International Speedway Corporation (NASDAQ Global Select Market: ISCA; OTC Bulletin Board: ISCB) (“ISC”) and Chevrolet today announced a multi-year partnership that will make Chevrolet a Founding Partner at Daytona International Speedway (DIS) as part of its DAYTONA Rising redevelopment project.
The historic $400 million DAYTONA Rising project, encompassing the Speedway’s nearly one-mile long frontstretch, will be complete by January 2016. DAYTONA Rising will transform DIS into the world’s first motorsports stadium, with premium amenities and attractions.
Beginning in 2016, the multi-year agreement will provide Chevrolet with naming rights for one of five fan injectors. The massive, new and redesigned entry includes over 20,000 square feet of Chevrolet new vehicle displays and a fan engagement experience that vertically spans four concourse levels. Financial terms of the agreement were not disclosed.
“Chevrolet has been an integral part of the ISC family for many years and we look forward to continuing our strong relationship,” said ISC Chief Executive Officer Lesa France Kennedy. “As part of their activation at DAYTONA Rising and other ISC facilities, Chevrolet will represent its iconic automotive brand through interactive experiences with fans.”
Chevrolet will also have branding rights for one of the “neighborhoods” located near its injector.
Each football field-sized neighborhood will be located throughout the new frontstretch and feature retail and dining areas, as well as dozens of video screens.
Additionally, Chevrolet will serve as an official partner of “The Great American Race,” the DAYTONA 500®, and receive official pace car rights in select years.
“Chevrolet’s commitment to racing originated more than a century ago with Louis Chevrolet and remains strong today as we solidify our presence at ‘The World Center of Racing’ by partnering with International Speedway Corporation, Daytona International Speedway and the DAYTONA Rising project,” said Alan Batey, president GM North America. “We look forward to enhancing the experience for race fans here in Daytona with the new Chevrolet injector entrance and neighborhood.”
In addition to the Founding Partner status with DAYTONA Rising, Chevrolet extended its pace car rights at several ISC facilities including Darlington Raceway®, Phoenix International Raceway® and Watkins Glen International® for various NASCAR and IMSA (International Motor Sports Association) events.
“We’re excited to showcase Chevrolet’s legendary brand at DIS as part of DAYTONA Rising,” said Daytona International Speedway President Joie Chitwood III. “Their activation will elevate the race day experience at the new motorsports stadium, and continue to make them an integral part of the Speedway experience.”
About DAYTONA Rising
DAYTONA Rising is a $400 million reimagining of an American icon – Daytona International Speedway. Five expanded and redesigned entrances, or “injectors,” will lead fans to a series of escalators and elevators, transporting them to three different concourse levels. Each level features spacious social areas, or “neighborhoods,” along the nearly mile-long frontstretch. At the conclusion of the redevelopment, Daytona International Speedway will have approximately 101,000 permanent, wider and more comfortable seats, twice as many restrooms and three times as many concession stands. In addition, the Speedway will feature over 60 luxury suites with track side views and a completely revamped hospitality experience for corporate guests. DAYTONA Rising: Reimagining an American Icon, expected to create 6,300 jobs, $300 million in labor income and over $80 million in tax revenue, will be completed in time for the 2016 Rolex 24 At Daytona and DAYTONA 500. Construction of DAYTONA Rising was recently cited as a primary source of expected growth in the Deltona, Fla., MSA as part of ManpowerGroup’s Employment Outlook Survey.
Barton Malow is serving as the design-builder for the project. In addition to DAYTONA Rising, Barton Malow has renovated the University of Michigan “Big House” and the Rose Bowl.
ROSSETTI, an award-winning architectural design and planning firm for the past 40 years, which headed the design for Ford Field NFL Stadium, University of Notre Dame Compton Family Ice Arena and five Major League Soccer Stadiums, is leading the master planning of the DAYTONA Rising site.Race fans can follow the progress of the DAYTONA Rising project by visiting www.DAYTONARising.com and connecting with Daytona International Speedway on Twitter, Facebook and Pinterest. Also, fans can see the construction project up close by taking one of the daily tours available at the Speedway on non-event days throughout the year. Visit www.daytonainternationalspeedway.com/tours or the Speedway Ticket and Tours Building for more information. For tickets and more information on Daytona International Speedway events, visit www.daytonainternationalspeedway.com or call 1-800-PITSHOP.
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