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Scale model of the facility. Looking East at the main gate to the attraction and Speedway.

50,000 square foot facility sited immediately adjacent to the Daytona International Speedway


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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