Road America to make improvements

The new retail and visitor center that will be built at Road America in Elkhart Lake.

Last updated on July 2nd, 2019 at 09:32 am

Road America, the iconic and historic racetrack in Elkhart Lake in Sheboygan County, will build a new retail and visitor center, a new main gate near state Highway 67, and a new winner’s circle location, president and general manager George Bruggenthies announced.

The new retail and visitor center that will be built at Road America in Elkhart Lake.
The new retail and visitor center that will be built at Road America in Elkhart Lake.

Construction is now underway for all of the projects. The racetrack says the improvements were designed to improve the overall fan experience.

Road America executives collaborated with Neenah-based McMAHON Associates Inc. and Sheboygan-based Quasius Construction Inc. to integrate the look of the improvements with the traditional Road America architecture around the facility.

The retail center, which will be open year-round, will be centrally located to serve as a focal point where visitors can gather, shop and learn about Road America’s history. The center also offers areas for variable use and many new entertainment amenities, the racetrack says. It is expected to be complete this spring.

“We are very excited about the new retail and visitors’ center that will enable customers to experience Road America in a whole new way,” Bruggenthies said. “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.”

Road America’s 2016 schedule is highlighted by a Verizon IndyCar Series race on June 26 and the Road America 180 Fired Up By Johnsonville NASCAR Xfinity Series race on Aug. 27.

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Andrew is the editor of BizTimes Milwaukee. He joined BizTimes in 2003, serving as managing editor and real estate reporter for 11 years. A University of Wisconsin-Madison graduate, he is a lifelong resident of the state. He lives in Muskego with his wife, Seng, their son, Zach, and their dog, Hokey. He is an avid sports fan and is a member of the Muskego Athletic Association board of directors.

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