Dale Earnhardt, Inc. (DEI) is open to the public year-round, with many fascinating experiences on site and in close proximity to our facility. The Dale Earnhardt Experience culminates in the showroom and retail store. We have a museum that is dedicated to the legacy of Dale Earnhardt and Dale Earnhardt Inc,. as well as an exclusive Dale Earnhardt Inc. retail store that is stocked with unique products you won't find anywhere else. All of 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-foot "House That Dale Built." Truly a unique experience!