JMU Teams Up with Richmond International Raceway

Sport Marketing and Sales students gain valuable experience in ticket sales industry

by Carrie Wood

Computer Monitor at the Richmond International Raceway - 2017

SUMMARY: Richmond International Raceway is teaming with James Madison University's Hart School of Hospitality, Sport and Recreation Management in launching a new ticket sales program.

Richmond International Raceway is teaming with James Madison University’s Hart School of Hospitality, Sport and Recreation Management in launching a new ticket sales program. The collaboration provides students an opportunity to gain valuable sales experience from the university classroom to professional sports. The initial participants in this joint venture are students who are enrolled in the Sport Marketing and Sales course during the Spring 2017 semester.

Sixty-six students from the Hart School are participating in the program, which was conceived by the track’s Director of Ticket Sales and Guest Services, James Hall, Jr. Recently, Hall visited the Harrisonburg, Virginia campus to guide JMU students through a comprehensive tutorial on general sales technique, customer communications, critical listening skills and winning sales presentation keys.

The JMU students are calling NASCAR fans who have not attended a recent Richmond race. As part of the sales relationship building, the students ask fans about their Richmond NASCAR experience during their last visit to the three-quarter mile D-shaped oval. JMU students are also able to provide an exclusive ticket offer for a TOYOTA OWNERS 400 Monster Energy NASCAR Cup Series race.

“The opportunity to help shape future members of the sports industry is something we truly value in the motor racing industry and Richmond,” said RIR President Dennis Bickmeier. “By teaming with the Hart School at JMU, we are opening the door for many college students to gain critical experience in the sports industry that they may not usually get inside the classroom. This program not only allows us to grow these students’ skill sets, but also to connect with our generations of NASCAR fans who are excited about our sport in 2017.”

“We are proud to have the opportunity for JMU’s Hart School to work with Richmond International Raceway on the creation of this new program,” said lecturer Alyssa T. Bosley. “This unique opportunity gives students in my Sport Marketing and Sales course valuable firsthand experience with the ticket sales, customer service and relationship marketing skills necessary to succeed in professional sports.”

In addition to this program, numerous Richmond staff members have spoken with various classes at the Hart School. Over the course of the past few years, students have either travelled to the track, or staff members have visited the JMU campus.

Published: Thursday, March 2, 2017

Last Updated: Monday, March 27, 2017

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