ISM Raceway Remodel – Venue and Racing Event Graphics and Signage

The New ISM Raceway

When Phoenix International Raceway (PIR) decided to do a $178 million remodel including a rebrand to ISM Raceway, they needed all-new signage, multiple new structures, and new décor across the speedway. They came to bluemedia.

As a long-time partner to PIR, bluemedia is not new to racing, in fact you might say we’re fans! We deliver much of the event signage for each race at ISMR, in addition to some permanent installations.

For this remodel, ISMR completely removed its INfield – down to the dirt – including an exciting tower demolition. The new INfield was built for comfort and convenience, with the die-hard race fan in mind. To replace the tower, a new, modern, larger, and more visible leaderboard was built, which includes new graphics produced and installed by bluemedia. Before races, visitors can now walk around in the garage that is off limits at most tracks and see the cars up close. Then they can hang out inside or outside with lots of food and beverage choices as they watch the races.

We produced and installed décor and structural products for Miller Lite, Modern Margarita and Portacool Chill Zone, plus nine other concession stands, and branded a building for American Emergency Response.

Our installers got to don their climbing gear for the branded canyons – two new raceway entries that required using lifts and swing stages, and even repelling down the side during installation.

We produced and installed 800’ x 8’ mesh banners in two days, plus 2000 feet of decals for the pit walls as last-minute rush projects on top of it all. The result of all of our work and all the other crews and workers? A beautiful, state-of-the-art raceway that’s bound to draw huge crowds out to the facility. Enjoy!

bluemedia produced and installed 2000 feet of decals on the walls of the pits during the last few days before the raceway opened.


Our crew literally hung out to install new raceway entry signage, and even got to repel down the side of the 51,000-seat stadium.

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