Wave the checkered flag, because after a year stuck in neutral due to the coronavirus, Richmond Raceway put the pedal to the metal this year in Henrico. America’s premier short track celebrated its 75th anniversary in style with a return to in-person events, first hosting limited fans for the Toyota Spring Race Weekend in April and then fully reopening the grandstands and FanGrounds in September for the NASCAR Playoff Race Weekend. Retired Hall of Famer Dale Earnhardt Jr. even returned to competition to recognize the 20th anniversary of 9/11.
It has been a year of triumphs for Richmond Raceway. But when you talk to its president, Dennis Bickmeier, who has been serving since 2011, you begin to understand that such success has been years in the making.
An Economic Generator
Bickmeier is warm, personable, and humble. You would never suspect that this was a man who runs an 1,100-acre complex that generates nearly half a billion dollars in economic activity for our region, according to a 2018 Virginia Commonwealth University study. He simply says he’s proud of the responsibility of attracting people to our area, promoting tourism, and “driving heads in beds.”
One of those responsibilities is overseeing Richmond Raceway. What started as a 1940s dirt track eventually transformed into a one-of-a-kind ¾-mile D-shaped oval in 1988. NASCAR drivers adore the upgrade because it races like a superspeedway, cementing its reputation as a world-class racing facility. In 2010, a state-of-the-art video scoring tower was introduced that stuns with four massive HD LED screens measuring 38 feet wide by 24 feet high.
Then in 2018 came the unveiling of the FanGrounds, a $30 million reimagined infield that offers an immersive experience unlike any other in NASCAR. There, fans can experience unique engagement neighborhoods that feature concessions, view Cup Series Garages, attend pre-race ceremonies with driver introductions, and much more.
“To see those drivers and crew members come and engage with the spectators is amazing,” said Bickmeier. “For fans, it’s like walking into a locker room before the home team takes the field.”
Turn Up the Volume
But the Richmond Raceway complex is more than a world-class race track. The facility houses big tourism draws like motorsports events, consumer trade shows, and Virginia Credit Union LIVE! – a popular outdoor concert venue that launched in 2019 thanks to a $500,000 redevelopment.
“When I got here 10 years ago, I looked at a master plan and saw the red X over the amphitheater,” said Bickmeier. “I said, ‘Give me a couple of years to figure out what to do with it.’”
It’s fair to say that LIVE! has been off to the races ever since. It started with just two shows. This year, that number was upgraded to 15 and featured such popular acts as Nathaniel Rateliff & the Night Sweats and The Avett Brothers. Next year, Bon Iver is slated to make an appearance.
Taking Part and Giving Back
As much as it does for the economic vibrancy of Henrico, Richmond Raceway loves to give back to the community. Bickmeier personally meets with seven homeowners associations to share ideas and maintain good relationships with complex neighbors. Through the Richmond Raceway Cares program, it accepts grant applications from nonprofits and supports afterschool programs. During the height of the pandemic the facility served as a vaccination site where over 165,000 people received their shot.
Accelerating Toward the Future
One thing is for certain, Bickmeier is fiercely optimistic about the future. He loves witnessing the continued growth and development in the Raceway’s corner of the Fairfield district – including the modernizing of the road infrastructure, improvements to streetscapes, and upgrades to transportation. He’s excited about the announcement of the state-of-the-art Amazon fulfillment center and what that will do to generate hundreds of jobs and economic opportunities for the community.
Bickmeier is also tremendously proud of his “mighty team of 20” employees. After a year that ravaged the travel and tourism industry, Richmond Raceway continues to be on the right track. Recently, the facility announced that next year it would be hosting a NASCAR Whelen Modified Tour race, along with its first summer race weekend. When asked if Bickmeier had any additional plans for the future, he put it simply.
“Keep on trucking.”
