May 9, 2017


We admit it. We have RECon on the brain. With just two weeks until the world’s largest retail real estate convention, it’s natural for us to pause and consider how this industry helped us spread our wings.

For over 18 years, COHN has been fortunate to partner with some of the industry’s most respected companies. Most recently, we’ve joined forces with the team at International Speedway Corporation, proud developers of ONE DAYTONA.

We recently sat down with Gentry Baumline-Robinson, Communications Manager for International Speedway Corporation to get her thoughts on how ONE DAYTONA came to be how will it help redefine the retail experience.


ONE DAYTONA is a 300,000-square-foot retail, dining and entertainment destination adjacent to Daytona International Speedway at the official gateway to Daytona Beach. It also includes two hotels, residential areas, a flame fountain, kids pop-up fountain, public art installations, and Victory Circle—our central gathering spot for entertainment. The best thing about ONE DAYTONA, in my opinion, is that it’s not just one thing; it’s every thing—entertainment, dining, shopping, and living. ONE DAYTONA is a spot for locals, and for visitors. It’s a place to take the family, and it’s a place to take a date. At its core, ONE DAYTONA is a place you go to experience, and that’s what makes it so special and unique.

How did ONE DAYTONA come to light?

The France family and International Speedway Corporation realized their vision to be a leader in motorsports entertainment. With ONE DAYTONA, we really wanted to use our perspective and experience to create a vibrant gathering place leveraging our real estate and complementing the speedway to create a retail, dining and entertainment destination as a way of giving back to the Daytona Beach community who have generously supported us since the first race back in 1959.

It sounds like ONE DAYTONA is a true labor of love.

It’s more than just an address. We believe that ONE DAYTONA is the perfect expression of what makes Daytona Beach and its people so special. This area means so many things to so many people—and whether racing is your passion or not, we hope that ONE DAYTONA will be woven into the fabric of this community as the local’s hot spot and source of pride.

How does Daytona International Speedway fit into the ONE DAYTONA equation?

Whether it’s a NASCAR race, Country 500, The Great American Music Festival or Bike Week, we know that events at Daytona International Speedway can extend beyond that footprint. Our guests schedule vacations around these moments to soak up every last drop of pageantry and spectacle. Before, after, and in between events, our hope is that ONE DAYTONA will be the natural gathering place for our visitors. But it’s more than simply a convenient gathering place. We envision ONE DAYTONA will blend seamlessly with the Speedway to create a singular, enhanced experience for fans of races, concerts and other special events. The symbiotic relationship between Daytona International Speedway and ONE DAYTONA is really the France family’s vision for reimagining the ultimate full-circle retail, dining and entertainment experience.

What’s the latest and greatest on tenants and construction?

I have a birds’ eye view from my office every day, so witnessing this project take shape is exciting. Construction is well underway; in fact, Cobb Theatre and Bass Pro Shops, our bookend anchors, are already open for business and exceeding expectations, and the Fairfield Inn & Suites by Marriott is on track to open in the fourth quarter. We have signed leases with scores of exciting and new-to-market tenants including Oklahoma Joe’s BBQ, Rock Bottom Restaurant and Brewery, Guitar Center, GameTime, MidiCi: The Neopolitan Pizza Company, P.F. Chang’s, Kilwins, Lindbergh and Designers Market.

Can you let the cat out of the bag? Is there an official opening day announced yet?

Nice try. Let’s just say some time in Q4 of this year.

You must be busy. How do you recharge your batteries?

I’m a huge fan of barre classes and playing golf, but I don’t do either as often as I’d like.

You live at the beach. Where do you vacation?

The beach.😄


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