Dylan Howard

Octane Raceway is a premier entertainment destination featuring high-speed kart racing, VR attractions, arcade experiences, and group events. Following operational and branding changes, the company needed a stronger digital foundation to support ongoing promotions, improve usability, and position the brand for long-term growth.

The Challenge

The existing website infrastructure created operational limitations and maintenance challenges. Outdated plugins, limited hosting access, and inconsistencies in the site environment made updates difficult and increased the risk of site instability. At the same time, the brand needed a refreshed digital experience that better reflected the energy of the attraction while supporting marketing campaigns, event sales, and customer engagement.

Strategy / Approach

I led the effort to stabilize and modernize the site while creating a more scalable framework for future growth. The focus was not only on rebuilding the website, but improving operational efficiency, user experience, and long-term maintainability.

This included:

  • Migrating the website environment for improved stability and control
  • Recommending structural updates to support future scalability
  • Improving promotional flexibility for campaigns and seasonal offers
  • Aligning the digital experience more closely with the brand’s high-energy customer experience

Execution

  • Led website rebuild and migration efforts alongside internal teams
  • Updated and stabilized outdated plugin and theme environments
  • Assisted with redesigning user flows and page structure
  • Created and implemented promotional landing pages and campaign assets
  • Supported SEO-focused content updates and optimization
  • Developed digital experiences supporting racing, VR, events, and group sales

Results / Impact

  • Improved long-term website stability and scalability
  • Reduced operational friction around updates and campaign launches
  • Created a more modern and conversion-focused customer experience
  • Positioned the brand for future digital growth and marketing expansion