ISC’s Lesa France Kennedy Discusses Daytona Rising

ISC Vice Chair & CEO Lesa France Kennedy yesterday discussed the company’s $400M Daytona Rising project, which includes the renovation of Daytona Int’l Speedway, and said there is a need to take the speedway complex “to a new level with modern amenities."

The mixed-use One Daytona development will include retail and dining spaces, and will be anchored by retailers including Bass Pro Shops.

France Kennedy said, “It will give our fans more to do while they're in Daytona, it will extend their stay and it will also provide some year-round business and economic impact."

CNBC’s Scott Wapner asked if ISC is “modeling this directly after Patriot Place," the mixed-use development outside Gillette Stadium that also includes a Bass Pro Shops. France Kennedy said the Patriots "have done a terrific job" and it is an "example of the type of destination that we're planning on creating."

She said in terms of how many events DIS can host during the year, "We're really busy more than 300 days a year and I think that's surprising to people. We have all kind of events, not just NASCAR." France Kennedy said competition from the NFL and other sports is "one reason that we're doing the Daytona Rising project, to just not only keep up, but to raise the bar in motorsports and all the motorsports facilities."

She added, “It will be a total different level of experience than you've seen in the past. It's going be exciting" "Squawk Box," CNBC