The Dale Earnhardt Experience culminates in theShowroom and Retail Store, here in Mooresville. TheShowroom 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 (including all seven of Dale's NASCAR Winston Cup Series Championship Trophies) 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.


While here, you can also visit our Retail Store a place to take a piece of the Dale experience home with you. Hand-chosen items are available for purchase from t-shirts to collectibles and beyond, many of which are available here only.

DEI Public Showroom & Retail Store Hours

Our normal hours are Thursdays - Fridays - Saturdays 11am - 2pm

But we are open special hours, please click here for calendar.

To learn more, contact us.