Step aside Super Bowl, F1 has become just as much about the scene as it is about the sport.
Miami ’s Formula 1 gridwalk during the May 2023 raceway felt like a Hollywood red carpet issue had been teleported to a racetrack . As a penis of the press , I was ushered into the crowd and quickly determine myself jampack between the Jonas Brothers and J Balvin as I narrowly avoided crashing into the coned perimeter of one of the McLaren MCL60s . Later , a famous person - filled upsurge along the trail had me within 10 column inch of Roger Federer , Serena Williams , and Venus Williams taking a photo , while last - min baulk were made to Carlos Sainz ’s Ferrari SF-23 .
The entire airstream weekend was a relatively expectant departure from what longtime F1 fans ( and drivers ) are used to . In increase to the maven - studded quarry base on balls , grid walk , and paddock , LL Cool J was brought out to stick in each race driver in the style of a WWE hand-to-hand struggle match . The integral spectacle earnedbacklash from fan . One of the main criticisms ? It was such anAmericanthing to do , and the mutation ’s global audience was loath to endorse the stylistic changes .
However , as F1 ’s domestic fan foundation continue to maturate , the Americanism infiltrating the athletics are probable to stupefy around . Formula 1 airstream weekends have always beentravel destinationsfor consecrate and wealthy fans , but with the Miami airstream in its second twelvemonth , the November launch of the Las Vegas street raceway , and the farseeing - runningGrand Prix in Austin , the US is ready to host three races in 2023 — more than any other land .
Eva Marie Uzcategul T/Anadolu Agency/Getty Images
You ’ve show about thepowerful rise of the F1 fan girls , the success ofNetflix’sDrive to Survive , maybe you ’ve even seen thoseCharles Le Clerc fan edits on TikTok . Now , the races themselves are becoming the next big event - travel destination , joining the rank ofCoachellaand the Super Bowl .
Destination by design
turn F1 raceway into travel destinations did n’t hap by fortuity . Tyler Epp , who was refer Formula 1 Miami Grand Prix ’s president in 2022 , told Thrillist that the intention is to offer an experience specifically tailor to each of F1 ’s many different fan demographic .
“ Every single person who descend , we want them to walk away with the experience of a lifespan , ” Epp suppose . “ We consider that someday , part of our secret sauce will be the way we study our fanbase and provide options that fit what they want . Not everybody need to model on the finish crinkle or on the starting line line in a seat — our job is to distinguish what [ is of ] time value and put together a proposition so they go , ‘ Oh , I ’d love to do that . ’ ”
Formula 1 has traditionally been seen as a sport for the elite group . The iconic Grand Prixin Monaco , where a good chunk of spectators watch on from yachts moor in the harbor , was never market as an everyman event . And for a long time , the sport itself was n’t either . Much likeNBAAll - Star Weekend , where fans derive upon a select city to look on their favorite role player while also partake in in the glitz and glamour of a celebrity - constellate event , the factual race is only part of F1 ’s tie . In Miami , the Campus Pass — a.k.a . a GA ticket , which started at $ 125 for track - only access on Saturday — include getting to see lineups of the Porsche 911 GT3 Cup machine driving across the sidewalks and navigating through concourse of gang , the car show process as an appetizer to the chief course of study . On - land site shopping also offered exclusive wash weekend merch , like special edition T - shirt create in partnership with on - trend designers ( retailing at a coolheaded $ 245 each ) alongside more affordable souvenirs like freshness cups and chapeau . If you ’ve ever been toDowntown Disney , that ’s incisively what it feel like to roam the track ’s cosmopolitan admission grounds . There were n’t any ride , of course , but there was certainly magic to be found around every niche — plus plenty of chance to empty your pockets while you ’re at it .
F1 fans taking in the race at Crytpo.com Miami Grand Prix.|Photo courtesy of Formula 1 Crypto.com Miami Grand Prix
That magic also came with a intellectual nourishment court sphere stock with a specially curated pick of Miami restaurants , spare you the 30 - minute drive back to South Beach should the hunger pangs set in . Prices were n’t chinchy , but they were n’t exorbitant either — Epp even said they ran stress grouping to determine how much to burden for beer . You could snap up food for thought for around $ 16 , and most alcoholic beverages for less than $ 20 .
The foundation mountain pass did n’t let in Grandstand seating or access to any of the club space , but it did give fans the opportunity to see the track in real life , watch the legal action from TVs bestride all around the situation , and , should someone require to shell out $ 100 extra , listen to the race ’s commentators on a band of custom headphone . A three - day general admission passing , which likewise did not admit covered stand seating , started at $ 590 . For access to Grandstand seating , which include a guaranteed horizon of the track , weekend passes started at $ 750 , with an average toll of between $ 1,000 to $ 2,000 per pass . And , reckon on where your butt was located , the price could increase ; seats at sharp turn and the starting argumentation campaign the gamy .
Luxury and lobster rolls
It was not the grandstand induct prices or $ 16 snacks that put Miami ’s race in the spotlight , though . It was the$450 lobster rollsbeing offered over at the Hard Rock Beach Club , one of several luxury property extend reserve seating with trackside views .
To gather club access — which included VIP passes that allowed you to research the paddock and squad hospitality reason — devotee had dropped from $ 5,000 to $ 10,000 . Some clubs included catering in the price . Casa Tua , for example , offered Italian mezze with entry plus an open prevention , while Hard Rock go bad with pricey a la carte options like those ill-famed lobster roll . Some lavishness pass stretch even far ; one VIP field even had its own super - VIP area , where the likes of Jeff Bezos , Elon Musk , and Tom Cruise were spotted watching the race .
The Miami backwash boasted thesecond most expensive ticketin all of F1 , with the forthcoming Las Vegas ranking first . “ I assure a girl dampen it down on TikTok and price it out , and it ’s actually cheaper to take flight to Monaco and look the Monaco Grand Prix than it is to take care the Vegas Grand Prix , ” Madeleine White , a content creator and F1 fan , explicate . November ’s Las Vegas street wash is anticipated to be an even big and flash event , with all of that Sin City glisten filter down to the lover experiences . While details are still under wraps , brand activations , pricey wage - to - play access pass , and ultra - flashy panjandrum software are expected .
Ludacris, Venus Williams, and Serena Williams at the F1 Miami Grand Prix in May.|Jared C. Tilton/Getty Images
normal 1 ’s C - cortege is n’t the only grouping taking note of fans ' desire to spend big at these issue . The travelling diligence at bombastic is also looking to get in on the action . GetYourGuide , one of the enceinte experience book platforms in the world , portion out that the company has witness a137 % ontogenesis in bookingsfor sporting events since 2022 . They ’ve leaned into the F1 demand , and are nowoffering an experiencethat grants the general public individual access to visit McLaren ’s production , testing , and mission ascendence areas for the first metre in the company ’s history .
" It ’s really bum to aviate to Monaco and wait on the Monaco Grand Prix than it is to attend the Vegas Grand Prix . "
Marriott Bonvoy is also shooting their shot , offering the probability for top loyalty members to participate in11 different F1 high-up experiences . Through their partnership with the Mercedes - AMG Petronas F1 Team , perks include the chance to do laps with team drivers , chat the factory in Brackley , UK , and even appease the Nox on the Mercedes squad yacht in Monaco . The Ritz Carlton , meanwhile , is peddlingUltimate Weekend packages — another opulence oblation for high dollar customers — that admit everything from dignitary airstream access to spa treatments . The packages are usable in Miami , Montreal , and Mexico City , and can only be purchased through a bidding system for top Marriott Bonvoy allegiance members .
The F1 FanZone is a hub of activity throughout the weekend.|Photo courtesy of Formula 1 Crypto.com Miami Grand Prix
Not everything come with a hefty price tag , though . In Miami , the Williams racing team put on afree public popupinSouth Beach , complete with drive simulators , a merch shop , and synergistic art installations . The British squad also recently brought on Paul Asencio , who has previously worked with FanDuel , the New York Mets , and UFC , as its young chief revenue officer . It ’s a notable move toward introducing an American skin senses to public - facing brand deals and fan energizing .
Yet for lifelong sports fan , the Stateside airstream sure as shooting have a different tactile property . “ I do n’t use the word sparkling , but there are a lot of celebrities , ” Nikki Hall , who has travel to many unlike Formula 1 race , told me while we stand in the Miami Paddock Club during qualifiers . “ If you go to some tracks , it feel like a raceway . This feels like an upshot . ”
Making way for stars and thrill-seekers
The fun ’s recent changes , as much as they frustrate some fans , are welcomed by UK - born Hall , who grow up in a household where F1 was always on television . “ I love see woman lead the strategy , I think that ’s a big standoff , ” she added . “ Seeing more diversity in the sport , seeing char take their goals — for me , as a Black cleaning lady , it continues to suck us in . ”
Hall ’s admirer Whytne Brooks , another longtime fan , said that F1 is one of her main motivators for travelling these days . “ In damage of desirable destinations , that ’s Formula 1 , ” said Brooks , who has traveled to F1 race in Austin , Miami , Austria , Brazil , and Montreal . “ It ’s sort of my raid into traveling the world . ”
Just like Coachella , the Super Bowl , and other fan - fuel US events that bloomed into buzzy days - long experiences , F1 ’s rapid increase also impart locals the chance to enter in all the hoopla . local like 19 - twelvemonth - old Miami native Aaron Bataille . A fan of car culture and an activeGran Turismoplayer , Bataille ’s budding interest in F1 felt like a natural telephone extension of his interests . “ If someone is not into F1 , land them the first time , they ’ll get really into it , ” said Bataille , who brought along his friend and cousin-german , both F1 starter , to the race . “ You receive the food , the euphony , everything — it ’s a unspoiled vibration . ”
Of course , for now , that vibration come at a toll . “ That ’s the one matter where I would enjoy to see some exploitation , ” said content creator White . “ My Vegas tickets are $ 2,000 each , and that ’s an raunchy amount of money to spend just to watch a variation . ”
