On May 31st, 2026, the Price Family came together at Sonoma Raceway to celebrate half a century of family, hustle, horsepower – and the people who made it all possible.
One track. Thirty dealerships.
One unforgettable family.
From the moment employees and their families arrived at Sonoma Raceway, it was clear this was far more than a day away from the office. It was a celebration of the people who have helped drive Price Family Dealerships forward for 50 years!
The day was filled with unforgettable moments, including thrilling races featuring Nick Price, live music from DJ Shockwave, Tom's McLaren Speedtail in Turn 11, morning Pilates above the paddock, (2) racing simulators, a non-stop photo booth, face-painting, balloon artists, and kids turning the pit lane into their own playground!
Tom took the stage to thank the employees who have shaped this family business across five decades ... Nick presented Core Values awards, great stories were shared, and families gathered over food trucks at Redwood Terrace. By the time the checkered flag fell, the day had become exactly what it was meant to be: a heartfelt thank-you, a celebration of our people, and a memory that will carry with us for years to come!!
$500,000 Back to Our Community
To mark 50 years, the Price Family is giving $500,000 to the people, places, and causes that matter most to our employees, customers, and neighbors.
The Hometown Heart Program
A simple idea: the people on our front lines know best where help is needed. So we're handing the steering wheel to our team. Submit the local cause that means the most to you.
Nominate a Causepricehometownheart.com
The Photo Gallery
Click any photo to view full-size. Use arrow keys to navigate.
Turn 11 Photo Booth
All the smiles, families, and crews who stopped by the booth at Turn 11.
Songs From The Celebration
Press play and feel the energy of the day. A handpicked set of tracks that scored the speeches, the laughter, the laps, and every quiet moment in between.
PR1CE 76
50th Anniversary Anthem