Richmond’s NASCAR track announced one of the biggest projects in the track’s history on Tuesday morning, unveiling a new identity and spending $30 million to improve the fan experience with a modernized infield.
The track will now be known as Richmond Raceway, dropping the “International” from its name.
The $30 million infield redevelopment project will be known as Richmond Raceway Reimagined.
Virginia Governor Terry McAuliffe was on hand for the unveiling of the remodeling plans on Tuesday morning, as was Lesa France Kennedy, the CEO of International Speedway Corp., which owns the track.
The renovation, which will be done entirely with private money, will modernize the infield, including 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.
“Richmond Raceway Reimagined is a commitment by ISC to the future of the sport and the iconic racing experience in Richmond,” track president Dennis Bickmeier said in a press release distributed at the event. “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.”
After a decade of declining attendance, the track is launching a number of new 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 playoff race.
The goal is to play up the Richmond identification, as well as provide consistent branding across the track, complex and The Classic Amphitheater.
The new Richmond Raceway logo of double Rs were developed in cooperation with local agency Madison+Main, which aimed to play up the track’s history within the sport. Before 1988, the track was known as the Richmond Fairgrounds Raceway.
The next Monster Cup race will take place on Sat., Sept. 9, when the Federated Auto Parts 400 will crown a regular-season champion on the circuit. It will be Dale Earnhardt Jr.’s final race at the track.
Following that race, a groundbreaking ceremony will be held for the new infield improvements.