Exterior rendering of the Phoenix Raceway remodel. (Rendering courtesy of DLR Group/Rosetti)
If NASCAR’s garage area mimics a sports locker room, the Phoenix Raceway’s $178-million remodel plans to push fans deeper into the behind-the-scenes experience than any track in the country. But beyond plans to reimagine the infield experience in Phoenix comes new premium hospitality areas, fresh grandstand seating, updated technology and a new permanent sports bar.
“This (project) opens up another realm of opportunity for us,”said Bryan Sperber, Phoenix Raceway president. “We want to be able to present motor racing on the best possible stage. Phoenix was not up to par. It was tired and really needed an upgrade.”
Fully funded by track owner International Speedway Corporation, the Florida-based company that recently completed the Daytona Rising project at its flagship property, Daytona International Speedway, has moved its focus to Phoenix, one of 12 tracks owned by ISC.
With plans to open all the new amenities in time for the fall 2018 racing season, a new infield experience puts the focus on the cars, teams and drivers. The design opens the garage on one side, allowing fans to physically walk into the garage structure and separate themselves from the cars and teams by only a short wall. “Fans are able to physically be in the garage unlike any other track in the NASCAR circuit,” said Sperber. “Teams can interact with fans if they choose, and it is a great opportunity for selfies.”
Along with the redesigned garage area, plans include a new tunnel from the midway under the track to the infield, a redesigned and more open Victory Lane and updated restrooms, a media center and other support services.
By repositioning the start/finish line in Turn 2, just before the track’s famed dogleg, a new grandstand extension will allow the addition of 18 new suites. The existing Bobby Allison Grandstand will modernize with new escalators and elevators, additional restrooms and concessions and 20- and 21-inch seats replacing benches.
By remodeling and removing portions of the existing space, the plan, sponsored in part by DC Solar, creates a 300-person club and a total of 51 new or renovated suites with a focus on a lounge-style design. “Our corporate customers have specific needs and tastes, and we designed to cater to those needs,” Sperber said. “Our clients are pretty excited about it. It’s great to see Phoenix Raceway make such a big investment to improve the experience for the fans,” said Kyle Busch, driver of the No. 18 M&M’S Toyota Camry for Joe Gibbs Racing. “I’m from the West Coast and Phoenix is one of those places that always feels like home to me. Moving the start/finish line is a big change for all the racers that have been used to racing at Phoenix in the past. I’m looking forward to seeing how those changes might affect the racing and how the end of the races play out.”
But between the newly designed infield and grandstand comes a brand-new addition to the property, a permanent sports bar, the Busch Garage, sponsored by Anheuser Busch. Sperber said the bar on the midway will become the focal point of the midway with food and beverages during the day and music well into the night. “The bar will have the prime position toward the opening of the brand-new tunnel,” he said. “The Busch Garage will be our Times Square. It will be a really cool location and at night transform, buzzing from the first thing in the morning until 2 a.m.”
Throughout the grounds, Phoenix will add WiFi across 100 percent of the common areas and create an on-site app that opens up specific games and content for those at the track. Sperber said exploration has started on how to present a new video and leaderboard. “When fans come in November 2018, they better have their devices charged up and ready to go looking for a lot of neat technological advances,” he said.
When looking to upgrade beyond Daytona’s $400-million upgrade (VT Pulse, Feb. 26, 2016), Sperber said Phoenix—a sports-heavy city that hosts Super Bowls, Final Fours and more—popped up as a track getting tired in an “important market.” To compete at the level desired in the market, an upgrade was needed, he said.
Along the way, from the lead design of Rossetti or the construction of Okland Construction, Phoenix officials can lean on the knowledge of the Daytona project. “There are definitely learnings they shared with us,” Sperber said. “How they approached the finishes, the infield experience, the criteria for picking out seats. This is a massive undertaking and having some folks on board with us that have the experience with Daytona Rising has been incredibly helpful.”
Apart from racing, Sperber said he expects the upgrades to open doors to pursue a wide spectrum of other events, especially now with the permanent Busch Garage, designed as a multipurpose flexible space, whether for trade shows or small conferences. “The bigger events want to have permanent facilities and we have never been able to provide that,” he said. “We have begun the conversation with event operators, and the reaction has been enthusiastic. The phone is ringing, and we are excited about that.”
Expect some upgrades, including suite remodels, to come online by November 2017, with the rest by 2018. “That is in heavy pencil right now as a working target for us,” Sperber said. “It would be great to bring some other elements online early, but it is too soon to tell.”