Bristol Motor Speedway – “It’s Bristol, Baby!” Interactive Monument

CI/CM designed Bristol Motor Speedway’s “It’s Bristol, Baby!” monument, an interactive photo-op experience for speedway visitors. The phrase became part of track lore after Dale Earnhardt Jr. said it in his Victory Lane interview in August 2004, and the monument turns it into a giant, climbable backdrop: oversized lettering in the track’s red, white and blue on a stepped platform that visitors walk up to step into the shot.

The monument debuted in August 2017 near BMS Entrance 1 (North) and has become one of the speedway’s signature photo stops. Bristol Motor Speedway’s own guide to the best photo ops calls it “the perfect welcome shot for families.”

Services: environmental/monument design, visitor experience design