Healthcare institution Florida Hospital has signed a multi-year deal to become the second founding partner of US motor-racing venue Daytona International Speedway.
The agreement forms part of the facility’s $400m (€312.5m) ‘Daytona Rising’ redevelopment project with Florida Hospital set to provide medical services and new fan experiences at the iconic venue.
Beginning in January 2015, Florida Hospital Volusia/Flagler will be the exclusive healthcare provider of Daytona International Speedway, which includes providing medical equipment and personnel for all events, managing the care centre operations and providing ambulances to handle emergency situations.
The Daytona Rising project, encompassing the Speedway’s nearly one-mile long frontstretch, will be complete by January 2016. The project aims to transform the Speedway into the world’s first motorsports stadium with premium amenities and attractions unmatched in the industry.
The Florida Hospital brand will be represented on one of five special entrances called fan injectors, including more than 20,000 square feet of engagement space. Within this injector, Florida Hospital will have a presence in one of the ‘neighbourhoods’ which will encompass retail and dining areas, as well as dozens of video screens to provide fans with coverage of on-track action.
Florida Hospital Volusia/Flagler chief executive Daryl Tol said: “This is more than a sign on the building; this is a true partnership. Florida Hospital will be integrated into the fan experience at the Speedway. Through our partnership with the Daytona International Speedway, we’ll provide another key access point for health care in the Daytona Beach community where guests will experience Florida Hospital’s commitment to whole person health and wellness.”
In addition to serving as a founding partner of Daytona Rising, Florida Hospital will be an inaugural partner in One Daytona – a 190-acre mixed-use retail, dining and entertainment development across from Daytona International Speedway.
“Our partnership with Florida Hospital reinforces the immense appeal of the nation’s first true motorsports stadium to attract brands outside of the core sports arena,” Daytona International Speedway president Joie Chitwood III said.
In February, Japanese automotive manufacturer Toyota secured an 11-year deal to become the first founding partner of the Daytona Rising project.