NASCAR Silicon Motor Speedway

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NASCAR Silicon Motor Speedway
NASCAR Silicon Motor Speedway logo.png
Mall of America
StatusClosed
Cost$7.50 USD (1997)
Opening dateSeptember 3, 1997 (1997-09-03)
Ride statistics
Attraction type Full motion sim racing
DesignerLBE Technologies Inc.
Riders per vehicle2
Duration20 minutes
Height restriction52 in (132 cm)

NASCAR Silicon Motor Speedway was a sim racing attraction based on a full motion platform that was designed by LBE Technologies Inc. and licensed by NASCAR. It was introduced in September 1997 at the Mall of America in Bloomington, Minnesota. [1] In March 2010, the final owner of the then-named Silicon Motor Speedway filed for bankruptcy. [2]

Contents

History

Design and development

An idea of a simulated NASCAR experience happened when the sport was one of the fastest growing in popularity during the 1990s. [3] The concept of the attraction was inspired by Planet Hollywood and Official All Star Café, with the idea of having celebrity endorsements to promote the experience. [4]

The final design comprised a network of multiple replica NASCAR stock car models at 75% scale positioned on a full motion hydraulic frames – which simulated acceleration, driving on banked curves and collisions – that were lined in front of three screens that displayed a 3D simulation provided by projectors, providing a 130-degree view for drivers. [1] [5] [6] The 3D graphics provided in the simulation were supplied by 3dfx's 3D Blaster Voodoo 2. [6] Drivers could also modify the performance of their cars prior to each race as well, including simulated adjustments to tire pressure, weight distribution and other changes. [7] Inside the cars, multi-channel 3D audio was provided to occupants by Creative Labs' Sound Blaster sound card as part of the 3D Blaster Voodoo 2 system, [6] [8] [9] while virtual video mirrors provided sideview and rearview visual guidance for drivers. [1] For operation, regular-sized gas, brake and shift pedals were used with a four-speed simulated transmission and occupants were required to used seatbelts. [8] [10] The steering wheel also included an interactive feedback system. [8]

Each simulator cost $70,000, the equivalent to $137,112in 2024. [11] NASCAR racers provided some technical assistance with the simulation experience and some, including Jeff Gordon, became shareholders in LBE Technologies Inc. [1] [11] As for the target demographic, LBE Technologies Inc. focused on adults, with customers needing to be at least 52 inches tall to enter the attraction. [10]

Introduction

On September 3, 1997, NASCAR Silicon Motor Speedway opened to the public at Mall of America in Bloomington, Minnesota. [9] A total of 30 drivers, 12 human and 18 computer-controlled, were involved in a networked race. [10] The price for one session, which lasted about 20 minutes, was $7.50, the equivalent to $15in 2024. [9] At the grand opening, NASCAR celebrities including Rusty Wallace, then-recent Indianapolis 500 winner Arie Luyendyk and Dale Earnhardt Jr., with the latter being unrecognized by many visitors. [12] Earnhardt Jr. attended the event in place of his father Dale Earnhardt, who had recently had an unexplained medical event while racing in the 1997 Mountain Dew Southern 500 days earlier. [12]

Expansion

External videos
Nuvola apps kaboodle.svg Promotional video of NASCAR Silicon Motor Speedway on YouTube

Shortly after its launch, weekend wait times for the attraction at Mall of America amounted to eight hours, operated at 85% of its capacity for two months and had over one million people visiting in one year. [1] [4] Following its success at the Mall of America, management suggested visitors to use a reservation system, with wait times at all locations dropping to three hours within a year. [1] By 1998, five locations were open and an additional twelve locations were projected to open in both 1999 and 2000. [1] NASCAR Silicon Motor Speedway was marketed as a way to have people spend more time at host locations and was targeted towards being installed in shopping malls, with the attraction be able to fit into a 6,000 sq ft (560 m2) retail space. [4] The attraction's popularity also included tournaments between racers that pooled up to $30,000 in prize cash, with the pro class champion winning $5,000, the veteran class prize being $2,500 and the rookie class prize being $1,250. [6] [13]

Opening dateLocationCityNotes
1997 Mall of America Bloomington, Minnesota [1]
1998 Woodfield Mall Schaumburg, Illinois [14]
1998 Galleria Dallas Dallas, Texas [6]
1998 Irvine Spectrum Center Irvine, California [15]
1998 Palisades Cente West Nyack, New York [3]
1999 Arbor Place Douglasville, Georgia [16]
1999 Concord Mills Concord, North Carolina [17]
1999 Carousel Center Mall Syracuse, New York [8]
1999 Katy Mills Katy, Texas [18]
1999 Mall of Georgia Buford, Georgia [19]
1999 RiverTown Crossings Grandville, Michigan [20]
1999 Walden Galleria Cheektowaga, New York [3]
2000 Crossgates Mall Guilderland, New York [21]
2000 Opry Mills Nashville, Tennessee [22]
2000 Peabody Place Memphis, Tennessee [23]
2000 Riverchase Galleria Hoover, Alabama [24]
2000 Universal Studios Hollywood Universal City, California [25]
2003 NASCAR Speedpark Smoky Mountains Sevierville, Tennessee [26]
2001 Daytona USA Daytona Beach, Florida [27]
2003 Myrtle Beach Pavilion Myrtle Beach, South Carolina [26]
2004 The Nextel Experience Mobile trailers [28]
2004 Paul Bunyan's Wisconsin Dells, Wisconsin [29]

Decline

By 2001, NASCAR Silicon Motor Speedway was located in only 12 locations [11] compared to the 28 locations projected to open by 2000. [1] LBE Technologies reported continuous annual loses of $2.6 million in 1997, $5.2 million in 1998 and $11.5 million. [1] By March 2001, the locations at Arbor Place, Galleria Dallas, Irvine Spectrum Center and Walden Galleria closed. [30] In April 2001, Silicon Entertainment Inc., who had acquired NASCAR Silicon Motor Speedway, filed for bankruptcy and its locations were closed. [1] In September 2001, nine NASCAR Silicon Motor Speedway locations were acquired by Perfect Line LLC and reopened. [5] A year later, Interactive Motorsports & Entertainment Corporation (IME) acquired Perfect Line in August 2002. [31] In March 2010, Interactive Motorsports and Entertainment Corp., the final owner of Silicon Motor Speedway, filed for Chapter 11 Bankruptcy. [2]

Reception

Following the launch of NASCAR Silicon Motor Speedway, The Chicago Sun Times wrote it was "a rush...the next best thing to real NASCAR racing." [1] Discussing the motion effects, Sports Illustrated said "Hit the wall or another car and the resulting spinout is genuinely harrowing" while Popular Science wrote "You feel every banked turn, hard shift and concrete wall you meet." [19]

References

  1. 1 2 3 4 5 6 7 8 9 10 11 12 O'Brien, Tim (Nov 16, 1998). "NASCAR Silicon Speedway will add 12 more in 1999". Amusement Business . 110 (46): 49 via Proquest.
  2. 1 2 "MOA racing attraction in Ch. 11 bankruptcy". Twin Cities. 2010-03-03. Retrieved 2025-09-29.
  3. 1 2 3 HAMMERSLEY, HAROLD MCNEIL, SHARON LINSTEDT AND MARGARET (1999-08-23). "NASCAR SILICON MOTOR SPEEDWAY TO OPEN IN GALLERIA". Buffalo News. Retrieved 2025-09-29.{{cite web}}: CS1 maint: multiple names: authors list (link)
  4. 1 2 3 Claymon, Deborah (January 1998). "Hollywood is buzzing about the new breed of location-based entertainment centers". Red Herring .
  5. 1 2 Forrester, Brian (21 September 2002). "NASCAR center in Opry Mills reopens with new ownership". Nashville Business Journal . 17 (39): 9.
  6. 1 2 3 4 5 "NASCAR Silicon Motor Speedway Gears Up for 1998 3Dfx Cup". The Auto Channel. 10 September 1998. Retrieved 2025-09-29.
  7. Schwiesow, Deirdre R. (22 Aug 1997). "What's Happening in...". USA Today . pp. D5.
  8. 1 2 3 4 Niedt, Bob (8 September 1999). "Virtual Speedway Races to Carousel Center". The Post-Standard . pp. B7.
  9. 1 2 3 "GET YOUR MOTOR RUNNIN': NASCAR ENTERS INTERACTIVE ARENA". Sports Business Journal . 2025-09-29. Retrieved 2025-09-29.
  10. 1 2 3 Covert, Colin (11 September 1997). "Drive a race-car simulator for risk-free NASCAR thrills". Star Tribune . pp. E1.
  11. 1 2 3 Fox, David A. (2001-04-20). "NASCAR Race Simulator Center at Opy Mills to Close". Nashville Post . Retrieved 2025-09-29.
  12. 1 2 Gilbert, John (4 September 1997). "Son says Earnhardt looks OK". Star Tribune . pp. C5.
  13. Mullen, Micheal (28 April 2000). "Silicon Motor Speedway Gears Up". GameSpot . Retrieved 2025-10-02.
  14. "Driving Ambitions". Chicago Tribune . 1998-06-19. Retrieved 2025-09-29.
  15. Baiocchi, Chris; Fried, Ian (7 September 1998). "Executive briefcase". Orange County Business Journal. p. 34.
  16. Johnson, Marylin (4 November 1999). "Buyer's Edge: Arbor Place gets thumbs-up for shopping and strolling". The Atlanta Constitution . pp. e13.
  17. "Concord Mills Grand Opening Day Celebrations Attracted More Than 100,000 Shoppers". PR Newswire . 18 September 1999. p. 1.
  18. "Grand Opening of Katy Mills Attracts More Than 120,000 Customers". PR Newswire . 28 October 1999. p. 1.
  19. 1 2 Ippolito, Milo (19 August 1999). "Virtual racing yields real thrills Speedway simulator coming to new mall". The Atlanta Constitution . pp. J3.
  20. Sinkevics, John (28 January 2000). "A Virtual Ride (Or, Hitting the Wall)". The Grand Rapids Press . p. 22.
  21. Pash, Phil (24 February 2000). "Motor Sports Notes". Gannett News Service. p. 1.
  22. "NASCAR Silicon Motor Speedway - Universal CityWalk". www.smsonline.com. Archived from the original on 2000-08-18. Retrieved 2025-10-02.
  23. "NASCAR Silicon Motor Speedway - Memphis". www.smsonline.com. Archived from the original on 2000-08-18. Retrieved 2025-10-02.
  24. "MMP Will Host Nitro Funny Cars". Montgomery Advertiser . 24 February 2000. p. 1.
  25. Rice, Jerry (12 February 2000). "Theme Park Fever Southland Attractions Use New Rides to Draw Crowds". Los Angeles Daily News . pp. L3.
  26. 1 2 "NASCAR Silicon Motor Speedway Expansion Plans Begin at Two Burroughs & Chapin Company Entertainment Venues". Business Wire. 20 March 2003. p. 1.
  27. Rippel, Amy C. (9 December 2000). "Daytona USA Expansion Lets Visitors Take the Wheel". Orlando Sentinel . pp. H1.
  28. "NASCAR Silicon Motor Speedway Simulators to Be Featured Attraction of Mobile 'Nextel Experience'". Business Wire. 30 January 2004.
  29. "NASCAR Silicon Motor Speedway Simulators to Be Featured at Wisconsin Dells Attraction". Business Wire. 27 February 2004.
  30. "Racing Centers". NASCAR Silicon Motor Speedway. 9 March 2001.
  31. "IME acquires NASCAR centres". SportBusiness. 2002-08-15. Retrieved 2025-10-02.