A NEW NASCAR EXPERIENCE IN THE DESERT
Nestled in the Sierra Estrella Mountains outside Phoenix lies ISM Raceway, a hotbed for racing enthusiasts. ROSSETTI worked with Phoenix-based DLR Group to overhaul the fan experience to appeal to today’s NASCAR fans. ROSSETTI's strategic approach included moving the grandstand to a new location out of the sun path, adding new hospitality options, and sponsored “canyon” entrances.
Relocating the grandstand allowed ROSSETTI’s designers to make several big moves with the in-bowl real estate, such as the start-finish line being relocated to better suit the new seating arrangements and take advantage of the famous dogleg, which is a straight portion between old turn 2 and 3 - one of the most exciting turns in motorsports. The midway was re-planned to create a shorter walk from the parking lot and the main entries were redesigned to be proportionally distanced from each other. The Curve Club, which can hold 300 guests, is the standout amenity. This high-end enclosure sets the bar for luxury in motorsports venues. Perched six stories above the track, this club’s interior was aesthetically overhauled with a desert-inspired palette, complete with a 200-foot long panoramic view of the entire track with the Estrella Mountains nestled in the distance.
The modernization of ISM Raceway has completely changed the fan experience. The addition of the sponsored "Canyon" entrances, in addition to a number of other brandable assets, opened up new revenue streams for the track, benefiting the Arizona economy. This project also won the 2019 "project of distinction" from the AZRE Real Estate and Development Awards.