Chef's Kiss Hospitality: Legacy Motor Club Redefines NASCAR

In the lead-up to the 2025 Daytona 500, Legacy Motor Club, a Jimmie Johnson-owned team, embarked on an ambitious hospitality initiative. Sarah Turner Wells, tasked with the project just weeks before the race, aimed to elevate the sponsor experience beyond typical fare. Johnson envisioned a grander, more impactful hospitality comparable to Formula 1's events, focusing on creating memorable experiences for fans and partners.

The team faced significant logistical challenges, including limited cooking facilities at the Daytona International Speedway. To overcome this, Wells enlisted two Michelin-rated chefs from Los Angeles. They creatively utilized residential kitchens in a Wyndham timeshare property, commandeering refrigerators and preparing bulk ingredients, showcasing remarkable grit and innovation.

This upscale approach featured dishes like smashburger sliders and bourbon milkshakes, fostering strong relationships with corporate partners and even facilitating business-to-business deals. The success of this event led Legacy to plan similar upscale hospitality experiences for nine additional races in 2025. Michelin-trained chef Duyen Ha was hired to oversee culinary operations, tailoring menus to each race's locale.

For the 2026 NASCAR season, Legacy is scheduled for 15 races featuring an expanded hospitality program. This includes debuting a new Evolve luxury hospitality coach to address previous facility limitations. Johnson believes this elevated, yet authentic, approach to trackside experiences will attract new fans and partners, strengthening the team's brand and revenue generation.