Story By: BRENT GAMBILL / NASCAR – DAYTONA BEACH, FL – Elevate, an award-winning, global integrated agency network helping properties in sports and beyond, has announced a partnership with NASCAR to co-develop NASCAR’s new experiential premium hospitality program: NASCAR ONE Fueled by Elevate.
The multi-year partnership will see Elevate Experiences, the agency’s best-in-class premium event and experiential hospitality division, develop unique premium experience packages, including track access, standalone events, camping enhancements, and more across 22 events at 13 NASCAR racetracks.
Elevate Experiences will lead commercialization, from overall strategy, product development, business operations, and guest service, to execution of event-day operations, and more. New NASCAR ONE premium experiential offerings will build upon popular NASCAR VIP experiences including one-of-a-kind on-track opportunities, NASCAR driver and legend events and photo opportunities, specialty programming, and more. Fans can purchase NASCAR ONE packages at www.nascarone.com.
“Developing these new VIP experience packages is a testament to our shared commitment to delivering unparalleled fan experiences. Together, Elevate and NASCAR are redefining what it means to be part of the NASCAR community, and I’m thrilled to see this collaboration elevate the sport’s engagement with its most passionate supporters,” said Flavil Hampsten, Elevate President of Property Sales.
“Elevate has been a valued and trusted partner for over a decade, so we are proud to expand our collaboration in developing NASCAR ONE,” said Kari Gritton, Senior Vice President, Consumer Strategy, NASCAR. “As our sport continues to grow, this new experiential premium hospitality program will offer unique experiences that will take our NASCAR experience to another level.”
“Elevate is proud to stand alongside NASCAR in developing the next generation of premium experiences to meet this critical moment in NASCAR’s growth,” said Dan Rosenthal, Senior Vice President, Elevate Experiences. “The introduction of ‘NASCAR ONE Fueled by Elevate’ will create unforgettable moments that reflect the passion and diverse interests of NASCAR fans while introducing new audiences to opportunities across the sport.”
Click here to download still images from Elevate-operated premium hospitality events and experiences at the 2024 NASCAR spring races at Martinsville Speedway, Talladega Superspeedway, and Kansas Speedway. Please credit Elevate / NASCAR.
With the announcement of NASCAR ONE, Elevate builds upon its long history working alongside NASCAR on strategy consulting, ticketing and dynamic pricing, experiential design, and more. In 2024, Elevate Experiences designed, curated, sold, and delivered original premium experiential hospitality offerings for the Shriners Children’s 500 at Phoenix Raceway, Cook Out 400 at Martinsville Speedway, Geico 500 at Talladega Superspeedway, and AdventHealth 400 at Kansas Speedway. This season, Elevate has delivered premium experiences for the DAYTONA 500, Rolex 24, and DAYTONA Supercross at Daytona International Speedway, Shriners Children’s 500 at Phoenix Raceway, and Straight Talk Wireless 400 at Homestead-Miami Speedway.
The Official Partnership announcement follows a consulting relationship between Elevate and NASCAR dating back to 2014; which has seen the agency utilize its Insights, Experiences, Marketplace, Creative, and Talent Divisions to provide revenue-driving solutions. Notably, Elevate Creative (via Infinite Scale) has supported over nine NASCAR motorsports tracks and events since 2007; including designing and installing wayfinding and partnership creative at the Chicago Street Race, and designing the midway and injector graphics packages at Daytona International Speedway as part of the 2016 Daytona Rising venue reimagination.
To service the new NASCAR ONE, Elevate Experiences and Insights will create, deliver, and analyze dynamic NASCAR guest and stakeholder feedback to develop optimal premium experiential hospitality offerings, programming, pricing, and more; creating VIP opportunities that anticipate and exceed guest expectations, priorities, and passions.