Viva Las Vegas, Formula One betting big on Sin City race

LAS VEGAS – After more than four decades,

Formula One returns to Las Vegas

– the world’s party capital – for a turbo-charged weekend that could see more action off the track than on it.

With Red Bull’s Max Verstappen having clinched a third straight drivers’ title and a forecast predicting cold, rainy weather for a Saturday-midnight blitz down the Strip, the sporting elements for F1’s most-hyped race are not optimal.

But otherwise it is all systems go for the launch of an event that F1 owners Liberty Media believes can propel the sport into a new money-spinning orbit.

“I think once we have the event in Vegas there’s going to be a whole new recognition for Formula One in the United States, which still is our most important sponsorship market,” said Liberty Media chief Greg Maffei previously.

“A night race down the Strip that’s going to be iconic. I think that is going to kick off a new round of sponsor interest as well, and more broad sponsor interest.”

While jaw-dropping prices have had F1 fans thinking twice about a trip to Sin City, the sponsors, who provide the cash that fuels the sport, have no such concerns.

Close to 2,000 private jets packed with a cargo of well-heeled A-listers and deal-makers are expected to squeeze into airports with visitors pouring US$1.7 billion (S$2.3 billion) into the local economy.

Wynn Resorts is offering the first-ever Las Vegas Grand Prix Million Dollar All-Access Experience that includes a US$100,000 philanthropic gift.

Red Bull has constructed a 20,000 square-foot hospitality complex where the centre piece is the Holzhaus, an alpine-inspired, three-level party palace for VVIPs and team use only.

Ferrari, Mercedes, Aston Martin and every other team will also spend lavishly to entertain sponsors.

From McLaren partners Hilton to Red Bull sponsor PokerStars, everyone wants in on the Vegas F1 action.

“There’s no doubt Las Vegas is the race of the season, it’s been on every F1 fan’s lips since it was announced,” said Rebecca McAdam Willetts, director of partnerships, public relations and consumer engagement at PokerStars.

“Outside of obviously being the epicentre of poker, casino and sports betting, the GP in Vegas pairs perfectly with our approach to our community.

“Monaco is always a key moment in the calendar for us because of the links to gaming...

“However, the brand synergies with the inaugural Las Vegas Grand Prix are unmatched.”

A quick glance at the companies setting up camp around the 6.1km circuit reads like the New York Stock Exchange with American Express, Heineken, Hilton Grand Vacations, MGM Resorts International and others constructing luxurious trackside suites.

The Bellagio Fountain Club in the heart of the Strip will provide the backdrop for the winner’s stage and post-race ceremonies. But, if you do not already have a ticket, which started at US$11,247, you are too late.

“I don’t know who is responsible for designing the track but they did a great job, the track runs right along our premier property Elara,” said Mark Wang, CEO of Hilton Grand Vacations.

“We’re going all out to make this a first-class experience.”

F1 has long been a magnet for the celebrity class and Las Vegas is sure to be an irresistible pull.

For US$7,000, you can mingle with David Beckham and Shaquille O’Neal, who will be at Club SI hosting Sports Illustrated’s Swimsuit and Saturday Race Night party.

Or you might bump into Mark Wahlberg at Drai’s Beach Club, for what is billed as “The Ultimate Team Race Viewing Experience with McLaren F1”.

Even with temperatures set to dip to single-digit degrees Celsius, you can still watch the action on giant screens from heated pools at Circa’s Stadium Swim or dine trackside with celebrity chef Gordon Ramsay at Hell’s Kitchen Caesars Palace.

For those looking to mix some networking with their partying, there is Fast Cars and Industry Stars with Mercedes team principal Toto Wolff.

Or you can give back a little, settling in at poker table for a PokerStars charity event.

The 1981 and 1982 Caesars Palace grands prix were held in a car park. More than 40 years on, Las Vegas is ready for the big show. REUTERS