Richmond International Raceway, International Speedway Corporation
America's Premier Short Track
Richmond International Raceway (RIR), known as America’s Premier Short Track, hosts the NASCAR Sprint Cup Series including the final race before The Chase for the Sprint Cup with introductions of the Chase drivers and teams.
Infinite Scale’s scope included a new comprehensive wayfinding program, extending over three years. The project began with the installation of a new guest tram system and related identification, directional and interpretative signage. The program then extended to 800 acres of parking to create an enhanced experience though area identification, lighting and color-coding. The final phase included a brand identity refresh including a bold graphic look as well as new look for entry gates, concourse, seating bowl and concession signage.
RIR has been hosting NASCAR sanctioned races since 1953 and Infinite Scale is proud to have contributed to the enhanced fan experience and branding efforts of this historic venue.