Vegas GP: A Marketing Jackpot for Nevada’s Growth

The Las Vegas GP exceeds all expectations, delivering unparalleled marketing value and cementing its place as a cornerstone event for Nevada.

The Las Vegas Grand Prix debuted last year, marking a major success for the Nevada city. Steve Hill, president of the Las Vegas Convention and Visitors Authority, explains why he expects the Grand Prix to become an annual triumph.

“We knew it would be significant, but the attention…” Hill said. “And frankly, F1 did a fantastic job preparing this race. They’re doing it again this year, and yes, it’s two or three times the marketing value we anticipated, and we would have been happy with a third of what we achieved. We were going to be thrilled with what we expected, but what we got was eye-opening.”

Hill highlights that this success was felt across the city and bodes well for the Grand Prix: “The success is such that it’s clear it will endure. What we’re all trying to do is find that balance point with the sustainability of the race in Las Vegas, so that everyone involved is thrilled to have it.”

“That’s really the definition of success, ultimately. We probably won’t match the numbers of the first year, and we don’t need to for it to be a success. Even if the numbers were half, it would still be a game-changer.”

“I said it was the biggest weekend we’ve ever had. November in Las Vegas is usually the eighth-best month of the year, but last November was the second-best month in our history. The difference is massive.”

“We won’t see that regularly, and I don’t think anyone should expect it. But if we can make a difference, we aim to move the needle every week, and we manage that about half the weeks of the year, with the other half being just the usual flow of what happens in our city.”

“It doesn’t just change a week; it changes a month. Not many events can do that, and it will happen again this year—probably not at last year’s level, which is entirely understandable—but wherever it goes, it’s such a significant event that it truly makes a difference, even in Vegas.”

No Sprint Planned for Las Vegas

Las Vegas does not host a Sprint, but Formula 1’s Director of Operations, Emily Prazer, is comfortable with that: “I think we have no issue letting Austin and Miami keep a Sprint because we have so many other things to manage anyway, and we’re in a really good position.”

“We’re adding support races and hope to continue doing so in the coming years. I don’t think people understand the complexity of this race compared to other street races, and the reality is that we’re opening and closing this track.”

“We have about 46 track openings, and people don’t realize how intricate this race is compared to any other Grand Prix. I think adding a Sprint would also create some nervousness regarding track repairs if something were to happen.”

“I was in Singapore during their race and spoke with the promoter, who said, ‘We don’t understand how you open and close the track as you do.’ They keep their roads closed for seven days.”