Who we are
- Andy Lally
Who are we? We are ALIVE
The result of a partnership between Andy Lally, a professional sports car champion; Trellist, one of the most reputable marketing and technology firms in the North East; Gerald Raffa, an entrepreneur and automotive aficionado; and Carlisle Events, the successful producer of 12 annual collector car and truck events, Andy Lally ALIVE exists to bring Innovations, new Ventures, and consumer Experiences to life in industries that Andy Lally believes in.
From intelligent marketing and leveraging of the Andy Lally brand for business success to developing apps and employing emerging technologies to entertain, connect, and inform, ALIVE has been created to help shape the future of the industries we — and millions of consumers — are passionate about.
Using Talent, Passion and Drive to Create a Community of Enthusiasts
Andy Lally is a 5-time Daytona 24 Hour race winner and professional sports car champion who has won races and championships in both GT cars and prototypes. His credits include 3 Rolex Grand-Am Championships as well as the North American Endurance Championship.
Lally’s 2016 win at the Rolex 24 Hours at Daytona made him a 5-time class winner at the prestigious race. His other notable achievements include being a 3-time winner of the “6 Hours of The Glen” as well as wins at 12 Hours of Sebring, Petite Le Mans, and the inaugural Brickyard Sports Car Challenge at the famed Indianapolis Speedway. Andy has also been a podium finisher at the 24 Hours of Le Mans. He holds the all-time record for podium finishes in the Grand Am Rolex Series.
Beyond sports car racing, Lally has more than 50 starts in NASCAR’s top 3 series, culminating in his winning the 2011 Sunoco NASCAR Rookie of the Year award. Outside of auto racing, Lally is a 3-time world champion street luge racer. He’s also a cross country mountain bike racer and skateboarder. He holds a purple belt in Brazilian Jiu-jitsu.
In this next chapter of his career, Lally will bring to marketing and business development the same energy, excellence, and commitment to performance that have marked all his previous endeavors.
Nothing Ventured, Nothing Gained. Especially in Business
Founded in 1995, Trellist Marketing and Technology is a company built on innovation and entrepreneurship. Headquartered in Wilmington, Delaware, Trellist provides intelligent business solutions for global, national, and regional clients across multiple industries. The firm offers professional services through its five divisions: Consulting, Branding and Marketing, Digital, Enterprise Technology, and Staffing. Trellist employs a unique collective approach to its work, one designed to serve clients as well as the employees who share ownership in the company.
Trellist has perfected a business model that invites entrepreneurial people to flourish in a truly unique operating environment and culture. This environment helps us to deliver exceptional results for Fortune 1000 clients and sophisticated small businesses while cultivating a proven platform for ventures and philanthropy that expands our footprint, and introduces our 100-person team to new opportunities.
Meeting at the Intersection of Passion, Experience and Business Acumen
Gerald Raffa is a career real estate developer with experience in both commercial and residential real estate development. A lifelong racing enthusiast, Jerry has invested heavily in the development of his local racetrack and dedicated himself to supporting and promoting the sport he loves. Jerry is part of the ALIVE team as an operating member and strategic investor.
Jerry brings several unique attributes to the ALIVE venture, including his infrastructural development capabilities that ALIVE plans to leverage, his eye for design and deep understanding of the hearts and minds of racing enthusiasts,
which come from his strong ties to the community and culture.
Leveraging Generations of Automotive Passion
Championed by co-owner, Lance Miller, Carlisle Events an integral role in the Andy Lally ALIVE venture. Lance and the Carlisle team bring with them multiple generations' worth of experience in car culture, undisputed passion, and unique connections to multiple sectors, continuing their tradition as a respected leader in the automotive events industry and invaluable partner.
Established in 1974, what started as a place where like‐minded individuals would hunt for parts and accessories to restore their vehicles quickly became one of the first organizations in the United States structured specifically to conduct and promote events for the collector car and truck hobby. Over forty years later, having achieved the status of “world’s largest car show and swap meet,” the Carlisle Fairgrounds have become an international mecca for car collecting enthusiasts. Carlisle hosts a variety of events every year: from make or model-specific car meets to large scale automotive auctions. In all, more than a half a million guests visit shows promoted by Carlisle Events annually.
What we do
The New Breed of Influencer Marketing
A team of creators and innovators with diverse technical and business expertise, ALIVE delivers customized solutions, consultative services in marketing and technology, and unique products to support the automotive and motorsports industries. This includes technologies that serve fans and enthusiasts looking for a cohesive experience in their passionate pursuits, as well as services and tools that help large and small businesses reach the unique audiences that the automotive and racing industries represent.
As ALIVE integrates their products and services ecosystem, the company will continue to launch additional products and expansive services in the remaining part of 2018 connecting and serving the community of individuals and companies active in the automotive and racing industries.
The Community for Motoring Enthusiasts
MotorCrush is the app that puts everything for the modern car, truck, and bike enthusiast in one place.
Get on the road to live events geared toward you and your ride, meet up with your crew, post photos and get inspired to do the perfect mod, and buy or sell parts for FREE—all while connecting with people who share your passion. You'll also get an insider view of trending mods, enhancements, restorations, and tunes—all the car content you love, sourced from real drivers like you.
The Digital Source for Motorsports Registration
Track Rabbit is an innovative eCommerce platform for motorsports registration and streamlined event promotion. Initially aiming to expand the digital reach of HPDE, Open Track, Club, and Test day events, Track Rabbit provides a better user experience for drivers and motorsports clubs alike, while increasing attendance through features built by true technology marketers.
Helping Businesses Connect to Enthusiasts
Fueled by Trellist Marketing and Technology, ALIVE offers a unique set of marketing and technology services and solutions to businesses in the automotive and motorsports space. Made up of five divisions—Consulting, Branding and Marketing, Digital, Enterprise Technology, and Staffing—the firm utilizes a team of approximately 100 experts with different backgrounds to find the right solution for you within your timeframe and budget.
How You Can Work
Interested in working with the ALIVE team? Let’s get started!
ALIVE serves businesses across the automotive and motorsports industry—from local auto shops and tuners via our small business division to established brands via our enterprise client division. We treat our clients as partners and will work with you to reach your business goals, whether it be utilizing and optimizing our products, boosting your brand’s marketing or technology via our professional services, or both! Contact us to determine how we can work together to achieve your business goals.
“When standards are elevated, rise to the occasion!”