The public entrance feature's an impressive glass rotunda
entry with a 31-foot ceiling and you are immediately struck by the sight of immense towers
that contain larger than life black and white photos of Dale Earnhardt, Dale Earnhardt
Jr., Steve Park and Ron Hornaday. Black vases containing tall arrangements of fresh, red
tropical flowers in the entry also let fans know that they have entered an environment
never before seen in the world of racing.
Exhibits in the Showroom include trophies from Dale Jr.'s, Steve Park and Ron
Hornaday's career wins and an impressive exhibit of Dale Earnhardt's 7 Winston Cup
Championship Trophies. This marks the first time any of Dale's trophies or memorabilia
from his amazing racing career have been on display for the general public.
Also exhibited in the Showroom is a photographic look at "Dale Earnhardt Inc.-
Behind the Scenes" along with vintage trophies from Ralph Dale Earnhardt's successful
Fans will also have the opportunity to view the interior showroom where a wide variety
of show cars, concept cars and car's from Dale's personal collection can be seen. Through
a large,glass wall, fans can also gain a glimpse of a working Engine Room or the Pennzoil
Hauler when it is not on the road or at the track.
One area of the showroom is dedicated to Sponsor and Product Endorsements and a video
wall highlighting commercials of DEI's team of drivers will soon be an exciting addition.
To further promote interest in the facility, Dale Earnhardt Inc. plans on changing
exhibits throughout the year. This December an Exhibit titled "Championship
Celebration" will focus on memorabilia associated with past Championships. Fans can
expect to see anything from rings, to firesuits to Winston Cup Banquet invitations.
"We'd like the fans to get a glimpse of many personal items which have been a part of
our lives " Teresa Earnhardt stated. Teresa's background in interior design is
evident in the wonderful attention to detail displayed throughout the entire building.
Despite her busy schedule, she was involved in every aspect of planning for both the
showroom and store.
In May 2000 a Spring Boat Show is expected to spotlight pleasure and fishing boats
either won or owned and used by Dale Earnhardt and his team of drivers.
The Retail Store covers over 2,000 square feet and includes the latest in driver
apparel and die-cast. Dale Earnhardt Inc.'s Signature Line includes items
exclusive to DEI such as a DEI Team Poster, Dale Earnhardt Jr.'s 1999 Tour Book and DEI's
glassware collection: cups and glasses with the impressive Dale Earnhardt Inc. logo. This
will mark the first time this sought after logo has appeared on items available for fans
Apparel for non-DEI drivers is also for sale in the retail store, something unheard of
in Racing Shop stores that usually promote in-house drivers only. "It was Dale's idea
to offer apparel from other drivers", states Carol Roth, Director of Special Services
for Dale Earnhardt Inc. "He was also very concerned that pricing on items for race
fans be fair. Judging from fan reaction during our soft opening, I can say that we
definitely met this objective. Fans have been excited about what they have seen, and as
mentioned in one of our displays: the best is yet to come."
Store & Showroom Hours
Monday to Friday 9:00 AM - 5:00 PM
Saturday 10:00 AM - 4:00 PM
Opening hours will be extended during race week and for special events. Fans can call
1-877-DEI-Zone for opening hours that are updated on a weekly basis. There is no admission
Driving Directions from I-77
Driving Southbound on I-77 take Exit 36 and turn left onto Hwy.150.
Driving Northbound on I-77 take Exit 36 and turn right onto Hwy. 150.
Stay on Hwy 150 until you reach Iredell Avenue. Turn right onto Iredell Avenue and
drive through the town of Mooresville. Continue on Iredell Avenue which becomes Coddle
Creek Rd./Hwy 136 and Dale Earnhardt Inc. will be located on your left hand side.