The state fire marshal's office is investigating the cause. Waldo County officials learned of the fire around 7 a.m. Sunday when a caller reported smoke inside Ricky Craven Motorsports North.
The store was unoccupied at the time and no injuries were reported.
The business, which opened in September 2000, sold all-terrain vehicles, snowmobiles, motorcycles and racing paraphernalia associated with Craven, a native of nearby Newburgh.
Lauri Matheson, Craven's sister and manager of the store, described the fire as a setback that would not put an end to the business.
``We are ready to fight and build a new business,'' she said. ``It's life, it does happen. We're not going anywhere.''
Matheson said in addition to merchandise, trophies and other memorabilia were destroyed.
``A lot of it's priceless,'' said Matheson, adding that a temporary office was being opened.
Craven learned of the fire just before the Southern 500 in Darlington, S.C., his sister said.
``Then he went out there and raced a great race,'' Matheson added.
Craven, who won at Darlington in March, finished eighth Sunday.
