{"id":482150,"date":"2026-02-18T03:42:08","date_gmt":"2026-02-18T03:42:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/482150\/"},"modified":"2026-02-18T03:42:08","modified_gmt":"2026-02-18T03:42:08","slug":"nascar-creates-its-version-of-f1s-paddock-club-with-new-ultra-premium-1948-experience","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/482150\/","title":{"rendered":"NASCAR creates its version of F1\u2019s Paddock Club with new ultra-premium \u20181948\u2019 experience"},"content":{"rendered":"

NASCAR quietly introduced a new ultra-premium hospitality club concept last Sunday at Daytona that will in some ways be its version of F1\u2019s Paddock Club, in what effectively becomes its top-tier ticketing option at a $10,000 price point per unit. The club is called \u201c1948\u2033 and NASCAR executives Steve O\u2019Donnell and Ben Kennedy dispatched VP\/Signature Experiences Group Michael Verlatti to pull it together in the last two months to make sure NASCAR wasn\u2019t missing a part of the market looking for a more expensive experience.<\/p>\n

It\u2019s part of a newly renamed division of NASCAR called \u201csignature experiences,\u201d and the club will be put together at what NASCAR is calling a \u201cselect\u2019 number of tracks this season — including San Diego and Miami. At Daytona, Verlatti said \u201c1948\u2033 had no equivalent in that it was sold as a one-day experience whereas suites and other clubs typically require longer commitments or open more days. The area was previously a suite used by track president Frank Kelleher and his staff the prior year. It now includes what the sanctioning body considers the next step up in quality in the suite area in food and beverage, decor and furniture, has actual decades-old artifacts and rare photos from NASCAR\u2019s archives placed around it, and comes with the ability to get access to other areas of the track. It had a dedicated VIP entry.<\/p>\n

The $10,000 price point is comparable to what F1 events typically charge for three days of access to its Paddock Club, though the NASCAR \u201c1948\u2033 club was just for one day. At the first year of the F1 Miami event in 2022, Paddock Club tickets cost $9,000, SBJ previously reported<\/a>. The club is on the sixth floor of the grandstands and is just three down from the France family\u2019s suite. There is no buffet-style heaters in the club for food and instead features concierge service with dishes made to order. <\/p>\n

FOOD OPTIONS GALORE: Food offerings at Daytona included duck-fat pretzel bites, wagyu beef hot dog sliders, bourbon-braised short ribs along with some vegan and vegetarian options. Liquors included Pappy Van Winkle, Grey Goose, Hendrick\u2019s Gin, Casamigos Blanco, Woodford Reserve and Johnnie Walker Black label, and wines included La Marca Prosecco, Ferrari Brut Champagne and Sonoma Cutrer Russian River Ranches Chardonnay. There was also mocktails without alcohol, something NASCAR made sure to have after interviewing the customers who bought tickets ahead of time to gauge their tastes. NASCAR\u2019s concessionaire, Levy, helped pull the F&B together. <\/p>\n

INCREASED ACCESS: Verlatti said they sold a handful of tickets for \u201c1948\u2033 even without announcing it and also had about eight V-VIP customers who had already bought access to the Rolex 24 Lounge upgrade after learning about \u201c1948.\u2033 He said that the revenue was enough to cover their expenses for the debut. Those who bought tickets also got access to the garage, pit road, victory lane, a meet-and-greet with broadcaster and former driver Kyle Petty and newly inducted NASCAR HOFer Kurt Busch, plus a ride around the track and commemorative gift. The sanctioning body also introduced a new Rev House experience that is more party-based and has a DJ playing music. Verlatti added: \u201cWe\u2019re trying to be super authentic, which we don\u2019t have that (F1) guest and we don\u2019t think we\u2019re going to have guest for a while. But we have a lot of people who have amazing means; they just didn\u2019t have a place to go, so how can we start to look for that customer?\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"NASCAR quietly introduced a new ultra-premium hospitality club concept last Sunday at Daytona that will in some ways…\n","protected":false},"author":2,"featured_media":482151,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[441],"tags":[49,48,578,81630,576,577,12716,634,82,19384],"class_list":["post-482150","post","type-post","status-publish","format-standard","has-post-thumbnail","category-formula-1","tag-ca","tag-canada","tag-f1","tag-fan-experience","tag-formula-1","tag-formula1","tag-motorsports","tag-nascar","tag-sports","tag-ticketing"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/482150","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=482150"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/482150\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/482151"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=482150"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=482150"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=482150"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}