Bickmeier races into town as RIR’s new president

A few hours after arriving in Richmond for the first time in his life, Dennis Bickmeier did what you might expect the president of Richmond International Raceway to do.

He went for a two-and-a-half hour drive.

A typical Sprint Cup race at RIR lasts a little longer, but Bickmeier wasn't spinning laps around the three-quarter-mile track over which he now presides. Rather, he was venturing around the region by himself, taking his first glimpse of his new home.

"It's been quite a couple of days," Bickmeier told a group of reporters during a gathering at RIR Friday. "It has been overwhelming but in a very good, positive way."

Tuesday, Bickmeier reported to work in Brooklyn, Mich., where he served as the vice president of consumer sales and marketing for Michigan International Speedway – a position he had held since 2007.

By that evening, he'd received word from International Speedway Corporation (ISC) that he'd be heading to Richmond to take over for RIR President Doug Fritz, whose curious resignation was announced by the track the following afternoon. (Fritz had resigned "to pursue other career opportunities," according to a press release, though associates seemed unaware of his plans. On the morning the change was announced, Fritz had attended a Greater Richmond Chamber of Commerce meeting as a representative of RIR.)

ISC owns 12 NASCAR tracks, and Bickmeier was one of several vice presidents in the company being groomed for eventual roles as track presidents. Asked if he had gone through an interview process for the RIR job, or whether he was simply offered the position or told that it would be his next assignment, Bickmeier said with a smile, "I'd like to think that I've been interviewing for it the last 10 years."

Though he acknowledged his eventual desire to become a president, he said he would have been content had the opportunity not come for another 10 years.

With questions about Fritz's departure lingering, Bickmeier said he was only looking forward, not backward.

"I look forward to being a great cheerleader" for RIR, Greater Richmond and the state of Virginia, Bickmeier said Friday. "Hopefully I can add some energy. This place has a great history and great tradition, and we're going to continue to build on that."

During his 90-minute session with print and broadcast reporters Friday, Bickmeier focused repeatedly on his desire to provide an entertaining, affordable experience at RIR for fans. Though it's important to attract new fans, he said he would focus significant energy on maintaining and improving relationships with existing RIR ticket-holders.

"If we don't meet that demand, they're not coming back," he said. At Michigan, Bickmeier and his staff made extensive use of fan surveys and focus groups. He said whatever RIR officials have done in those areas in the past, "we're going to do it times ten" in the future.

Among other issues he discussed:

• the need to improve the fan experience at the track, perhaps by providing more access to drivers, in-race scanners and race viewers;

• the idea of marketing the sport and its nuances more effectively to fans – especially casual fans who may not understand typical strategies employed by drivers and their teams;

• the possibility of providing tickets to military members, veterans, senior citizens and other groups through sponsorships with local businesses. (Bickmeier said he had no intention of giving away free or discounted tickets to such groups, because doing so threatens to alienate season-ticket holders who pay a higher price for their seats).

Bickmeier acknowledged that the timing of his appointment – nine weeks before RIR's signature race Sept. 10 – would make for some interesting – and long – days. That race is the final NASCAR Sprint Cup event before the series' 10-race "Chase," NASCAR's version of playoffs. It's become RIR's calling card, an event that resonates nationally with NASCAR fans who tune in to see which drivers will make the Chase.

He told reporters Friday that in the weeks between now and then, he plans to learn as much as possible about the track, the Richmond region and Virginia. He joked that he'd do his best to stay out of the way of RIR staffers who have been preparing for the September race weekend for months.

"I came here with a blank notebook, but I'm filling it up quickly," he said.

While at Michigan, Bickmeier oversaw MIS's individual and group ticket sales to the general public as well as corporate sponsors and other businesses. He arrives at RIR at a time when the track is experiencing a downswing in attendance – much like many other tracks. (RIR's streak of consecutive Sprint Cup sellouts ended at 33 in September 2008.)

He said he was anxious to work on plans to attract more fans and said he planned to meet with local business leaders to seek their support. He also intends to meet with Virginia Tourism Corporation officials in an attempt to heighten marketing efforts that involve RIR and NASCAR. The fact that Virginia hosts four NASCAR Sprint Cup races each year (including two in Martinsville) should lend itself to such promotion, he said. An effort at MIS involving Michigan tourism officials produced strong results and publicity there, he said.

Though he assumed the job immediately, Bickmeier won't arrive at RIR full-time until late August or early September, he said.



Bail Bonds Chesterfield VA

‘Hello Kitty Truck’ rolls into Short Pump Saturday


MAR. 23, 12 P.M. – Hello Kitty fans, rejoice. On Saturday, the Hello Kitty Cafe Truck, described as “a mobile vehicle of cuteness,” will make its first visit to the region.

The truck will be at Short Pump Town Center, 11800 W. Broad St., from 10 a.m. until 8 p.m. The vehicle will be near the mall’s main entrance by Crate & Barrel and Pottery Barn.

The Hello Kitty Cafe Truck has been traveling nationwide since its debut at the 2014 Hello Kitty Con, a convention for fans of the iconic character produced by the Japanese company Sanrio. > Read more.

Governor vetoes Republicans’ ‘educational choice’ legislation


Gov. Terry McAuliffe on Thursday vetoed several bills that Republicans say would have increased school choice but McAuliffe said would have undermined public schools.

Two bills, House Bill 1400 and Senate Bill 1240, would have established the Board of Virginia Virtual School as an agency in the executive branch of state government to oversee online education in kindergarten through high school. Currently, online courses fall under the Virginia Board of Education. > Read more.

School supply drive, emergency fund to help Baker E.S. students and faculty


Individuals and organizations wanting to help George F. Baker Elementary School students and staff recover from a March 19 fire at the school now have two ways to help: make a monetary donation or donate items of school supplies.

The weekend fire caused significant smoke-and-water damage to classroom supplies and student materials at the school at 6651 Willson Road in Eastern Henrico.

For tax-deductible monetary donations, the Henrico Education Foundation has created the Baker Elementary School Emergency School Supply Fund. > Read more.

Nominations open for 2017 IMPACT Award


ChamberRVA is seeking nominees for the annual IMPACT Award, which honors the ways in which businesses are making an impact in the RVA Region economy and community and on their employees.

Nominees must be a for-profit, privately-held business located within ChamberRVA's regional footprint: the counties of Charles City, Chesterfield, Goochland, Hanover, Henrico, New Kent and Powhatan; the City of Richmond; and the Town of Ashland. > Read more.

Business in brief


Cushman & Wakefield | Thalhimer announces the sale of the former Friendly’s restaurant property located at 5220 Brook Road in Henrico County. Brook Road V, LLC purchased the 3,521-square-foot former restaurant property situated on 0.92 acres from O Ice, LLC for $775,000 as an investment. Bruce Bigger of Cushman & Wakefield | Thalhimer handled the sale negotiations on behalf of the seller. > Read more.
Community

Villa’s Flagler Housing wins national NAEH award


St. Joseph's Villa’s Flagler Housing & Homeless Services was one of three entities to earn the National Alliance to End Homelessness' Champion of Change Award. The awards were presented Nov. 17 during a ceremony at the Newseum in Washington, D.C.

NAEH annually recognizes proven programs and significant achievements in ending child and family homelessness.

Flagler completed its transition from an on-campus shelter to the community-based model of rapid rehousing in 2013, and it was one of the nation's first rapid re-housing service providers to be certified by NAEH. > Read more.

RIR’s Christmas tree lighting rescheduled for Dec. 12


Richmond International Raceway's 13th annual Community Christmas tree lighting has been rescheduled from Dec. 6 to Monday, Dec. 12, at 6:30 p.m., due to inclement weather expected on the original date.

Entertainment Dec. 12 will be provided by the Laburnum Elementary School choir and the Henrico High School Mighty Marching Warriors band. Tree decorations crafted by students from Laburnum Elementary School and L. Douglas Wilder Middle School will be on display. Hot chocolate and cookies will be supplied by the Henrico High School football boosters. > Read more.
Entertainment

CAT Theatre to present ‘When There’s A Will’


CAT Theatre and When There’s A Will director Ann Davis recently announced the cast for the dark comedy which will be performed May 26 through June 3.

The play centers around a family gathering commanded by the matriarch, Dolores, to address their unhappiness with Grandmother’s hold on the clan’s inheritance and her unreasonable demands on her family.

Pat Walker will play the part of Dolores Whitmore, with Graham and Florine Whitmore played by Brent Deekens and Brandy Samberg, respectively. > Read more.

 

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Meadow Farm Museum will present the program “Before the Light Bulb” for ages 6+ from 1 p.m. to 3 p.m. Help make candles for the farmhouse while you learn the origin of the old nursery rhyme “Jack be Nimble” and the many different ways your ancestors lit their homes. Take a hand-dipped candle home. Admission is free. For details, call 652-1416 or visit http://www.henrico.us/rec. Full text

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