Project Strategy

The Indianapolis Motor Speedway Museum is one of the most iconic and emotionally significant landmarks in Indiana, drawing over 140,000 visitors annually from across the globe. Situated inside the oval of the world-famous racetrack, the museum preserves and celebrates the rich legacy of motorsports. When the opportunity arose to help reimagine this space, we were honored to play a role in reshaping not just the museum’s flooring, but its entire guest experience.

What began as a 23,000 square foot luxury vinyl tile (LVT) installation in the lower level of the museum rapidly evolved into a full-scale flooring transformation totaling over 65,000 square feet. The final scope included 54,000 square feet of soft surface flooring and 11,000 square feet of ceramic tile, with a contract value of $880,000. The design required not only durable and high-performance materials, but finishes that visually connected guests to the legacy of racing. Subtle textures and patterns resembling tire burnouts were selected to evoke the energy and grit of the track, making the flooring part of the storytelling.

This project presented several complex challenges. Just two months before scheduled completion, the client expanded the scope by 22,000 square feet. This required immediate mobilization of additional labor, materials, and updated sequencing. The timeline could not shift, as the space needed to be fully completed before the Indianapolis 500, one of the world’s largest and most high-profile sporting events. Our team responded with speed and creativity, implementing a rolling installation method to maximize productivity without disrupting other trades or museum operations.

Working within a nearly century-old building added further complexity. The team faced irregular substrates, tight mechanical areas, and historically sensitive spaces. To overcome these issues, we implemented an on-site floor preparation verification process that allowed us to adapt methods in real time. This ensured both performance and design intent were preserved. Value engineering was conducted throughout the project, offering strategic substitutions and techniques that met budget requirements without sacrificing functionality or visual impact.

To maintain alignment with the museum’s stakeholders, our team led daily field huddles, weekly walkthroughs, and milestone tracking sessions. This level of communication proved critical in keeping the project on schedule and maintaining full transparency across all trades.

Despite the high stakes, tight timelines, and unexpected scope changes, the project was completed on time and opened to the public just days before the Indianapolis 500. The refreshed space not only met the design vision but honored the tradition of the Speedway and elevated the visitor experience.

The result is more than new flooring. It is a seamless part of a cultural institution, tied deeply to Indiana’s identity and racing heritage. Completed just in time for the most celebrated week in motorsports, this project represents a successful blend of historical preservation, design excellence, innovation, and strategic execution. We are proud to submit this project for the Starnet Design Awards in the Hospitality/Public Space category.

Unique Installation Challenge Strategy

Delivering a flawless flooring installation at the Indianapolis Motor Speedway Museum required speed, precision, and adaptability under pressure. What began as a 23,000 square foot LVT install in the lower level became a full-scale flooring transformation, ultimately totaling over 65,000 square feet. Just two months before the project was scheduled to be completed, the client expanded the scope by 22,000 square feet, significantly increasing the challenge.

This expansion came with a hard, immovable deadline: the museum had to reopen before the Indianapolis 500, one of the most iconic and high-profile sporting events in the world. With increased media attention, visitor traffic, and community pride surrounding the race, missing the deadline was simply not an option.

Our installation team quickly mobilized, reorganizing labor, adjusting sequencing, and implementing a rolling installation strategy to keep progress moving in multiple areas at once. They navigated a century-old structure with substrate irregularities, confined mechanical areas, and a rotating cast of trades working simultaneously—all while maintaining the design vision and delivering with excellence.

This project exemplifies what the Unique Installation Challenge category represents: a high-stakes environment, an evolving scope, and a team that rose to the occasion to meet an unforgiving deadline. Finishing in time for the Indy 500 wasn’t just a construction milestone—it was a cultural one. And our team crossed that finish line with pride.