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Sunoco Daytona Speedway

Sunoco waves the victory flag at a truly

powerful brand footprint at Daytona International Speedway

In 2016, Daytona International Speedway capped off a massive $400-million-dollar renovation project known as “Daytona Rising” in preparation for the Daytona 500. The expansion added 5 new entry gates, called Injectors, to the already impressive façade. These gates act as brand introductions for each sponsorship activation and help drive fans into the concourse where the fan experience and brand experience continues. Rossetti Architecture and Dimensional Innovations joined forces to help Sunoco, one of the injector sponsors. Sunoco, known as the “Official Fuel of NASCAR” and a leading fuel provider, wanted to create a truly unique fan experience and provide a brand introduction through their designated entrance and the adjacent concourse.

1,000 sq. ft.

Checkered flag

9,000 RPM

Motion-activated oil tanker

 

Dimensional Innovations created unique elements for Sunoco inside the concourse, including multiple custom fuel tankers that activate the concourse with powerful video, LED lighting displays, and other storytelling elements. The huge tankers fully immerse the viewers, enticing them to stop and take photos and videos to share their experiences on social media as they make their way to their seats.

 

The sponsorship activation also includes a Victory Flag, which is a massive 25’ x 40’ aluminum structure that evokes the end of the race’s iconic flag wave. Not only did Dimensional Innovations design, engineer, build, and install the flag in less than 60 days, but it also includes 2,000 RGB LEDs and custom woven wire mesh, and a race inspired silver metallic automotive finish. Every single part of the flag is unique, creating a truly one-of-a-kind feature for the Sunoco brand.

 

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Justin Wood

Justin Wood

Principal / Sports Practice Director

With nearly 20 years experience in communicating and developing meaningful projects with clients, Justin Wood brings an unparalleled range of experience to Dimensional Innovations as the Sports Practice Director. Justin feeds his passion... more about Justin Wood Justin Wood Justin Wood Principal / Sports Practice Director

With nearly 20 years experience in communicating and developing meaningful projects with clients, Justin Wood brings an unparalleled range of experience to Dimensional Innovations as the Sports Practice Director.

Justin feeds his passion for developing matchless, engaging experiences for clients by focusing on dynamic environments primarily in the sports and entertainment industries. For the last five years, Justin has led the charge on building DI’s sports portfolio through developing sponsorship activations, halls of fame and branding experiences.

His leadership in projects help sports brands improve the fan experience by connecting their story to the interactive and physical environments. With over fifteen years of experience at DI, Justin’s resume also boasts seven years of running his own design-build consulting company.

Justin’s portfolio of projects has appeared in multiple sports market publications, and he has presented at ALSD, SEGD’s Dynamic Environments series and at multiple Sports Business Journal workshops.  Justin was named as an SBJ Power Player in 2020.

Rick Smith

Rick Smith

Executive Creative Director

A truly versatile designer, manager and creative leader, Rick Smith brings more than 20 years experience to DI. Rick inspires excellence in DI’s creative team, crafting fully integrated designs and rich experiences with end users in... more about Rick Smith Rick Smith Rick Smith Executive Creative Director

A truly versatile designer, manager and creative leader, Rick Smith brings more than 20 years experience to DI. Rick inspires excellence in DI’s creative team, crafting fully integrated designs and rich experiences with end users in mind. He manages creative direction and team efforts, streamlining design processes for all of DI’s projects.
Rick’s strength lies in his ability to connect brands and their customers to the physical environment. His collaborative and comprehensive approach details the project vision through words, ideas and images.

Not only a leader at DI, Rick is heavily involved in the Kansas City design community. A member of the Society for Environmental Graphic Design (SEGD) and AIGA, Rick chairs the local SEGD chapter, is on the AIGAKC Board of Directors and on the Kansas City Design Week Planning committee.

Married for over 10 years, Rick and his wife have two children. An outdoors-kind-of-guy, Rick enjoys climbing, camping, mountaineering, and just generally being outside. He also plays guitar and coaches his daughter’s softball team in his not-so-abundant spare time.

 
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