Phoenix International Raceway to change name during remodel
PHOENIX — New name, new look: Phoenix International Raceway announced Tuesday that it would be changing its name in 2018 to ISM Raceway.
“We’re focused on building a world-class facility and the partnership with ISM will further enhance our technology capabilities and create opportunities to better engage with fans,” Phoenix Raceway President Bryan R. Sperber said in a press release.
ISM Connect is a company that specializes in venue technology. It was expected to establish a network within the raceway that will connect digital displays, interactive experiences, social media and an app.
“This partnership underscores our commitment to strengthening relationships and communication between venues, fans, partners and brands through innovative digital solutions,” ISM Connect Vice President of Operations Jeff Hutchins said in the release.
— Phoenix Raceway (@PhoenixRaceway) September 26, 2017
This week’s announcement came as the facility was undergoing a massive $178 million remodel to update just about everything at the racetrack.
The lion’s share of the project will entail an entire redo of the track’s infield. The area will be transformed into a first-of-its-kind fan zone, where people will get to interact directly with NASCAR drivers.
A pedestrian tunnel between the infield and new seating areas — complete with Wi-Fi — will be added.
The project will also move the start/finish line to Turn 2, near the track’s signature dog leg.