By Rick Horrow and Karla Swatek
October 18, 2013
Daytona International Speedway is launching a new marketing campaign set to coincide with the track’s $400 million Daytona Rising renovation, as well as to generate excitement for February’s Daytona 500. The campaign, which will feature seven Daytona 500 champions, will be national in scope since 60% of the Speedway’s attendees come from out of state. Daytona Rising broke ground this past July, and has a scheduled completion date of January 1, 2016. Daytona Rising isn’t the only major project International Speedway Corp. is undertaking in its home market. The company earlier this year formally announced ONE DAYTONA, a mixed-use development encompassing 181 acres and 1.1 million square feet of shopping, fine dining, a hotel, theater and other entertainment just steps from the “World Center of Racing.” Preliminary economic impact data calls for ONE DAYTONA to generate 4,200 permanent jobs at full completion.