Richmond's NASCAR venue yesterday announced one of the "biggest projects in the facility’s history, unveiling a new identity" and plans for spending $30M to "improve the fan experience with a modernized infield," according to a front-page piece by Michael Phillips of the RICHMOND TIMES-DISPATCH. The track "will now be known" as Richmond Raceway, shortened from Richmond Int'l Raceway. The renovation, which will be "done entirely with private money, will modernize the infield, adding dedicated viewing areas to watch teams working on their cars in the garages, as well as viewing stations for post-race inspections." It will also bring Victory Lane "closer to the grandstands." After a decade of "declining attendance, the track is launching a number of initiatives to bring fans back to NASCAR." Richmond's next Monster Energy NASCAR Cup Series race is Sept. 9. The infield modifications are "expected to be ready in time for the fall race in 2018, which is also the first time the track will host a Cup playoff race." After that race, a groundbreaking ceremony "will be held for the infield improvements." The new Richmond Raceway logo of double R’s was "developed in cooperation with the local agency Madison+Main" (
RICHMOND TIMES-DISPATCH, 7/12). The AP's Hank Kurz Jr. noted track owner ISC "already has made major changes" at its flagship, Daytona Int'l Speedway, and has a project at Phoenix Raceway that "should be completed" by '18. ISC CEO Lesa France Kennedy said that ISC decided to make improvements at Richmond because it "has a very special personality, and it needs to continue." She added, "It’s really important that we continue to upgrade all of our facilities.” The project will "give about 8,000-10,000 fans infield access at a cost comparable to a $50 pit pass" (
AP, 7/11).
JUST NEEDING SOME TWEAKS: In Richmond, Paul Woody writes ISC "doesn’t see a sport in decline." It sees a sport that "needs a few tweaks ... to energize its fan base and appeal to a new generation of fans." It "remains to be seen if that’s the case." There also is a "healthy tax advantage available for racetrack renovations ... that offers a nice break" for the $30M investment (RICHMOND TIMES-DISPATCH, 7/12).
