Social Spaces Rule the Day at Venues

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Photo via Richmond Raceway

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

Everywhere you look, a new social space is popping up at a venue. Beyond just providing fans with another option in which to take in the event, these spaces have also created more sponsorship inventory.

Opening Chaos Corner last year, Richmond Raceway saw great success in attracting fans with options such as cheaper concession prices.

Ahead of this year’s season, we caught up with Dennis Bickmeier, President of Richmond Raceway to see why the track has turned to social spaces, why options are important, and why Larry’s Hard Lemonade came aboard this year as a sponsor of Chaos Corner.

On building social spaces…

“When we started the design process, I wanted to do something similar to what we were beginning to see in other sports. Party decks were creating a social atmosphere and more of a gathering during sports events. We designed our party deck without fixed seating and levels deep enough for barstools and standing room space to congregate during the race. It was important that this area be in the middle of the action, so you can see and feel the race. From the infield to grandstands to the midway, we have areas that are essentially built around socializing.”



On offering different experiences…

“It is important to make sure we have a variety of offerings and strike the right balance between price point and experience. When you look across the spectrum of who is coming to our races, we have everything from first-time attendees or casual fans to long-time avid fans and season ticket holders with each group having different wants and expectations for their race-day experience. It is up to us to provide the menu and let them make the selection that is the best fit for the experience they want. Once they decide, then it is up to us to deliver.”

READ MORE: Richmond Raceway Takes Unique Approach to Fan Engagement With Seven-Day Trip

On creating new inventory…

“My view is it’s a two-way street. There are times, like with the Chaos Corner, when we knew it was something we wanted to do, and then worked to find a partner or brand that aligned with that experience to help us bring it to life. There are other times, and you see this a lot with promotions, whereby in our discussions with a sponsor, and understanding their objectives, that we hit on something that we can build together from scratch.”

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.