The Enduring Legacy of NASCAR's Founding Family in Daytona Beach
Before its recent closure, the iconic Brickyard Lounge and Grill, located just two miles from Daytona International Speedway, was a testament to the France family's local presence. Patrons could skip the menu and request the same order as NASCAR chairman Jim France: a hefty 1-pound cheeseburger with a side of crispy fries. At Mario's Restaurant, a 70-year-old establishment in nearby Ormond Beach, staff recall that the late Bill France Sr. always opted for the grouper francaise during family visits.
A Family Deeply Rooted in the Community
For generations, the Frances have been familiar faces at nearly every eatery, shop, and business in Daytona Beach, a city of roughly 75,000 residents along 23 miles of central Florida coastline. Annette Allan, owner of the Brickyard, praised them as wonderful customers who treat employees well. This connection dates back to the mid-1930s when Bill France Sr. fled Washington, D.C., to escape the Great Depression, settling in Daytona Beach where hot rod racing on the beach was already gaining popularity.
By 1940, France Sr. was recognized as the nation's top stock-car driver but grew frustrated with disreputable race promoters who mishandled events and prize money. In response, he convened a group at the Streamline Hotel, laying the groundwork for what would become NASCAR. The family has maintained control ever since, building NASCAR into a billion-dollar enterprise and the leading motorsports series in the United States, all while steadfastly remaining in Daytona Beach.
Transforming a City into a Motorsports Epicenter
Lori Campbell Baker, executive director of the Daytona Beach Area Convention & Visitors Bureau, highlights the family's remarkable commitment. "It is pretty remarkable that multiple generations have chosen to stay here when they could live anywhere in the United States," she notes. "They have put Daytona Beach on the map for millions, and their investments have brought the city Super Bowls without bidding. The advertising value from the France family and the speedway is immeasurable."
Daytona International Speedway, constructed by France Sr. in 1957, serves as the city's anchor, hosting events like the Daytona 500 and the prestigious Rolex 24 at Daytona. The track operates nearly daily for various races and events, from 5K runs to the multi-day Welcome to Rockville music festival. Its influence extends throughout the city, drawing conventions, cheerleading competitions, gymnastics championships, and even the Florida Truck Driving Championship.
Investing in Community and Culture
One of the most significant contributions is One Daytona, a 300,000-square-foot mixed-use lifestyle and entertainment center developed by a France-owned company. Opened in late 2017, it was envisioned by Lesa France Kennedy, executive vice chair of NASCAR and granddaughter of France Sr. This complex includes Costco, Bass Pro Shops, P.F. Chang's, and a race-themed Marriott hotel, enhancing the area's appeal as a year-round destination.
France Kennedy also owns Gallery500, an art gallery within One Daytona, and has been instrumental in cultural initiatives like the Art of Speed event, which raised over $50,000 for the NASCAR Foundation last month. The family's philanthropy extends to the Betty Jane France Humanitarian Award and Speediatrics, a NASCAR-themed pediatric emergency department at Halifax Health Center. They are major donors to the Museum of Arts and Sciences, home to the world's largest collection of Florida-based art.
Why Daytona Beach Remains Home
For Lesa France Kennedy, staying in Daytona Beach is a matter of heritage and personal preference. She grew up on the water and was encouraged by her grandmother to return after college. Today, she enjoys a short commute from her office near the speedway to her waterfront home. Her son, Ben Kennedy, has also chosen the city as his base as he advances in the family business.
Jim France resides along the Halifax River, with his children remaining local, blending seamlessly into the community. As Brian France reflects, "I think it's home. Why does Warren Buffett live in Omaha, Nebraska? Daytona Beach is our home, and we have the biggest event, the Daytona 500, here. It's a community we remain committed to and passionate about." The family continues to support local renovations and businesses, ensuring their legacy endures in the city they helped transform.
