Phoenix Raceway Reimagination

Nestled in the Sierra Estrella Mountains, outside Phoenix lies ISM Raceway, a hotbed for racing enthusiasts. ROSSETTI worked with Phoenix-based DLR Group to enhance 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 that provide new sources of revenue to the track.  

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 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. This project provided a unique opportunity to elevate a facility that had so many iconic architectural features while making every corner speak to today’s NASCAR fan.