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Daytona International Speedway

WINNER OF THE 2016 SPORTS FACILITY OF THE YEAR

Daytona International Speedway (DIS) is the home of "The Great American Race" — the DAYTONA 500. More than 100,000 fans attend the season-opening NASCAR Sprint Cup each year. ROSSETTI partnered with International Speedway Corporation, the owners of DIS, to strategically create a new value proposition for the venue. The result was DAYTONA Rising, the $400 million reimagining of DIS into the first motorsports stadium.

Daytona History

RACING ON THE BEACH: Cars have raced at Daytona Beach since the 1920s, with the permanent Daytona International Speedway opening in 1959.

BEFORE

Daytona - Before

CHALLENGE

The Speedway has been an iconic venue for 50 years, but the grandstand had not received significant enhancements since it opened. ROSSETTI was challenged to blend the modern amenities of what today’s sports fans demand with the heritage that NASCAR fans expect from the Speedway. In addition, the Speedway was missing opportunities to work with its corporate partners. ROSSETTI started with the vision of ‘what a race experience can be’ for the next five decades. The incredible scale of the 500-acre Speedway complex also drove many of the strategic design decisions. Every stadium in Florida can fit inside its oval track. The stadium itself is nearly a mile long. 

Florida Stadium Infographic

EXPERIENCE

International Speedway Corporation and ROSSETTI partnered through immersive Discovery Workshops, extensive design ideation, studies of other NASCAR tracks and research of NASCAR fans. ROSSETTI also studied the historic context of racing on the beach and the conceptual elements of NASCAR racing that led to the Design Parti:  Machine on the beach.

Early design ideation

Early design ideation sketches

STRATEGIC PROJECT VISION
FAN EXPERIENCE + CORPORATE VALUE PROPOSITION = NEW NASCAR EXPERIENCE

Daytona Strategic Vision

THE GAME CHANGERS

  1. Fan Injectors: sense of place, fuel the experience, brand immersion
  2. Neighborhoods: social spaces, concessions, amenities
  3. Exterior Skin: physical manifestation of the machine
  4. Hospitality: trackside premium experience, Trioval Club, flexible configuration
  5. Corporate Value Proposition: activate sponsorship with fan/brand engagement

DESIGN PARTI

Daytona Rising Parti

INTERIOR CONCEPTS SECTION

Daytona Rising Interior Concepts

Daytona Rising Model

Model

Daytona Rising Sponsored Injector + Neighborhood Rendering

Sponsored Injector + Neighborhood

Daytona Rising Vertical Transportation & World Center of Racing

Vertical Transportation + World Center of Racing

Daytona Rising BIM

BIM + Navisworks

DAYTONA Rising broke ground July, 2013

Daytona Rising ConstructionDaytona Rising Walkway

Value

ROSSETTI’s innovative design transformed Daytona International Speedway into the first motorsports stadium. The corporate value proposition is a new model for corporate sponsorship and immersive brand activation.