Dale Earnhardt

In 1999, Dale Earnhardt's business, now pulling in multimillion dollars, got a fancy new home on what is now NC Highway 3. About 15 minutes north of Cannon Village, the fans call it "The Garage Mahal." DEI is home to the private archives of Dale, as well as some of his belongings, including his seven Winston Cup Championship trophies. You can tour the showroom with it's always-changing exhibits and browse for memorabilia in the gift shop.  The Dale Earnhardt Experience culminates in the Showroom and Retail Store. The Showroom was a dream of Dale and Teresa's, making the Earnhardt experience tangible to the fans. From the First Turn, a giant wall of huge photos of the Intimidator, visitors know they're somewhere special. All the pictures, awards and history-making cars are on display across the Showroom's 6,000 square feet "House That Dale Built". DEI Headquarters also houses the Corporate Offices of DEI, the Dale Earnhardt Foundation, Earnhardt Technologies Group, and many other arms of the DEI empire.