DD&F Fabricates Exclusive Budweiser ROLL-BAR at PIR
Creativity Meets Innovation with All-New Hospitality and Entertainment Venue

PHOENIX (April 06, 2009) – Detail Design and Fabrication (DD&F), a local creative fabrication studio, announces their 7th collaborative project with Phoenix International Raceway (PIR): The Budweiser ROLL-BAR, a themed sponsorship and entertainment environment. The new bar will be located on the site of the former “Raceway Club,” and will be installed before the upcoming race weekend at PIR April 16 through 18.
Four weeks ago the DD&F team began with a blank 200-by-500-foot paved area located between Gates Three and Four. From the start, the team was inspired by the tubular roll-bar concept that is used in the interior of all stock cars and incorporated that look into the design and frame structure of the bar environment.
The centerpiece of the Budweiser ROLL-BAR is a custom vehicle display, created by angling and suspending an actual NASCAR. The unique 25-by-35 foot horse-shoe bar surrounds the car, and was created using mild steel construction and a powder coated finish.
DD&F brought the automotive themed environment to life by tying in creative race features. For instance, detailing the main bar with actual traffic cones and exhaust pipe flamed accents. The bar incorporates two sign towers that span across the rear, with six other sign towers that are strategically placed around the main section. The towers each hold a 36-by-60-inch tall double-sided sign component, and are arranged in a 70 foot radius.
“At DD&F we like to create excitement,” says Shad Bruce, owner and creative director at DD&F. “We love the partnerships we have with our clients, and have a commitment to exceed expectations time and time again. The fan-friendly atmosphere at the track really helps us crank our creativity into high-gear and we are thrilled to know that fans enjoy the spaces we create for them.”
The all-new Budweiser ROLL-BAR is located prominently within the exciting midway-area, and will be positioned in front of the large tent; adjacent to the live band stage. In order not to impede pedestrian traffic flow during the race, the bar was designed to provide fans with an open environment, and perfect party retreat.
DD&F has collaborated with PIR throughout the past four years to update fundamental graphics, signage, and created other unique environments around the track. Just recently, DD&F designed the SPEED Cantina, a one-of-a-kind sports bar and grill located just outside Turn 2.
About 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. # #