• Loading stock data...
Sunday, June 22, 2025

How Richmond Raceway is Becoming More Fan-Friendly

A new social area, a revamped infield and more await crowds for the September 2018 race.

Image via Popular Speed

Richmond International Raceway has unveiled a $30 million plan to revamp its infield and pit area in time for 2018’s September race. RR plans to connect the racetrack more with the Richmond, Virginia area became public on Tuesday known as ‘Richmond Raceway Reimagined.’

The name change to Richmond Raceway is a tribute to the track in 1988 when it was Richmond Fairground Raceway.

Richmond is one of the oldest racetracks on the NASCAR circuit, keeping history and stories within its walls since the 1940s, but the changing landscape of motorsports warrants an upgrade. Fellow International Speedway Corporation track Phoenix Raceway recently dropped ‘International’ from its name and upgraded the infield to accompany a better and more ‘high-class’ fan experience and RV Camping opportunities as well and moving the start-finish line to turn 2.

https://frontofficesports.com/https-frntofficesport-com-178-million-upgrade-coming-to-phoenix-international-raceway-95c34e78afee

At Richmond, the garage area will be open to fans to watch inspections and to gain the full raceday team experience. Victory Lane will also be moved closer to the grandstands so that those in the stands can partake in the festivities. 80 RV spots will be added plus a “social engagement” area. The biggest asset however is allowing the garage to be viewable and accessible.

Track President Dennis Bickmeier says roughly 8,800 fans will be able to take part in amenities, victory lane and garage access.

As some tracks have added WiFi and upgraded wireless connection, Richmond will be one of the first to offer an engagement area designed to share and create new raceday experiences

“We know, as a sport, one of the biggest things we can hang our hats on is our fan involvement,” said Xfinity Series driver Elliott Sadler, who is not unaware of the lack of fan attendance at NASCAR races.

While NASCAR does not release attendance records anymore, the Spring Richmond race saw about 60% attendance, one of the lowest ever at the venue.

Rendering of future Richmond Raceway set for 2018. (Image via Richmond Times-Dispatch)

ISC has vamped up their fan experiences with FanVision screens, the Phoenix makeover and now Richmond to account for the changing dynamic of not only NASCAR, but sports.

Tourism is another huge dividend in Virginia’s economy from the Appalachian mountains and long coastline to sports history and multiple venues. Up-to-date facilities are a top priority for wrangling in new and old fans or tourists.

The Commonwealth of Virginia is also in support of the project. Virginia Governor Terry McAuliffe said that one-half billion of the $24 billion Virginia obtains as revenue each year is earned from racing events at the racetrack. Virginia will also donate $150,000 to the efforts for their own sake and attraction.

Richmond’s rebranded logo (Image via Jayski)

The racetrack not only plans to upgrade the infield and experiences, but recreate the logo for branding and marketing points that separate Richmond from the others. Everything from black letters to resemble night racing to a red background to signify red striped walls is represented.

NASCAR races at Richmond again on September 9th, and construction on the makeover will begin immediately after race weekend.


Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.

https://upscri.be/f32ae1

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 16, 2025; Oklahoma City, Oklahoma, USA; Oklahoma City Thunder guard Shai Gilgeous-Alexander (2) is introduced before the game between the Oklahoma City Thunder and the Indiana Pacers in game five of the 2025 NBA Finals at Paycom Center.

NBA Taking Cues From NBA Twitter in Restoring Finals Pageantry

The NBA and ESPN/ABC made several changes on the fly.
Jun 8, 2025; Brooklyn, Michigan, USA; NASCAR Cup Series driver Denny Hamlin (11) celebrates with his team, holding up three fingers, one for each of his victories at Michigan International Speedway, after winning the FireKeepers Casino 400.

Judge Urges Michael Jordan, Co-Plaintiffs to Settle With NASCAR

Jordan’s racing team filed a co-suit in October alleging antitrust practices.

NASCAR Amazon Ratings Down 25% From 2024 Fox Broadcasts

The streamer is averaging just over 2 million viewers per race.

Featured Today

Mar 15, 2025; Fort Worth, TX, USA; UAB Blazers forward Yaxel Lendeborg (3) dribbles the ball upcourt against the North Texas Mean Green during the first half at Dickies Arena

NIL Is Shrinking the Pool of NBA Draft Entrants

Agents are now advising many players to stay in school.
Apr 24, 2025; Green Bay, WI, USA; Penn State Nittany Lions defensive end Abdul Carter on the red carpet before the 2025 NFL Draft at Lambeau Field
June 21, 2025

‘More Is More’: The Elite Luxury Jewelers Decking Out Athletes

Meet the elite group of luxury designers crafting the biggest statement pieces.
Dec 5, 2024; Miami, FL, USA; FIFA president Gianni Infantino presents the FIFA Club World Cup trophy during the Club Word Cup draw at Telemundo Studios.
June 15, 2025

Revamped Club World Cup Is FIFA’s Billion-Dollar Gamble

The revamped soccer event debuts amid controversy.
Jun 10, 2025; Nashville, Tennessee, USA; United States head coach Mauricio Pochettino stands during the anthem against the Switzerland during the first at Geodis Park
June 14, 2025

Gold Cup Is Complicated for USMNT—but U.S. Soccer Has Its Eyes on..

Uncertain tournament success isn’t fazing forward-looking U.S. soccer.

What Rolapp’s NFL Exit Means—and the Top Candidates to Replace Him

NFL media boss Brian Rolapp leaves; the league hunts for his replacement.
May 23, 2025

New LPGA Commissioner: Women’s Golf ‘Really Hard’ to Find on TV

Former PGA of America COO Craig Kessler will lead the tour.
Gabby Thomas
exclusive
June 12, 2025

Grand Slam Track Cancels Los Angeles Meet As $30 Million Track Start-Up..

Sources close to Grand Slam insist money is not an issue.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Ted Leonsis unpacks basketball’s global rise, media rights, and portfolio ownership.
Donald Trump, Nick Saban
May 22, 2025

Proposed Trump College Sports Commission May Never Happen

The White House is not sure of its plans.
May 15, 2025

PGA Championship Tees Off With Free Food, Record Hospitality Sales

General admission includes unlimited food and non-alcoholic beverages.
Allyson Felix
May 1, 2025

Allyson Felix on Olympic Pay, Nike, and Track’s Big-Money Era

Felix talked to FOS about her push to help Olympic parents and more.
Jordon Hudson
April 30, 2025

Bill Belichick Accuses CBS of ‘Selectively’ Editing Awkward Girlfriend Clip

The North Carolina coach cited his “professional” relationship with Jordon Hudson.