DD&F Pulls off Incredible, High Speed Makeover at PIR Existing Concession Garage Morphed into the SPEED Cantina

What do you do when you have a tired old building, a great new sponsor with enormous potential, and just six weeks to pull off a complete overhaul?  You have a project that Detail Design and Fabrication, Inc. ( DD&F ) can turn into creative genius, which was exactly what happened when they were rewarded the opportunity to create the new “SPEED Cantina.”

When DD&F first met with Phoenix International Raceway, (PIR) about the project, they knew instantly that the challenge was right up their alley.  The PIR team explained that they wanted to transform one of their existing buildings from a standard “state fair” experience, elevating it to a branded one-of-a-kind sports bar and grill.

The cantina, named after the popular motorsports TV network, SPEED Channel, was to be a point-of-difference from other raceways.

When DD&F began planning for the SPEED Cantina, the building they had to work with was essentially an old whitewalled garage, previously used as The Oasis Bar behind Turn 2.  By utilizing the existing structure and walls of the building, DD&F was able to make the client’s budget go much further by creating a branded environment rather than incurring construction costs.

“With the state of the economy, new construction builds are down and this branding strategy was a huge cost savings compared to a ground up construction,” said Shad Bruce, owner and Big Kahuna at DD&F.  “Businesses are looking to get more for their money and freshen up their brands without having the huge costs of moving, new builds, or undergoing major construction remodels.”

Using the previous structure also helped DD&F stay on track with the project time line, and with no major construction to the building; individual items were built off-site and then delivered and installed.  This method saved months to the overall construction process.

DD&F kept NASCAR fans in mind as they put their creative engines to work designing the concepts for the SPEED Cantina.  The result was a huge hit, blowing all expectations away– especially considering the six-week timeframe for the transformation!

The new indoor-outdoor venue offers 3,300 square feet of indoor space and a large patio at approximately 7,000 square feet.  It easily catches the attention of race fans with its custom double-sided, LED-illuminated sign standing 35 feet high and 22 feet wide and custom exterior fascia with illuminated accents.

The creative bar environment, developed exclusively for SPEED Channel, now features over 1,200 square feet of full color graphic interior imaging in the form of wall murals, with an additional 400 square feet of custom imaging on the tables, menus and keg cooler wraps.

Guests enjoy parking themselves at the custom bar featuring red LED light accents, or at one of the custom designed high top tables that DD&F fabricated for the venue.  State-of-the-art epoxy metallic flooring just adds to high energy atmosphere, and no one misses a minute of the action on the track as the racing action is broadcast on 14 high definition, flat-panel television monitors situated throughout.  20 foot overhead sliding glass doors provide the flexibility to make the cantina an open-air venue, as weather permits.

All of this might sound pretty amazing, but the most amazing part of all was that the SPEED Cantina was completed in just six weeks!   This was an astounding turn around for a project this size.  DD&F met their deadline, and the cantina was open and ready for visitors just in time for fans to enjoy during the NASCAR Checker O’Reilly Auto Parts 500, November 6 to 9, 2008.

DD&F has developed a close relationship with PIR over the past three years, working closely with the management team to give the facility an updated, more modern look by reworking directional and informational signage throughout the raceway environment.  The team has also custom designed and produced a series of easy-to-find, free-standing entry gate monuments incorporating “automotive” flair to enhance race-day atmosphere at PIR.

The new look that DD&F has helped to devise and implement at PIR adds to the fun, high-energy atmosphere of the racing events, and now provides a unique off-track opportunity for fans to hang out and have fun before, during, and after the races.

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