How Technology Is Reimagining the Indy 500 Experience
At a venue where tradition and speed reign supreme, innovation has found its place. Ahead of the 2025 Indianapolis 500, Bluewater was tapped to modernize one of the most iconic elements of the Indianapolis Motor Speedway (IMS): the Pagoda Scoring Ribbon. This high‑visibility upgrade not only elevated the fan experience but also demonstrated how strategic AV innovation can respect legacy while accelerating toward the future.
A Brighter View for Fans—And for the Future
The Pagoda Scoring Ribbon has long been the heartbeat of the Indy 500’s live experience—broadcasting lap times, race positions, and dynamic data to hundreds of thousands of fans at the track. But with over 6,000 incandescent bulbs powering the display, the aging system had grown increasingly inefficient, difficult to maintain, and hard to read in bright daylight.
Bluewater partnered with IMS and key vendors to deliver a transformative solution. The outdated lighting system was replaced with a custom-engineered LED display, dramatically improving clarity, brightness, and reliability. The result is a seamless integration of modern display technology into one of the most visually recognizable structures in motorsport.
“We’re proud to have played a role in transforming this iconic venue into a state‑of‑the‑art racing destination,” said Scott Schoeneberger, managing partner at Bluewater. “Our goal was to honor the legacy of the Indianapolis Motor Speedway while introducing modern technology to enhance the fan experience. This wasn’t just a display upgrade—it was a commitment to elevating one of the most celebrated events in sports.”
More Than Just a Ribbon: A Fully Integrated AV Ecosystem
While the Pagoda Scoring Ribbon was the visual centerpiece, it was just one part of a broader AV strategy designed to enhance engagement throughout the venue. Bluewater also helped engineer and install:
- A 92-foot-tall vertical scoring pylon retrofitted with modular LED cabinets for real-time updates.
- A 42′ x 24′ LED board positioned for visibility from key grandstands.
- A 22′ x 12′ LED board at the start/finish line, bringing fans closer to the action.
- A massive 100′ wide x 18′ tall media wall at the base of the Pagoda, designed for race-day storytelling and dynamic branding.
- 27 additional LED boards lining the Paddock seating area to deliver real-time data, replays, and sponsor content.
Together, these displays create a fully immersive visual experience that connects fans with the race in ways previously unimaginable. Check out this video where Doug Boles showcases the brand-new scoring ribbon atop the Pagoda at the Indianapolis Motor Speedway!
Engineering Meets Iconic Design
Upgrading a historic structure like the Pagoda required more than technical know-how. It demanded sensitivity to the visual legacy of the building and a deep understanding of live event production needs.
Bluewater’s integration team worked within tight parameters to preserve the iconic silhouette of the Pagoda, carefully designing a mounting system that would support high-performance LED panels without disrupting the structure’s architecture. Content systems were built for real-time flexibility, ensuring seamless synchronization between live stats, broadcast feeds, and fan-facing content.
Every piece of the system—from LED modules to control infrastructure—was designed to meet the rigorous demands of race-day operation, including exposure to extreme temperatures, high winds, and constant use under live broadcast scrutiny.
Power Meets Performance
One of the most striking benefits of the new system is its efficiency. The LED upgrade not only improves brightness and visual fidelity but significantly reduces the Speedway’s energy consumption. Compared to the previous incandescent system, the LED ribbon draws a fraction of the power while delivering exponentially more functionality.
Modular construction makes maintenance simpler and faster, minimizing disruption and ensuring that IMS operations staff can focus on keeping the race day experience running smoothly. Fewer moving parts and built-in redundancy mean less downtime and greater reliability for years to come.
This shift aligns perfectly with IMS’s commitment to innovation and sustainability, proving that heritage and progress can go hand in hand.
Innovation at Full Throttle
For Bluewater, this wasn’t just another AV project—it was a chance to make history.
The Indianapolis Motor Speedway isn’t just the home of the Indy 500; it’s one of the most revered venues in all of sports. Any upgrade, especially to something as visible as the Pagoda, had to be executed with a deep respect for its place in racing culture.
Delivered under a tight timeline ahead of one of the largest sporting events in the world, the project stands as a testament to what’s possible when engineering excellence meets bold creative ambition. It’s a symbol of how technology, when thoughtfully applied, can amplify tradition rather than replace it.
Ready to Drive Your Vision Forward?
Whether you’re building a fan-first experience, enhancing a legacy venue, or creating a show-stopping moment, Bluewater’s team is ready to deliver bold, high-impact AV solutions tailored to your unique needs.
👉 Let’s connect and bring your vision to life—whether it’s rooted in tradition, built for spectacle, or both.
