New Signage Fuels Motor Speedway’s Branding and Promotion Effort
thrilling fans with 100+ mph race competitions, a popular motor speedway in the
southwestern US plays host to concerts featuring world-class bands and other
This strategy not only keeps revenues flowing during non-race times, it maintains
brand awareness by keeping the venue in the public eye. Due to the scope and
complexity of putting on these events, the speedway typically partners with an
entertainment company, as it had done before contacting us.
Due to a last minute contract dispute,
a chosen provider withdrew its proposal, leaving the partners with no one to
design and produce concert-event signage. Like the speedway itself, the job was
quite sizable, and included integrating logos for sponsors, performers and the
venue itself onto several hundred yards of outside fencing (effectively a
really long billboard) running around and through the infield.
The client expected the fencing
solution to last at least three years. To accommodate potential sponsorship
changes, they also wanted the ability to quickly and easily swap out logos and
After meeting with our client to
understand their goals, limitations and expectations, our design team went to
work. Recommendations included removing all information that would tie signs
and fence panels to a particular calendar year to satisfy the multiple years of
service the client had requested.
Generic event and wayfinding
signage–some 125 pieces in all–were designed and printed on a variety of
materials and substrates, including numerous weather-resistant banners. Because
it is sturdy, resilient, colorfast and economical, coroplast (with grommets)
was chosen as the promotional medium to line the infield fences.
Even with all the last minutes vendor
changes our client had to endure, we were still able to complete the project on
time, slightly under budget, and to the satisfaction of both client parties.
Our experience and attention to detail across all elements of sign design and
production is what sets us apart and is why clients with a variety of needs
rely on us for their branding and signage projects.