Indianapolis Motor Speedway Experience Master Plan - JUSTIN WINGET
On the verge of their centennial anniversary, The Indianapolis Motor Speedway kicked off a massive reinvention plan in 2013 aimed to attract the next generation of racing fans and maintain the Speedway’s relevance for years to come. Brought to the table as the food and beverage experts, Levy not only proposed aesthetic upgrades to celebrate the rich heritage of the track, but developed a cohesive food and beverage master plan aimed at attracting new fans and sponsors through world-class amenities and experiences.
BUSINESS OBJECTIVES:
• Broaden audience appeal of the Speedway beyond just racing fans
• Maintain the Speedway’s status as the premiere venue in all of motorsports
• Increase fan dwell times at the track, especially on practice and qualifying days
• Develop attractive sponsorship activations and spaces for new and existing partners
• Introduce portable food and beverage offerings allowing for location flexibility based on event type (oval, road course, concert, air show, etc.)
PROPOSED ACTIVATION TACTICS:
• Concepted “Victory Row,” a sensory destination under the front stretch grandstands which would have included concession, restaurant, and retail locations
• Gave a facelift to all concession locations around the track including paint, signage, and new menu boards
• Programmed and designed “The 360º,” a self-sufficient food court and production kitchen to help increase flow-through along the front stretch, the busiest area of the track
• Introduced a robust portable program including mobile kitchens and beverage outlets
• Developed outdoor “Social Deck” concept in an under utlized infield location to help attract new fans and sponsors alike
• Collaborated with IMS to optimize, design and program new and existing premium spaces including the Hulman Suites
