Richmond International Raceway
Richmond International Raceway uses SheerID to ensure that only qualified military personnel and their families can purchase military appreciation tickets to select races. After introducing online military verification and ticketing this year, Richmond International Raceway sold out of their military appreciation tickets two weeks before the event for the first time ever. In previous years, the raceway required military customers to get tickets through offices on military bases or show up at the ticketing booth with military ID in hand. With online verification and ticketing available, the process was so simple and demand so great, that Richmond International Raceway actually introduced a brand new, exclusive package to keep up with demand.
In 2014, Richmond International Raceway also introduced special pricing for verified college students, starting with a $19 NASCAR Sprint Cup Series race ticket.The race track wanted to make tickets more affordable than ever for college students on a budget. In 2015, they extended special offers to first responders as well.