Hardly anything is so emblematic of the extravagance in Formula 1, or some would say decadence. Those who are allowed into the luxurious motorhomes belong to a very select circle and usually have a lot of money in their pockets.
It’s difficult to stand out in this atmosphere. But that is exactly what Mercedes may have achieved with its hospitality for the Formula 1 Las Vegas Grand Prix. With the “Vegas Club”, the German manufacturer with its team headquarters in Brackley wants to push the boundaries of VIP support once again.
The renderings show a luxurious ambience that is intended to make guests forget that they are in mobile hospitality. There is an event stage, a bar and fancy lighting for a club atmosphere.
Mercedes itself speaks of a redefinition of corporate event hospitality. The Vegas Club is intended to “set the standard for premium entertainment at the racetrack.” In Miami, Mercedes had already integrated a location-related theme into the hospitality with the “Miami Club”.
The press description continues: “The Vegas Club offers an unparalleled view of the exciting action on the racetrack and an intense experience off the racetrack with live music, world-class DJ sets and cabaret as well as fine gourmet cuisine and specialty cocktails.”
Across three floors, guests will find different themed areas that “infuse the essence of Sin City into every aspect of the Vegas Club.” The ground floor is modeled on an old bar. The second floor is dedicated to relaxation.
For the third floor, we’ll let Mercedes PR do the talking again: “The third and top floor will offer a direct view of the race track. This will be combined with unique entertainment where guests can experience the synergy of racing and leading Vegas shows .” The experience also includes virtual reality, where guests can immerse themselves in the pit lane.
Victoria Johnson, Marketing Operations Director, says of the new hospitality: “Innovation and excellence are at the core of everything we do here as a team. That applies both on and off the racetrack.”
“We have refined our hospitality offering and are now taking the next step. Our aim is to offer our guests a truly immersive experience. We will enable them to experience the world’s fastest sport in a way that never before was the case before.”
She also announces that the concept will be used in further races in the 2024 season. It will be interesting to see what the competition comes up with in response. As we know, the competition in hospitality in Formula 1 is just as tough as on the track.