Frank Kappler
for Silicon Entertainment
415-777-4019

FOR IMMEDIATE RELEASE

NASCAR Silicon Motor Speedway racing center to locate in Peabody Place Retail and Entertainment Center

MEMPHIS, Tennessee -- Belz Enterprises today announced that California-based Silicon Entertainment, Inc. will open a 6,000-square-foot NASCAR Silicon Motor Speedway™ interactive racing center and retail store in the Peabody Place Retail and Entertainment Center when the 300,000-square-foot development opens next November.

"Silicon Entertainment’s decision to operate at Peabody Places marks another milestone in our leasing of the Peabody Place Retail and Entertainment addition," said Andrew J. Groveman, senior vice president, Belz Enterprises. "Silicon Entertainment’s NASCAR Silicon Motor Speedway retail concept is a natural fit within the world-class retail and entertainment destination we are creating in downtown Memphis. Coupled with other tenants such as Jillian’s and Muvico, business travelers, leisure travelers and residents alike all will find value in the entertainment experience at Peabody Place."

Officially licensed by NASCAR, NASCAR Silicon Motor Speedway blends the thunderous excitement of stock car racing, the fastest growing sport in the country, with cutting-edge computer technology and the thrill of interactive, head-to-head race driving. Augmenting customer traffic, Silicon Entertainment/NASCAR Silicon Motor Speedway’s new Website will leverage the popularity of stock car racing by converging an online community of enthusiastic NASCAR racing fans with its retail racing centers.

In Memphis, NASCAR Silicon Motor Speedway will feature 12, two-passenger interactive simulators, each mounted on a sophisticated motion platform and outfitted with functional steering wheels, gauges, gas, clutch and brake pedals. Each race car provides the driver and passenger a 140-degree view of the racing action around them via five high-definition wrap-around video screens and 3-D audio system.

"Proprietary technology allows us to replicate, in high fidelity, the complex and thrilling experience of actually driving 195 mph in real stock car race conditions," said Rick Moncrief, chief technical officer of Silicon Entertainment.

To present real-life race conditions, Silicon Entertainment received design support from NASCAR Winston Cup drivers who also are stockholders in the project. Three-time NASCAR Winston Cup Series champion Jeff Gordon, seven-time champion Dale Earnhardt, 1989 champion Rusty Wallace, Dale Jarrett, Bobby Labonte, Michael Waltrip, Kenny Irwin and Jeremy Mayfield all provided turn-by-turn analysis of the simulators during the design phase, and make frequent appearances at the racing centers across the country.

Drivers at NASCAR Silicon Motor Speedway will be able to choose from three track options: Lowe’s (Charlotte) Motor Speedway, Richmond International Raceway or Atlanta Motor Speedway – all precisely replicated from the banking of the turns and the "speed" of the track to the aesthetics of the grandstands and track environment.

Unlike other entertainment centers, Silicon Motor Speedway offers a driver’s friends and family a role in the racing action. They can drive in the race against each other; they can serve as a driver’s in-car racing spotter to monitor speed, lap times, status of track accidents and race standings; or spectators may take track-side seats in an actual racing grandstand. The view from the grandstand encourages bantering among friends and family who can cheer for their drivers.

From check-in to the Winner’s Circle, the entire racing experience lasts 20 minutes and costs $7.50 per driver, and $2.50 per crew member. Admission to the grandstands is free. NASCAR Silicon Motor Speedway also has a motorsports merchandise retail section.

When complete, the Peabody Place Retail and Entertainment Center will be the largest entertainment and retail offering in the region. Totaling 300,000 square feet of entertainment-oriented venues, retail stores and specialty shops, the center will feature category-leading retail anchors, dozens of fashion-forward specialty retailers and a number of nationally recognized theme restaurants.

The entire Peabody Place development will contain approximately two million square feet of space, 762 hotel rooms, 201 apartments, 565,000 square feet of office space, 420,000 square feet of retail space and 3,600 parking spaces.

Belz Enterprises is a leading innovator in real estate development with interests throughout the South and much of the country. Belz develops, owns and manages over 25 million square feet of industrial/warehouse/distribution centers, shopping centers, office buildings, mixed-use centers and corporate campuses. The company also owns a group of premier hotels including the Peabody Hotels in Memphis and Orlando.

Headquartered in Campbell, California, Silicon Entertainment, Inc. is a privately held, leading-edge technology developer and retail entertainment company that combines highly interactive simulation technology with the excitement of head-to-head NASCAR stock racing, the fastest growing sport in the United States. The company owns and operates NASCAR Silicon Motor Speedway™, a burgeoning chain of interactive entertainment centers located in strategically selected shopping malls across the country.

 
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