Acknowledging 15 Years in Motorsports Stadium Design

We were talking in the office about this week’s Daytona 500 and the work we did for the International Speedway Corporation (ISC) at the Daytona International Speedway (DIS). In addition to our experience at DIS, we have also completed projects and design concepts at several other motorsports tracks. We went back into our archives to take a look at ROSSETTI’s history in motorsports and discovered that while this year marks the 75th anniversary of NASCAR, it also marks the 15th year ROSSETTI has worked in motorsports.

We started working in motorsports when we completed a project for the Michigan International Speedway in 2009. From that year on, we have been part of motorsports stadium design in North America.

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In 2011, ISC wanted to re-imagine the iconic Daytona venue to provide a race day experience for fans, corporate partners, drivers, and the press that embodied the World Center of Racing. It was the first time a significant commitment was made to update DIS since it was built in 1959.

Corporate partnership and fan activation are vital components in the success of any venue, especially motorsports. Therefore, the planning and integration of messaging and activation at the speedway have become a prime example of ROSSETTI’s Return on Design^TM strategy.

We identified “Injectors” as the linchpin to answering ISC’s quest to create value for corporate partners. By consolidating sponsorship into immersive arrival experiences, the tremendous value from five of their partners—AdventHealth, Axalta, Chevrolet, Sunoco and Toyota—exceeded ISC’s goals and drove fan experience beyond expectation. In addition, each Injector design allows the partners to expand their brand integration and capture fans at the threshold of the Daytona experience. And this year, the Daytona International Speedway will enjoy its eighth consecutive grandstand sellout!

As ROSSETTI continues its work with NASCAR tracks and other motorsports clients, our staff looks forward to watching Sunday’s race knowing we have been an integral part of one of racing’s crown jewels: the Daytona 500.

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