DLR Group Designs Immersive Fan Experience at ISM Raceway in Phoenix
A new, interactive experience awaits fans during the upcoming opening weekend at ISM Raceway on November 9, 10, and 11, featuring the Monster Energy NASCAR Cup Series Can-Am 500. DLR Group’s design for the INfield, a key component of the $178 million modernization of ISM Raceway, delivers elevated amenities that put fans in the center of the action. This is the second completed infield DLR Group has redesigned for the International Speedway Corporation, owner and operator of 13 of the nation’s premier motorsports entertainment facilities, including ISM Raceway. DLR Group is also designing the Transformation at Talladega Superspeedway in Alabama that will be completed in the fall of 2019.
The INfield at ISM Raceway in Phoenix by DLR Group. Rendering by DLR Group.
The INfield features an open-air interactive garage that gives fans closer access to their favorite teams and drivers than ever before. At just an arm’s length away from race teams, fans have an intimate look at preparations, and can watch crews work live on the race cars. Plus, fans can watch their favorite teams advance through every step of the pre-race inspection process. New signature garage suites will provide guests with a variety of VIP experiences offering first-of-its-kind access.
“The INfield at ISM Raceway elevates the entertainment value for long-time fans, giving them a new way to experience race-day, and will also help to attract new fans to the sport,” says DLR Group Principal Bob Carlson, AIA. “Sports fans today want to be close to the action and their favorite athletes. The INfield experience offers fans an up-close look into the activity happening pre-race in the garages, and gives them an opportunity to interact with drivers and crews as part of the celebration in Gatorade Victory Lane.”
Fans gain access to the 37-acre INfield through a new, convenient pedestrian tunnel that runs to and from the DC Solar Power Pavilion, midway. An existing vehicle tunnel provides a separate entrance to the INfield for race teams and track personnel.
“DLR Group has been an instrumental part of our efforts to transform the fan experience by delivering innovative offerings,” says Julie Giese, President of ISM Raceway. “We can’t wait for fans to experience the new ISM Raceway as part of Opening Weekend and the Can-Am 500.”
DLR Group’s design responds to the new location of the start/finish line to provide fans with uninterrupted and closer views of the exciting racing action. As a result of this new location, pit road and the entry/exit from the track have been relocated to provide more spectators with direct views of pit stops.
Additional amenities at The INfield include elevated social gathering spots and food and beverage options, first aid, and guest services. A new AMR Care Center, EMS and fire safety building, and tire support structure are just a few of the new amenities in the competition side of the ISM Raceway infield. Other components of the $178 million project include new seating areas, concourse with upgraded food and beverage options, vertical transportation, new restrooms, and elevated hospitality options designed by ROSSETTI.