Talladega Superspeedway Unveils Transformation Project to Race Fans

In addition to celebrating its 50th anniversary in 2019, Talladega Superspeedway is celebrating the opening of Transformation – The Talladega Superspeedway Infield Project presented by Graybar. DLR Group collaborated with leaders of Talladega Superspeedway and International Speedway Corporation to design an infield that offers fans a new way to enjoy all the elements that make race day memorable, including a front row view into the activity in the garages, as well as driver and pit crew interactions.Talladega Speedway Infield Redevelopment in Talladega County, Alabama by DLR Group. Rendering © DLR Group.

This new immersive experience provides ticketed fans with closer access to teams, cars, and inspection stations during pre- and post-race activities. Spectators gain access via a fan walkway under the same roof as race car bays in the new Monster Energy NASCAR Cup Series garage. Enthusiasts can interact with, request autographs, and snap photos with their favorite drivers and pit crew members.

“Talladega Superspeedway is the biggest and fastest track in the series. The infield has a personality all its own, and our design had to be bold to reflect the history and excitement of this unique racetrack,” said DLR Group Principal Bob Carlson, AIA. “DLR Group’s design brings that personality into a new fan experience and creates entertainment areas that are unique to motorsports.”

The centerpiece of DLR Group’s design is a 35,000-SF two-story, open-air social club dubbed BIG BILL’S in honor of NASCAR’s founder Bill France Sr. Located directly behind pit road, BIG BILL’S offers seating on both levels, a variety of dining options, bar, large video screen, and views into the Cup Series garage, pit road, and the racetrack’s backstretch. In addition to the enhanced fan experience inside the garage area, DLR Group also incorporated a designated area adjacent to Gatorade Victory Lane, allowing spectators the opportunity to celebrate alongside winning drivers and teams. Other amenities include a family activity area with games, kid zone, and entertainment stage.

The Transformation Infield also includes Wi-Fi, two new concession stands, restroom complexes, a guest services center, and a fan-first aid facility. It opened during the October 11-13 race weekend.