Big Picture - June/July 2016 - (Page 36)
BUSCH GARAGE
SPEEDS INTO PHOENIX
BIG PICTURE
June/July 2016
Equipment and
Supplies Used
36
Hardware and Software:
Adobe Illustrator CC 2014 64bit, Onyx
Thrive RIP, Rhino 5, KeyShot 4, HP Latex
3000, HP Scitex XL1500 Printer, GBC
2064WF-1 laminator, Zünd G3 L-3200
digital cutting system, Millermatic 350P
MIG push-pull welder
Materials:
3M Controltac IJ180Cv3-10, 3M
Scotchcal 8518 Gloss laminate,
Direct-Print 3M Panaflex backlit faces,
3M Scotchcal Translucent vinyl
flex-faces, Sloan LEDs, Allanson 12-volt
power supplies
Tools and Miscellaneous:
iPad App Photo Measures by Big Blue
Pixel, 3M Tape Primer 94, 3M silicone,
NT Cutter A-300G knife, Olfa A1160B
blades, screwdriver, wrench, screw gun,
power drill, 3M VHB Tape
A NASCAR sponsor branding change
adds to the racetrack experience.
W
BY ANDY SALCIDO
hen international brewing company Anheuser-Busch shifted its sponsorship
of NASCAR driver Kevin Harvick from Budweiser to Busch earlier this year,
the branding change involved more than simply re-skinning Harvick's No. 4
stock car. It also meant a shift in national branding for the Anheuser-Busch
label, pushing Busch beer to the foreground for the first time since 2007.
With Bud taking a backseat, the beer producer partnered with Phoenix International Raceway, or PIR, as
it's known in the racing circuit, and rebranded the existing Speed Cantina at the track to the new Busch Garage.
A fan favorite located just outside Turn 2, the sports bar and grill site, formerly sponsored by the
Speed channel, features custom furniture, flat panel TVs, live music, and racing-themed food and drink
specials during each race weekend.
The Busch rebrand meant that all of the existing Speed elements and interior signage, as well as the
custom fabricated exterior signs, all of which featured a vibrant red - both Speed and Budweiser's
signature color - would need to be updated to blue Busch graphics.
As bluemedia now enters its seventh year as the preferred signage and graphics provider for the track,
PIR brought us in to transform the space and add to the entire fan and brand experience, from vinyl wall,
window, tabletop, and concessions graphics, to custom fabricated channel letters, sign faces, and
illuminated sign cabinets.
Table of Contents for the Digital Edition of Big Picture - June/July 2016
Big Picture - June/July 2016
Contents
Insight
Wide Angle
Upfront
Inside Output
Ideas
Busch Garage Signage Speeds into Phoenix International Raceway
R+D
Explorer
Big Picture - June/July 2016
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