OUTDATED GRANDSTAND TRANSFORMED INTO WORLD’S FIRST MOTORSPORTS STADIUM.
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 re-imagining of DIS into the first motorsports stadium in the world.
Immersive Discovery Workshops explored ‘what the venue could be’ to reimagine the iconic Speedway and generate a new fan experience. ROSSETTI completely overhauled the arrival experience creating five “injector” entrances. The injectors create an immersive branded experience that welcomes fans to the site while promoting partner sponsors. The mile-long stadium features eleven neighborhoods, each a football field long, that create identifiable districts to consolidate themed concessions, retail socializing and non-seated viewing opportunities. ROSSETTI brought the hospitality into the stadium designing new loge boxes and a variety of hospitality options for corporate entertaining.
The World’s First Motorsports Stadium has had a profound impact on the surrounding community. Besides painting a postcard image for Daytona Beach, the new facility provides $1.6B each year in economic benefit for the State of Florida.