Case Study: Richmond International Raceway achieves sold-out military appreciation tickets and expanded verified-discount programs with SheerID

Richmond International Raceway - Customer Case Study

Richmond International Raceway, a ticketed motorsports venue, needed a way to restrict military appreciation tickets to qualified service members and their families while making the purchase process simpler and expanding discounted options for budget-conscious groups like college students and first responders. Previously, military customers had to obtain tickets through base offices or show up in person with a military ID, which limited reach and convenience.

By integrating SheerID for online verification and ticketing, Richmond International Raceway made eligibility checks digital and purchases effortless. The change drove strong demand — military appreciation tickets sold out two weeks before the event for the first time — prompted creation of a new exclusive package, introduced $19 student tickets in 2014, and extended special offers to first responders in 2015.

Richmond International Raceway