ROSSETTI worked with International Speedway Corporation, parent company of the Daytona International Speedway, to completely transform the nearly mile-long stadium into a new experience for fans, sponsors, drivers, media + employees. Through extensive visioning workshops, ROSSETTI developed new design themes, programming of the grandstand + masterplanning of the entire site to create a game-changing venue for motorsports entertainment. 

The vision for the DIS redevelopment emphasizes a complete street-to-seat fan experience. The architectural design of the grandstand is a visual interpretation of racing itself. In place of the current grandstand will be a modern, 120’ high structure that creates a modern stadium-like atmosphere by using contemporary forms + materials. Sponsors will have the opportunity to create a brand immersion experience at each of the five new entrances (“injectors”). Escalators will deliver fans to “neighborhood” social areas – each the size of a football field. The central neighborhood, the “World Center of Racing,” a celebration of 50 years of racing at Daytona.