Jim Liaw attended his first major motorsports race nearly 30 years ago — and it was the Grand Prix of Long Beach.
He still remembers entering from Seaside Way and hearing how loud it was when the cars raced by at more than 100 mph.
“I could hear the difference between the engines of the different cars, and the sound bouncing off the pedestrian walkway,” Liaw said. “It was such a first-time, visceral experience.”
The experience helped spark a lifelong connection to motorsports — and a dream to work for a company that was part of the iconic street racing event. And soon, that will happen, as Liaw eill become the next leader of the organization that hosts Acura Grand Prix of Long Beach.
The Grand Prix Association of Long Beach announced on Thursday, Jan. 15, that President and CEO Jim Michaelian will assume a new role in Penske Entertainment, which now owns the organization, effective June 30. Liaw will be Michaelian’s successor.
Liaw, 50, will assume the temporary title of general manager for the 2026 event, which is scheduled to take place from April 17 to 19. The future leader brings extensive motorsports industry experience and leadership as the former general manager of Performance Racing Industry and cofounder of Formula Drift.
Liaw is also no stranger to Southern California or the Long Beach community. When he was 6 years old, Liaw’s family emigrated from Taiwan and made their home in Diamond Bar. He graduated from UCLA with a bachelor’s degree in Asian American studies.
“My love for cars, like any kid, started before I could drive,” Liaw said in a Thursday phone interview. “I saw friends who drove and were modifying cars, and I started to fall in love with cars, but I didn’t think I would have a career in automotive.”
But an internship with a publishing company in Anaheim changed his mind. The automotive publisher printed magazines about different types of automotive culture, and aftermarket and accessorizing cars, Liaw said. The internship opened doors for him to get into the advertising and publishing space.
Liaw went on to work at different event companies and eventually started his own marketing agency with his business partner, Ryan Sage. That eventually led the partners in 2003 to cofound Formula Drift — which they turned into the premier drifting series in the world.
He and Sage were the first to take the unknown motorsport of drifting out of Japan and introduce it to America, eventually making it the global benchmark for professional drifting. Formula Drift’s invitational “Super Drift Challenge” has been a fixture at the Grand Prix since 2005. Liaw was president of Formula Drift from 2004 to 2021.
Then, Liaw had an opportunity to be the general manager of Performance Racing Industry , an organization that supports and advocates for the interests of racers, enthusiasts, builders, tracks, sanctioning bodies and businesses, according to a Grand Prix press release. PRI is also part of the Specialty Equipment Market Association, the largest annual motorsports trade show in the world.
When he’s not binge-watching historical documentaries or traveling, meanwhile, Liaw enjoys spending time with his wife, Angela, and their two daughters at their home in Orange County. He’s also a Dodgers fan, he said.
But his journey in the world of motorsports has been different from most, he said: He is, after all, a first-generation car enthusiast, rather than a multi-generational attendee of races or a former race car driver. His extensive experience, though, is what gives him the courage to take on this “once-in-a-career” opportunity.
“I think with something so iconic like the Long Beach Grand Prix, it could be a little bit daunting and overwhelming, right?” he said. “It’s the longest-running street race in America, a cornerstone of the IndyCar Series, one of the – if not the — biggest races on the West Coast. And just so much history, so much heritage.
“I think a big part of it is finding a balance between honoring its history and traditions, but also looking forward and trying new things and growing the race weekend,” Liaw added. “While we move forward and grow and try new things, still have one foot in what the heritage, tradition and legacy of the Grand Prix is, and just making sure that we’re always mindful of that balance.”
While it’s too early to say if there will be any changes or new additions to Long Beach’s race weekend, Liaw said, it’s always a possibility to have something new, while also honoring a race that’s been successful for decades — as it heads into its 51st iteration this year.
“I want to make sure that I do as much homework to understand the context of everything that’s done there, and really know how it’s done, why it’s done, before even attempting to interject new ways, new ideas into what is already really successful,” he said. “But I would say, a balance of anything is possible.”
Looking at how to grow and evolve the Friday and Saturday night concerts the Grand Prix offers could be something that is explored, Liaw said, as well as ensuring the success of partners for on-track events. He wants to continue making sure that everyone, from the young car enthusiast who bought a basic ticket to the corporate partners in the suites, has a valuable experience – just as he did years ago.
As for this year’s Grand Prix of Long Beach, Michaelian will continue to guide the event and company through race weekend — and will work closely with Liaw to ensure a smooth leadership transition.
“In the things that I was able to do with Formula Drift and really establishing that with a younger audience to my almost five years at PRI, and understanding the business side of the industry, and to be able to connect with people in the racing industry from all different segments and all different racing disciplines,” Liaw said, “I think all (of that has) prepared and put me in a place where, when this opportunity presented itself, it was surprising but not intimidating.
“It means a lot in so many ways,” he added, “personally, professionally.”