Daytona Speedway paves the way for permanent QSR presence
The Daytona International Speedway in Florida is in the middle of a $400 million, multi-year redevelopment project called DAYTONA Rising. As part of the overhaul, eight "white box" spaces have been created specifically for casual dining and quick-service restaurant brands.
According to a news release, these new locations can be built-out and modified based on specifications needed by a variety of restaurant brands and are the first-ever opportunities for restaurant brands to establish permanent locations at the speedway. Each location is at least 600 square feet and will be located in the new football-field sized "neighborhoods" that have been created in the grandstands, which are designed for fans to gather during the more than 250 live events held annually.
The speedway has developed long-standing relationships with a number of local, regional and national restaurant brands for major events, but before now has been limited in what the facility could offer as far as establishing a permanent footprint with some of the most brand-loyal audiences.
DAYTONA Rising first broke ground in July 2013 and is scheduled to be completed in January 2016.
As part of its design blueprint, DIS, in conjunction with its architect ROSSETTI and its design-builder Barton Malow, worked to include eight customizable white box spaces with an ability for each space to be built out to specifications needed by a variety of restaurant brands.
"We’ve long had great relationships with local, regional and national restaurant brands that have come in and established a presence at some of our major events," DIS Senior Director of Sales David Strahan said in the release. "Up until this point, however, we were limited in what we could offer them in order to establish a footprint. But DAYTONA Rising is changing all that, and we’re excited to begin talking to brands that understand the power of our audience, and understand that our fan base is the most brand-loyal in all of sports."