordinate timelines, installation requirements, and configuration of devices. Leverages software solutions to streamline operations and drive efficiency and process improvement. Builds high-performing teams and cultivates positive work environments that drive performance, productivity, and employee satisfaction. Throughout his career, the San Francisco-native has worked with the most recognizable sports entertainment and Fortune 500 companies nationwide, such as NASCAR, FOX Sports , Sprint, Coca-Cola, Lowe’s Home Improvement and Freightliner.

Beginning at an early age, Verlatti used hard work and determination to propel him up the ranks and gain hands-on experience as a NASCAR race official who traveled the country. The Charlotte, N.C., resident is an avid event “junkie” attending every event that he can score a ticket, then vlogs his experience so others can get a look backstage. His wife Kelly, English Bulldog Izzy, and rescue pup Sam provide balance for the never-ending world of travel, events and a growing career.




Spent every weekend traveling from racetrack to racetrack tagging along behind my dad


Traveled the United States as a NASCAR Featherlite Southwest Tour Official

Verlatti Timeline 1

Met and apprenticed under Oakland Roadster Show Winning Graphic Artist and lifelong mentor Steve Martinez

Verlatti Timeline 2

Advanced my NASCAR career by becoming a NASCAR Winston West technical inspector


Named General Manager of Steve Petty Motorsports and their two car NASCAR Featherlite Southwest Tour race team

Verlatti TImeline 3
Verlatti Timeline 5

Loaded up my Toyota Tacoma in Pleasant Hill, CA and drove 2,876 miles to my new home of Daytona Beach, FL


Started at NASCAR corporate headquarters as a NASCAR Series Marketing Coordinator traveling the U.S.

Verlatti Timeline 4

Started my 13 year career at the JHE Production Group entertaining guests each and every weekend throughout the country

Verlatti Timeline 6

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


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


The best English Bulldog ever (Lola Rose) made her way into our lives


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


Life got serious when I was asked to be the Godfather of my second niece Olivia Rose Warhanek


Worked alongside NASCAR and Charlotte City officials for the grand opening of the NASCAR Hall of Fame


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


Started a technology consulting company that later became Traction Event Labs and signed clients including M&M Mars and NASCAR


Our third bulldog was welcomed into our home and quickly became a trouble maker


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


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


The ISM Connect Field Ops team celebrated a successful year with a trip to Key West


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


The ISM Connect team deployed over 300 displays at Minor League Baseball stadiums throughout the US


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


First trip to Sturgis was a blast


Twenty years later, kelly and I moved back to Daytona Beach, FL to work at NASCAR HQ.


Getting the band back together to bring the NASCAR Experience to a track near you!