State Tourism Office Selects Richmond International Raceway as a New LOVEwork Destination

RIR is one of 16 sites chosen as part of Virginia is for Lovers social media marketing campaign


Visitors from across the world will visit RIR to see its LOVEwork, which will be unveiled in April


The Virginia Tourism Corporation has chosen Richmond International Raceway as one of 16 sites across the state to build and promote a giant LOVEwork. The LOVEwork structures are the focal point of a social media campaign to share the message that love is at the heart of every Virginia vacation. RIR will join with 20 other existing LOVEwork sculptures found across the state featured on as part of the Virginia is for Lovers tourism marketing campaign.

The RIR staff teamed up to begin construction on the LOVEwork, which is completely race-themed:

  • “L” – made from Goodyear tires – the same ones seen weekly in the NASCAR Sprint Cup Series
  • “O” – wrapped in checkered flag vinyl, symbolizing the checkered flag that waves at the conclusion of a race
  • “V” – made of actual racing helmets
  • “E” – made of sheet metal that was once part of cars racing in NASCAR Sprint Cup Series and NASCAR Nationwide Series races
  • The base for each letter is made from the metal used to construct the SAFER walls – interior retaining walls at Richmond International Raceway that absorb energy from the impact of cars hitting the wall

Visitors to Richmond International Raceway will be encouraged to take a picture with the LOVEwork and share on social media sites such as Facebook, Twitter and Instagram. Photos taken by people from throughout the world can be seen at and on Twitter by searching #LOVEVA. The LOVEwork will be located at the corner of Laburnum Avenue and Meadowbridge Road, providing easy access for visitors to snap photographs. RIR’s LOVEwork will be a focal point during its April 25-27 & September 6-7 NASCAR race weekends, as well as the hundreds of events taking place at Richmond Raceway Complex throughout the year.

"Virginia is for Lovers is about love - pure and simple, and has been for more than 40 years," said Rita McClenny, president and CEO of the Virginia Tourism Corporation. “This program uses the power of social media to promote Virginia as an ideal destination for families looking to completely connect on a Virginia vacation."

“In my short time in Virginia, there are two things very obvious to me,” said RIR President Dennis Bickmeier. “Race fans love Virginia and Virginia loves racing. Virginia is the only state that annually hosts four NASCAR Sprint Cup Series races, and we are proud of that fact. I can’t wait until the LOVEwork project is up and ready for visitors from all over the world to see and enjoy.”

The RIR LOVEwork will receive up to $1,200 in reimbursement funding from the state tourism office. 

Tourism is an instant revenue generator for Virginia.  In 2011 tourism generated $20.4 billion in revenue, supported over 207,000 jobs and provided $1.32 billion in state and local taxes. Richmond International Raceway annually generates nearly $400 million in economic impact.

Love is at the heart of every Virginia vacation. Visit to learn more or call 1-800-VISITVA to request a free, Virginia is for Lovers travel guide.

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