PHOTOS: Richmond Raceway rebrands, plans $30 million in upgrades and renovations

PHOTOS: Richmond Raceway rebrands, plans $30 million in upgrades and renovations

A redeveloped infield will add a slew of new amenities and features to upgrade the 70-year-old track for a new generation of fans amid declining ticket sales.

Rendering: Richmond Raceway

Richmond International Raceway is no more–in name, at least. The 3/4 mile “Action Track” as it’s been dubbed for its steep banking and short length–which often provides for action-packed races–is dropping the “International” from its name and will simply go by “Richmond Raceway.”

Along with the new name will come a slew of upgrades–to the tune of $30 million. As part of the track’s “Richmond Raceway Reimagined” campaign, its parent company will invest the money towards redeveloping the infield (the area inside the track’s loop). The new project will bring new attractions and enhanced amenities for fans, teams, sponsors, and other stakeholders. Construction is expected to be complete before the September 2018 NASCAR race weekend, officials said.

Thanks to the redevelopment, fans will be able to get closer to drivers with new garages and a fan viewing walkway providing full immersion into the sport. Fans will also be able to watch race cars complete their runs through inspection stations in the new infield.

In addition to the new garage walkways and inspection viewing areas, other new attractions will include expansive engagement areas with concessions, and Victory Lane will be staged in closer view of the grandstands for fans to have a better experience celebrating with Richmond race winners. The location will provide new fan engagement opportunities for pre-race access, driver appearances, and entertainment programming, track officials said.

Other amenities will include an 80-person club experience with roof access, two new garage suites with a view into the NASCAR Cup Series garages, and media will be hosted in a new Media Center with broadcast booths, a conference room, and hospitality space.

It’s no secret that attendance has declined significantly at Richmond’s NASCAR races, a trend that has been echoed across the nation. Officials are confident, however, that the new improvements will be the shot in the arm the track needs to bring new vigor to the facility.

Learn more about the redevelopment plans here.

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Trevor Dickerson is the co-founder and editor of RVAhub.com, lover of all things Richmond, and a master of karate and friendship for everyone.