Designing Monster Signage for Dover's 50th

Situation

Opening in 1969, Dover Downs Speedway hosted the “Mason-Dixon 300”—NASCAR’s first-ever event in the state of Delaware. Known today as the Dover International Speedway and the Monster Mile, the raceway welcomes millions of race fans each season. When excited spectators arrive at the Victory Plaza FanZone, Dover’s 46’ tall Monster Monument greets them. Wanting to enhance the massive statue for their 50^th anniversary and their 100^th time hosting the Monster Energy NASCAR Cup Series race, Dover ambassadors turned to Britten to craft larger-than-life branding.

Solution

Using advanced 3D-modeling technology, Britten’s conceptual team began designing a giant Foam3D™ selfie-sign with the popular hashtag #DOVER50. The production team then sculpted the 4’ tall foam letters that made up the anniversary centerpiece. After sanding and smoothing each individual piece, the team painted the letters in Dover’s signature red, white, and black. In addition to the 25’ long sculpture, Britten’s team installed temporary EventTruss™ structures that welcomed fans to the track. Custom-printed, giant sponsorship banners hung from the grandstands and completed the raceway’s anniversary updates.

Impact

Delivered a few months before the Monster Energy NASCAR Cup Series, the massive #DOVER50 selfie-sign complemented the Monster Monument and anniversary celebrations. Fans of all ages posed in front of the foam letters and posted hundreds of fun pictures on social media. The Britten team loved developing the pieces for Dover’s 50^th and looks forward to creating more fan engaging props with them in the future.