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 racing career.

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 to purchase.

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

Sunday Closed

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 fee.

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.