'Joliet' Gone from Speedway Logo, Replaced with Chicago Skyline Image

Nothing says auto racing in Joliet like a beach party in Chicago, but then again, Chicago -- not Joliet -- was the whole point when Chicagoland Speedway unveiled its new logo Thursday.

Noticeably gone from track's symbol are the words "Joliet, Illinois," apparently dropped in favor of a mini-skyline outline of Chicago's John Hancock and Willis Tower images.

The unveiling was made at a “Summer Beach Party” at Oak Street Beach attended by NASCAR stars Danica Patrick; Ricky Stenhouse Jr., 2011 NASCAR Nationwide Series champion; and Justin Allgaier, 2011 Chicagoland Speedway race winner. 

According to the track's Web site, the new logo is coupled with "a strategic push to bring the very best of Chicago to the Speedway."

That includes a multi-year extension of its deal with Levy Restaurants, which will introduce a lineup of food options that will only be found at Chicagoland Speedway.

Among the new culinary offerings, which are far more southern than Chicago-style, are the Chicken and Waffle Sandwich, Blueberry Moonshine, a Brisket Slider and “The Intimidator” Dog, a hot dog loaded with macaroni and cheese and bacon.

However, the emphasis on Chicago will be expanded at the track site, including "integrating iconic architectural elements from the city, on-site entertainment, and new strategic partnerships with Chicago area-based businesses," the Web site said.

When the city negotiated its deal with the original owners of the track in 2000, including in the name of the venue was an issue for which city leaders pushed. That, however, was a bargain made 11 years before the track opened.

As NASCAR has started losing its fanbase, track owners and race car teams are seeking ways to rejuvenate the sport. Emphasizing the track's proximity to Chicago seems to be Chicagoland Speedway's new tack.

“Each year we welcome thousands of guests from all 50 states and several different countries who expect to see elements of Chicago when they come to an event at our facility, and we intend to deliver on that,” Chicagoland Speedway President Scott Paddock said on the Web site.

This year, the Speedway has also introduced advance ticket pricing, more flexible and affordable camping and free pit prices with the purchase of season tickets as incentives to bring more people to the track on race weekends.

The NASCAR Camping World Truck Series is July 21, the STP 300 is July 22, the Dollar General 300 is Sept. 15 and the Geico 400 is Sept. 16.