Phoenix Raceway Reimagination

Nestled between the Gila River and the Sierra Estrella, Phoenix Raceway has been a premier motorsports venue in the Southwest since 1964. Known for its unique tri-oval configuration and striking surroundings, the racetrack has undergone several renovations since its inception. However, a significant investment was necessary to enhance the fan experience, specifically catering to the expectations of today’s NASCAR enthusiasts. Following a feasibility study on adding new grandstands to accommodate more seats, ROSSETTI proposed further improvements aimed at amplifying the fan experience and driving revenue growth.

The strategic design approach began with relocating a majority of the grandstands to the opposite side of the track, effectively minimizing direct sun exposure for fans. This redesign also involved repositioning the start/finish line to take full advantage of the famous dogleg, one of motorsports' most exciting turns. Emphasizing the design philosophy of “street to seat,” ROSSETTI integrated new sponsored entries and specialty social zones that harmonize with the topography and natural beauty of the Sierra Estrella. The new grandstand features The Curve, a premium club experience that sets a new standard for luxury in motorsports venues. Situated six stories above the track, this club boasts a desert-inspired interior palette and a stunning 200-foot panoramic view of the venue. Additional improvements included redesigning the midway for better fan access and creating an infield experience that fulfills the comprehensive project vision.

The modernization of Phoenix Raceway has greatly improved the fan experience. It also created an opportunity to enhance a venue known for its iconic architectural features while generating new revenue streams. In addition to becoming the host of NASCAR Championship Weekend in 2020, the racetrack has witnessed significant increases in fan attendance, with upgraded seating offering better views and comfort. The new sponsored entries, suites, and social areas have also bolstered sponsorship revenue and strengthened corporate partnerships. Fans have expressed heightened satisfaction due to these various enhancements, solidifying Phoenix Raceway’s reputation as a premier motorsports destination for generations to come.