Beyond the Track: NASCAR's Bold Marketing Evolution
Panelists:
Lori Waran, President of Richmond Raceway
Brandon Thompson, Vice President Diversity & Inclusion, NASCAR
Jess Smith, Managing Director for Brand Content, NASCAR

Moderated by: Jason Roop
AMA Board Member, President Springstory

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

How has a nearly 80-year-old motorsports company transformed the way it connects with seasoned followers while attracting a new generation of fans? Join us for a behind-the-scenes discussion of NASCAR's successful marketing strategies with the executives who lead the initiatives and Richmond Raceway's first female president, Lori Collier Waran.

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 also explored new outreach campaigns and diversity initiatives most recently called out in the Wall Street Journal. And, it recently dropped season two of its hit Netflix docuseries, "NASCAR: Full Speed."

You'll join us on location, with a month to go before the Saturday Night NASCAR Cup Series and race weekend arrives in Richmond. Our panel will include Lori Waran, track president, alongside Brandon Thompson, NASCAR's vice president diversity and inclusion, and Jess Smith, NASCAR's managing director for brand content.

Expect to discover:

• Content Marketing Insight: How do social and entertainment platforms align 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?
  
  
  There will be networking opportunities before and after the panel!