The concept design for the NASCAR Hall of Fame at the Daytona International Speedway was envisioned as a multi-storied, state-of-the-art adjunct facility overlooking the Speedway and connecting to Daytona USA. The NASCAR Hall of Fame was intended to celebrate NASCAR’s rich history and tradition, while engaging fans with an outdoor thrill ride, an upscale restaurant, and many other exciting and interactive exhibits. The architectural aesthetic of the building expresses a grand scale of sweeping, dramatic curves, communicating the essence of competition and speed, yet still grounded in strong values and deep tradition. The design was honored with an Award of Excellence from the Orlando Chapter of the American Institute of Architects (AIA) in 2007.