By Rick Horrow and Karla Swatek
July 12, 2013
International Speedway Corp. last week officially broke ground on its massive renovation of the iconic Daytona International Speedway. The $400 million project, which is being called “Daytona Rising: Reimagining an American Icon,” has a scheduled completion date of January 1, 2016. The renovations will include expanding the track’s grandstand, widening the concourses, and adding concession stands and elevators, all in an effort to enhance the fan experience at races. The upgrades also are expected to boost parent company ISC’s annual revenue at the track by $20 million.
The track renovation is just one component of ISC’s effort to "reimagine" its Daytona complex. Across the street from the raceway, ISC is planning to develop a multi-use shopping and entertainment complex, featuring a movie theater and major sporting goods retailer. It’s even possible that the renovated track could host football games, soccer matches, or music festivals. Now THAT is reimagining an American icon.
