Thunder Road USA: The Georgia Racing Hall of Fame

Dawsonville, Georgia, USA


  • Master planning
  • Writing and content development
  • Attraction planning and design
  • Graphic design
  • Executive media production
  • Project management
  • Art direction
IAAPA Expo 1st Place Best New Product, 2002

Project Description:

Capitalizing on the growing interest in NASCAR and the rich history of racing in Georgia, Thunder Road USA quickly became one of the sport’s top attractions. This 30,000-square-foot facility contained state-of-the-art interactive exhibits, immersive theaters, motion simulators, one-of-a-kind artifacts, children’s play areas and a variety of food and retail spaces, as well as the official Georgia Racing Hall of Fame.

Racing enthusiasts particularly enjoyed the Thunder Road exhibits that allowed them to test their competitive driving skills. For example, “Thunder Challenge” pitted six fans against one another in a real-time NASCAR race, while “Thunder Speedway” allowed guests to race miniature radio-controlled cars around a track — the largest of its kind in North America.

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