In addition to renaming the facility, the Michelin partnership will serve as the cornerstone for a new control tower. Plans for the building, which will be known as the Michelin Tower, include a 300-person hospitality suite on the main floor, a media center and broadcast booths on the second floor, six hospitality suites on the third floor, and four hospitality suites and race control on the fourth floor. The tower also includes a rooftop viewing deck and a catering kitchen.
Michelin’s affiliation with Road Atlanta dates back to the early days of the racetrack, which was completed in 1970. Michelin tires have competed on the historic grounds of Road Atlanta for decades, and Michelin has used its racing success to continuously improve its product line. The racetrack has always served as a testing ground for Michelin tires during competition, and under the new agreement, the Company will have access to conduct driving events for customers and consumers.
“Michelin’s legacy at Road Atlanta runs deep, and these moves will, without question, drive that legacy even further,” said Geoff Lee, president and general manager at Road Atlanta. “Michelin’s and Road Atlanta’s histories intersect at so many points that it would be impossible to separate them, and this partnership will solidify that bond. To have such a forward-thinking partner in Michelin has afforded even more stability to this top-rated international destination — stability that will be noticeable to fans, teams, clients and more. We are beyond thrilled to become Michelin Raceway Road Atlanta in 2019.”