Black Rock Coffee Bar to Fuel Cindi Lux Rose Cup Race


ALOHA, OR, June 10, 2011 – Local racer and 12-time road racing champion Cindi Lux, who lives in Aloha, announced today that Black Rock Coffee Bar (, a Portland-area franchise which features premium-blend coffees sold via an easy drive-thru format, will team with Lux Performance Group to field an entry at this year’s 51st Annual Rose Cup Race. The strategic, motorsports marketing program with the rapidly growing coffee bar brand will launch during the June 17-19 event at Portland International Raceway (PIR). The No. 4 Black Rock Coffee Bar-Lux Performance Dodge Viper Competition Coupe will feature the red Black Rock Coffee star along with the familiar colors of Lux Performance at the annual celebration of the Portland Rose Festival.

Like Lux Performance Group, Black Rock Coffee Bar believes speed of service and quality are not mortal enemies. The marriage between high performance, speed and quality are hallmarks shared by both organizations creating a perfect synergy that will be on display over the course of the Rose Cup weekend. Through its top-tier product and innovative marketing effort, Black Rock is taking a maturing coffee drive-thru market to the next level. Black Rock focuses on bringing a sophisticated, edgy option to the drive-thru industry. This first-time, motorsports, promotional effort joins with Black Rock’s other branding initiatives to attract customers from across the demographic and income level spectrum. Currently, there are nine Black Rock Coffee Bars throughout Oregon, Washington and California with eight additional franchises scheduled to open this year. Black Rock also enjoys a thriving online store ( from which the same proprietary blend - formulated and roasted by Black Rock - that is served at their retail stores can be purchased.

2011 marks the 15th Rose Cup start for the 2003 Oregon SCCA National Driver of the Year. Lux’s father, Dick Hahn – now a successful auto dealer in Yakima, WA. – won the inaugural Rose Cup event in 1961. Lux will be racing for overall honors in the SCCA World Challenge-based Viper Comp. Coupe. While yet to add a second Rose Cup Feature trophy to the family mantle, Lux did win her class in 2009. Her impressive resume also includes 75 victories and nearly 50 pole positions overall during her career. The race will take the green flag on the 1.967-mile, 12-turn track at 1:50pm, (PT) Sunday.

The 45-minute, Rose Cup Feature is one of the few remaining, “run what you brung” events in the world of motorsports. Sanctioned by the Sports Car Club of America (SCCA), the rules governing the race are largely focused on securing the safety of the drivers and spectators with very few performance restrictions existing and no “performance balancing” between types of cars applied. The mixture of high-end performance and unrestricted opportunity of the race is a perfect match to the business model for both Black Rock Coffee Bar and Cindi Lux and is what entices the large spectator turnout each year.

Daniel Brand, Head of Operations, Black Rock Coffee Bar: “We are incredibly excited about partnering Black Rock Coffee Bar with Cindi Lux at the Rose Cup event. At Black Rock, we are all about speed, style and the dynamic city of Portland; traits we share with Lux Performance. We are a relatively new company and we have been watching for the perfect partner to join with to help spread the Black Rock vision. With Cindi, we have found someone who has the style, speed, edginess and the same commitment to excellence we try to portray at our coffee bars every day. We are thrilled to work with her to further spread the word of Black Rock Coffee Bars not just locally but regionally and even nationally with the great tradition of the Rose Cup.”

Cindi Lux: 
About joining with Black Rock Coffee Bar:
“I have never had a sponsor over the years that so closely equals my personality and habits. Black Rock Coffee is the place that I stopover every day for my personal shot of rocket fuel. These are hardworking entrepreneurs here in Portland and it’s that Northwest blend of two hard working companies – Black Rock and Lux Performance - who enjoy life that are coming together for the 51st Annual Rose Cup Races. It’s been a great partnership so far and they are really embracing this. As a team, we are loving every second of working with Black Rock. As they say; ‘this could be the start of something beautiful’ because this company is going places! I am just coming off a Dodge Viper Cup Series race in New Jersey days before the Rose Cup; I am going to need something with some serious flavor and serious caffeine. I definitely know where to go!”

About racing her home track: “Racing in my hometown is always significant to me and I really try to juggle my crazy schedule to allow me a few days off to race the Rose Cup each year. I’m really looking forward to seeing all the Portland fans at the track. I have gotten to know so many of the fans over the years of coming here it’s like coming to a family reunion. This race carries so much personal importance to me. I want to go out there and do my best for my family, for Black Rock and for the city! This is going to be like a giant shot of Black Rock espresso!”