The Formula 1 race in Austin has suffered a small decline in spectators this year. US promoter and COTA boss Bobby Epstein says what could be the problem.
The USA GP in Austin is one of the Formula 1 races with the most visitors. Last year, the organizers recorded a new attendance record of 440,000 fans for the US Grand Prix, which has been on the racing calendar since 2012. This year “only” 432,000 visitors came to the route. How can this decline be explained?
With the two other USA races in Miami (since 2022) and Las Vegas (since 2023), the family-friendly event in Austin has received two competing events with a lot of glitz and glamor. Bobby Epstein, co-owner and chairman of the Circuit of the Americas, does not believe that this is a reason for the decline in visitors.
He believes that the Austin race not only occupies a good position compared to the other two USA races, but also offers its fans two important factors, namely “pure racing and affordable tickets.”
Austin: Unique race track with an overview
The Circuit of the Americas was designed specifically for Formula 1 and with spectators in mind. There are numerous vantage points from which fans can get a good view of the action on the track and watch all the overtaking maneuvers.
The races in Miami and Las Vegas, on the other hand, appeal primarily to celebrities and fans who prefer to sit in the hospitality area rather than on the track. Epstein is convinced that the “COTA” offers significant added value for motorsport fans compared to the other two USA races.
Speaking to select media outlets including Motorsport.com over the weekend in Austin, Epstein explained how the other American races on the Formula 1 calendar highlight the uniqueness of the Circuit of the Americas.
“First of all, I think other races prove how valuable what we have here is,” said Epstein. “Namely, that it appeals to both the racing purist and the casual racing fan, and the fan who is just looking for a great experience even if they don’t follow racing. I think we’ve managed to combine those three aspects.”
Austin: Low ticket prices, but full program
The COTA boss says he’s doing his best to keep ticket prices low and also “keep the average race fan in mind” while offering a quality schedule. “I’m not trivializing the fact that tickets are expensive, and I really appreciate that,” he adds.
“But we’re trying to still be on the affordable side of expensive and still offer people a 35-hour program, the concerts and then something between the races,” said Epstein. After all, one of the big advantages is that there is room for a lot of people in the stands and the ticket prices can therefore be kept lower.
The COTA boss believes that this is an important factor for the price-conscious racing fan. “We have the advantage of being able to offer a lower ticket price because we can accommodate more people,” he says. “You can distribute the costs differently. And it is a permanent race track. Our costs for operation are lower.”
Epstein knows how expensive regular F1 tickets can be for the typical fan and offers them the chance to experience a fantastic race weekend without breaking the bank: “I think it’s fair for the fans to say, ‘That is expensive’ and ‘Show me a way to get some value’.”
“And what we do is we sell a limited number of tickets for $300,” recalls Epstein. “A ticket to say to those who said, ‘I’ll come when the price is lower’: OK, here’s your chance to show me that you’ll strike when the price is lower. We want that more People are coming and we want to reach bigger numbers.”
Austin: Sprint weekend as another factor?
A Formula 1 sprint race took place in Austin for the first time, but according to Epstein, this did not help attract more fans to the track on Saturday. “It’s a surprise,” he admits. However, it remains to be seen whether the sprint race will be accepted by the fans or whether it is more controversial, says the US promoter.
Because Sunday was well attended, Epstein is sure that the sprint had virtually no impact on ticket sales: “Saturday this year was a little less attended than Saturday last year, even though we have a sprint race this year.”
It is therefore unclear whether the organizer would apply for a sprint race again next year: “We will work with Formula 1 and let them decide what is best, but we are happy that it will rotate a little,” said Epstein .
Nevertheless, the races in Miami and Las Vegas could pose a threat to the Grand Prix in Austin. The Miami GP was better attended this year than last year, and capacity is to be increased again for 2024. The race in Las Vegas has also achieved good sales figures so far.
Austin racing sticks to its roots
The Formula 1 race in Austin must therefore concentrate on its roots and offer the best possible racing, and less glitz and glamour. Epstein is confident that he will be able to convince fans: “I think people will try each race and decide which one they like best, what flavor they like the most. And hopefully they will appreciate it if we offer them more .”
“I think there is a lot more overlap between the audiences in Las Vegas and in Miami,” said the US promoter, hoping for the future. “And I think we’ll have to wait and see whether there isn’t a little tension between these two.”
“Because even though we have a lot of celebrities and a lot of glamour, we don’t come close to Miami or Vegas on the glamor scale,” Epstein is honest. “I think their impact on us may not be as great.”
Nevertheless, the Formula 1 race in Austin should retain a permanent place in the racing calendar, because Formula 1 doesn’t need more glamor, but rather affordable tickets and a high-quality program. And that’s what happens in Texas.