Daytona International Speedway Reimagination

When the International Speedway Corporation (now NASCAR), owner of Daytona International Speedway, approached ROSSETTI in 2011, it marked the first major renovation since the Speedway’s construction in 1959. Fan surveys and feedback revealed a lack of comfort, amenities, and hospitality, indicating that the venue was no longer living up to its legendary reputation. Additionally, corporate partners—a primary source of revenue—expressed dissatisfaction with the limited opportunities to engage fans and promote their brands. To address these challenges, the goal was to reimagine the iconic venue and deliver a race-day experience that resonated with fans, corporate partners, drivers, and the press—one that embodied the World Center of Racing.

To envision what the venue could become, ROSSETTI initiated six months of immersive Discovery Workshops with NASCAR’s Design and Development team. Together, they evaluated, explored, and dreamt of possibilities while understanding the business case for a top-to-bottom transformation of the Speedway. Two central goals emerged from this process: redefine the fan experience and develop a new corporate value proposition. For the fan experience, it was essential to design a venue that could accommodate full-day, weekend, or week-long events, tailored to the unique characteristics of the fans, the events, and the sport. Equally crucial was corporate partnership, a key factor in the venue’s success given NASCAR’s reliance on sponsorship revenue. The planning and integration of corporate messaging, activation, and outreach were foundational to the design.

ROSSETTI’s design team drew inspiration from the stock car, using it as a conceptual framework to guide the project. The design concept, "Machine on the Beach," informed the spatial organization and aesthetic expression of the stadium’s exterior. The metal cladding on the façade mimics the kinetic motion of the cars in a race, with solid cladding on the eastern side of the stadium gradually fracturing as it approaches the western side at the start/finish line. To enhance the fan experience within the vast facility, five main entrances, or "Injectors," were integrated into the façade. Like the surface of a race car, each Injector is branded by a founding sponsor and serves as an enormous portal, guiding fans into the building and through the vertical circulation. This strategic approach, enabled by ROSSETTI’s Return on Design methodology, created significant value for corporate partners. By consolidating sponsorship into immersive entry experiences, the founding partners—Toyota, Sunoco, Chevrolet, and Florida Hospital—far exceeded project goals and enhanced the fan experience beyond expectations.

Inside the stadium, 11 distinct neighborhoods were created to offer intimate, human-scale experiences along the massive concourse, complete with branded zones, concessions, and social spaces. At the heart of it all is the World Center of Racing zone, a club for every fan featuring track views, elevated food and beverage options, a start/finish line extension, and displays celebrating Daytona’s racing history. The grandstand was reconfigured to provide the best possible viewing experience by eliminating seats beyond the pit and raising the grandstand closer to the start/finish line. Special attention was paid to sightlines—dramatically different from those in typical stadiums or arenas, given that the focal point of the event moves at 180 mph around a 2.5-mile track. ROSSETTI utilized its proprietary parametric sightline modeling tool to make real-time design decisions, resulting in optimized sightlines and concourse heights. New premium seating options include loges and scalable suites that elevate the experience for corporate partners and premium fans alike. The new Rolex 24 Lounge features an indoor communal space, private suites, and outdoor terraces offering expansive views of the entire track and infield.

By transforming the historic Daytona International Speedway, ROSSETTI and NASCAR tapped into a deep passion for racing and expanded the realm of possibility for what the venue could offer. Guided by the principles of fan experience, corporate value proposition, and ROSSETTI’s Return on Design approach, the reimagined Speedway became the world’s first motorsports stadium. In addition to receiving multiple awards and widespread acclaim, the new Speedway has had a profound impact on the surrounding community, generating $1.6 billion in annual economic benefit for the State of Florida. For fans and corporate partners alike, the transformed venue firmly earns its title as the "World Center of Racing," set to be the flagship heart of NASCAR for the next 50 years.