For more than six years, AMI Graphics has been a behind-the-scenes force at one of the most iconic motorsports venues in the United States: WeatherTech Raceway Laguna Seca (WRLS) in California. Our signage solutions have helped define the race day experience for tens of thousands of fans:
- Massive billboards
- Pace car decals
- Sleek sponsor banners
- Experiential pop-ups
- And much more
This partnership is about more than visuals. It’s a story of innovation and long-term trust.
Understanding the Vision for the Raceway
Our partnership began when Laguna Seca, then known as Mazda Raceway, was seeking a new signage provider. AMI Graphics came in and made a quick impression by showcasing our extensive motorsports portfolio, including work with Daytona, IMSA, NASCAR, and other similar race venues around the US.
Our key differentiators?
- Deep industry experience
- Installation capabilities specific to racetrack applications
Custom Design and Collaboration
From the beginning, we emphasized collaboration, not just with the track, but with its vendors and sponsors. Rather than placing the burden of coordinating signage on Laguna Seca’s operations team, AMI offered to manage communications directly with major sponsors like Porsche, Firestone, Ford, and Tire Rack.
For example, when Porsche signed on as the official vehicle of WeatherTech Raceway, we worked closely with their brand teams to deliver high-impact, on-brand signage across the entire track, meeting strict pantone, scale, and placement requirements.
AMI built an online ordering portal for the massive Porsche Rennsport Reunion VII event in 2023, streamlining banner fulfillment for dozens of third-party vendors using uniform tent displays.
Printing and Production
AMI Graphics leverages two full-scale production facilities, allowing the team to route projects based on turnaround speed and workload balance, delivering signage faster and more affordably than local providers.
Installation and Quality Control
We take pride in our work from production to installation. Our strategic approach to installation has set us apart as a valuable partner. Rather than deploying teams a couple of days before an event, our crews arrive early for full-site inventories, ensuring old signage is removed and new signage is installed efficiently and on time.
Storage and Inventory
We purchased and installed a custom storage container on site stocked with organized, event-specific signage. This means when a brand returns years later, the team can simply reinstall archived banners, which saves time and budget for not only the venue, but its partners.
Spotlight: IMSA 2025 and Tire Rack’s Big Debut
During the May 2025 IMSA Monterey Sports Car Championship, AMI pulled off a complete branding overhaul for new sponsor Tire Rack. One of the most iconic features is the track’s historic, massive tire bridge outfitted with full Tire Rack branding across the arch, rooftop, sides, and interior.
Other highlights included:
- Large banners throughout historic turns such as the corkscrew
- Concrete track wall decal
- Pole banners and A-frame signage throughout the property
- Hundreds of vertical and horizontal flags
This event marked a major rollout for Porsche, including a 300-foot banner at turn one, custom pace car decals, and start/finish line billboard graphics.
Going Beyond the Track
AMI’s streamlined communication approach has become a blueprint for other tracks/events, such as Lime Rock’s upcoming NASCAR Truck Series debut to Ferrari Challenge rentals at Laguna. AMI handles everything from asset collection to final install with minimal disruption to track staff.
The benefit is less time managing vendors and more time focusing on the fan experience.
Client Testimonial
“WRLS and AMI have been invaluable partners over the years. We count on them for their consistent reliability, creative solutions, and flawless execution. The quality of their work is exceptional—from planning to onsite support, their attention to detail and professionalism shines through every step of the way. Their high-touch service and deep understanding of our goals have made a significant impact on our success. Our partnership has not only elevated the attendee experience but has also streamlined our operations, allowing us to deliver outstanding event branding with confidence.” — April Henderson, Vice President of Events
