Lonesome Pine Raceway

Tucked away inside the mountains of Southwest Virginia, you’ll find Lonesome Pine Raceway, a 3/8-mile racetrack that has been hosting a wide array of auto races since the early 1970s.

Following the 2025 racing season, the raceway needed major renovations. A new racing surface, modern lighting, and updated concessions were high on the to-do list, but the most eye-catching update was the addition of a custom Watchfire S16mm LED video tote board.

Located behind the wall on the track’s northwest corner and measuring 12 feet high by 36 feet wide, the videoboard provides new ways for fans to experience racing in Coeburn, Va. Not only will Lonesome Pine Raceway use Watchfire’s Ignite Sports software to update fans with real-time positioning and lap times, but they will also incorporate live video into the board, keeping fans engaged throughout the race.

We all know how challenging it can be to generate revenue, especially in smaller markets. For a NASCAR-sanctioned racetrack built in 1972, raising the funds to make the necessary changes can be a struggle at times. With the addition of the video tote board, it now has new ways to generate revenue by offering ad opportunities to local sponsors before, during, and after races.