Meet Virginia Raceway Queen Connie Nyholm
At VIRginia International Raceway, Connie Nyholm took an abandoned stretch of asphalt and made it into one of the most celebrated road courses in the country, blending high-level racing with a destination-worthy experience. Image: VIRginia International Raceway
People call VIRginia International Raceway in Alton, VA, “Motorsports’ Heaven on Earth” for the fun it offers spectators, families, and even unassuming tagalongs who become ardent fans. For the uninitiated, road course racing isn’t like NASCAR. The multi-directional course follows natural terrain with hills, elevation changes, and blind turns (both right AND left).
You’ll see different types of sports cars in a more immersive, up-in-the-action environment. Racing is just a sliver of the VIR experience — a full weekend of fun, thanks largely to Connie Nyholm, the industry’s “auto queen,” who transformed VIR into a world-renowned yet Southernly hospitable home.
Did you have a passion for business from a young age?
My dad used to tell me that I was a born entrepreneur. When I was in fourth grade, my mom offered me two dollars per trash can to fill it with acorns. I hired the younger kids to fill them up for $.50. She was mad, but Dad smiled from ear to ear.
Can you share some stats about VIR’s impact today?
VIR is my dream come true. It attracts almost 400,000 visitors a year, which creates a positive economic impact of over $190 million annually in just our neighboring communities of Halifax County, Pittsylvania County, and Danville, Virginia.
VIR employs about 350 people, and the 14 businesses in our industrial Park employ another 141, making our campus a significant employer for the surrounding rural communities of Virginia and North Carolina. Being able to build a team of such wonderful individuals who make VIR all it is makes me truly happy and emotional.
Reviving the track has been an amazing journey that started with little more than a chewed-up piece of asphalt running through a 13-acre cow pasture. Since May 27, 1998, VIR has been continually evolving into one of the most recognized road courses in America, if not the world.
You have also revived the whole race-day experience. Why was that important to you, and when did you realize it was working?
I had never been to a racetrack before I started VIR, so I really had no preconceived notions. The more I got exposed, the more I realized how cool the racing experience was for entire families and people of all walks of life. To me, there’s nothing more exciting than being in the race paddock with the adrenaline of the drivers and their teams preparing the cars and themselves for battle. The excitement is palpable, and the atmosphere is welcoming.
VIR hosts professional and amateur automobile and motorcycle racing, as well as high-performance drivers, for events nearly every day from March 1 through mid-December. Road course racing is not like NASCAR. On spectator days, fans are allowed in the paddock and are welcome to interact with the participants.
Across our yearly events, you can experience camping, kids’ activities, go-karting, food trucks, car shows, drifting, and so much more. I knew we had created something special when I heard an interviewer ask a fan what he liked most about VIR, and the fan answered, “When I’m at VIR, I feel like I’m home.”
Is there a touching story of a track visitor that’s really stuck with you through the years?
During the IMSA race a few years ago, I was walking down South Paddock Road doing what I call “making howdys with the fans.” A young man, about 20 years old, called out, “Are you, Connie?” I stopped and nodded yes, and he ran to me from the bleachers with his hand outstretched.
He had an enormous “VIR” class ring with a green emerald stone and our revered oak tree. Embossed on top were the years 1957, when VIR was first built, and 2000, when it was reborn. He was so proud and hugged me tight for a photo, and I’ll never forget it. I know families who have brought their children to VIR, and I’ve taken pictures with them for 26 years now; I’ve literally seen them grow up at the track.
Most people have a really specific idea of what a race experience is. How is VIR different?
To a lot of people’s surprise, we don’t have a lot of overlap with traditional NASCAR or oval tracks. When you come to VIR, you have a little more freedom to explore and make the VIR experience exactly what you want.
You can bring your own chairs to set up at your favorite viewing areas (check out Oak Tree Turn in the south — stunning!), mingle around in the paddock without a special pass to meet drivers and see the teams up close, make a reservation at our onsite restaurant, or go-kart at our very own kart track. Our 1300-acre property is extremely diverse, and even more fun when a spectator event is in town.
Where can we find you on your days off?
Gosh, I’m an adventurer at heart. I raced vintage sports cars from 2002 to 2012 at other renowned road courses across the country in addition to VIR. After that, I went sailing as often as I could in Scandinavia, on the American East Coast, and in the islands.
I love adventure and traveling, both overseas and domestically, with my son, Erik, and other family and friends. I paddleboard and kayak on the lake where I live, and I walk, walk, walk everywhere I go.
What is a common misconception people have about your profession?
Most people think that racing is male-dominated … and maybe it is. But I have never felt out of place. I’ve always had terrific mentors and collaborators to help and guide me, one step at a time, as I’ve worked with my team to make VIR better. I know who I am and what I’m striving for, so that’s what I focus on.
What’s the best advice you’ve received and from whom?
I have three favorite sayings:
1. “If you want to be a landlord, think like a tenant.” — My dad, Earle Greene.
2. “You can’t buy loyalty, you can only reward it.” — Harvey Siegel, my founding partner.
3. “I want things done right more than I want them right now.” — My business partner, Mark Rein.
LIGHTNING ROUND!
Favorite “hidden gem” in Virginia? VIR! Motorsports’ Heaven on Earth!
Bucket-list vacation destination? Taking the luxurious Orient Express train through Russia and Norway at Christmas time
A great book you’ve enjoyed recently? Theo of Golden by Alan Levi
Three things you’re never caught without? Carolina Reaper pepper, Hudsalva skin balm from Sweden, Tide stain stick
Go-to birthday gift? Smithy’s cast-iron cookware for someone you REALLY like. It’s an heirloom.
Thanks, Connie, and we’ll see you on the track for a “Howdy” soon! Check out the VIR Reborn documentary for even more on the track’s history.
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Zoe Yarborough
Zoe is a StyleBlueprint staff writer, Charlotte native, Washington & Lee graduate, and Nashville transplant of eleven years. She teaches Pilates, helps manage recording artists, and likes to "research" Germantown's food scene.