Dale Earnhardt Inc (DEI) is the multi-million dollar corporation behind the NASCAR Winston Cup teams of Steve Park, Dale Earnhardt Jr., and Michael Waltrip.
From the moment you enter DEI's showroom, you realize it's not like other race shops. 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 Michael Waltrip. 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.
The 8,700-square-foot showroom not only has displays featuring Dale and his racing career, but all of the drivers competing under the DEI banner.
One of the biggest attractions at DEI is the case containing Dale Earnhardt's seven NASCAR Winston Cup Series championship trophies. It's the first time they've all been brought together for public viewing. Carol Roth, (DEI's director of special services) said designing Dale's trophy case was "a huge project." It was patterned after one in Buckingham Palace in England -- the residence of Great Britain's Queen Elizabeth.
Other cases hold items from the other DEI drivers. Included are the trophies Earnhardt Jr. won in taking the NASCAR Busch Series title in 1998 and the fire suits worn by Hornaday in winning the NASCAR Craftsman Truck Series championships in 1996 and '98. Another highlight of the DEI Showroom actually takes visitors back to the Earnhardt family's past. On display are some of the trophies won by the late Ralph Dale Earnhardt, Dale's father, including the 1956 NASCAR Sportsman Division championship trophy.
Fans 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.
Also on display is the AC Delco "Superman" car that Dale Earnhardt Jr. drover on his way to winning the 1999 Busch Series Championship.
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 to purchase.
To further promote interest in the facility, Dale Earnhardt Inc. plans on changing exhibits throughout the year. Fans can expect to see anything from rings, to firesuits to Winston Cup Banquet invitations.
Store & Showroom Hours
Monday to Friday 9:00 AM - 6:00 PM
Saturday 10:00 AM - 4:00 PM
Sunday Closed
Opening hours will be extended during race weeks 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 fee.
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.
