Under Bryan Sperber's leadership, the Phoenix International Raceway is undertaking a massive $178 million dollar rebuild of its facility, aimed at ensuring NASCAR's legacy in the technology era of sports marketing. Sperber discusses some of the features of the build-out, including how PIR is embracing esports as well as non-race events, and developing unique fan experiences when NASCAR comes to town. Sperber talks about some of the demographic changes with actionable data, as well as how transition to new NASCAR drivers has led to altering traditional loyalties to fan favorites. @PhoenixRaceway
