• Loading stock data...
Friday, November 22, 2024

A Look at the New Foundation of Richmond Raceway’s Ticket Sales

ticket-nascar-richmond

Photo credit: Richmond Raceway

Richmond Raceway is leading the charge among International Speedway Corporation tracks with a new ticket sales strategy that includes growth and improvements to its ticket office and staff to better serve NASCAR fans. Richmond was also the first ISC track to shift to the new Tickets.com platform, which includes mobile ticketing technology.

One of the key modifications Richmond made was building out its ticket sales staff to have more dedicated support for inbound and outbound sales support.

Previously, inbound calls would go through the Daytona call center, but over the past 18 months ticket sales calls come directly to dedicated account executives in Richmond.

The strategic goal is to offer more personalized, in-market support for consumer ticket sales.

With inbound calls coming to Richmond first, and the debut of the new Tickets.com, along with new ticket sales-focused track website in 2017, Richmond’s account executives are establishing a more personal relationship with customers.

“I think the main reason we did this was to get back to 15-20 years ago where you were talking to a group at Richmond, a group that knew about the track and its ins and outs,” said James Hall, senior director of ticketing sales and consumer marketing. “When people are buying tickets, they want recommendations. What better way to do that than to get info from someone who works at the track? Our RICHMOND NATION season ticket holders now have a personal ticket rep assigned to them, too.”

READ MORE: How NASCAR Stays Up to Speed in the Ever-Changing Digital Space

Richmond’s ticket sales account executives do not just reach out to consumers when it is close to race time or time for renewals for Richmond’s NASCAR race weekends. They also reach out every 60 days to stay in contact.

The staff sends handwritten notes to grow the personal touch and conducts a “thank you” campaign following the NASCAR season.

The campaign is not about selling, it is about showing gratitude to fans and asking for their feedback to continue to grow the fan experience. These efforts add more dimension to an already growing personal relationship.

“Our team knows the track, which truly helps make it a personal experience. Fans know what they’re getting and have a familiarity with our property before the race weekend(s),” said Hall. “We get them what they want, whether it’s a recommendation on the FanGrounds or a view of pit road.

In an effort to help its ticketing department from both a sales and training standpoint, Richmond has taken advantage of the new ticketing system, ProVenue via a partnership with Tickets.com, and also the ISC Sales Academy.

Tom Canello, managing director of customer engagement services for ISC, has been instrumental in rolling out the new system, which will eventually be implemented at all ISC tracks.

[mc4wp_form id=”8260″]

ProVenue is fan-friendly and allows ticket holders to use digital tickets; it also streamlines the renewal process. The ISC Sales Academy allows individuals to receive proper training before heading to an ISC track to begin a career in ticket sales.

Regarding Tickets.com and ProVenue, Canello stated, “We put a focus on analytical modeling that would make our outbound strategies more efficient. We wanted to implement an enterprise model knowing that some of our fans go to different tracks on a yearly basis.”

One of the best things about the ISC Sales Academy, according to Canello, is that it allows ticket agents to receive training on how to sell tickets and gain familiarity with the ISC properties before graduating to a full-time position.

“James and I came up with the idea of a sales academy in 2017,” said Canello. “Some of the issues that the tracks were having was finding and training personnel. The sales academy helps ensure that the tracks will be hiring a person ready for the job. We took some of the burden of finding people off the shoulders of the tracks. We brought in people with Minor League Baseball and NBA experience to help train sales associates so that they’re ready from day one at the track.”

Richmond has gotten great feedback about its new ticketing efforts from race fans, but also the NASCAR community. Richmond president Dennis Bickmeier believes the track has a better opportunity to control its own destiny regarding ticket sales.

READ MORE: How Top Brands Market Products Via Partnerships With NASCAR

“When we restructured, we really focused on three main ticketing areas: Outbound sales, group sales and a personalized customer service model,” Bickmeier said. “We know our facility better than anybody. We can answer questions, troubleshoot issues, and do whatever it takes to make the fans experience at Richmond fantastic. I like the opportunity to control our own destiny.”

An additional benefit that Bickmeier sees is having the ticket agents located just inside the front doors of Richmond’s administration offices. Hearing the phones ring and tickets being sold, according to the track president, is energizing.

“When the phones are ringing off the hook, positive energy filters its way through the office,” he said. “Our ticket sales account executives are on the frontline. It’s been fun to have the energy permeate through the hallways with the improved physical space built for the ticket sales team.”

Leave it to Hall to sum up the new foundation of Richmond’s ticket sales strategy best.

“NASCAR is a community. We get to call back fans personally after the race and continue our relationship with them to make their Richmond Raceway experience one they will not forget. We want them to continue coming back and marking our race weekends as a regular holiday on their calendar.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Nov 18, 2023; Las Vegas, Nevada, USA; Williams Racing driver Logan Sargeant of the United States (2) during the Las Vegas Grand Prix at Las Vegas Strip Circuit.

F1 Grand Prix Upended Vegas Last Year. Stakes Are High for Its..

Stakes are high as F1 gears up for a successful second act.

Roaring to the Top: Lions Become Super Bowl Favorites for First Time

This is the first time in franchise history Detroit is favored to win the Super Bowl.
Classic Football Shirts New York Pop-Up

Vintage Soccer Jerseys Have Found a Sweet Spot in the Lucrative U.S...

The money-making shirts are at the prime intersection of memorabilia and fashion.
podcast thumbnail mobile
Front Office Sports Today

What’s Next for Hapless Jets?

0:00

Featured Today

Nov 13, 2024; New York, New York, USA; New York Knicks guard Josh Hart (3) reacts after fouling Chicago Bulls guard Coby White (not pictured) during the second half at Madison Square Garden.
opinion

NBA Ratings Rorschach Test: Buy the Dip

Was it the election? Too many threes? Lack of storylines?
November 15, 2024

Executive Decision: When Richard Nixon Named a College Football Champion

In 1969, the 37th president unilaterally named the winner of the season.
November 15, 2024

How Women’s Sports Could Change in the Next Trump Era

Under the president-elect, Title IX could change drastically.
Former President Donald Trump waves to the crowd as he exits the putting green with his aide Walt Nauta, left, during the final round of the LIV Golf Bedminster golf tournament at Trump National Bedminster on Sunday, Aug. 13, 2023.
opinion
November 9, 2024

Trump Win Puts Sports Back in the White House

With Trump back in the White House, sports get more political again.

NBA GMs Rank Salary-Cap Apron As Rule That Needs to Change Most

Schedule changes finished second with 17% of the vote.
Sponsored

Mastercard’s Foodies & Fairways: Where Golf Meets Gourmet at the TOUR Championship

This year’s TOUR Championship in Atlanta isn’t just about world-class golf—it’s also a celebration of local flavors.
September 8, 2024

US Open Breaks Attendance Record

Top-seeded Jannik Sinner beat No. 12 Taylor Fritz in straight sets Sunday.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
July 18, 2024

Loyal WNBA Fans Hit With Enormous Season-Ticket Price Hikes

Some season-ticket holders are seeing their prices doubled.
July 16, 2024

CONMEBOL, Hard Rock Stadium Continue Trading Blame Over Copa Disaster

Each blames the other for the security madness at Sunday’s final.
July 15, 2024

Colombian Soccer Federation President Arrested in Copa Madness

The 71-year-old on the FIFA Council was arrested alongside his son.
July 12, 2024

Oakland Minor League Baseball Team Experimenting With Fan Ownership

The Ballers say more than 1,000 people have registered interest.