• Loading stock data...
Thursday, November 21, 2024

$178 Million Upgrade Coming to Phoenix International Raceway

Upgrade includes a start-finish line, a redesigned infield and Wi-Fi connectivity throughout the property.

A Rendering of Phoenix International Raceway after the $178 million project is complete. Image from Coyne PR.

Phoenix International Raceway is getting an upgrade — a big one for that matter. The track announced that it will undergo a $178 million renovation called The Phoenix Raceway Project Powered by DC Solar in time for its 2018 fall NASCAR weekend.

DC Solar will now sponsor not only the track’s NASCAR XFINITY Series event, the DC Solar 200, but also the multi-million dollar project. That’s tremendous sponsorship activation for the Arizona based venue.

“What we have happening at Phoenix is a breakthrough for motorsports facilities nationwide,” President of Phoenix International Raceway Bryan Sperber stated.

https://frontofficesports.com/busch-beer-turns-all-nascar-fans-into-kevin-harvick-fans-with-unique-promotion-a87930a805d5

Here are the details. The nearly two-year long project includes the following upgrades and changes. The upgrade includes:

· The repositioning of the start-finish line just prior to the dogleg in turn two. With the location change, Phoenix joins Talladega Superspeedway as the only tracks to have a ‘unique’ start-finish line, positioned elsewhere than the front stretch.

· A redesigned infield, which places fans face-to-face with the stars of NASCAR like Brad Keselowski, Chase Elliott, Kyle Larson and Jimmie Johnson. The new design will allow fans unheard of access to the sport’s biggest names during the raceways two NASCAR event weekends.

· Wi-Fi connectivity throughout the property, including in-seat.

· Seating upgrades — including the removal of benches and installation of 21-inch and 22-inch chair back seats in the Bobby Allison grandstands.

· Escalators and elevators for easier fan transportation, as well as the construction of a pedestrian tunnel connecting the grandstands to the infield.

· Changes to the Midway — which spans a half-mile in length, include a new guest services and ticket building.

· A new pit road and five new garages.


On the track, the dog-leg will make the racing even more exciting for fans. Additionally, Phoenix will be the first track to have a restart zone in a turn, rather than on the front stretch.

“The action will be phenomenal,” said Sperber. “Having the restart zone in the turn and the start-finish line moved makes us a facility with even more incredible racing, with so much on the line, especially for our playoff race.”


From a business perspective this upgrade is huge for Phoenix International Raceway. Not only will the new infield, featuring face-to-face access to NASCAR drivers, be something that helps to boost revenue, but the Wi-Fi across property, especially in-seat, will be a huge draw. PIR is the first track on the NASCAR circuit to have Wi-Fi connectivity throughout its facilities.

“Race fans of all ages are expecting to be able to have access to their devices and technology,” Sperber noted. “We are in the final stages of talks with technology companies that are in the gaming and app industry, which will make the experience at Phoenix an even more thrilling one. With Wi-Fi, we’re taking advantage of a great opportunity.”

NASCAR announced earlier this year that it was seeing a double-digit increase in viewership both at the track and on television from fans ages 18–34. According to John Saunders, International Speedway Corporation President (parent company of PIR), it was the first-time the company had seen such an increase. Phoenix’s upgrade should help continue that increase.


Wi-Fi is a huge deal, especially for the younger generation of NASCAR fans, commonly referred to as millennials. If millennials (or fans of any age) want to snap a picture of the racing action and upload it to one of their social media accounts, they’ll be able to do so. Just as NASCAR catered to the younger generation with its format changes for 2017 and beyond, Phoenix International Raceway is doing the same with in-seat (and property wide) Wi-Fi.


While the renovation will be a huge benefit to the track and draw in even more fans, work must be done during Phoenix’s event weekends. Earlier this year, the track hosted its annual mid-March NASCAR event weekend despite the on-going project.

https://frontofficesports.com/busch-beer-turns-all-nascar-fans-into-kevin-harvick-fans-with-unique-promotion-a87930a805d5

“It’s been manageable,” Sperber noted. “The construction has been focused on the backstretch thus far. An advantage is that the construction up to this point has been away from the fans. We’re lucky in that regard, especially with our upcoming event schedule.”

Phoenix is the first track to receive an upgrade this extensive since the $400 million Daytona Rising Project was completed in January of last year. The track currently hosts March and November NASCAR event weekends.

We’ll have to wait until 2018 to see the full effects of the project, but the additions coming to Phoenix are sure to bring in additional revenue whether it’s through more fans in attendance or sponsorships sold.

Excited for what’s coming to Phoenix? Let me know @Kraig_Doremus on Twitter.


Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.

https://upscri.be/f32ae1

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Joey Logano Defends NASCAR Playoffs As League Reviews Format

Joey Logano won his third NASCAR Cup Championship on Sunday.

Michael Jordan’s Team Loses Bid for Temporary Injunction Against NASCAR

The teams can still compete, but will miss out on certain guarantees.

NASCAR Season Wraps Up With Major Momentum for 2025

Cup Series races this year have averaged 2.89 million viewers.

Michael Jordan’s NASCAR Team Fights for Title As Lawsuit Remains

Tyler Reddick won the Straight Talk Wireless 400 at Homestead-Miami Speedway.
podcast thumbnail mobile
Front Office Sports Today

Who Can Actually Afford Juan Soto?

0:00

Featured Today

Nov 18, 2023; Las Vegas, Nevada, USA; Williams Racing driver Logan Sargeant of the United States (2) during the Las Vegas Grand Prix at Las Vegas Strip Circuit.

F1 Grand Prix Upended Vegas Last Year. Stakes Are High for Its..

Stakes are high as F1 gears up for a successful second act.
Classic Football Shirts New York Pop-Up
November 18, 2024

Vintage Soccer Jerseys Have Found a Sweet Spot in the Lucrative U.S...

The money-making shirts are at the prime intersection of memorabilia and fashion.
Nov 13, 2024; New York, New York, USA; New York Knicks guard Josh Hart (3) reacts after fouling Chicago Bulls guard Coby White (not pictured) during the second half at Madison Square Garden.
opinion
November 16, 2024

NBA Ratings Rorschach Test: Buy the Dip

Was it the election? Too many threes? Lack of storylines?
November 15, 2024

Executive Decision: When Richard Nixon Named a College Football Champion

In 1969, the 37th president unilaterally named the winner of the season.

Deion Sanders Downplays NFL Smoke As Former Cowboys Lobby for Him

The Colorado coach says “I’ve got a kickstand down” in Boulder.
Sponsored

Star Power Sells: Mahomes-Allen Showdown, NBA Cup

NFL and NBA purchase prices continue to climb as marquee matchups and star-powered appearances dominate the spotlight this week.
Linda McMahon salutes Trump at the RNC
November 19, 2024

Trump Taps WWE’s Linda McMahon to Run Education Dept. He Promised to..

McMahon would have significant influence over women’s college sports. 
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
Sponsored

World Series Delivers High-Demand Marquee Matchup

The hype around the World Series matchup drove ticket prices to record levels—but the Dodgers’ dominance quickly quieted the fervor.
Sponsored

Big Ticket: NBA Tip-Off: All Eyes on the Lakers, Plus Movers and..

The 2024–2025 NBA season has started with a bang, and TickPick data shows how fan excitement is translating to big ticket sales.
Lionel Messi
October 21, 2024

FIFA Makes Sure Messi, Miami Will Be in Club World Cup

FIFA surprised everyone with the announcement.
Sponsored

Rivalries Reign Across Red River and the Beltway, London Calling

According to data from TickPick, renewed battles between bitter foes are spiking ticket prices.