Speed Cantina just before the grand opening

Valley Design and Fabrication Studio Continues to Update PIR

PHOENIX (November, 18, 2008) – Detail Design and Fabrication, Inc. ( DD&F ), a local creative fabrication studio, teamed up with Phoenix International Raceway (PIR) again to enhance the venue experience. This time DD&F brought a new concession concept to life, with the branded environment– SPEED Cantina. The concept, a one-of-a-kind sports bar and grill located just outside Turn 2, is the result of a partnership between PIR and the SPEED Channel.

The SPEED Cantina was completed just in time for the NASCAR Checker O’Reilly Auto Parts 500 that took place November 6 through 9. The all new indoor-outdoor venue offers 3,300 square feet of indoor space and a large patio at approximately 7,000 square feet. It will easily catch 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.

Guests can park themselves at the custom bar featuring red LED light accents, or at one of the custom designed high top tables. State of the art epoxy metallic flooring adds to atmosphere, and no one will miss a minute of the action on the track as it is broadcast on 14 high definition, flat-panel television monitors positioned throughout.

“We were thrilled PIR choose to work with us again for this project,” says Shad Bruce, owner and creative director at DD&F. “This new themed environment adds even more character and appeal to the raceway atmosphere. This is a place where fans can hang out before, during, and after the race.”

With the help of DD&F, throughout the past three years PIR received fundamental graphic and signage updates to give the facility a more contemporary look. DD&F devised a comprehensive sign plan for PIR, taking into account venue layout, the position of entry ways, and even observed race day traffic so that they could best address past challenges.

The DD&F team also custom designed and produced a series of easy-to-find, free-standing entry gate monuments incorporating automotive flair to enhance the high-energy atmosphere at PIR. These kiosks play an important role in directing zealous race day foot traffic to a variety of destinations around the track.

About Detail Design and Fabrication, Inc. ( DD&F )
DD&F specialties include innovative signage, interactive exhibits, kiosks, trade show booths, and all aspects of 3D components for interior or exterior environments, such as retail centers, sales offices and sports facilities. Some of their clients include the Arizona Diamondbacks, Pulte Homes, Westcor, and Children’s Museum of Phoenix. For more information, please visit their newly renovated website at www.ddandf.com.

Link to article in The Big Picture magazine

Taking a Turn 2 Detour