NASCAR. That’s just over-powered cars going in a circle for hours, right? As the Daytona 500 reaches its horsepower-heavy crescendo today, it’s the iconic racetrack, the Daytona International Speedway, which is sharing a little more of the spotlight than usual. Coaxing fans out from their living rooms and the surfeit of entertainment options there isn’t a unique problem in sports, but it’s one that sponsor-dependent NASCAR faces more than most. The answer is Daytona Rising, an ambitious program designed not only to renovate the grandstand but to turn the historic track into what Joie Chitwood, President of the Speedway, describes as “the first and only motorsports stadium.” I headed out to Florida to find out how new tech is bringing the race experience up to speed.