Formula 1 Miami 2023: Inside the Events and Activations That Made the Grand Prix the City’s Hottest Ticket

BizBash was on-site this year to get an inside look at the over-the-top activations, off-grid kickoff parties, and invite-only lounges by Red Bull, ESPN, and more.

Liana Lozada

May 17, 2023

The Miami Grand Prix is the first of three stateside races this year (followed by Austin, Texas, in October and Las Vegas in November) and represents Formula 1's commitment to growing its appeal across the U.S.MIAMI—Formula 1 clocked in its second year in Miami from May 5-7, reporting a sellout weekend attendance of 270,491 fans—a nearly 30,000-person increase over its inaugural year. Red Bull’s reigning champion, Max Verstappen, continued his two-year track dominance, masterfully winning the race despite starting in ninth position. (His Red Bull teammate, Sergio Pérez, took second, while Aston Martin’s Fernando Alfonso joined the podium in third.)

Hard Rock Stadium upgraded the 2023 facility to further strengthen its 10-year relationship with Formula 1. The new enhancements included a stunning permanent Paddock Club constructed above the pit garages. In addition, the Formula 1 Team Village hospitality spaces expanded onto the Hard Rock Stadium field, creating a sheltered but impressive hub for each team. The stadium also added new seating areas to meet capacity demands, including the Vista at Turn 1 and the Boathouse at MIA Marina.

The Miami Grand Prix is the first of three stateside races this year (followed by Austin, Texas, in October and Las Vegas in November) and represents F1's commitment to growing its appeal across the U.S. Netflix’s Drive to Survive docuseries and long-term broadcast commitments with ESPN, ABC, and ESPN2 helped fuel its national popularity. Couple that with Miami's taste for Basel-level fanfare, celebrity magnetism, and a sports-crazed local fan base, and you've got the perfect base for nurturing F1's future.

Seven-time Formula 1 world champion and Mercedes-AMG Petronas driver Sir Lewis Hamilton reflected on the sport’s increased visibility in Miami and beyond during the IWC Chrono Challenge in Miami’s Design District on Wednesday, May 3. “It’s a dream for us to be here, in the States, but in a big and important city like Miami," he said, adding, "There are massive sports fans [here]."

Off the grid and around South Florida, event professionals tapped into the racing excitement by shuffling celebs, VIPs, race pros, and worldwide visitors in and out of their events. From thousand-dollar dinners to fashion-forward activations, here’s where F1 and its associated brands made the biggest impact...

Red Bull Energy Station

Red Bull took home the week’s superlative for the most omnipresent brand. At Hard Rock Stadium, the 40,000-square-foot, 1,000-person-capacity Red Bull Energy Station towered over the track for its second year.

Red Bull hired Wasserman to oversee the experiential components, which featured multiple catering stations and mobile carts by Do & Co and sips by Sweet&Chilli.

Additionally, Red Bull hosted a hush-hush but jampacked weekend itinerary for national influencers, ambassadors, and VIPs.

The activation welcomed A-list celebs like Patrick Mahomes (pictured left).

Casa de Checo

In Wynwood, at La Tiendita Taqueria, Red Bull doubled down on its local impact with Casa de Checo on May 6. The night highlighted Sergio “Checo” Pérez’s life and career, flaunting a Checo-themed bar lined with memorabilia.

Photo: Alejandro Chavarria/Red Bull Content Pool

Sergio “Checo” Pérez (pictured) also sat down for an intimate Q&A session.

IWC Chrono Basketball Challenge

Sir Lewis Hamilton’s star power continues to draw the masses, and the living GOAT hosted multiple events and initiatives leading up to and throughout the race weekend.

Photo: Richard Alvarez/World Red Eye

On Wednesday, May 3, Hamilton hosted the IWC Chrono Basketball Challenge alongside Miami-based nonprofit Dibia DREAM. IWC’s three-day takeover transformed the Design District's Jungle Plaza into a Miami Vice-colored basketball court. VIP players included actor James Marsden, former professional football player Antrel Rolle, actor Simu Liu, American Olympic skateboarder Jagger Eaton, and Dibia DREAM founder and CEO Brandon Okpalobi. Public participants booked time slots online to join a professional skills clinic and then competed for prizes, including an exclusive IWC watch.

Photo: Richard Alvarez/World Red Eye

Sports Illustrated's NBA Rookie of the Year Celebration

Meanwhile, Sports Illustrated’s May 5 celebration for NBA Rookie of the Year Paolo Banchero (pictured) lauded Hamilton as the private gathering’s host, which took place at The Surf Club Restaurant. The event was backed by Authentic Brands Group (Authentic), Copper, and Lift Sports Management, presented by Cash App Visa, and supported by Casamigos, Glenfiddich, Heineken, Ferrari Trento, and Kitson Yachts.

Photo: Courtesy of Authentic

ESPN’s Rockstars of Racing

For ESPN’s Rockstars of Racing Paddock activation, the title broadcaster hired Triton Productions.

Photo: Justin Namon/Ra-Haus

The interactive, content-ready space featured Spotify listening pods prepped with drivers’ playlists alongside “slot racing” and a race viewing lounge. ESPN partnered with music star Gryffin to curate the musical experiences.

Photo: Justin Namon/Ra-Haus

“F1 is making major waves not only as a sport but in culture,” says Emeka Ofodile, vice president of sports marketing for ESPN. “It’s fast, global, cool, and its drivers are like rock stars. ... We wanted to create a conversation and experience that celebrates these rock stars of racing on a global stage.”

Photo: Justin Namon/Ra-Haus

Once Upon a Kitchen

GR8 Group—an international agency for VIP travel and luxury events—brought Once Upon a Kitchen back to Miami for the first time since 2019.

Photo: World Red Eye

The decadent dinner landed outdoors at The Deck at Island Gardens on Friday, May 5.

Photo: World Red Eye

Massimo Bottura (pictured) and his Osteria Francescana team hosted alongside El Cielo’s Juan Manuel Barrientos Valencia and Torno Subito’s Bernardo Paladini.

Photo: World Red Eye

“Something new that we had this year was an after-party, and it was a blowout success,” says Barnabas Carrega, CEO of GR8 Experience. “DJ Benny Benassi performed a private set, which kept the energy going into the early morning hours.”

Photo: World Red Eye

Once Upon a Kitchen tickets were $6,000 per person. Sponsors included Accutron Watch, Brugal, Lobos 1707, Louis XIII Cognac, Ethica Wine, Go Wine, Château d'Yquem, Sabatino Tartufo, Wheels Up, Alto, FGI Yacht Group, Space Perspective, Missoni, and the W South Beach hotel.

Photo: World Red Eye

Carbone Beach

American Express and Major Food Group welcomed Carbone Beach back for its second year.

Photo: World Red Eye

The two brands created a four-night dinner party at a secret South Beach location.

Photo: World Red Eye

Lobos 1707 tequila, Belvedere vodka, and Dom Pérignon powered the evening cocktail hour, presented alongside the event’s signature 2,500-pound ice sculpture (pictured), decked out with caviar and delicacies.

Photo: World Red Eye

Thursday night’s engagement featured a surprise performance by Diana Ross.

Photo: World Red Eye

Ferrari's Private Cocktail Hour

On Wednesday, May 3, Ferrari and driver Carlos Sainz hosted a private cocktail hour to celebrate the in-store launch of the Scuderia Ferrari replica baseball jersey, designed in partnership with Puma and exclusively launched for the Miami Grand Prix.

Photo: Jason Lowrie/BFA

The soiree took place inside the Ferrari boutique at Aventura Mall. DJ Yissel led the beats.

Photo: Jason Lowrie/BFA

Beyond the Paddock Gift Lounge

CP Group curated the Beyond the Paddock Gift Lounge, featuring over $20,000 in wellness and beauty goodies for influencers and VIPs. The two-day penthouse activation at Nobu Hotel Miami Beach featured vitamin B12 shots by Drip Hydration; services by IGK Salon; exclusive Pirelli merchandise; official Mercedes-AMG Petronas merchandise; and products by Dr. Barbara Sturm, Body Vodka, Glossier, and Arrae.

Photo: Courtesy of CP Group

CP Group’s 2023 goal was to expand its digital impact by partnering with brands looking to explore the F1 market. “As an agency owner, we’re always trying to be innovative, and we noticed Formula 1 starting to become top of mind for brands and their yearly planning,” said CP Group founder Vedika Solecki. “I was starting to see the business side of the race and immediately wanted in.” The strategy paid off, as Beyond the Paddock reported over 500,000 social media impressions.

Other partners for the gifting suite included sparkling energy drink brand GORGIE, Theme Dresser, Caracas Bakery, Miami Beach Bum, Crown Affair, Alto, GLOSSLAB, and Victoria Beckham Beauty.

Photo: Courtesy of CP Group

SWARM’s Racing Fan Fest

Heralded as the “largest off-track fan experience,” SWARM’s Racing Fan Fest invaded the Wynwood Marketplace from May 4-7, welcoming nearly 110,000 visitors.

Photo: World Red Eye

At the Red Bull Fan Zone presented by Cash App, guests could mimic a pitstop tire change.

Photo: World Red Eye

Universal’s Fast X interactive car experience allowed guests to hop into a featured car for a photo op.

Photo: World Red Eye

Over at the Racing Fan Fest Live Stage, presented by ESPN, Gryffin (previously mentioned as the brand’s weekendlong partner) and Alesso performed.

Photo: World Red Eye

Meanwhile, Levi’s headlined the pop-up shopping appearances, showcasing customizable pieces inside a 40-foot custom Airstream trailer. The events concluded with a giant Sunday race watch party.

Photo: World Red Eye

A Legendary Affair

Marriott Bonvoy and Mercedes-AMG Petronas Formula 1 Team hosted A Legendary Affair at The Ritz-Carlton, South Beach, on Friday, May 5. Ushers greeted arrivals—like Brooklyn Beckham, pictured here—in blacked-out driver helmets and escorted them inside to pose with a full-scale Mercedes AMG-Petronas F1 car.

Photo: BFA

Partygoers proceeded to the Ritz pool area, where a 10-foot globe with digital projections was anchored in the water. TOKiMONSTA and Disclosure played alfresco sets as guests dined on the Ritz's globally inspired food stations and received tailored permanent bracelets by Link x Lou. Production agency 160over90 teamed up with WME to tap La Mar Taylor as creative director, who spearheaded the evening's dynamic, visually compelling elements. The party was also an extension of the Marriott Bonvoy Moments experience platform, where members can bid or redeem their points earned through travel and everyday activities: This year, members could interact with Mercedes-AMG Petronas F1 Team personnel and receive exclusive behind-the-scenes access on and off the track.

Photo: BFA

Hagerty Garage + Social Viewing Party

Hagerty Garage + Social opened its ninth North American car collector storage, concierge, and social club location during race week.

Photo: Courtesy of Hagerty Garage + Social

Speed lovers gathered on Sunday to watch the Miami Grand Prix while surrounded by exotic and vintage cars and enjoyed brews by Beat Culture Co., barbecue from Farmhouse BBQ, and bites courtesy of Elegant Buffet.

Photo: Courtesy of Hagerty Garage + Social