As Race Time Nears, Daytona Looks To The Future — forbes.com

Summer’s big upcoming holiday weekend brings a major annual event for NASCAR fans – the Coke Zero 400 at Daytona International Speedway International Speedway. The Sprint Cup Series race that began over 50 years ago as the Firecracker 250 – Coca-Cola Coca-Cola has been the sponsor since 2008 – is the track’s second-biggest race after the Daytona 500. This year there’s a new sight in store for fans that show up: tons of steel and installed escalators, the first wave of construction for a raceway makeover that’s scheduled to go on for another two years.  The $400 million renovation, financed by venue owner International Speedway Corp. and dubbed “Daytona Rising,” is a page out of the modern sports stadium/arena model that’s taking off in the 21st century – less capacity for the public, more amenities for attracting corporate dollars. The new Daytona is expected to hold 60 or more suites a trackside, plus another 20 or so for separate hospitality.

Read More