Two Detroit-Area Firms Partner On Daytona Rising Project

Southfield, MI – The Design Build team of ROSSETTI and Barton Malow, two Metro Detroit-based firms, have been working with International Speedway Corporation (ISC), a parent company of the historic Daytona International Speedway, to completely transform the nearly mile-long stadium into a brand new experience for fans, sponsors, media, drivers and employees. The project, dubbed DAYTONA Rising: Reimagining an American Icon, is scheduled for completion in January 2016.

ROSSETTI, an award-winning architectural design and planning firm, began working with ISC through extensive visioning workshops to determine new design themes, programming of the grandstand and master planning of the site. Barton Malow, a full-service construction firm, joined the team to lead the Design Build project.

Together the Design Build Team is creating a game-changing venue for motorsports entertainment. The ROSSETTI design team was challenged with the task of transitioning 50 years of history at the venue into a modern venue for the next 50 years.

According to ROSSETTI President, Matt Rossetti, the firm analyzed extensive customer research to develop the key components for the redevelopment. “What fans want from their in-venue experience has changed dramatically in the last 15 years. Besides the modern amenities, they want to experience a sports community and social atmosphere that they can’t get anywhere else. We will give them that experience.”

“The team of ROSSETTI and Barton Malow make ideal partners for the historic DAYTONA Rising project – the single largest investment in our company’s history,” said Daytona International Speedway President Joie Chitwood III. “We will work together over the next three years to bring our fans, partners, community and the industry a unique experience unmatched in motorsports. We’re looking forward to the kick-off of this project and its completion in 2016.”

The vision for the DIS redevelopment emphasizes a complete street-to-seat fan experience.The architectural design of the grandstand is a visual and experiential interpretation of racing itself that will immerse fans in the experience. In place of the current grandstand will be a modern, 120′ high structure that spans nearly a mile along the front straightaway. The design creates a modern stadium-like atmosphere by using contemporary forms and materials. Sponsors will have the opportunity to create a brand immersion experience at each of the five new entrances (“injectors”) along International Speedway Boulevard. Escalators will deliver fans to “neighborhood” social areas. The central neighborhood, the “World Center of Racing,” will celebrate the history of Daytona International Speedway and its many historic moments throughout more than 50 years of racing.

According to Rossetti, the design also boosts corporate involvement to new levels. “Racing doesn’t happen without corporate support. We created a new value proposition for ISC’s corporate partners by integrating sponsorship right into the stadium design. It creates an immersive brand experience that is unlike anywhere else.”

Serving as Construction Manager, Barton Malow will transform the design vision into reality. The DAYTONA Rising project provides a series of construction challenges with the replacement of seating, re-construction of the Sprint tower, added amenities throughout the concourse, and improved access/egress walkways for fans – all of which will take place in between hosted race events over the next three years.

DAYTONA Rising requires a unique blend of safety, technology and careful coordination. To ensure ISC’s satisfaction, Barton Malow is implementing an array of tools and technologies to serve the project’s goals. Some of these tools include Synchro to coordinate schedule, manpower and logistics along with Prolog Mobile for field document management, Bluebeam Studio for all submittal reviews, Tekla Structures for contractors to add material tracking and installation information to model objects. The use of iPad technology in the field will tie together all systems to create a truly connected construction jobsite which is extremely important given the many contractors and personnel that will work on the project.

ROSSETTI and Barton Malow have collaborated together for 30 years, most recently on the University of Notre Dame Compton Family Ice Arena. The arena was named the #1 collegiate arena in the U.S. by Stadium Journey.

ROSSETTI also worked with Michigan International Speedway, an ISC-owned race site located in Brooklyn, MI, to boost its fan experience. Thirty new Pit Road Suites were completed in 2010 that feature stunning views of the front stretch and pits and include full hospitality amenities, a state-of-the-art press room, roof top patios and meeting spaces in the 67,000 SF building.  The first track in the NASCAR series to feature luxury suites overlooking the race course, the suites are popular for corporate entertaining and groups.

In addition Barton Malow’s portfolio of sports venue construction includes some of the challenging, complex sports’ renovation projects in the country including the expansion of the University of Michigan “Big House” – the nation’s largest football stadium, and the renovation of the Rose Bowl.


ROSSETTI is an international leader in sports design and planning. The firm’s expertise is based on over 40 years of design solutions for every type of sport – international games, professional, collegiate and recreation. Its portfolio includes work for the United States Tennis Association, The Palace of Auburn Hills, Ford Field NFL Stadium, University of Notre Dame Compton Family Ice Arena, Van Andel Arena and five Major League Soccer Stadiums. Clients also include a list of Michigan universities including the University of Michigan, Michigan State University, Wayne State University, Saginaw Valley State University. For more information about ROSSETTI, please visit us on the web at or follow the firm on Twitter

About Barton Malow

Barton Malow Company provides construction management, design-build, program management, general contracting, technology and equipment installation services throughout North America. An industry leader in building information modeling (BIM) and integrated project delivery (IPD), the firm is consistently ranked among top contractors by Engineering News-Record as a premiere sports and entertainment builder. Barton Malow has a staff of over 1,000 in 11 offices and is headquartered in Southfield, Michigan. Annual firm revenues exceed $1 billion. Barton Malow is an equal opportunity employer. For additional information visit or follow the firm on Twitter


About The Woodward Spine

The Woodward Spine was the brainchild of Michael Fossano and Jeffrey Buck, two Royal Oak, Mich. natives who met nearly 10 years ago while attending the now-defunct George A. Dondero High School. It seemed fitting for the two Wayne State University alums to craft an outlet to help continually refine their writing skills, while also serving as a trusted source of information for the metro Detroit community. The Woodward Spine aims to inform its readers about relevant news and events through creative and informative posts not only by Mike and Jeff, but other upstanding citizens as well who are driven and proficient in these core areas: news, opinion, entertainment, history, sports and development. The Woodward Spine serves the tri-county metro Detroit area, however concentrating mainly on the communities that lie along the Woodward corridor.
This entry was posted in Detroit and tagged , , , , , , , , , , , , , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s