Daytona International Speedway will pilot a new mobile application this weekend that will enhance the racing experience by helping fans find a friend and purchase tickets.

The app lets fans access up-to-the minute event information directly from smartphones anywhere on the property. The company is testing the app with intentions of rolling out to other locations.

?Racing at Daytona International Speedway is more than an event, it?s an experience,? said Lenny Santiago, senior director of public relations at Daytona International, Daytona Beach, FL.

?And, offering a mobile app will allow enable us to further enhance that experience for race fans by connecting them more directly with their friends ? both those attending the race along with them and those back home ? giving them race schedules so they can maximize their day, search for opportunities across the venue and races, and make purchases,? he said.

Apps and fireworks
The speedway recruited several hundred fans from its Facebook page to participate in the pilot.

Fans will explore the app and provide feedback on its various features throughout the Coke Zero 400, which takes place July 4 weekend.

The app features traffic and shuttle maps to help fans navigate the speedway.

There is also an interactive GPS facility map so fans can locate nearby amenities such as concessions stands, merchandise vendors and restrooms.

Additionally, the app includes a schedule of all weekend events, including driver appearances.

The ?build my schedule? feature lets users customize their calendar for the weekend.

Users will also be able to view direct feeds from Daytona?s Twitter and Facebook pages.

A ?friend finder? function helps fans locate each other on the property.

There are also links to guest services, purchase tickets and track news.

The speedway recently optimized its Web site for mobile.

The app test will help dictate how it expands mobile at other venues, per Mr. Santiago.

The company is looking to roll out the  mobile app  for Speedweeks 2012 at Daytona.

The app will also be introduced  to other ISC facilities this year and throughout 2012. 

Daytona developed the app in  partnership with ticketing technology firm accesso, Lake Mary, Fl.

?Mobile strategies are becoming more common because our guests are looking for more ways to interact with their favorite past times and be more immersed in experiences,? Mr. Santiago said. ?Mobile is a terrific way to deliver on those expectations.?

Daytona?s mobile efforts join similar efforts by others in the racing community.

?Mobile is expanding in the race venue community,? he said.

?A couple of other racing facilities have launched a less feature-rich app over the past year but our effort is a very comprehensive and leading edge effort.?