With construction ahead of schedule and season ticket sales already exceeding projections, developers of the Iowa Speedway in Newton are ramping up for the final three months of construction on the state-of-the-art racetrack with expectations that the $70 million project, which makes its debut Sept. 15, will set a new standard for similar projects across the country

“There is no racetrack that’s similar to this one,” said Iowa Speedway General Manager Todd Melfi.

The Rusty Wallace Signature Series track features a 7/8-mile oval track – the only one in the nation, according to Melfi – as well as a host of seating and entertainment options that have already drawn interest from fans throughout the region. Co-designed by Wallace, the Iowa Speedway is the first driver-designed racetrack in the nation.

According to Melfi, Wallace’s design goals were to make the track safe, fan-friendly and “race-y,” with optimal banking and radius and a smooth, fast and comfortable surface. It is engineered to allow three drivers to race side-by-side through all of the turns, a feature that appeals to fans. To make it fan-friendly, Wallace made sure there were no obstructed views from any vantage point.

Safety was a top priority, and to that end, the Iowa Speedway plans to install the New-Age SAFER Barrier System, developed by NASCAR and the Indy Racing League more than five years ago and considered one of the most effective safety measures taken in the racing industry in recent years.

To date, the concrete walls at other racetracks have been retrofitted with the system, which cushions the blow experienced by drivers when they strike the retaining wall. But the system has only covered the existing concrete walls, mainly around the turns. The Iowa Speedway will be the first racetrack to have the SAFER Barrier System around the entire perimeter of the track, and it will not be attached to a concrete wall.

Des Moines-based Neumann Bros. Inc., the project’s general contractor, broke ground one year ago at the 260-acre site, located southeast of Newton near Interstate 80 and the Newton Municipal Airport.

Last month, Wallace test-drove the track’s dirt surface to check for any discrepancies and found only a few spots where the elevation needed to be changed, Melfi said. He test-drove the track again after adjustments were made and rock was put down on the surface and said it was perfect, giving crews the go-ahead to begin final work on the track.

The entire track can be paved in two to three days, and three layers of asphalt are expected to be complete by the last week of June. The Indy Racing League has said it will be conducting tests on the track in August.

“There are still a lot of pieces to the puzzle that need to be put in place,” Melfi said, “but getting the track done is a major milestone.”

With the track nearing completion, attention will shift to the construction of the grandstand and several buildings located on the site, including the four-story VIP building. The first floor contains club seating for 2,000, all of which have sold. Club member tickets are good for the lifetime of the ticket holder and include such perks as access to a private, climate-controlled environment, closed-circuit television and premier parking.

“It’s a very exclusive area,” Melfi said. “They’re the best seats in the house.”

The second and third floor are home to 28 corporate VIP suites, each of which has seating for up to 30 people, and the suites are slightly larger than those at Wells Fargo Arena. Neumann Bros., McAninch Corp., which is also involved in construction at the speedway, and Featherlite Inc. are among the many corporations that have purchased suites, which go for $75,000 for a three-year membership.

Seating for the 2006 season will accommodate 28,000 racing fans, and an additional 12,000 seats will be added prior to the start of the 2007 racing season. Season tickets went on sale in early May, and more than 1,000 were sold in the first hour. Though ticket sale information is proprietary, Melfi said sales have exceeded expectations and the company has released an additional 1,000 season tickets to be purchased. Ticket sales for individual events will begin next month.

The west end of the speedway includes spaces for 105 motor homes; all but two of the spots had been snatched up by last week, according to racetrack spokesman Mike Beecher. Additional campground sites will also be made available to visitors.

Infield buildings include a Wi-Fi-enabled media facility with space for up to 200 journalists. A mechanics’ garage, a welders’ garage and an inspection building are also under construction. Paving of pit road was completed last week.

Other speedway features include a tunnel connecting the outer concourse to the infield. Though it will be primarily used by drivers entering the racetrack, one bay has been dedicated for pedestrian use, providing fans with an close-up view of pit road and victory lane. A corporate hospitality village provides a spot for companies and other groups to entertain guests. There will be five permanent concession stands, and the administration building will include ticket offices, a gift shop, a museum and a restaurant.

Part of the emphasis in planning for major race events is in bringing in pre-race entertainment, all part of an effort to provide fans with an enjoyable experience from the minute they walk through the gate. Country singer Neal McCoy will be the featured act before the inaugural race Sept. 15. Melfi said these pre-race events serve two purposes: reducing traffic congestion by getting fans in the gate well before the start of the race and adding value to the ticket.

Iowa Speedway developers aren’t the only ones with high expectations heading into the final months of construction. Newton city leaders hope that the project will spur further interest from developers looking to build on the parcels of land surrounding the racetrack. Newton Development Corp. Executive Director Kim Didier said there is anywhere from 500 to 750 acres of developable land in the area.

“Most of this land is privately owned and the city’s been working with those private landowners to help them understand what we want to see happen in that area,” she said.

The city has deemed the area surrounding the Iowa Speedway the Prairie Fire Development Area, using various design features to emphasize the area’s environmental characteristics. The prairie will be used as “a common theme that ties the area together so it has that picture of a destination and is not haphazard development,” Didier said.

An Indianapolis development group has reached an agreement with one landowner to purchase 85 acres that will become the site of a 300-room hotel and water park as well as outlots for retail stores and restaurants. Newton Development Corp. hopes the area’s destination status will draw in some retailers and restaurants that, until now, never considered locating in Newton because of its proximity to Greater Des Moines.

“Obviously we want to see development because that only helps us,” Melfi said.