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Rebranded Richmond Raceway to get $30 million dollar facelift

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Rebranded Richmond Raceway to get $30 million dollar facelift
By:
Jul 11, 2017, 6:59 PM

Richmond International Raceway on Tuesday announced a rebranding of its name and a $30 million infield redevelopment project to enhance fan amenities.

Logo Richmond Raceway
Proposed changes to Richmond International Raceway
Proposed changes to Richmond International Raceway
Proposed changes to Richmond International Raceway
Proposed changes to Richmond International Raceway
Proposed changes to Richmond International Raceway
Proposed changes to Richmond International Raceway
Logo Richmond Raceway

RIR has been rebranded as “Richmond Raceway” in an effort to forge a greater connection to the Richmond area and Commonwealth of Virginia.

Phoenix Raceway, another track owned by International Speedway Corp., has also started to drop the “international” part of its name.

“The new Richmond Raceway brand identity represents the bold, bright future of the track while recognizing our historic legacy in motorsports,” track president Dennis Bickmeier said. “When fans come to the track for our iconic racing experience, they will know they are part of the fabric of the greaer Richmond region.”

The infield redevelopment project, called Richmond Raceway Reimagined, includes a complete redesign and modernization of the track’s infield area, which will allow fans to get closer to the garage areas. A fan viewing walkway will be included where fans can watch cars run through inspection stations.

In addition, there will be new infield social and engagement areas with concessions and Victory Lane will move in closer view of the grandstands.

“This is a great day for ISC and Richmond Raceway, and even more importantly for the great racing fans in the Commonwealth of Virginia,” ISC Chief Executive Officer Lesa France Kennedy said.

“We are always seeking ways to provide unique fan experiences at our facilities and this project is certainly a terrific example. Richmond Raceway has an incredible history and we look forward to its bright future engaging fans in a new way with this infield redevelopment.”

An 80-person club experience with roof access will overlook Victory Lane as part of the modernized infield. Two new garage suites will include a view into the Cup Series garages and a new media center will include broadcast booths, a conference room, and hospitality space.

Additional amenities and enhancements include a new vehicle crossover gate on the backstretch, a relocated tram route, a new pedestrian tunnel, 80 new consumer RV spaces, and infield drainage improvements.

“Richmond Raceway Reimagined is a commitment by ISC to the future of the sport and the iconic racing experience in Richmond,” Bickmeier said. “The track has been a racing destination for over 70 years, and this investment will help ensure the bright future of the facility for the next 70 years.”

The redesigned infield is expected to be completed by the start of the track’s September 2018 NASCAR race weekend.

Click on images to watch videos about the announcement.

 

 

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Series NASCAR Cup
Author Jim Utter