In September 1997, "The Ultimate Motorsports Attraction" had the opportunity to celebrate one of its own accomplishments as DAYTONA USA concept creator and International Speedway Corporation Executive Vice President Lesa Kennedy, along with ISC President Jim France and DAYTONA USA General Manager Sarah Gurtis accepted the Themed Entertainment Association's THEA Award of Outstanding Achievement.

Known as the "Oscars" of the entertainment industry, the THEA Award commemorates outstanding contributions to the themed entertainment industry.

"This is an accomplishment that the entire staff of DAYTONA USA and the community of Daytona Beach can be very proud of," said Kennedy. "Several years ago, DAYTONA USA was just a concept, and today, it is being internationally recognized with the top theme parks and attractions. It is a tremendous honor to proudly display this prestigious award in the attraction."

Throughout its history, DAYTONA USA has made moves that brought, and will continue to bring, fans even closer to the action of racing.

On July 4, 2001, DAYTONA USA expanded with a 10,000-square foot addition that included DAYTONA DREAM LAPS, an IWERKS motion simulator ride, and ACCELERATION ALLEY, a state-of-the-art racing experience in which fans can drive the Daytona high banks for themselves in an 80% scale replica of a NASCAR NEXTEL Cup car.

DAYTONA USA added a third motion simulator in 2003 with Toyota Tundra's Thunder Road, a two-seat simulator that delivers a fantasy ride with a 360-degree flip.

On April 21, 2004, DAYTONA USA raised the curtain on the renovated Pepsi IMAX Theatre. The renovations made the Pepsi IMAX Theatre one of only four 3D IMAX Theatres in the state of Florida. Inside the Pepsi IMAX Theatre, guests view NASCAR 3D: The IMAX Experience and the award-winning "DAYTONA 500: The Movie."