Formula 1 Puts Las Vegas on a Global Stage

Las Vegas Sphete

Skift Take

The Formula 1 Heineken Silver Las Vegas Grand Prix was the biggest event in the history of Las Vegas. What does this mean for groups?

The Formula 1 Las Vegas Grand Prix featured a week of elaborate events. A-list celebrities, famous sports stars, and many of the most prominent celebrity chefs who have restaurants on the Strip were on hand to wine and dine groups. It was also a popular way to impress customers.

“Planners were able to create a truly next-level experience for their groups by taking advantage of the destination-wide offerings. From hosting viewing parties in one of the many hospitality suites or VIP areas along the racetrack to the long list of special events happening at venues up and down the Strip. There was no shortage of exciting options to pack a group’s itinerary,” says Lisa Messina, chief sales officer of the Las Vegas Convention and Visitors Authority.

Estimates point to the event fueling $1.3 billion in economic activity, more than twice the projected total for the 2024 Super Bowl. Some sources suggest a decline in ticket prices may lower the final number.

“Hosting such a sought-after event solidified our evolution into a premier sports town,” says Messina. “The destination’s ability to host such a massive, all-encompassing event showed the world that we are capable of anything.”

Paddock Building Can Host Groups

Groups can infuse Formula 1 in their Vegas events all year round, especially with the new 300,000-square-foot Formula 1 Paddock Building. Built just for the race, it will provide much more than the starting and end points of the race.

The contract between Formula 1 and Las Vegas is for three more races over the next three years. It is predicted that the partnership will be extended beyond 2025.

The Formula 1 Paddock Building is available for events all year long. There is a rooftop terrace, driver pits, garages, and grandstand seating.

The Sphere Wows

The race also put a spotlight on the Sphere. This $2.3 billion entertainment venue is said to be the largest LED screen on Earth. It is 580,000 square feet, featuring 1.2 million puck lights, each displaying up to 256 million colors.  During the facing weekend, it displayed real-time pole positions and images of each driver’s helmet.

“Sphere’s Exosphere doesn’t just complement the Las Vegas Strip Circuit. It elevates it to new heights, turning every lap into a mesmerizing experience for fans in attendance and watching on TV globally,” says Emily Prazer, chief commercial officer for Las Vegas Grand Prix. 

In addition to custom Las Vegas Grand Prix content, some of the world’s largest brands displayed advertisements on the Sphere. They include American Express, Aristocrat, Aston Martin, Body Armor, Google Chrome, Heineken, the Las Vegas Convention and Visitors Authority, Mercedes Benz, Netflix, Paramount+, Pirelli, Puma, Salesforce, T-Mobile, and Virgin Hotels.