Sonoma Raceway and Humboldt Redwood Company have joined forces to bring shade and comfort to race fans, as the Windsor, (Calif.)-based company has signed a multi-year agreement to become the raceway’s Official Redwood Provider.
Race fans have long dealt with the warm, sunny Sonoma County summers, and this partnership brings much needed shade from Humboldt Redwood. The highlight of the sponsorship is the construction of the “Real. Strong. Humboldt Redwood Deck” above Turn 2 of the raceway’s road course, which features a 135-foot redwood deck that extends above the existing Turn 2 Terrace, plus a Redwood-arbor covered private bar with TV monitors and dedicated food service.
The raceway has also worked with Humboldt Redwood to construct two new “Grille Garden” seating and shade areas where fans can relax, cool off and enjoy a bite to eat during race weekends. These new areas, featuring redwood arbors, will be located at Turn 2, near The Deck, and above the Turn 9 Terrace on the road course.
“We’re excited to bring shade and comfort to the fans at Sonoma Raceway,” says Carter Welch, vice president of marketing, sales and business development for Humboldt Redwood.
Humboldt Redwood is the leader in environmentally certified Redwood decking, fencing, timbers, landscaping and dimensional products throughout the United States. The company owns and manages approximately 440,000 acres of Redwood and Douglas-fir forestlands along the north coast of California.
From the beginning, the company’s stated purpose has been to demonstrate that it is possible to manage productive forestlands with a high standard of environmental stewardship, and also operate a successful business.
“These new fan environments, constructed entirely from locally-sourced, sustainably-grown redwood, will be a terrific addition to the event experience this season,” said Steve Page, Sonoma Raceway president and general manager. “We are very excited about these facility upgrades and our new association with Humboldt Redwood products.”
The three-year agreement also includes hospitality, extensive signage, promotional rights and other assets during major event weekends in Sonoma.