Daytona, Florida, USA


  • Master planning
  • Writing and content development
  • Attraction planning and design
  • Graphic design
  • Executive media production
Thea Award for Outstanding Achievement, 1997
IAAPA Expo 1st Place Best New Product, 1996

Project Description:

JRA delivered planning and design for this 50,000-square-foot visitor center, which was open year-round for private events surrounding the 28 racing events held at Daytona International Speedway every year.

Special features included the 16-second Pit Stop Challenge, where visitors are invited to test their mechanical skills in a race against the clock; the Trilon Trivia Tower, where guests test their racing knowledge beneath a replica of the Speedway’s scoring trilon; a robotic system that lifts away different levels of Jeff Gordon’s No. 24 Winston Cup race car to reveal the car’s complex systems; and a a full-scale slice of Daytona’s 31° banked track.

Ready to turn your dream into a reality?