As the 2024 Formula 1 season comes to a close, with just three races left, hotels and hospitality groups such as MGM Resorts, Venetian Resorts, Wynn Resorts, Fontainebleau and more are going full throttle for the 2024 Heineken Silver Las Vegas Grand Prix.
Timed to the Venetian Resorts’ 25th anniversary, the luxury hotel and casino has expanded its partnership with the BWT Alpine Formula 1 team that debuted last year. Alpine’s Formula 1 team is currently backed by an impressive roster of notable investors including Travis Kelce, Patrick Mahomes, Ryan Reynolds, Michael B. Jordan and Rob McElhenney.
The resort group spent more than $1.5 billion on the anniversary redevelopment project — with newly redesigned suites, culinary concepts, an expanded sportsbook poker room, meetings and convention spaces and more. Offerings for this year include being the team home base for Alpine, track-view suites, a trackside hospitality deck with more than 20 percent visibility, a culinary preview of Cote Korean Steakhouse set to open in summer 2025, the American Express exclusive hub including exclusive Malbon golf merchandise, Alpine show car on display and more.
“Our commitment has always been to deliver unparalleled experiences that resonate with our guests and elevate the Las Vegas experience,” Patrick Nichols, chief executive officer of Venetian Resorts told WWD. “We’re bullish on Formula 1 — and with the greatest amount of track-side real estate, The Venetian Resort is perfectly positioned to bring the excitement of the race to life.”
The Venetian Resort, Las Vegas.
Thomas Hart Shelby
Nicolas went on to explain that the partnership was a natural fit between the two brands and an alignment of values: luxury and innovation. A sizable number of “luxury-orientated” fans flocking to Sin City have “discerning taste” and notable cross-industry executives attending the race — given the exponential growth of the sports economy in Vegas.
The Venetian has also partnered with Kate Byrne and Nicole Sievers, cofounders and podcast hosts and creators of Two Girls 1 Formula — who have built up a devoted fan base of more than 55,000 social media followers. The duo is hosting a sold-out fan meetup on Thursday at the newly opened Flipper’s Roller Boogie Palace skating rink at TAO Beach.
“By joining the Formula 1 space, we’re able to offer an elevated, immersive experience that excites not only racing fans but also those who seek the luxury, sophistication and thrill that the sport has come to represent,” Nicolas said.
MGM Resorts is another hospitality group that has gone full force with its exclusive fan activations.
MGM’s Bellagio Fountain Club.
Courtesy of MGM Resorts
Mercedes AMG Petronas is hosting its epi-center for fans at the Aria to experience race simulators, team merchandise and photo ops with the 2024 Mercedes show car. Inspired by the now-ousted driver Daniel Riccardo, the Bellagio returns with its celeb-frequented Shoey Bar. Williams Racing is hosting its fan zone at the New York-New York Brooklyn Bridge with interactive experiences. And MoneyGram Haas is showcasing its 2024 display car amongst other memorabilia at the Cosmopolitan.
Jack Daniel’s whiskey — in partnership with Universal Music Group and McLaren Racing — is once again hosting the latest Jack’s Garage at The Record at Park MGM on Friday night with T-Pain performing.
For fashion, Ferrari is hosting its limited-time pop-up boutique at the Bellagio again with men’s and women’s collections, luxury leather accessories, one-of-a-kind items and signed collectibles. Balmain is also hosting a boutique at the Bellagio until Jan. 5 — with an exclusive Balmain Racing menswear capsule collection.
On the spirits side, Remy Martin is hosting its 300th anniversary dinner at the Aria on Thursday. LVMH’s Dom Perignon Champagne lounge at the Bellagio and other Moet Hennessy wines will be available for toasting throughout the race weekend. For Macallan’s 200th anniversary, Jean Georges Steakhouse at the Aria teaming up with a celebration on Friday and the resort’s lobby lounge will transform into a Macallan lounge.
“Once again, we’re delivering an extraordinary program of immersive experiences to the heart of The Strip creating the ultimate race fan destination,” said Andrew Lanzino, vice president of citywide events strategy at MGM Resorts. “Our luxury properties are steps away from the track and seamlessly connected to each other, allowing fans to easily walk from resort to resort to explore a non-stop rotation of interactive events that offer a fun, one-of-a-kind fan experience.”
Wynn Resorts, Las Vegas.
Courtesy of Wynn Las Vegas
Notably, Wynn Resorts is also doubling down on its entertainment, fashion and spirit offerings after a successful run last year.
AmfAR is hosting its Las Vegas Grand Prix on Friday at the Wynn — with Jay Leto hosting, Sylvester and Jennifer Stallone receiving the amfAR’s Award of Inspiration and Diana Ross performing. Notably up for auction is the 2006 McLaren-Mercedes MP4-21 Formula 1 driven by Juan Pablo Montoya and tested by Lewis Hamilton in his early years.
“AmfAR is thrilled to be bringing this signature fundraising gala to Las Vegas,” said Kevin Robert Frost, CEO of AmfAR. “We are deeply grateful to our performers, honorees and sponsors — and to Wynn Las Vegas for hosting this event and for recognizing the importance of amfAR’s lifesaving work.”
Team appearances, live entertainment and more are held at the Wynn’s new ultimate fan experience. Throughout the weekend, guests can enjoy the Louis XII Cognac pop-up retail experience, Hamilton’s Almave nonalcoholic cocktail lounge at Eastside Lounge and a Casa Playa restaurant takeover, Hamilton’s +44 brand is also partnering with Tyler, the Creator’s Golfwang brand at the Encore Beach Club, a Red Bull pit stop challenge, gold medalist Shaun White is hosting a Patron tequila pop-up experience at the Encore Players’ Lounge, Wynn Race & Sports Book and Overlook Lounge and more.
“Wynn’s Ultimate Race Week programming in 2023 was unparalleled,” said Brian Gullbrants, chief operating officer of North America of Wynn Resorts. “Our most ambitious series of resort events and programming resulted in overwhelmingly positive feedback from both guests and visitors. Wynn Las Vegas exceeded expectations in every way last year and while we’re extremely proud of our year one accomplishments, it has only challenged us to raise the bar in year two.”
Rendering of the LIV Las Vegas on the rooftop of the Paddock Club.
At the Las Vegas Grand Prix itself, Ludacris, Alesso and OneRepublic are headlining the T-Mobile Zone Sphere Stage. As title sponsor of the race, Heineken is hosting the Trophy Tower to give fans an aerial view of the track from a Heineken platform. The beer company has also teamed up with lifestyle brand Race Services on custom jackets are available for auction with proceeds donated to spinal cord research nonprofit Wings for Life.
As the official event partner for the Las Vegas Grand Prix and partner with Aston Martin’s Formula 1 team, the new Fontainebleau Las Vegas will be transforming the rooftop of the Paddock Club into an exclusive three-night LIV Las Vegas nightclub — created by David Grutman’s Groot Hospitality. Major headliners include John Summit, Calvin Harris and Metro Boomin.
“Formula 1 has made an undeniable impact in our city and Fontainebleau Las Vegas is proud to be an official partner of the Las Vegas Grand Prix, enhancing this already incredible experience,” said Maurice Wooden, president of Fontainebleau Las Vegas. “The Fontainebleau brand is rooted in a 70-year legacy of unparalleled luxury and entertainment. We are looking forward to bringing our signature touch of luxury hospitality to the Formula 1 Heineken Silver Las Vegas Grand Prix.”
And in tandem with the Las Vegas Grand Prix, the race is hosting its first-ever fan experience, free for fans on Friday and Saturday all day — most notably having Formula 1 and F1 Academy driver appearances.
Dermalogica is hosting its “D1 Pit Stop” activation at the fan fest — it will also be stocked at the Paddock Club for VIP guests to enjoy. Byrne and Sievers are taping a live mini-podcast episode of their latest episode of Two Girls 1 Formula at the fanfest on Friday while giving each other Dermalogica facial treatments. The skincare brand will be hosting skin scanning, personalized face mapping analysis, product education and samples and giveaways, with a Dermalogica skin therapist on-site.
