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DAYTONA USA
— THE ULTIMATE MOTORSPORTS ATTRACTION
The world of motorsports, more specifically NASCAR, has simply exploded
in popularity over the last two decades. International Speedway Corporation,
the parent company of Daytona International Speedway, selected Exline to
spearhead the creative development of their interactive race–themed
attraction called DAYTONA USA! Sited  immediately
adjacent to the racetrack, the 50,000 square foot interactive interpretive
center features over fourteen exhibits, attractions, and a 15-minute large
format film experience.
Within the development’s “Velocitorium”, guests have the
opportunity to set-up and test-drive a competition car in a cyber–world
depicting the Daytona Speedway. A real full–scale racecar is robotically
pulled apart into many of its components so visitors can see how it is different
from the car they drive at home. Celebrity driver interviews, a walk through
the history of racing, and a fourteen–minute large–screen format
film about the DAYTONA 500, are all a part of the DAYTONA USA experience.
Exline was retained for 36 months to direct this 20 million-dollar project
through to opening. Generating the initial attraction concept, creative–directing
the project design, art–directing the construction & fabrication phases,
and supplementing the Grand Opening effort, were all part of the services
that EXLINE provided.
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