Home to the most prestigious NASCAR race, the Daytona International Speedway underwent the most complete and radical transformation since its opening in 1959. The conversion and redevelopment of the mile-long stadium into a new experience for fans and corporate sponsors, called “Daytona Rising,” is the reimagining an American icon.
The stadium design is a visual interpretation of racing itself; the 120-ft high structure creates a modern stadium-like atmosphere by removing the old-fashioned backstretch bleacher seating and redeveloping the front stretch seating to create a game-changing venue for motorsports entertainment. Sponsors create a brand immersion experience at each of the five expanded and redesigned fan entrances, called “injectors.” Escalators deliver fans to “neighborhood” social areas and the “World Center of Racing,” celebrating 50 years of racing at Daytona. Increased seating, restrooms, and concession stands as well as 60 luxury suites with track-side views were included in the redevelopment of this historic venue.