Video of DD&F’s 7th collaborative project with PIR, the Budweiser ROLL-BAR.  The all-new Budweiser ROLL-BAR is a themed sponsorship and entertainment environment, located on the site of the former “Raceway Club.”  The ROLL-BAR was installed the week before April’s race weekend PIR; April 16 through 18, 2009.

This is how it all began….

DD&F Makes Space to Accommodate Growth and Scope of Projects for Valley Landmarks

PHOENIX (July 21, 2008) – Detail, Design and Fabrication ( DD&F ), a local creative studio, announced today that they are now moved into
their new workshop and office space located at 4635 South 33rd Street in Phoenix. The space is three times larger than the previous Tempe location and gives the team more space to handle big projects such as the on-going rebranding endeavors they’ve tackled at Phoenix International Raceway and Chase Field or the fully interactive, kid-friendly transportation themed exhibit they recently designed and installed at Children’s Museum of Phoenix.

The new design studio is more than 9,000 square feet total, with 3,000 square feet dedicated to design and office space. The remaining 6,000 square feet is “where the fun happens,” according to Shad Bruce, owner. Outfitted with an array of computer-aided design software, state-of-the-art wood, plastic and metal-working tools and large format printers, the studio is up to almost any fabrication task – large or small and highly-detailed. “I only wish we had been in this space when we were building the 36-foot steel Miller bottle we installed at Chase Field this spring,” laughs Bruce. “We’re thrilled to have a huge new space where we can let the creative juices flow without having to rent extra storage. Our team is excited and actively working on making our building a true showcase of our capabilities. We really pride ourselves on offering clients the best minds in the business. Now those minds can play to their hearts content.”

DD&F specializes in creating 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. The studio celebrates its tenth anniversary this year with the launch of its newly renovated website at www.ddandf.com.

detail design and fabrication, inc | ddandf | dd&f | creators of cool stuff

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

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.

detail design and fabrication, inc. | ddandf | dd&f | creators of cool stuff