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FOR IMMEDIATE RELEASE
Dells Raceway Park Marks New Era with Major Rebuilding Project;
New Owners to Create a Destination Experience at the Historic Track
WISCONSIN DELLS, Wis. (April 2, 2008) – With one season under their belts, the new owners of the newly renamed Dells Raceway Park announced a major rebuilding effort today to transform the 50-year-old race track into a destination attraction in Wisconsin Dells. The track, which was bought out of receivership in February 2007, is building a new parking/pit area for drivers, creating a new infield arena for special events, renovating and expanding food service areas, constructing a new ticket and entrance pavilion and upgrading the seating for spectators.
“When guests come out to the park this season, they may do a double-take as we are taking an aggressive approach to changing the face and feel of this venue as we move the track into a new era of racing entertainment in Wisconsin,” said Joe Graziano, co-owner of Dells Raceway Park.
Major work on the park involves building a new 30,000 square-foot parking area for the race car drivers. Construction involves expanding the upper pit area of the track opposite the grandstands and includes new ramps for racers to enter and exit the track. Previously staging for Super Late Model cars occurred in the infield of the one-third mile asphalt oval.
“Drivers are already telling us how much they like this change in particular because staging at center oval is extremely loud,” said Graziano.
Eliminating parking in the center oval, frees up the infield to take on a major new role at the track. Plans are to convert the 100,000 square-foot open area into a special event arena. The new multi-use arena will be used throughout the year to stage events such as AMA Supercross, ATV and snowmobile racing, tractor pulls, monster truck exhibitions and BMX bike racing events.
“Our goal is to take Dells Raceway Park from a Saturday night stock car track, to a year-round racing entertainment destination,” said Graziano.
The fan experience will also be greatly improved with major renovations and additions to the main grandstand area. Fans will be greeted by a new grand entrance pavilion this year complete with a new ticketing area, new restrooms and a new expanded gift shop. Concessions are being greatly improved with construction of a new central cooking area that includes a 500 square-foot open grill where guests can see burgers, brats and steaks being prepared. Work also includes removing the old cafeteria-style service areas and replacing them with new rebuilt food service windows.
“Our fans have given us great marks on the quality of our food, but we needed to improve the delivery of service,” said Lance Fielitz, co-owner of Dells Raceway Park. “This new area will allow us to provide quicker and better service for guests.”
A renovated “Candy Bar” concession stand will serve up sweet treats such as Dip n’ Dots ice cream, slushies and other fan favorites.
The overall aesthetics of the park have been upgraded as well to reflect a rustic central Wisconsin theme. All bleachers are being recovered, a new green and black paint scheme is being applied and new cedar log siding is being added to all existing and new buildings.
The park is also focusing on the overall experience fans have at the park. A new Family Section is being designated in the grandstands that will be free of smoking and alcohol consumption. In addition, special events such as a “Bike Night” giveaway and a “Kids’ Night” with special activities will be staged again this season. As well, special demonstrations are being planned including a Demolition Derby featuring a Jet Car Show and an ATV stunt exhibition.
“We really want people to come in here and say, wow, this isn’t just about racing; it’s an experience for the whole family; it truly is a Wisconsin Dells destination,” said Graziano.
But Graziano adds that racing will still be the lifeblood of the park. The investments also mean a commitment to offering a variety of racing events at the track, not just stock cars. The park already has slated four weeks of Motocross Racing next fall and plans to add ATV and snowmobile racing in the future. Under the new leadership, the track also became a Level I American Speed Association (ASA) Member Track in 2007, which entitles the park to contributions to its year-end point fund, marketing assistance, and enhanced participant accident insurance.
Graziano and Fielitz also created two new full-time, year-round positions.
Julia Luther joined the park in July 2007 as the new Marketing & Event Coordinator who with her extensive background in Wisconsin Dells hospitality and event experience is working to build the track’s sponsorship base and create promotional programs to draw new visitors to the venue.
Scott Sauerbrei was hired in December 2007 as Director of Race Track Operations and Facilities Management, where he is responsible for the race programming and all physical track needs. Sauerbrei is a former crew member for NASCAR legend Mark Martin and was Dells Raceway Park’s Lead Technical Inspector for the 2007 racing season.
Last year Dells Raceway Park averaged about 75 drivers for its Saturday night racing. They hope the turn around of the track will grow that to 100 drivers this season. The park is expecting the new changes will draw expanded crowds of 1,400 – 1,600 fans on race nights. Dells Raceway Park is looking forward to filling the 4,000 person seating capacity.
Work is underway now at the venue with most of the completion expected by the season opening on April 26 when the track welcomes the Wisconsin Challenge Series Cabin Fever 100, featuring Super Late Models, Limited Late Models, Super Stocks, Pure Stock and Bandits in a 100-lap event. Early season race time is 4 p.m. Regular season green flag racing is 7:00 p.m. from May 10 through the September 6 season championships.
With a 50-year-history, Dells Raceway Park has become one of the Midwest’s greatest Short Track-Stock Car racing facilities. The one-third mile asphalt track is located on 38 wooded acres in the picturesque Wisconsin Dells, the Midwest’s leading family vacation destination. Dells Raceway Park is undergoing a major transformation to become a year-round destination for great racing entertainment. General admission pricing for 2008 is $12 for adults; $8 for students (10-15) and seniors (62+). Children under 10 are admitted free. For more information, please call (608) 253-RACE (7223), or visit www.dellsracewaypark.com.
