NASCAR’s rebranded Richmond Raceway announces $30mn infield redevelopment project

The Richmond area’s NASCAR track announced on July 11 one of the biggest projects in the facility’s history, unveiling a new identity and plans for spending $30 million to improve the fan experience with a modernized infield. The track will now be known as Richmond Raceway Reimagined, from the previous Richmond International 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. 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.

In addition to the new garage walkways and inspection viewing areas, other new attractions include expansive Richmond infield social and engagement areas with concessions. Gatorade Victory Lane will now 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.

An 80-person club experience with roof access will overlook Gatorade Victory Lane as part of the modernized infield. Two new garage suites with a view into the Monster Energy NASCAR Cup Series garages will provide an unprecedented experience in Richmond; similar to modern stadiums and arenas around the world. Media will be hosted in a new Media Center with 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 delivering fans closer to the front door of the track, a new pedestrian tunnel, 80 new consumer RV spaces, and infield drainage improvements.

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