Connected Real Estate Magazine - Vol 2 Issue 1 - 36
ince 1953, International Speedway
Corporation (ISC) has been one of the
leading promoters of motorsportthemed activities in the United
States. ISC owns and operates 13
premiere motorsports entertainment
facilities that comprise close to
900,000 grandstand seats and
500 suites. More than 100
sporting events are held at
ISC facilities during the
Despite providing guests with heart pumping , high-energy
thrills of the motorsports industry for more than six decades,
it continues to push the envelope on the technology front
to bring innovation to its tracks to ensure the ultimate fan
experience. The incredible rise of data traffic originating from
mobile phones in their venues is only one component of all
the technology challenges facing ISC in the 21st century.
"We want to make sure they have enough capacity to post
anything on social media that they want to," said ISC senior
director of venue technology Rod Ward. "We want to also
make sure they have some experiential elements where we
have a mobile application they can get on, such as a rewards
program they can join."
To accomplish this, ISC has partnered with American Tower
Corporation (ATC), which specializes in connecting people,
devices and networks all over the world wirelessly. For ISC specifically, ATC has installed and manages the facilities' distributed antenna systems (DAS). With these installations at ISC
tracks it'll be much easier to get wireless service in parts of the
building that have poor coverage as there's now a small network
of antennas to provide the necessary reach for connectivity.
"You cannot financially justify putting Wi-Fi in every little location, so that is why we like to supplement with other
technologies like DAS and some new technologies that we're
investigating with American Tower" Ward said.
The union came together when ISC was finally able to work
with other carriers after being under contract with a NASCAR
wireless carrier sponsorship for years. Knowing it did not
36 CONNECTED REAL ESTATE | WINTER 2018
want to sign up with just one carrier again, ISC reached out
to numerous neutral host providers and it was ATC who came
forward with the best proposal-and the right personality.
"We chose them, not only just because of what they were going
to offer, but we've seen that they were going to fit in as well,"
Ward said. "We always love that. As a NASCAR track, it's about
friendship and family and life long partners. So we make sure that
anybody that we find is going to fit in with the team."
ISC has installed DAS systems at five of its facilities, Wi-Fi
at Daytona International Speedway and is looking to move
forward with Wi-Fi at Phoenix International Raceway, too.
"It's going to be the biggest build out we've ever done at a
major sports stadium in Phoenix," Ward said. "It is going to
be interesting to see how much adoption we get from our fans.
They have never had this before in this facility, so this will be a
new thing for everyone."
With DAS systems and strong Wi-Fi signals throughout
ISC facilities, the fan experience has only gotten better. They
can access a mobile application that assists with location services so they know where the best food stands are, if there's a
sale going on somewhere, which restrooms have the longest
lines so they can go elsewhere and more. ISC is looking to
expand on those services, too. Once wireless coverage reaches
the seats, fans can do things like order food from their seat,
have merchandise delivered and even be able to watch replays
of lane passes on the track or a wreck on their phone.
"It's pretty cool that we are thinking ahead," Ward said.
"Once we have this system in place, what we'll be able to do