Daytona International Speedway

Souvenir Sunday at Daytona International Speedway

Daytona Speedway sign

The Rolex 24, the first race to take place at the new-and-improved Daytona International Speedway, finishes up Sunday afternoon and one of the many new amenities race fans are finding at the track are updated gift shops and souvenir kiosks that are “just like the ones you see at airports,” one visitor said.

I spotted this oil-can water bottle for sale (for $14.99) in many of the shops.

Daytoma water bottles

And, while they can’t take home an actual piece of the start/finish line at the speedway, fans can take home a souvenir snapshot of their signature on the line as everyone is allowed to walk on the track before the race.


Daytona International Speedway reaches for the sky

Daytona history photo

Auto-to-plane transfer stunt on Daytona Beach. 1921. State Library and Archives of Florida, via Flickr Commons.

They’ve come a long way in Daytona since the days when stock cars were raced on the beach and catching a plane was this easy.

Now they race the cars at Daytona International Speedway – the site of last Sunday’s Daytona 500 and a slew of other big races.

And now that NASCAR’s biggest and most prestigious race is over, work can resume on the major renovation underway at the Speedway, which first opened in 1959.

“In the sports world, you’re seeing massive investment in infrastructure, specifically new football, baseball and basketball venues,” said Daytona International Speedway President Joie Chitwood. “And if you’ve been to a new arena and then come to a property like ours that’s more than 50 years old, there’s a stark difference.”

“We decided we’d have to make improvements,” said Chitwood. “And instead of Band-aiding this or that, we decided to go all in.”

The $400 million, 2½-year project should be finished in 2016.

DAYTONA Rising, as the upgrade project is called, includes the rebuilding of the front stretch of the grandstand, which seats more than 100,000 and runs for nearly a mile along the 2.5-mile tri-oval track.

New Daytona International Speedway

Source: Daytona International Speedway
Daytona Rising is a complete overhaul of the racetrack facilities to offer more opportunities for both fans and sponsors.


When complete, there will be five new entrances leading fans into a taller grandstand with three new concourse levels and football field-sized social areas. New amenities will include the speedway’s first escalators, 14 new elevators, twice as many restrooms, five dozen luxury track-side suites, more than 101,000 wider, more comfortable grandstand seats and technology for watching the action and telling others about it.

“The younger generation, especially, expects all these things in sports arenas now, and they expect to be able to be totally connected,” said Chitwood, “So our goal is to go from being a race track to being a motor sports stadium.”

The upgrades also appear to dovetail with some of NASCAR’s goals, which include expanding beyond the mostly white, male fan base and appealing to the millennial generation and a more diverse fan base.

“We’re investing in a lot of new technology in the sport to attract the new fan and this new facility does that as well with all digital innovations that will be inclusive and encourage more fan engagement,” said Brent Dewar, NASCAR’s chief operating officer.

The upgrades extend beyond the speedway grounds: The Daytona International Speedway Corp. has partnered with Jacoby Development to build ONE DAYTONA, a $1.2 billion, 181-acre, mixed-used entertainment, dining and retail center across from the speedway that will operate year-round.

“ONE DAYTONA is not ‘Speedway Station.’ We won’t have checkerboard sidewalks,” said Brian Leary, managing director of Jacoby Development. “But it will come alive during activities at the track and provide an alternative and option for those attending the events.”

Fans who do attend events at the speedway “are a little different than those that attend other sports events,” said Leary. “They come earlier, stay later and travel farther to do so,” and spend an estimated $1.2 billion in the Daytona community throughout the year.

“I understand there will be a promenade and lots of technological improvements,” said Berry Chatas, 45, of Winter Haven, Fla., who attends several NASCAR events at Daytona International Speedway each year with his wife Carol, 44. “But Daytona will always be Daytona and full of race history. The improvements— especially those wider seats—will just make it cooler.”

NASCAR  Nationwide Quailiyfing session

(My story about upgrades to Daytona International Speedway first appeared on CNBC Road Warrior in a slightly different version.)