Flatrock Motorsports Park and Entertainment Destination

In the spring of 2022 dhg was made Agency of Record by Flatrock Motorsports Park and Entertainment Destination. The new $100 million project broke ground in central Tennessee in April 2022 and will be home to Americas longest professionally designed racetrack.

The facility will include several variations of racetracks, an off-road course, karting course, and proving ground for advanced automotive technology. But that’s just the half of it. The property is being designed to be one of Tennessee’s best immersive entertainment destinations. The grounds will feature a 40,000 seat amphitheater, games and entertainment, hotels, restaurants and retail shopping. For the true car aficionado, the property will also feature Flatrock Motorclub. This members only Club will include trackside residences, custom garages, Spa and other fine amenities.

dhg has been tasked with creating the brand identity, positioning, and creation of all media related to the Flatrock marketing and advertising campaign. And boy is this fun! It’s not often when an agency is presented with the opportunity to create a brand identity from scratch.