Road America President and General Manager, George Bruggenthies, recently announced plans to build a new retail and visitor center inside the paddock at Road America.
Bruggenthies also unveiled artist renderings for a new main gate near state highway 67 and announced a new winner's circle location in the paddock. Construction is now underway for all of the projects which were designed to improve the overall fan experience.
Road America executives collaborated with McMAHON and Associates and Quasius to integrate the look of the improvements with the traditional Road America architecture around the facility.
The retail center will be centrally located in the paddock to serve as a focal point where visitors may gather, shop and learn about Road America's history. The center also offers areas for variable use and many new entertainment amenities. Scheduled opening is spring of 2016 and the retail center will be open year round.
Bruggenthies commented on the expansion plans, "We are very excited about the new retail and visitors' center that will enable customers to experience Road America in a whole new way. The center will feature several retail items, including multimedia areas for fan engagement, and special displays telling the Road America story as one of the world's greatest racing venues. The new main gate will feature impressive stonework and information screens while allowing fans easy access to the facility. The new winner's circle will allow fans to get the rare opportunity to experience the all the victory festivities near a structure that honors the old Pagoda of earlier years.
"All of the exterior design elements of the new retail center, main gate and winner's circle follow suit with Road America's rural branding as it is applied elsewhere on the property. Our hope is to attract individuals and families from across the nation and enhance their visit, because as we like to say at Road America, come for the experience and stay for the race."