Fox Raceway Pala Store — JEREMY ERICKSON

GOAL: Remodel and refresh the Fox-owned retail store at Pala Raceway before Nationals.

EXECUTION: Remove old slatwall and fixtures, enlarge window sizes for better visibility and display space, update exterior branding, clean and repair siding, install new Freestyle fixture and backroom storage systems.

ROLE: Tasked by Fox Retail Team to design fixture layout, create new cash wrap, integrate video into backwall, and enhance guest flow and product displays. Visited site with Global Retail Marketing Manager to gather dimensions and requirements. Scope adjusted due to Fox Racing sale negotiations, leading to delays and changes such as maintaining original window sizes. Collaborated with VM team, Director of Retail Experiences, Global Retail Marketing Manager, and store staff to determine product mix and highlight key product stories for Nationals. Produced 3D layouts and custom fixtures using Sketchup.

RESULT: Project completed on time for Nationals. Positive feedback received for cleaner and more organized layout.