SMT (SportsMEDIA Technology) is reinventing the experience
at Daytona International Speedway with MaxVision, a video board production
element that provides an interactive and comprehensive experience to fans in
the stadium during Speedweeks this week and the Daytona 500 on Sunday.
In concert with the official unveiling of the $400 million
Daytona International Speedway renovation, dubbed DAYTONA Rising, MaxVision
will be presented on the stadium’s two new infield video display boards, each
measuring 40 feet tall by 80 feet wide. The revamped stadium offers
unparalleled sightlines to make for a more immersive viewing experience.
MaxVision is produced by SMT’s Video Production Services (VPS) division, led by
producer CJ Bottitta.
Using SMT’s graphics publishing system, Data Matrix
Switchboard (DMX), the SMT solution engages fans with a dynamic, interactive
experience by displaying such information as live, dynamic race crawl; social
media integration designed to provide a unique in-venue experience; countdown
to green, start-time, and other venue-specific activity; historic and live race
statistics; and trivia questions about each driver or NASCAR history.
“SMT’s MaxVision production enhances the live racing
experience at Daytona International Speedway by providing fans with a deeper
understanding of racing trends along with an opportunity to interact in a
collective way through social media,” says Steve Stum, NASCAR’s VP of
operations and technical production. “SMT’s graphical depiction of data allows
fans to better grasp the nuances of the race, creating a more informed and
loyal fan base.”
In addition to MaxVision, SMT’s Multi-Content Display, or
MCD, will debut at the Speedway’s media center, providing real-time and unique
content for sports writers and the teams’ respective public relations
representatives.
The MCD application will be displayed on two 50-inch screens,
offering four zones of content, including clocks, standings, social media,
statistical data, and unique video feeds, all with the ultimate goal of
providing compelling narrative points for the media throughout NASCAR’s
most-watched race.
“We’ve built a cutting-edge solution for NASCAR with our
MaxVision and MCD productions. Fans and media will have access to
behind-the-scenes data and video content that before now has never been
available,” says Don Tupper, SMT’s Vice President of Business Development.
“Creating a better fan experience on-site allows us to broaden our relationship
with NASCAR as we continue to offer unique products and services that keep fans
coming back to the track.”
SMT’s history with NASCAR dates back to 1992, when the
company debuted its electronic interface, which incorporated live official
timing and scoring data. Additionally, SMT incorporated the first continuous
race crawl system that is displayed during NASCAR television broadcasts and
works closely with NASCAR and its broadcast partners on a number of
initiatives.