LAS VEGAS — A remarkable transformation has occurred in the perception of the Las Vegas Grand Prix, particularly for Max Verstappen, who previously expressed disdain for the inaugural event a year ago. Prior to the race, the Dutch driver was vocal about his dislike for the event, which local residents also criticized for its excessive commercialism and spectacle-like atmosphere, overshadowing the sport itself. Liberty Media’s significant investment, estimated close to $1 billion, included hefty promotional expenses, elevated driver introductions, and extravagant entertainment displays featuring LED shows and drones, aimed at making the event a grand spectacle.
Before the festivities began, Verstappen was in a negative mood, reflecting the general sentiment surrounding the event. The race weekend was filled with challenges, including technical issues that jeopardized drivers’ safety. However, once he crossed the finish line, clinching his 18th victory of the season, the atmosphere transformed, with Verstappen enthusiastically celebrating amid the fireworks above the Strip. The initial skepticism eventually turned into one of the highlights of the 2023 racing season.
As the Las Vegas Grand Prix prepares for its return, the first practice session is scheduled for Thursday night, and changes are evident. An economic report released after last year’s race highlighted its success, noting a net economic impact of $1.5 billion, making it one of the most profitable events in Las Vegas history. Spectators spent considerably more than typical visitors, leading to a remarkable $77 million in tax revenue for the city—higher than even the Super Bowl.
Despite criticisms from local businesses about construction disruptions last year, this year’s event is expected to generate at least $250 million in revenue for the Las Vegas Convention and Visitors Authority. The event organizers have emphasized improved communication with the community, with CEO Renee Wilm praising the new communications director, who has worked tirelessly to mend relations. Community-focused activities—such as events aimed at foster children and giveaways—aim to create a positive rapport with locals.
Notable alterations have been made to the event format itself. The elaborate opening introduction has been replaced by a more subdued private dinner for drivers in the paddock, allowing spectators a more straightforward and enjoyable experience. New free fan zones and additional general admission tickets have been introduced to accommodate more attendees. Prices are also friendlier, with single-day general admission tickets beginning at $99, aiming to make the event accessible to a broader audience.
Additionally, the Ferrari Challenge will serve as a supporting race this year, providing fans with extra entertainment beyond the main Formula 1 event. Celebrated artists like Ludacris, Alesso, OneRepublic, and others are set to perform, enriching the overall experience for attendees.
The organizers have also committed to investing $1 million in local nonprofit initiatives and another million in complimentary event tickets for community contributors, such as educators and Make-A-Wish recipients. The festivities will include watch parties and exclusive experiences for students, fostering a connection between the event and the local community.
Despite last year’s hefty expenses, which exceeded original projections, the luxurious atmosphere within the paddock is set to remain, featuring elegant dining options and unique attractions such as a rooftop offering panoramic views and an ice-skating rink. New interactive areas like a miniature golf course have been introduced within the paddock, alongside several pop-up bars and dining options.
The race will maintain its evening start time at 10 p.m. local time, aligning with Las Vegas’s nightlife, but practice sessions have been adjusted to start earlier, allowing participants to enjoy the event without the late-night constraints of previous years.
Verstappen continues to lead the driver standings as he approaches the upcoming race, aiming for his fourth consecutive title. With a comfortable 62-point advantage over McLaren’s Lando Norris, the pressure remains on Norris to outperform Verstappen in the remaining races, including the Las Vegas event. As excitement builds around the idea of a possible championship crowning in Las Vegas, ticket sales are witnessing a spike.