The Lake Superior Performance Rally (LSPR), held annually in Marquette County, continues to leave an imprint not only on motorsport enthusiasts but also on the local economy and community. Known as the "oldest, meanest, toughest rally on the circuit," LSPR’s history and growing popularity make it a cornerstone of the American Rally Association’s (ARA) National Championship. Recently, Chris Heikkuri, Director of Media and Marketing for LSPR, shared insights about the rally’s economic impact, unique legacy, and plans for the future.
According to a recent economic impact report by Travel Marquette, the 2024 rally generated $4.7 million for the local economy. This figure highlights the rally’s role in attracting over 4,000 visitors, approximately 75% of whom traveled from outside the Upper Peninsula. "The main driver of this economic impact is the sheer number of people who come to the area for the event," Heikkuri explained. "While it’s challenging to estimate exact attendance due to the nature of the rally, we’re confident in the significant contribution it makes."
Spectators, rally teams, and over 400 volunteers contributed to this influx, staying in local hotels, dining at restaurants, and purchasing fuel—activities that supported approximately 45 jobs in the hospitality, food service, and lodging sectors. With over $1.5 million spent on lodging and $1 million on food services, the rally has become a large part of Marquette County's economy.
LSPR’s success is fueled by community partnerships. The Holiday Inn of Marquette offers reduced room rates to attendees and provides meeting spaces for rally operations. Marquette Mountain Resort plays a key role, hosting stages, after-parties, and volunteer events. Local businesses like Blackrocks Brewery have also stepped in, offering venues for volunteer kickoffs and community gatherings. “These partnerships enhance the experience for participants and spectators while fostering strong community ties,” Heikkuri noted.
Tracing its roots back to the late 1940s with the “Press On Regardless” rally, LSPR has evolved into a grueling motorsport event. Once part of the World Rally Championship in the 1970s, the rally’s reputation as a challenging competition persists due to unpredictable October weather and rugged Upper Peninsula terrain. “Marquette in the fall is breathtaking but demanding,” Heikkuri said. “Competitors face conditions ranging from warm, sunny days to snow-covered roads overnight.” This rugged charm, combined with the stunning backdrop of fall foliage, attracts participants and spectators from around the globe.
As the final event in the ARA National Championship, LSPR offers a unique draw for spectators. Heikkuri emphasized the rally’s appeal, stating, “You’re not just watching from a grandstand. You’re out in the woods, immersed in the environment, experiencing the roar of engines and the thrill of competition up close.”
Hosting a rally of this magnitude requires meticulous planning. The event spans multiple counties and involves coordination with federal, state, and private entities for road permissions. Additionally, the lack of cell service in remote areas necessitates innovative safety measures. “We maintain a safety net using ham radios,” Heikkuri explained. “Operators are stationed at key points to ensure smooth communication and quick response in case of emergencies.”
Acknowledging its environmental footprint, LSPR emphasizes responsible practices. Competitors, volunteers, and spectators are encouraged to “pack in, pack out” and respect local ecosystems. Last year, rally organizers even helped prevent a forest fire during event setup, underscoring their commitment to stewardship.
Listen to Kurt Hauswirth's interview with Chris Heikkuri:
As LSPR gears up for its next event on October 17-18, 2025, organizers aim to expand its footprint while maintaining its headquarters in Marquette. Heikkuri revealed plans to explore new routes and staging areas to keep the competition fresh and challenging. “This event is a celebration of community, sport, and the natural beauty of the Upper Peninsula,” Heikkuri concluded. “We’re excited to build on its legacy and continue contributing to the region.”
For more information about the Lake Superior Performance Rally, visit lsprorally.com.
