The Richmond race, held at the home track of NASCAR star Denny Hamlin, sold out on Saturday night, ending concerns over declining attendance that had threatened the venue’s second race date for the 2025 season. This packed crowd marked a significant turnaround for Richmond Speedway, which has experienced challenges filling seats in recent years.
NASCAR insider Jordan Bianchi noted that reducing Richmond to one event on a Saturday night played a key role in achieving a full house. The approach encourages fans to attend now rather than anticipating a later race, creating urgency around the event.
One-Race Model Encourages Attendance, Expert Explains
During a recent discussion on the Teardown podcast, co-host Jeff Gluck brought up Richmond’s sold-out status. Bianchi explained how NASCAR’s strategy of focusing on a single race at select tracks has been successful elsewhere.
He said,
“We have seen the one race template work other places. Michigan, Pocono, Dover, and you have one race, that’s your one time to see NASCAR. And it can’t be a, ‘Hey, they’re going to be here later in the year.’ And no, it’s like, if you don’t go now, you’re going to miss it for the year.” —Jordan Bianchi, NASCAR insider
“And so, it works. It really does work. It pushes people to come that are on the fence to come. They may say, ‘Hey, I gotta go. If I don’t go now, I’m not going to see them.’ And this is the way it should be. This is how it should be. And it’s worked over and over again.” —Jordan Bianchi, NASCAR insider
Following Richmond’s event, Bianchi shared insights from a discussion with a decision maker who indicated that more tracks could see a reduction from two races to one in order to maximize attendance and create more sell-out events.
“It’s true that you look at the schedule and there’s some redundancies, but you’re kind of locked into what it is and but this work and good for Richmond, man, because they needed it in a big way,” —Jordan Bianchi, NASCAR insider
Denny Hamlin on Restoring Richmond’s Two-Race Slot
Before the Richmond race, Denny Hamlin was asked how Richmond could regain its second race on the NASCAR calendar. Hamlin, acknowledging his bias as a hometown favorite, said he was not the best person to answer but shared his perspective nonetheless.
He noted that NASCAR has evolved since his youth when Richmond regularly hosted multiple races, implying that conditions for a return to two events would depend on several factors.
“The way to get it back is you gotta come here and sell out at least the one time that you are here. Or at least have a really strong showing during that time,” —Denny Hamlin, NASCAR driver
Hamlin also suggested that improvements to short track racing quality could strengthen Richmond’s case for reinstating a second date. He emphasized that successful changes would need to occur in conjunction with the continued use and development of the Next Gen car to make the venue’s races even more appealing.
Implications for NASCAR’s Scheduling and Fans
The success of the one-race format at Richmond demonstrates that concentrating fan focus on a single event can generate excitement and demand, helping ensure sell-outs and revitalizing interest at tracks facing attendance challenges. If other venues follow suit, this approach could reshape the NASCAR schedule by reducing redundancy and emphasizing memorable, packed race weekends.
For Richmond and drivers like Denny Hamlin, the full stands signify renewed enthusiasm and potential growth, with hopes to return to multiple race dates in the future as conditions improve. The strategy also places greater importance on fan engagement and delivering a compelling race experience with innovations like the Next Gen car.
