Daytona International Speedway, International Speedway Corporation
Reimagining an American Icon
In 2012, International Speedway Corporation (ISC) began to rethink how racetracks operate and how fans experience them. Focused on the premier property in their portfolio of 12 motorsports facilities – Daytona International Speedway (DIS) – they decided to push beyond a typical racetrack grandstand and build the first motorsports stadium in the world. With a partnership that dates back to 2008, ISC called upon Infinite Scale to collaborate on this new and innovative facility. Inspired by the elements of the architecture and motorsports along with the time-honored branding of the World Center of Racing, the comprehensive sign plan, wayfinding and identification signage program, brand strategy and venue theme create an atmosphere true to motorsports.
Because the building is almost a mile long, it is organized into five “neighborhoods.” Drawing from the automotive theme, each entry gate area, known as “injectors”, has its own sponsor theme. This organization creates walkability for the fans to explore and a unique experience for each sponsor to offer fans. The challenge for Infinite Scale was to come up with a wayfinding and graphics program that could easily integrate into distinctly different neighborhood designs. This was done by using a neutral color palette with Daytona International Speedway brand elements integrated and a careful study of sight-lines in the expansive spaces.
Infinite Scale also took the lead in designing the graphics for the stadium. With a challenge unlike a typical stadium, there is no “home” team, no ability to represent or feature race winners due to sponsorship sensitivities and multiple event types taking place in the stadium. This created an opportunity to showcase the four types of motorsport events held at the Daytona International Speedway and brand them with design elements that occur throughout the signage system.
In the final phase of the project, the scope was expanded to include all wayfinding and identification signage for the Midway (the fan and transportation hub outside the five gates spanning over 1.5 miles). Infinite Scale created a design that leveraged the materials and shapes of the exterior of the building. The result was a system that is an extension of the building skin and easily viewed in the context of sponsor, retail and vendor activation with passionate motorsports fans throughout the new park-like setting.
The multi-phased project, Daytona Rising, had its grand opening just in time for the 2016 Daytona 500 and includes new stadium seats with armrests and cupholders, over 60 suites, enclosed and permanent hospitality areas, themed clubs and additional concessions and restrooms. Daytona International Speedway has transformed into an iconic destination that redefines the motorsports industry.