International Speedway Corporation (ISC), parent company of historic Daytona International Speedway, is transforming the nearly mile-long grandstand into a brand new experience for fans, media, sponsors, drivers and employees. The project, dubbed DAYTONA Rising: Reimagining an American Icon, is scheduled for completion in January 2016 and being carried out in partnership with the design build team of ROSSETTI and Barton Malow.
ROSSETTI began working with ISC through extensive visioning workshops to determine new design themes, programming of the grandstand and master planning of the site. Barton Malow joined the team to lead the design build project. The challenge: transition 50 years of history at the venue into a modern venue for the next 50 years.
According to ROSSETTI Principal in Charge, Jim Renne, the firm analysed extensive customer research to develop the key components for the redevelopment:
What fans want from their in-venue experience has changed dramatically in the last 15 years. Besides the modern amenities, they want to experience a sports community and social atmosphere that they can’t get anywhere else. We will give them that experience.
Daytona International Speedway President Joie Chitwood III said:
The team of ROSSETTI and Barton Malow make ideal partners for the historic DAYTONA Rising project – the single largest investment in our company’s history. We will work together over the next three years to bring our fans, partners, community and the industry a unique experience unmatched in motorsports. We’re looking forward to the kick-off of this project and its completion in 2016.
The vision for the DIS redevelopment emphasises a complete street-to-seat fan experience.The architectural design of the grandstand is a visual and experiential interpretation of racing itself that will immerse fans in the experience. In place of the current grandstand will be a modern, 120-feet high structure that spans nearly a mile along the front straightaway. The design creates a modern stadium-like atmosphere by using contemporary forms and materials.
Sponsors will have the opportunity to create a brand immersion experience at each of the five new entrances (‘injectors’) along International Speedway Boulevard. Escalators will deliver fans to ‘neighbourhood’ social areas – each the size of a football field. The central neighbourhood, the World Center of Racing, will celebrate the history of Daytona International Speedway and its many historic moments throughout more than 50 years of racing.
The DAYTONA Rising project provides a series of construction challenges with the replacement of seating, re-construction of the Sprint tower, added amenities throughout the concourse, and improved access/egress walkways for fans – all of which will take place in between hosted race events over the next three years.