PIR Directories

Have you ever heard someone say that they didn’t know what they were looking for until they
found it?  That was certainly the case for Phoenix International Raceway (PIR) when they
intersected with Detail Design and Fabrication, Inc. (DD&F) in early 2006.

At the time, the PIR executive team wanted to create a unique monument for the track’s main
entry; something to welcome the hundreds of thousands of fans visiting the facility every year.
When referred to DD&F, they were pleased to find out that not only was the studio capable of
building such a monument, but the DD&F team could also present a variety of creative design
options, integrating form and function masterfully.

In fact, once the PIR exec’s were up to speed on the full range of DD&F capabilities, the project
absolutely took on a life of its own, growing into a comprehensive sign plan with five phases of
implementation.

Opened in 1964, the track was in need of fundamental graphic and signage updates to give the
facility a more modern look.  But like the race cars on the track, it wasn’t enough for the new
environment to look good; it had to perform.  All of the sign and graphic updates had to take into
account the volume and diversity of fans the venue attracts each year.

Therefore, as DD&F devised the sign plan for PIR, they took into account venue layout, the
position of entry ways, and observed race day traffic so that they could best address the
challenges inherent to effectively directing a large volume of pedestrian traffic through the venue
on race day.

First DD&F produced a series of free-standing entry gate monuments and parking lot signage that
not only serve as useful landmarks, but also created additional sponsorship opportunities – an
enhancement particularly pleasing to track exec’s.

In addition, a series of colorful, easy-to-find-in-a-crowd, free-standing directional kiosks, which
were fabricated using steel, aluminum and 3M vinyl graphics.   While incorporating “automotive”
aspects to enhance race-day atmosphere, these kiosks play an important role in directing zealous
race day foot traffic to any variety of destinations around this large facility.

The DD&F team also took into account the fact that PIR draws fans from all around the
world and devised a way to overcome any language barrier for key signage such as
that for parking, restrooms, and concessions.  The solution was a set of easy-to-identify icons, all
comprehensible regardless of one’s language of origin. Embraced with enthusiasm by the PIR
team, the symbols were then color-coded by category.

The track update also included new “x-wing” signs on the concourse to identify seating sections,
each of which is dedicated to a retired race car driver.  Informational and safety signage was also
updated to reflect the new look, featuring dynamic checkered flag graphics in the background as
well as three-dimensional attributes for improved functionality and added visual impact.

DD&F also designed and produced portable free-standing signage featuring movable
components to give track staff the ability to adjust directional arrows.  This adaptability makes
these pieces highly versatile, but each looks particularly sharp with a racing tachometer cut out of
the base, for added impact.  This is just one small example of the custom “finishing touches” for
which DD&F is known.

Revving their creative engines, DD&F has rolled out phase-by-phase changes to help PIR
modernize its look while accomplishing the project goals of welcoming and directing foot traffic
flow effectively.  Feedback has been incredibly upbeat and the DD&F team finds it gratifying to
see the visual, financial and fan-friendly impact of their work as they enter the victory lap of the
PIR transformation.

PIR signage

PIR