Lowrider Magazine's Nationwide 'Evolution Tour' Kicks Off January 11, 2004 In Miami, FL Thousands convene to celebrate lowriding with a car show, hydraulics competition, $20,000 in prize money and live entertainment ANAHEIM, Calif., Dec. 16 /PRNewswire/ -- Cars, art and culture combine for one of the country's most unique events as Lowrider Magazine, published by PRIMEDIA, presents the Lowrider Evolution Tour 2004. The nationwide 15-event car show series kicks off at Miami Florida's Youth Fair & Expo Center (10901 Coral Way) on Sunday, January 11 from 10 a.m. to 4 p.m. Sponsors include Quaker State, Nitto Tires, The United States Army and Exide Orbital Batteries. (Photo: http://www.newscom.com/cgi-bin/prnh/20031216/NYTU155 ) The car show features spectacular customized vehicles ranging from traditional lowriders and bombs -- defined as 1955 and older -- to trucks, SUVs, luxury models, sport compacts, bicycles and tricycles. The kind of vehicles showcased reflects the growth of the lowrider lifestyle and the shows themselves. What began as an exclusively Hispanic art form in Southern California has expanded over the last 10 years to include participants of many ethnicities. The common thread is a passion for making a personalized statement through customizing and lowering a wide range of vehicles. Custom paint jobs, some in the form of complex story-telling murals, and other unique customization requires thousands of dollars and are a great source of pride for owners. All show vehicles will compete in the $10,000 Quaker State Championship Cup, awarded in October to the overall points leader at the conclusion of the Lowrider Evolution Tour 2004. The most dramatic visual spectacle of the show is the hydraulics competition (Hop) sponsored by CCE Hydraulics. Owners and their vehicles compete in various categories of the competition to see how high their cars and trucks can get. It's an amazing feat as some may even land on their roofs. The daylong event on January 11 features a live concert with the Ying Yang Twins and Baby Bash as well as sponsor display booths and vendors offering Lowrider merchandise, from sunglasses to car parts. Official merchandise including the latest DVDs, Tour T-shirts, hats, magazines and jerseys are available at Lowrider Magazine booth. The show concludes with the world-famous bikini contest and the exhibitor awards ceremony. With more than $20,000 in prize money up for grabs, the show attracts the most spectacular vehicles found anywhere. Spectator tickets for the Lowrider Evolution Tour 2004 go on sale on the day of show for $30 per person. 2-for-1 coupons will be available at selected auto parts stores or inside the current issue of Lowrider Magazine. Please follow the directions printed on the coupon. Children 10 years and under are free with a paying adult. Show vehicle pre-registration fee is $25. Walk-up registration is available, space permitting only, for $45. Hydraulic competitor registration fee is $60. For more information or commercial booths, please call (714) 769-7474 or visit http://www.lowridermagazine.com/. Lowrider Evolution Tour 2004 Schedule Miami, Fl January 11 Fair & Expo Center Phoenix, AZ March 7 Arizona State Fairgrounds San Diego, CA March 14 QualComm Stadium Tampa, FL April 4 Florida State Fairgrounds Fontana, CA April 18 California Speedway Indianapolis, IN April 25 Indiana State Fairgrounds Dallas, TX May 16 Dallas Fair Park Charlotte, NC May 23 Metrolina Expo Center Portland, OR June 6 Portland Expo Center Chicago, IL June 27 Hawthorne Racecourse Denver, CO July 11 Denver Coliseum Houston, TX July 25 Reliant Arena San Francisco, CA August 22 Cow Palace San Antonio, TX September 12 Alamo Dome Las Vegas, NV October 10 Cashman Field Center The lowrider lifestyle has been steadily gaining mainstream awareness and is now visible in a variety of pop culture references including national TV spots. Earlier this year, PRIMEDIA teamed with Jaleco Entertainment to produce the Lowrider video game for the Playstation 2 platform. About Lowrider: Founded 26 years ago, Lowrider is the original magazine of the hobby and has been among the top-selling titles on the newsstand for the past 6 years. Keeping pace with current trends and the growth of lowriding, Lowrider Magazine is joined by Lowrider Arte and Edge Magazine, a newly launched publication focusing on Custom Compacts, Luxury and SUV segments of the market. All lowrider titles, events and licensed products are part of PRIMEDIA's Automotive Enthusiast and Action Sports Group headquartered in Southern California. PRIMEDIA is the leading targeted media company in the United States, with positions in consumer and business-to-business markets. Our properties deliver content via print as well as video, the Internet and live events and offer highly effective advertising and marketing solutions in some of the most sought after niche markets. With 2002 sales from continuing businesses of $1.5 billion, PRIMEDIA is the #1 special interest magazine publisher in the U.S. with more than 250 titles. Our well known brands include Motor Trend, Automobile, New York, Fly Fisherman, Power & Motoryacht, Creating Keepsakes, Ward's Auto World, and Registered Rep. The company is also the #1 publisher and distributor of free consumer guides, including Apartment Guides. PRIMEDIA Television's leading brand is the Channel One Network and About is one of the largest sources of original content on the Internet. PRIMEDIA's stock symbol is: NYSE: PRM. More information can be found at http://www.primedia.com/. http://www.newscom.com/cgi-bin/prnh/20031216/NYTU155 http://photoarchive.ap.org/ DATASOURCE: PRIMEDIA CONTACT: Melanie Crandall, +1-323-782-2546, for PRIMEDIA Web site: http://www.primedia.com/ http://www.lowridermagazine.com/

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