How has a 75-year-old motorsports company transformed the way it connects with seasoned followers while attracting a new generation of fans? NASCAR executives join Richmond Raceway’s first female president, Lori Collier Waran, for a behind-the-scenes discussion of their team’s successful marketing strategies.

Richmond Raceway generates nearly half a billion dollars in economic impact for the Richmond Region. It recently switched back to night racing, rolling out a new brand. It’s been cited in the Wall Street Journal and other media for its new outreach campaigns and diversity initiatives.

It also launched a five-part Netflix docuseries, “NASCAR: Full Speed,” co-produced by Richmond-based Tim Clark, senior vice president and chief digital officer. He’ll join the panel with other executives to be announced later.

Panelists:
Lori Waran, President of Richmond Raceway
Pete Jung, Senior Vice President & Chief Marketing Officer, NASCAR
Tim Clark, EVP & Chief Branding Officer, NASCAR

Moderated by: Jason Roop
AMA Board Member, Springstory

Event Schedule:
Doors open: 8:15 a.m.
Continental Breakfast: 8:15-9 a.m.
Program: 9-10 a.m.
Networking: 10-10:30 a.m.

Register here.

Expect to discover:

• Content Marketing Insight: How did the Netflix docuseries originate — and how did producers align the show with the organization’s marketing goals?
• TV and Streaming: In an era of changing viewership patterns, how did NASCAR approach its recent $7.7 billion, seven-year television and streaming deals?
• Local and National Marketing: How do they intersect at Richmond Raceway?
• Sports Marketing: How does the organization work to promote drivers, build the sport and fuel its entertainment?
• Diversity and Inclusion Strategies: With multicultural fans at more than a quarter of NASCAR’s base — and more with new fans — how is the organization working to grow?