Ten Tenths Motor Club brings Formula One-inspired lifestyle chic to Concord.
By Ashley Stroehlein
Six months after Speedway Motorsports and Rick Hendrick announced their vision for Ten Tenths Motor Club, the luxe destination for car enthusiasts and collectors welcomed its first guests.
“I hope that when they walk in the door they say, ‘Wow, this is amazing and more than I expected,’” says Marcus Smith, president and CEO of Speedway Motorsports, about the new venture. The motor club includes a clubhouse, a driving circuit with three configurations, and a soon-to-open members garage.
The Ten Tenths clubhouse, located outside Turns 1 and 2 at Charlotte Motor Speedway, comprises a 20,000-square-foot space for special events, corporate retreats, entertainment, business summits and more. The venue features three large hospitality rooms that can be used separately or combined, plus conference rooms and a catering kitchen.
Greg Walter, president of Charlotte Motor Speedway, says the clubhouse is designed to be a top-tier hospitality venue. “Think Formula One lifestyle, uber high-end. There’s no detail that’s been overlooked,” Walter says.
The hospitality rooms open up to the patio area, which will allow for expanded capacity for up to 1,500 people. And there’s a nice view. The patio overlooks the Ten Tenths Circuit, so members can watch what’s happening on the track, or simply enjoy the scenery.
Walter says it’s more than a well-appointed venue. “It feels like you were transported to western New York in this beautiful wine country because of the rolling hills. You’re not in Concord, you’re somewhere else.”
In an area long known for NASCAR, this feels different.
The clubhouse and circuit debuted to coincide with the Heritage Invitational, which the Speedway hosted in April. The next phase includes a members-only garage loaded with amenities. Beyond climate-controlled storage and gated access, members can enjoy luxury lounge areas. There’s a cigar lounge, bourbon bar and a putting course. Another perk for members — designated event days to drive the courses.
“I toured every club in the country to see what’s out there, and my goal is to make it the best,” Smith explains. “There’s a lot of great venues from Miami to Southern California, New York and in the Midwest, but I think we’ve taken the best of all those things and brought it to Charlotte in a way that this is without a doubt is just the nicest sports car track and club around.”
The opening comes just in time to host the 43rd Annual Speedway Gala for Children’s Charities in May, a marquee event which typically brings out NASCAR stars and local luminaries. “Being able to bring people together, build relationships, build on life’s memories together is a big part of what drives me,” Smith says.
The positive impact may go well beyond entertainment. A boutique industrial project is also in the works, which will add automotive manufacturing on a high-end level. “That’ll be really cool for the region. This is just the beginning, and I think we’ll have a lot of fun,” Smith says. SP
All photos by Ashley Stroehlein
