Last year, Austin's Circuit of the Americas was joined on the F1 calendar by the glitzy Miami Grand Prix, benefiting from the increased global appeal of grand prix racing in the wake of the Netflix boom.
Las Vegas wants to top it this season with an extravagant event set around its iconic Strip,
But while COTA chief Bobby Epstein admitted newcomers drowning out the longest race in the US can be "frustrating", he said the event is sticking to its guns as a "people's race".
The 2023 edition of the race on October 22nd will be its tenth year since F1 returned to the States at the then-new CoTA venue in 2012. Apart from the 2020 campaign, which was disrupted by COVID, it has been a mainstay of the calendar every year.
"Actually, I don't think we're doing anything different, because what's nice is that all the other events as they've come along have tried to create their own identity that's unique," Epstein said when asked by Autosport at the media roundtable. whether his event must be different from Miami and Vegas.
"We don't have to change our recipe, it really works. One of the things we found is that we were defined by people, it wasn't us."
"The fans looked at it and said they're going to call it the race of the people in a lot of ways. We've seen that name a lot. It's nice to see and we'll try to live up to it." "
Epstein believes the market is now large enough to support the three American races because they can synergize with each other and raise awareness.
"We saw it last year with a huge crowd," he explained. “It was a combination of additional exposure in the US from both the Miami plant, Netflix and what we've done in the past.
F1 has raced at CoTA since 2012, this year's race being the tenth at the track
So I think other races can act as advertising and be very complementary to what we're doing. It's great to see the race in the spring in Miami in May because it just allows us to get the attention of the American viewer."
Austin prides itself on providing family entertainment and takes a pioneering approach in combining on-track action with off-track concerts. In 2016, COTA attracted Taylor Swift, while this year Queen and The Killers line up the October event.
Initially, his strategy drew some criticism from fans of traditional races, but it has now become a model for other races to follow as Liberty Media pushed promoters to provide more entertainment for a wider audience.
Epstein explained: “When we first started adding music to it, we made a lot of noise in the sense that the purists were saying, 'What are you doing, you're ruining the sport,' when really we were just starting to add more value to the customer.
"Now I think with hindsight people will look at it and say we're really acting in the best interest of the fans and the family that wants to come to the event and we're trying to make it reach a wider audience."
COTA has previously expressed its desire to be the first F1 Grand Prix to break the 500,000 mark over a race weekend, which Epstein believes will see the venue "at capacity" by next year.
Given the US GP's entertainment-based approach, he believes Red Bull's dominance and stagnant TV numbers won't necessarily halt the growth of his event.
"You have to look at when the tickets for this event went on sale," he said. “If your event is in June or July and it's sold out in January, then you'd say people aren't necessarily coming for the competition.
"I think we will find people who personally participate in Formula 1 racing for many different reasons.
Competition from other races in the US has increased, but Epstein promises that CoTA will not change its approach
Photo credit: Red Bull Content Pool
To reach that number, from last year's record 440,000 attendees, COTA has begun selling tickets in recent years on a wide variety of platforms, including retailer Costco, where three-day general admission vouchers are sold from $350.
Epstein admitted that the buzz around Miami and Vegas and the media coverage surrounding the latter's $10,000 tickets and million-dollar VIP packages made it "hard to get our message out there."
"[The media] paid so much attention to the high-priced tickets and the price drops and the $10,000 tickets or the million-dollar packages in Vegas," Epstein added.
"We want to get the word out that there is value in a US Grand Prix ticket at COTA, that not everything is a $10,000 ticket. And it's been hard to get our message out there.
“The fact that someone realizes it's at Costco is a real plus for us and we've sold thousands of tickets.
“We try to find every way to communicate to the customer that a ticket to the US Grand Prix is affordable and a great value.
"It's frustrating. I was listening to a podcast this week that only talked about Miami and Vegas as US races. And I think sometimes if you don't put yourself out there, you don't get noticed."
"But we have a pretty loyal following and I think we have to be patient. We don't panic when something new comes out."
"Ultimately, the fans are talking. We're in our 11th year and people are coming back and we're getting bigger crowds every year. It really speaks to some tradition."
As Formula 1 fever intensifies with new destinations on the horizon, Austin's iconic Circuit of the Americas (COTA) stands firm in its commitment to tradition. While the glitzy glamor of F1's Miami and Vegas expansions draws attention, Austin's US Grand Prix remains determined not to change its winning formula.
Unveiling the heart of racing heritage
Nestled in the heart of Texas, the Circuit of the Americas has become synonymous with exciting racing, electrifying crowds and a vibrant cultural experience. Against the backdrop of F1's pompous expansion plans, the Austin Grand Prix prides itself on maintaining the essence that has captivated motorsport enthusiasts for years.
The timeless challenge of Austin's US GP
The magic of the Austin USA Grand Prix lies in its combination of sporting excellence and authentic Texas hospitality. Fans are treated to a smooth blend of high-octane racing and a warm embrace of Southern charm. This unique blend has stood the test of time and continues to set the Austin Grand Prix apart from newer competitors.
Staying on course amid F1 intrigue in Vegas and Miami
While the lure of new F1 venues in Miami and Vegas dazzles, the Circuit of the Americas remains anchored in its values. The Austin Grand Prix reiterates its commitment to providing an unrivaled motorsport experience without compromising its heritage. Event organizers recognize that the essence of racing is not limited to the track; it's the culture, history and fan engagement that make the Austin Grand Prix an irreplaceable fixture.
A Taste of Texas: Culinary and Cultural Delights
As F1 expands its footprint, the Austin Grand Prix ensures its fans enjoy the local flavors and cultural richness of Texas. From legendary barbecue joints to live music, the Austin experience goes beyond racing to create an immersive atmosphere that resonates with local enthusiasts and international visitors alike.
The tradition of the future
In a world of evolving technology and a changing landscape, Circuit of the Americas recognizes the importance of embracing innovation while staying true to its roots. As the Austin Grand Prix heads into the future, it remains committed to improving the spectator experience while maintaining the elements that have made it an institution.
Amid F1's grand expansion plans, Austin's US Grand Prix remains steadfast in its determination to maintain its signature blend of racing prowess, Texas warmth and cultural splendor. As the world of F1 turns its gaze to new horizons, the Circuit of the Americas stands as a beacon of tradition and authenticity, ready to continue to captivate motorsport enthusiasts from around the world.
As the Formula 1 world turns its attention to new horizons in Miami and Las Vegas, Austin's iconic Circuit of the Americas is determined to keep its timeless charm alive. The Austin US Grand Prix has long been a fixture on the F1 calendar, offering a unique blend of excitement and tradition that sets it apart from the glitz and glamor of its potential rivals.
Unveiling the Essence of Austin's Grand Prix USA
Amid plans to expand Formula 1 into new American cities, the US Grand Prix in Austin remains steadfast in its commitment to providing an unparalleled racing experience. Located in the heart of Texas, the Circuit of the Americas boasts a track known for its exhilarating twists and turns that challenge drivers to push their limits. The vibrant city of Austin serves as the ideal backdrop, providing fans with a fusion of live music, culinary delights and an electric atmosphere.
Stay true to tradition
While new venues are being established, Grand Prix Austin is committed to supporting the elements that make it a fan favorite. From the moment the engines roar to life to the iconic "Lone Star" stage celebration, the Austin Grand Prix showcases the authentic spirit of Texas. The combination of adrenaline racing and local Texas culture creates an experience unlike any other, capturing the essence of both F1 and the Lone Star State.
Going through the changes while accepting the legacy
In the ever-evolving environment of Formula 1, it is natural to explore new avenues. However, Circuit of the Americas understands the importance of balance. By maintaining its ancient traditions while embracing advances, the Austin Grand Prix proves that classic appeal can coexist harmoniously with innovation.
As the Formula 1 world eagerly eyes new destinations such as Miami and Las Vegas, the US Grand Prix in Austin is riding high and confident in its unique blend of tradition and excitement. Circuit of the Americas and the vibrant city of Austin combine to create an experience that goes beyond the race itself, making it a must-see event for die-hard fans and newcomers alike. In an ever-changing sport, Austin's USA Grand Prix reminds us that sometimes the key to a winning formula is sticking to a proven recipe.
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