Sisterhood Spotlight
President, Richmond Raceway
Building audiences and innovating has been a skill well honed by Lori throughout her career which is why most recently, NASCAR tapped Lori to take the helm at Richmond Raceway. She is thrilled to engage loyal fans and new fans and create an iconic fan experience for years to come. Lori is used to living life in the “fast lane” with her husband of 26 years and two sons – one, a recent graduate of Virginia Tech and one in college at Virginia Tech. All of whom drive too fast.
As Richmond Raceway's first, female president, what goals do you have for the raceway and how do you plan to achieve them?
Racing has a rich history in the Commonwealth of Virginia. The drivers, teams, and fans have created such an incredible energy for more than 75 years. Continuing to foster that energy, sense of community, and incredible civic engagement that sports generates is our goal here at Richmond Raceway. Watching as fans from nearly all 50 states and a few countries come into our region is special. It is incredibly important to cultivate that enthusiasm in our region.
How do the murals, commemorative posters, art and other artistic elements contribute to the identity and brand of Richmond Raceway?
Ensuring that our regions identity and culture are apparent throughout the property is important. At Richmond Raceway, we want to highlight the uniqueness that is Richmond and this region. In showcasing local artists, we involve the community in creating something special for all to enjoy.
What initiatives do you have in place to engage younger audiences, as well as women, and inspire the next generation of NASCAR fans?
Today's youth are tomorrow's leaders - and race fans! At Richmond Raceway, we want to ensure we are actively participating in programs and community events that are impactful. The variety of partnerships are endless in this space. A few, partnerships that are happening this race week include hosting the Boys & Girls Club of Central Virginia, YMCA local branches NASCAR Foundation bike build collaboration, a track walk in conjunction with the Cameron Gallagher Foundation which brings awareness to teenage mental health, and of course working with our local schools Henrico County and the city of Richmond to engage and support. Additionally, for the past two years, we have highlighted impactful female leaders in our region with "WOMEN WHO DRIVE RICHMOND" awards program. Highlighting the great work by these leaders is one of the most meaningful and worthwhile events we support here at the track.
What most influenced your leadership style and strategies at Richmond Raceway?
I have been so fortunate to have been guided and coached by incredible leaders throughout my career. Humility has been a common theme with each of them and I have found that humility coupled with transparency is one of the most successful formulas for leadership and mentorship.
"Stay hungry and humble" is a message that lives on repeat in my mind and that seems to have served me well so far. For women interested in making an impact in the sports and entertainment industry, what resources -- books, training programs, education or networks -- would you recommend? First, I would urge them to take any class, internship or job that helps create relevant experience. Next, get comfortable with being uncomfortable to push yourself to success. Growth and comfort very rarely co-exist. No matter the industry, hard work and a positive, solutions-based attitude will always win you opportunities. Lastly, if you come to anyone and say "let me help you solve that…" you will always be a step above most.
About Lori Collier Waran
Lori Collier Waran serves as Richmond Raceway's first female track President. Originally from Hanover County, part of the Richmond metropolitan region, Lori knows just how special the area is. Lori launched her career in Washington D.C., entertaining government dignitaries, professional sports teams and corporations with Sodexho Marriot. After 8 years inside the beltway, Lori and her family moved to back to her hometown of Richmond, Virginia where she joined Auto Trader and started her nearly 20-year career in the media and communications industry. In 2006, Landmark Media tapped Lori to take the helm of the Richmond based media company, Style Weekly Media as Publisher where Lori led the team for nearly 15 years. She was the youngest Publisher in the United States for an alternative weekly at that time.