With an emphasis on the enhanced fan experience – the redevelopment – named as DAYTONA Rising: Reimagining an American Icon, will feature five expanded redesigned fan entrances or ‘injectors’ along International Speedway Boulevard.
All these five new injectors will create a brand immersion experience for fans with escalators and elevators to provide access to three different concourse levels that feature 11 social "neighborhoods.
Each "neighborhood" is equivalent to the size of a football field along the mile-long frontstretch.
Each injector can be accessed through the elevators.
The architectural transformation will also include a 120′ structure that spans nearly a mile along the front straightaway which will replace the current grandstand.
The redevelopment includes open-sightline design throughout each concourse with video screens in every neighborhood.
The central neighborhood, World Center of Racing, will celebrate 50 years of Daytona International Speedway.
The existing seating arrangements will be replaced with wider and more comfortable seating along with addition of more restrooms and concession stands throughout the facility.
Upon completion, Daytona International Speedway will feature 101,000 permanent seats, which can be increased to 125,000 as per demand.
For ISC’s corporate marketing partners, the revamped venue will offer 53 suites, providing views of the track.
The redevelopment is expected to cost between $375m-$400m, excluding capitalised interest. The total expenditures for the redevelopment through 31 May 2013 were approximately $15m.
Home of The Great American Race- the DAYTONA 500 – the Daytona International Speedway is a 500-acre motorsports complex.
The project broke ground on 5 July 2013 and will complete in January 2016, in time for the 54th Rolex 24 at Daytona and the 58th DAYTONA 500.
