One of the region's favorite Christmastime traditions has a new holiday helper.

Representatives from Bristol Motor Speedway (BMS) announced Thursday that Speedway in Lights Powered by TVA, the largest light show of its kind in the South, has partnered with The Pinnacle, a premier regional shopping destination, as title sponsor through 2018.

"We're delighted to join with the Pinnacle in bringing this wonderful holiday experience to children and families," said Claudia Byrd, executive director of the Bristol Chapter of Speedway Children's Charities. "Speedway in Lights has become an essential part of Christmas for many thousands of visitors. It's also a central source of support for dozens of child-based area charities, and we're honored to have The Pinnacle as a capstone partner in the effort to uplift children in need throughout our region."

Opening night for The Pinnacle Speedway in Lights Powered by TVA is Friday, Nov. 13 at 6 p.m. Shoppers who visit Pinnacle retail locations starting Nov. 13 can bring a register receipt to the Speedway in Lights entrance booth for a Monday visit and receive a $2 discount, per vehicle.

"The Pinnacle is honored to be the title sponsor of Speedway in Lights benefiting Speedway Children's Charities, a holiday tradition that creates lasting memories, while focusing on helping the needs of the region," said Steve Johnson, owner and developer of The Pinnacle.  "We cannot seek achievement of ourselves and forget about our community and the needs of others.  With the holiday season quickly approaching, we want to take the opportunity to give back to our community.   We hope that many of our shoppers will take their cash register receipts for $2 off admission on Mondays so they too can enjoy Speedway in Lights this year and help make next year even brighter for Speedway Children's Charities and the organizations they serve."

According to Byrd, the five-mile journey through the illuminated grounds of Bristol Motor Speedway is brought to life each year with the help of hundreds of dedicated staff and volunteers.

"This is such a rewarding project," said Byrd. "It brings together so many people from across the region. Some construct the displays and set up the show while others dress up as characters, help direct traffic or sell tickets and bring food. All of us love seeing our guests' eyes light up as they drive through the lights, and knowing this event does so much to benefit children in our area—it's just the perfect experience to share during a season focused around giving."

Located just off Interstate 81 at Exit 74, The Pinnacle is a premier shopping destination with the region's only Bass Pro Shops, Marshall's, largest Belk, and other national and local brands.  The development can accommodate more than 1.3 million square feet of retail, restaurant, hotel, entertainment and medical office space.  The next venue to open is The Pinnacle 12 by Marquee Cinemas in November.  In 2016, The Pinnacle is set to open a 122,600-square-feet expansion with the addition of the Crescent and Tower Shops.

Admission to The Pinnacle Speedway in Lights Powered by TVA is $12 for cars Sunday through Thursday, and $15 for cars Friday and Saturday. Activity vans are $20 each and buses are $85. The event is open daily from 6-10 p.m., including Thanksgiving and Christmas Day.

For more information on Speedway in Lights, including the season's schedule, admission pricing, and promotional guidelines, visit or call 423-989-6900.