SBD/March 15, 2017/Facilities

Phoenix Raceway Introducing Garage Suites, Putting Fans Next To Drivers

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ISC has developed a new event-level suite product at Phoenix Raceway that puts premium patrons next to competitors during NASCAR races. ISC officials provided THE DAILY a sneak peek at the new premium-seat options in advance of this weekend’s Monster Energy NASCAR Cup Series Camping World 500 at the facility. The new garage suites, part of the track’s $178M renovation, are motorsports’ version of dugout suites at MLB parks and field-level suites at NFL stadiums, said track VP/Sales & Marketing Scott Rovn. In Phoenix, the garage suites place customers side-by-side with race teams and drivers in the garage area, separated by a large picture window. There are no views to the track. To watch the race, those customers get access to the suite tower rooftop as part of their package. The three garage suites, to open in November '18, sell for $85,000 for a full season of racing, covering all NASCAR and IndyCar events. Pit passes, and access to the fan zone and Gatorade Victory Lane are included in the package. Each garage suite accommodates 25 people. The track separately is revamping 33 existing suites and building some new ones for a total of 54 suites after the project is completed next year. The track also is introducing Club 64, a new 300-seat indoor space with multiple bars situated along Turn 3. The suites alone will accommodate 18-48 people depending on size and location.

WHEN CAN WE SEE IT? The first phase of newly-refurbished suites opens this November, priced at $60,000-185,000 a year. The interior spaces feature traditional theater-style seats and lounge-style seats depending on client needs. Club 64, named for the year the track opened, is available for individual ticket buyers and small groups. The cost per person is $1,099 for Camping World 500 weekend, $1,399 for Can-Am 500 weekend in November and $299 for IndyCar's Phoenix Grand Prix in April. The cost of drink is included in Club 64 ticket packages. For the suites, it remains a separate fee.

KEEPING PACE IN A CROWDED MARKET: Rovn said improved hospitality is among the cornerstones of the project as the track strives to stay on par with big-league venues in the Phoenix market. Track officials have just started the process for selling the new premium products and plans to use this weekend’s NASCAR event and next month's IndyCar event to bridge the gap between deals with existing suite holders and new buyers, Rovn said. Terms run three to five years. Rossetti, the sports architect that worked on the Daytona Rising project, designed the premium upgrades in Phoenix. The bulk of the renovations focus on rebuilding the Bobby Allison Grandstand along Turn 2, where the start/finish line will be relocated.

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